Abstract: Based on diamond model theory and forced decision（FD）method, brand value of Chengcheng Cherry in Shaanxi Province was evaluated．Results indicated that value coefficients of demand conditions, industrial clusters, and opportunities were less than 1, which should be key areas for attention and improvement in future industrial development of Chengcheng Cherry．Value coefficients of production factors, corporate strategic structure, industry competition, and government were greater than 1, indicating that current development of Chengcheng Cherry industry has a relatively high input-output value in these three aspects, which has a significant impact on enhancing brand value of Chengcheng Cherry．In the future, it is necessary to increase input values in these three aspects to enable Chengcheng Cherry industry to achieve rapid and effective brand value enhancement．