Abstract:As a result of ' the melamine event' of SanLu Powdered Milk making public, in September, 2008, the dairy industry beseted with a crisis. According to the analysis of brand supported factors , the main reason for this crisis is that the numerous dairy industry brands are lack of powerful brand supported factors. The brand supported factors involve many aspects such as the outer layer performance of brand, the brand quality and the enterprise culture which are the enterprise internal supported factors. They also include legal protection of brand, the consumers, the media relations and the distributors which are the enterprise exterior supported factors. The analysis indicated that the brand supported factors are the important basis of establishing brands and the powerful guarantee of maintaining brands. The key to getting rid
Key Words: Brand; Supported Factor; Dairy Industry Crisis