Abstract：Henan county tourism brand has begun to take shape, and get high scores in every dimension of brand equity. However, there are several problems, such as the overall brand awareness is low and brand loyalty is not ideal. In order to enhance the level of county tourism brand, more advanced marketing concepts and techniques should be employed, the performance of every dimension of brand equity should be attached more importance to, and tourism branding should be market-oriented, government-led and private-capital-assisted.

Keyword：county tourism;branding;brand awareness;brand loyalty;