Brand is an important resource in the technical standards alliance. As a kind of essential resource utilization pattern, the brand joint is beneficial for enterprises in the alliance to realize the increment of value. The selection of cooperative partner is the first step of co-branding, which plays a significant role in co-branding. This paper emphasized the critical significance of alliance member selection to the co-branding and regarded it as the breakthrough point to analyze the key influence factors and causal correlation of co-branding. By the combination of fuzzy cognitive map and non-linear Hebbian learning algorithm, this research established the fuzzy evaluation model, realized the dynamic simulation of complex network system with multiple causal correlations and obtained the final steady state of co-branding for the technical standards alliance, thus it could better understand the mutual relations among different influence factors of co-branding and their effect degrees in order to propose the policy reference for the improvement of numerous influence factors and the conversion efficiency of optimal results.