In order to study the promotion of brand authenticity, this paper builds a tripartite game model of government, enterprise and consumer, analyses the variable influence relationship and the strategy choice of the players in the process of enhancing brand authenticity, and simulates the mutual evolution process of tripartite game behavior with Matlab. The study has found that under the influence of supervision, punishment, brand value promotion and other factors, when the level of public participation is high and reaches a certain level, it will promote the government and enterprises to actively implement brand authenticity strategy, the strategic choices of the three game players interact with each other in the process of evolution.