：当前，图书情报与档案管理学科的发展正进入新的瓶颈期，一方面学科内部存在分歧，另一方面面临学科外部的激烈竞争，存在学科影响力相对不高、学科名称与定位不明确、学科内部的认同感不强等问题。文章结合当前高等教育机构的市场化趋势，认为图书情报与档案管理学科有必要借鉴国内外学科品牌化的发展经验，通过开展品牌建设来进一步明确学科定位，挖掘学科优势和价值，提高学科知名度和吸引力，增强学科内部的认同感与凝聚力。

At present, the development of the library, information and archives management is entering a new bottleneck period. There are not only disagreements within the disciplines, but also fierce competition from other disciplines. It is facing problems such as relatively low disciplinary influence, unclear name and orientation, and weak sense of identity within disciplines. Therefore this paper combines the marketization trends of current higher education institutions, and believes that it is necessary for the library, information and archives management to further define the discipline orientation, explore the advantages and values of the disciplines, enhance the visibility and attractiveness of the disciplines, and strengthen the sense of identity and cohesion within the discipline through brand building. We hope that this study can provide a reference for the further development of the library, information and archives management.