关键词: 乡村振兴, 特色农产品, 品牌文化塑造, 恩施土豆

Abstract: To enhance the quality and efficiency of regional characteristic agriculture and ensure sustained income growth for farmers, using Enshi potatoes as the research subject, the current achievements and multiple challenges in shaping the brand culture of Enshi potatoes within the context of rural revitalization were systematically examined. From four dimensions—subject empowerment, content narrative, comprehensive channel integration, and audience engagement—a systematic framework for advancing Enshi potato brand culture development was established to explore pathways for branding distinctive agricultural products. This initiative aimed to strengthen the core competitiveness of the Enshi potato brand and enhance the industry′s value while driving comprehensive rural revitalization through a unique brand culture.

Key words: rural revitalization, characteristic agricultural products, brand culture shaping, Enshi potato