Abstract: In the competitive market environment, the birth and growth of a brand name involve many problems: the idiosyncrasy of the brand name, the reciprocity of different brand names, and the relationship between a brand name and its corresponding environment. It is very similar to the study of the relationships between individual breed or species and the environment in ecology. A new direction of studying brand name is to use the theories and methods in both the two academic fields for reference to develop some innovative concepts such as the individuality of brand, the life cycle of brand, the ecologic system of famous brand, and brand ecology. The metaphoric and analogical study among different subjects is meaningful both in theory and in practice.