Abstract: This paper divides the entrepreneurial social capital into political social capital and commercial social capital, constructs a theoretical framework of "entrepreneurial social capital, enterprise innovation capability and brand competitiveness", and empirically analyzes the differential influencing mechanism of political social capital and commercial social capital on brand competitiveness. Results show that political social capital can promote brand competitiveness by influencing enterprise's innovation capability which plays a completely intermediary role in the process; however, commercial social capital has no significant impact on enterprise's innovation capability and brand competitiveness.