Brand is always the hot spot in international marketing.  Afterreviewing the articles, it is found that theories and methods of the fundamental issue of brand are focus on three points: brand image, brand choice and brand development. These three aspects were explained by researchers through different theories and methods. The brand issues were studied mainly from consumers and enterprises. Lacking of mutual relationship between consumersand enterprises in the researches,  reasonable suggestion of the brand establishment, brand strategy and brand extension were not given to enterprises.