<p>Brand resilience is critical for enterprises to navigate adverse environments and challenges, enabling them to achieve transformative growth through uncertain circumstances. However, theoretical research on brand resilience remains underdeveloped. The conceptual ambiguity and lack of measurement tools for brand resilience have emerged as significant barriers to advancing this field. To address this issue, this study employs a mixed-methods approach, integrating qualitative and quantitative research, to explore the structural dimensions and develop a measurement tool for brand resilience. The qualitative phase, using in-depth interviews and grounded theory, identifies the conceptual connotations and structural dimensions of brand resilience. The quantitative phase follows standardized procedures to construct and validate a measurement scale. Findings reveal that brand resilience comprises three dimensions: brand anticipation, brand adaptability, and brand transcendence. A 10-item scale for measuring brand resilience is finalized through exploratory and confirmatory factor analysis. This study clarifies the structural dimensions of brand resilience and provides a validated measurement tool, offering theoretical foundations and practical guidance for future academic research and managerial evaluation of brand resilience.</p>