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.