This article focuses on the brand development of “Jiaxing Rice”, delving into the challenges faced by the brand, including inadequate awareness promotion after environmental improvements, a shortage of management talent in the industrial chain, insufficient conditions for single-variety warehouses, and inconsistent standards for high-quality rice. The article propose strategies such as government-led consumption, establishing a shareholding company for unified management, introducing supportive policies, and training new professional farmers. These measures aim to enhance the brand recognition and competitiveness of “Jiaxing Rice”, promote the sustainable development of the Jiaxing rice industry, and provide comprehensive references for the development of regional agricultural brands.