The development of the Internet brought a break from the status quo of a division between real and virtual space in brand communication field, made it possible to integrate interactively with big data, the Internet, and even the mobile Internet, thus promoted the update and iteration of its patterns and propagation path in the digital environment. This study tried to analyze the evolution of brand propagation path from the historical context to examine its value in the network background. The study found that the value of the user behavior had gone beyond the original value of medium itself, become the key factor that affected the value of brand propagation path.