At present, with the development of our market economy and the deepening of reform and opening up and the coming of the new economy, Chinese enterprises are facing more intense and severe competition and challenge, the brand has become an important tool to occupy the market. In the economic globalization today, Chinese enterprises to the global competition to survive, must be high on the strategic importance of brand strategy. The enterprise brand, brand strategy significance and the function as well as our country enterprise brand strategy implementation present situation has made some brief analysis. And put forward the implementation of brand strategy, enhance brand competitiveness countermeasures and some suggestions.