Abstract: The regional public brand cultivation of Enshi se-enriching tea is an essential channel to improve the quality and effectiveness, achieve span development and win the market for Enshi state selenium tea industry. Based on the formation mechanism and governance mechanism of regional brand, from 4 dimensionsthe efficiency, brand power, industrial foundation and mechanism design of regional characteristics, main problems in regional brand construction of Enshi selenium tea were analyzed, and then countermeasures to promote Enshi selenium tea regional brand construction by advantage of regional characteristics were puts forward.

Key words: regional brand, brand formation mechanism, governance mechanism, transmission effectiveness, Enshi Se-enriching tea