Abstract: The paper determines the basic index of China′s Time-Honored Brand evaluation by studying the existed literature of brand evaluation. Then based on the objective textual data onto China′s Time-Honored Brand reports, the paper chooses 50 China′s Time-Honored Brands as evaluation objects with content analysis and frequency analysis method and constructs the conceptual model and index system of China′s Time-Honored Brand Development Index (BDI) by use of factor analysis method. Finally, it reveals the development trend of the “root”，“stream”, “strength”, “power” and “source” in the building of China′s Time-Honored Brand through cluster analysis to provide reference for government, enterprises and consumers.

Key words: brand evaluation, China′s Time-Honored Brand, content analysis, factor analysis, cluster analys