Abstract: Firstly, the application mode of cultural value in regional brand construction of agricultural products was summarized, and the basis for selecting the mode was put forward. Then, starting from the cultural value of the public brand of agricultural products in the region, the operation errors of hollowing cultural value, exaggerated brand culture, difficulty to understand the brand story, the lack of creative publicity of brand culture, and the integration of industry and culture more than the connotation were analyzed. Finally, in view of the misunderstanding, some countermeasures were put forward, such as brand rationalization “second registration”, systematic market segmentation, multi-angle mining of brand culture, and integration of four industries to enhance brand connotation.

Key words: regional public brand of agricultural products, cultural value, application error, improvement strategy