Regional brand has become the best choice for brand management of agricultural products,and it is an effective way to promote the competitive ability of regional agricultural products.This paper summarizes the principles of establishing regional brand through the analysis of the connotation and characteristics of regional brand of agricultural products,which are as follows：having a profound regional cultural heritage,industrial cluster,leading enterprises’ promotion,government’s support,differentiated marketing method and so on.At the same time,this paper points out the corresponding strategies to cultivate regional brands of agricultural products,which are:to determine the brand’s core values according to its cultural connotations,to foster leading agricultural enterprises with core competence,to establish standard quality system and so on.