Under the times of knowledge information economy,the interaction between the information on market competition and market demand leads to the information of over-produce,overspread,and over-consume which appear the over-structure formations of information structure,information pattern,information psychology and information behavior,which is named as the over-information market environment.Under the overinformation market environment,it is easy to produce and obtain information,difficult to identify and accept information,so market information is in a complex environment zoology which is effective and non-effective.The over-information structure is duality,whose mechanism of structure operation can be classify to the structure formations of quality of tending to become homogeneous and segmentation because of difference,easy to get and difficult to identify,succeeded by accident and suffered by abruptly risk,short-term success by famous and long-term acceptation by quality identification.From the perspective of information divide,the competition between the brands is the competition between brands' information,which base on customer's information identification,acceptation and consumption.So,the principles of brand information include the principles of the brand information position,brand information creation,and brand information spread.