Realization Path of Geographical Indication Branding of Agricultural Products to Boost Rural Revitalization

Abstract To reflect the value of branding agricultural geographical indications in promoting rural revitalization, this paper analyzes the branding of agricultural geographical indications by constructing a SWOT matrix from the perspective of rural revitalization and building a “four-in-one” branding system of agricultural geographical indications. It also quantifies the value of branding of agricultural geographical indications and evaluates the brand value based on the Interbrand model combined with principal component analysis and fuzzy comprehensive calculation. Through empirical analysis, it is concluded that the contribution degree of brand assets accounts for 0.29, the overall rating value G=86.6, and the brand value assessment result is 958 million yuan, which yields the error between the actual value and the assessment value within 0.1. Based on this study, branding agricultural products with geographical indications boosts rural revitalization.