The book delves into the significance of brand identity, brand relationship, brand value, brand personality, and brand attachment in the context of brand theory. It also constructs a multiple regression model of the brand management system and verifies the moderating role of brand attachment and other determinants.Furthermore, in the broader context of COVID-19, this study also examines the basic attitudes of the sample towards the impact of COVID-19 on SMEs. The findings reveal that COVID-19 has brought both challenges and opportunities to the development of SMEs in Xinjiang. Many SMEs require support and assistance from the government and third parties to continue their growth in this trying time. Because the data in this study come from the period of COVID-19 pandemic, but now the actual situation has changed a bit, the impact of the epidemic on enterprises in Xinjiang has been significantly reduced and disappeared, and the production and sales of enterprises have returned to the normal state, but when we consider COVID-19 as any kind of challenges and crises that enterprises may face, the real data feedback from the enterprises under such crises is still inspiring and meaningful to us in terms of management practice.This book is a comprehensive resource for scholars, researchers, and practitioners interested in understanding the intricacies of brand management systems within the context of SMEs. It offers practical insights and suggestions for improving management practices, thus enriching the literature on empirical research on SMEs in Xinjiang and providing valuable guidance for management professionals.