Innovation Mode of Rural Agricultural Product Branding in Fengxian District, Shanghai Under the Concept of Sustainable Development

Introduction: Against global economic integration and accelerated urbanization, branding of rural agricultural products has become an important means of promoting rural economic development. However, the homogenization of brand image, fierce market competition, and insufficient excavation of brand cultural connotation have seriously restricted the development of Rural Agricultural Products. Based on the concept of sustainable development, study the current situation of rural industrial brands in Fengxian District, Shanghai, analyze the characteristics of rural agricultural product brands in Fengxian District, creatively design the rural agricultural product brands in Fengxian District, Shanghai, and evaluate their effectiveness. Method: The study adopts a combination of qualitative and quantitative methods, and collects and analyzes data from local villagers, brand designers, Local government staff, and consumers in Fengxian District through literature review, field research, expert interviews, and questionnaires, to constructing a systematic brand design path and evaluation system. The data were analyzed using Excel and other statistical tools, descriptive statistics and regression analysis, to ensure the scientificity, and reliability of the research results. Results: The results of the study show that (1) Fengxian District rural agricultural products brand awareness is insufficient, facing the competitive pressure brought by the neighboring Jiangsu and Zhejiang regions and Chongming in the city. (2) Fengxian District rural agricultural product brand has significant ecological green. (3) the brand visual identity system design, can effectively promote the brand's continuous innovation and market expansion. Conclusion: This study not only provides a systematic strategy for the sustainable development of rural agricultural product brands in Fengxian District, but also provides a reference for rural industrial brand building in other regions. Contributions: In addition, it is recommended that Fengxian District improve its brand influence by integrating multimedia publicity resources and innovating brand communication strategies.