Abstract: Brand management course has a strong comprehensive, as a major subject of marketing, the teaching content of the course focuses on the cultivation of students' practical ability. Higher education shoulders the responsibility of cultivating comprehensive talents for the market, but to ensure that students can adapt to the society quickly, colleges and universities need to actively innovate teaching methods and improve students' professional skills. According to the teaching status of brand management course, this paper designs and implements the application of project teaching method in brand management course, so as to promote the improvement of students' practical skills, ensure that it can meet the market demand, and provide reference for the teaching of related disciplines.

Key words: Project teaching method, Brand management, Curriculum innovation