Agricultural brand is an important indicator of the development level of rural characteristic industries. Recently, the Central Committee of the Communist Party of China and the State Council publicly released the "Opinions on Further Deepening Rural Reform and Solidly Promoting Comprehensive Rural Revitalization", proposing the "Implementation of the Agricultural Brand Quality Cultivation Plan", further clarifying the direction and focus of future agricultural brand construction. As of the end of 2024, three batches of high-quality agricultural brand cultivation plans have been organized nationwide, with a total of 226 cultivation plan brands covering multiple categories such as grain and oil, fruits, livestock and poultry, vegetables, etc. A group of distinctive, high-quality, reliable, and competitive agricultural brand products such as Wuchang rice, Luochuan apples, Qianjiang lobsters, and Zhangqiu scallions have deeply rooted in people's hearts, driving the development of rural industries and promoting sustained income growth for farmers. However, it should also be noted that there are still prominent problems in China's agricultural brands, such as having too many but not refined, and being too large but not strong. There is considerable room for improvement in brand competitiveness, influence, and driving force. Guided by the cultivation of high-quality brands, focusing on regional public brands, and supported by core authorized enterprises and product brands, we will promote the transformation of agricultural brands from small, scattered, and weak to large, refined, and strong, which will drive the improvement of the development level of rural characteristic industries. In the process of cultivating agricultural brands, the quality of agricultural products, marketing capabilities, and institutional environment constitute the core elements of sustainable brand development. Green and high-quality agricultural products are the lifeline of agricultural brands, efficient marketing is the amplifier of agricultural brands, and a good institutional environment is the catalyst to ensure the realization of agricultural brand value. Build a solid foundation for cultivating agricultural brands. The quality of agricultural products is the material basis for cultivating agricultural brands. We must adhere to market orientation and quality orientation, take safety, high quality, and green as the basic requirements for improving the quality of agricultural products, fully tap into the resources of rural "local specialties", strengthen the deep processing of agricultural products and fine processing of food, make full use of the "grain head and food tail", "livestock head and meat tail", and "agricultural head and work tail", improve the level of the entire agricultural industry chain, and enhance the added value of products. Agricultural culture is the essence and soul of cultivating agricultural brands. It is necessary to fully explore the diverse functions of agriculture and make agricultural brand formats more diverse and advanced. Combining regional resource advantages, historical and cultural features, and industrial characteristics, we will explore brand culture, tell good brand stories, and use stories to precipitate brand spirit and establish brand image. Farmers' cooperatives, agricultural enterprises, family farms and other new agricultural management entities are the backbone of agricultural brand cultivation. To guide new agricultural management entities to establish brand awareness, actively create product and service brands, enhance the value of agricultural products and service efficiency, and improve their abilities in brand planning, operation services, marketing promotion, regulatory protection, etc. Encourage and support a group of leading agricultural industrialization enterprises to firmly follow the path of "brand strengthening agriculture" and play a leading and driving role. Enhance the marketing capability of agricultural brands. Marketing capability is the core engine for cultivating agricultural brands, which can effectively transform the value of agricultural products into market awareness, thereby achieving a value transition from "field advantage" to "consumer identity". We must adhere to a demand-oriented approach, enrich marketing scenarios, innovate marketing methods, expand marketing channels, and promote the integration of traditional and modern marketing. Fully leverage the traditional marketing platforms such as agricultural exhibitions, production and sales matching meetings, and product launches, and innovate to create immersive, experiential, and interactive marketing scenarios such as consumer experience halls and e-commerce live streaming bases. With the help of modern information technology such as big data, cloud computing, mobile Internet, etc., develop new forms of agricultural and rural e-commerce, enhance digital marketing capabilities, and expand brand circulation channels. Intensify overseas marketing efforts, encourage agricultural enterprises to participate in internationally renowned agricultural exhibitions, enhance agricultural brand influence and premium ability. Take the opportunity of jointly building the "the Belt and Road" and other opportunities to strengthen exchanges with international agricultural trade cooperation platforms and promote international cooperation in agricultural brands. The brand management system is a long-term guarantee for the cultivation of agricultural brands. We must adhere to the guidance of sustainable brand development, explore the construction of a three in one brand management system of "standards regulation incentives", promote the formation of an agricultural brand governance pattern guided by the government, led by the market, and participated by multiple entities, and provide long-term institutional guarantees for the cultivation of agricultural brands. Accelerate the standardization construction of agricultural brands, promote the research and development of national and industry standards for agricultural brands, establish and improve evaluation standards and management norms for regional public brand construction of agricultural products. Improve the management system of agricultural brand catalog and establish a regular brand review and exit mechanism. Strengthen the quality and safety traceability of agricultural products and standardized production management processes, establish an agricultural brand certification system, accelerate the improvement of agricultural brand protection cooperation mechanisms, and severely crack down on infringement, counterfeiting, and unfair competition behaviors such as counterfeit and fake products. Explore the establishment of a brand incentive mechanism, promote the tilt of project funds towards brand entities, guide financial institutions to optimize credit conditions, and support the cultivation of high-quality agricultural brands. (New Society)