Abstract: Regional brand of agricultural products reflects the development level of regional agricultural economy and agricultural industrialization, which has a realistic significance to the sustainable development of regional economy and the increasing of peasants' income. The formation of regional brand of agricultural products depends on certain subjective and objective conditions, and it shows the systematical structure of formation process and the rule of path selection in practice. Thereinto, benefit mechanism, competition and collaboration mechanism, learning and innovation mechanism,communication mechanism and supervision mechanism play important roles in the formation process of regional brand of agricultural products, and become the important operation mechanism in the healthy growth of regional brand of agricultural products.