Abstract: The brand strategy of geographical indication agricultural products is related to the implementation of the targeted poverty alleviation and rural revitalization strategy. Based on the Interbrand brand evaluation method, combined with the brand characteristics of geographical indication agricultural products in China, taking Zhashui fungus as an example, this study made quantitative evaluation from the financial dimension, market dimension and brand dimension, comprehensively considered and calculated the brand value of Zhashui fungus, and put forward relevant countermeasures and suggestions for the implementation of the brand value strategy of geographical indication agricultural products of Zhashui fungus.

Key words: Interbrand evaluation method, geographical indication agricultural products, brand value, quantitative evaluation, Zhashui fungus