Abstract: Based on the AHP analysis method, the brand value evaluation system of geographical indications agricultural products in southern Shaanxi province is constructed from the four aspects including market factors, geographical and cultural factors, profit factors and consumer factors, a comprehensive assessment and evaluation on the brand value of geographical indications agricultural products in southern Shaanxi province is conducted, which will provide the suggestion for local governments, enterprises producing geographical indications agricultural products, farmer cooperatives and other institutions to preferably implement the brand strategy of geographical indications agricultural products.

Key words: AHP analysis, geographical indication agricultural products, brand value evaluation, southern Shaanxi province