The paper puts forward an experimental operational brand definition, namely, brand is a process that every social organization or person translates inputs of things into outputs in a certain mode. On the basis of the abovementioned definition, core competitive power, balanced scorecard, value profit chain, related brand theory and model, grounded theory, an operational brand model consisting of seven aspects, twentytow modules and eighty items is developed with the emphasis on analysis of module and content through complying with basic principle of consistent strategy, causeeffect relationship, performance driver and being linked with the brand asset indexes. In the end, the paper points out the application issues of the model and future research directions.