The Chinese enterprise brand passes through the nearly 30years, at present frequently erupts the brand crisis, the brand development crisis habit. This article attempts from the brand life cycle angle of view analysis enterprise brand crisis to produce the mechanism, favor the enterprise guard and the processing brand crisis. This article first explained the brand life cycle, next analyzed has produced the mechanism based on the brand life cycle angle of view brand crisis, finally elaborated produced the mechanism based on the brand life cycle angle of view brand crisis to the enterprise brand crisis management enlightenment.