Abstract: Tourism is one of the most potential industries in the world. In the past 20 years, tourism has been developing at a higher rate than the world economy, and has become one of the largest industries in the world. With the development of modern tourism, the brand has become a powerful means to strengthen the differentiation of tourist attractions. Daishan Lake scenic area is the only scenic spot in Hefei, which is well known as the "back garden" of Hefei". At present, there are some problems in the development of tourism brand, such as brand positioning vague, lack of publicity and promotion, etc.. Based on the theory of tourism brand building of Daishan Lake scenic area, to provide feasible countermeasures for shaping tourism brand, improve the Daishan Lake brand awareness and reputation.