Abstract: The data obtained from 603 valid questionnaires were used to explore the influencing factors of the brand construction of geographical indication agricultural products by the empirical analysis method. The results showed that under the background of consumption upgrading, customers' own consumption had become the main purpose of purchasing geographical indication agricultural products. The loyalty of consumers of buying geographical indication agricultural products by picking at the origin was the highest, indicating that consumers still had the traditional concept of “what you saw was what you got”. Exquisite packaging and reputation factors were the significant factors that influenced whether consumers chose the geographical indication agricultural products. The product classic story factor was the most significant reason why consumers were willing to pay the premium for the geographical indication agricultural products. Therefore, the brand construction of geographical indication agricultural products should be based on consumer emotion and use the marketing method of storytelling to touch consumers. Packaging design should be combined with regional characteristics, cultural connotation and historical heritage characteristics to create a brand, in order to stand out in the seriously homogenized agricultural products market. The safety and quality problem of agricultural products was still very serious. It was of far-reaching significance to establish the geographical indication agricultural products brands with high credibility as soon as possible by scientific and technological means and brand reputation.

Key words: geographical indication agricultural products, brand building, consumption upgrading, brand story, rural revitalization