Abstract: Based on customer perceived value and category of philosophical consciousness, a set of brand competitiveness evaluation index system for Zhanhua Winter Jujube was constructed．Comprehensive score of brand competitiveness was 76.86 by using entropy weight method and fuzzy comprehensive evaluation method, which indicated its brand competitiveness was general and its brand image value> brand performance value> brand emotional value> brand natural and humanistic value．Based on analysis of scoring results of each index, an effective path was sought to improve brand competitiveness of Zhanhua Winter Jujube．