| At present, the brand competition becomes the main melody of economic strength among every country. The competition in tourism was intense matchless for tourism is rising sun estate in the 21st century. Our country must take advantage of all kind of resources, technology and market to develop brand management if we want to exist and develop in competition.At present, the researches on the management of tourism brand started just now, so many basement theories were not perfect and the researches about brand operation of tourism product were not still mature. The factors that mentioned above restrict the pace of initiating the famous brand at tourism destination. On the base of research on the brand management of tangible commodity, this article consorted the characteristic of the management at tourism destination, and discussed the brand operation of tourism product. The author advocated the management of tourism destination can follow the program of the survey and assess of tourism resources, the assess of tourism market, the estimate of brand, the orientation of brand; the projection of brand, the spread of brand and the protection of brand in order to implement brand operation of tourism product.The research took the forest park of Wuling Mountain as example, and applied the program of brand operation at tourist destination into practice. Through designing the management of tourist products brand operation in the Forest Park of Wuling Mountain, the results were achieved as followed:(1) The Waling Mountain may develop ecotourism for it has abundant tourism resource, graceful environment and superior area condition.(2) Tourism of Waling Mountain was on the stage of developing at full speed; The tourist came to Wuling Mountain in order to sightseeing or spending their holidays; The main tourists of Wuling Mountain were individuals and household, unit organization and travel service made up certain proportion. This illustrated that dispersive tourist made up the most proportion; The tourist that selected natural scene tourist destination make up 60.05% among the tourist who were investigated; The tourist that understand the Wuling Mountain through media made up only 11.65%. At last, determined the target tourist market of Wuling Mountain on the basis of the investigation of tourist of Wuling Mountain.The first target market: Beijing and Hebei.Th?second target market: Tianjin.The random target market: other areas.Destination community: ages between 18 and 45, the tourists' educational level above community colleges, the students, workers of nationalized enterprise; cadres and teachers gave first place to the occupation.Tourist type: sightseeing, spending one's holiday and developing adventure tourism positively and other special type tourist project.(3) The present condition of the brand management of Wuling Mountain wasn't optimistic.First, the celebrating for Wuling Mountain was not high; second, there were only half tourist hold the praising attitude about Wuling Mountain; third, the tourists' celebrity attitude about the tourism product of Wuling Mountain wasn't too high; fourth, there were certain faithful tourist among the total tourist, but the tourist that for the most part were on the middle state; firth, the tourism product brand hasn't made people associate any meaningful image; sixth, the protect measure for tourist products' brand was not perfect.(4) Through investigation and orientated the tourist products' brand was "the First Forest Park of east Beijing".(5) On the investigation of tourist resources and market survey, designed the brand image for Wuling Mountain. Brand name: Ecology and Return of Wuling Mountain. Standard color: green, blue and white. Standard word: Chinese and English. Symbol: the second recommend plan. Theme image: come into forest and relax yourself, pass through dense fog and find out yourself. Propagate slogan: "strolling in Wuling Mountain, health lasting forever" et al.(6) The management must use all kinds of automatic control car...
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