Abstract:

This study find that brand research field of domestic publishing becomes more specialized and
the strategy research more professional ；case studies increase annually，along with more regional and
international cases，but there are a lot of adaptive problems need to resolve ；the phenomenon of multiparties
participate in constructing brand has caused researchers’concern，but the private publishing and the
readers’participating need more attention. On the whole，the researchers’understanding of the brand and
its changing is limited，however Prosumer Economy and the productivity of consumer are becoming essential
elements of brand construction，which is worth special mention in the future study.