In recent years, our country product harm crisis event repeated outbreaks, consumers about domestic product brand memory has been damage, serious impact on the choice behavior of consumers on product brand in our country, rebuilding consumers'' brand memory of domestic products is one of the main measures to solve the current plight of Chinese enterprises. Therefore，in order to explore the connotation and structural dimension measurement of brand memory, this paper adopts grounded theory and in-depth interview to summarize the concept and structural dimensions of brand memory, then carries out exploratory factor analysis and confirmatory factor analysis on this basis, and finally develops a scale for measuring the structural dimensions of brand memory. The research shows that brand memory is composed of four dimensions: effect memory, value memory, affective memory and symbolic memory. The reliability and validity of the scale are also verified. Finally, the conclusion, management enlightenment and limitations of the study are expounded to help enterprises provide solutions and ideas for brand memory remolding under product injury crisis.