Based on the successful case of ‘Sheyang Rice’ Brand created by Sheyang County Rice Association, ‘Sheyang Rice’ Brand creation process was divided into three stages, such as initial, growth and maturity period, and behavior of Sheyang County Rice Association at each stage of brand establishment was investigated, the reasons for the successful establishment of ‘Sheyang Rice’ were analyzed. The results showed that with the support of government, industry associations can continuously solve bottlenecks in regional public brand creation process through their own construction and scientific operations, and also promote brand enhancement in terms of brand planning, quality improvement, standardized management, marketing and counterfeit protection. This kind of “government empowered, industry association-led” regional public brand creation model for agricultural products is valuable to other places.