Abstract: Brand insecurity refers to consumer’s subjective perception and worry about the potential and actual threat from brand. The previous literature identifies two areas concerned with brand insecurity research: they are the researches on brand mind change with the product-harm crisis and the corporate ethical responsibility. But two areas do not yet reveal the essence of the consumer's brand insecurity, its psychological representation, harm mechanism and warning function, etc. We think the brand insecurity is one of the psychological root of consumer to avoid or reject a brand. So based on the frequent events of product-harm crisis and the theory of brand mind, we suggest to do systematic research on the brand insecurity. This project will inquire issues, such as, the essence of brand insecurity, the sources of threat which bring about brand insecurity, its psychological representation, its harm mechanism, and the strategies to prevent and dissolve brand insecurity, as well as the research on the theory about brand psychological safety management. This project wants to make new progress in the research concerning the response strategies to the brand insecurity, and the theory of brand safety management.

Key words: brand insecurity, brand mind, brand safety management, deal with crisis