The theory of the image of country of origin is discussed and the natural relations between the image of county of origin and the re gional brand are explored. The paper points out that the dispersion of agriculture has intensified the natural relations to a large extent. The paper probes into the branding status of agriculture in Guanzhong-Tianshui economic zone and points out the problems of it. In the first place, the agricultural industrial system is complete but there is no unified agricultural regional brand; in the second place, the weak awareness on protecting brand leads to the irrational behaviors on damaging brand. From the perspective of the image of the place of origin, the branding mode of agriculture is established and the countermeasures on improving the competitiveness of agricultural products are put forward. Firstly, the leading role of the government should be fully displayed; secondly, the image protection of original production place and regional brand promotion of the agricultural region should be intensified; thirdly, the functions of local pillar industries in protecting image and regional branding should be fully make use of.%论述了原产地形象理论,探讨了原产地形象与区域品牌之间具有天然的关联,指出农业的分散性则在很大程度上强化了这种联系.深入透析了关中一天水经济区农业区域品牌现状:一是关中一天水经济区农业产业体系齐全但缺乏统一的农业区域品牌;二是品牌保护意识薄弱导致在一定程度上还存在破坏品牌形象的非理性行为.基于原产地形象视角,构建了农业区域品牌建设模型,结合该模型提出了提升农业区域品牌竟争力的对策:一是充分发挥政府的引导作用;二是加强原产地形象保护与农业区域品牌推广;三是发挥农产品龙头制造企业在原产地形象保护与区域品牌建设中的主体作用.
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