Abstract: Based on the survey data of Xinjiang Turpan grape industry cluster, by constructing and applying a theoretical structural equation model(SEM) of the reputation index of the regional brands of agricultural cluster with traditional characteristics, the influences of regional brands, and the brand competitiveness, this research conducted an empirical analysis of the influences of regional brands of agricultural cluster with traditional characteristics on the brand competitiveness of small and medium sized enterprises(SMEs). Results show that the regional brands of agricultural cluster with traditional characteristics impose significant influences on the brand competitiveness of SMES through both direct and indirect paths. Direct path refers to that the regional brands of agricultural cluster with traditional characteristics improve the competitiveness of SMEs directly through their brand reputation and brand establishment. Indirect path refers to that the regional brands of agricultural cluster with traditional characteristics enhance the competitiveness of both dominant and recessive brands through the radiation and collaboration effects after the improved reputation of regional brands. In the indirect path, the effect on dominant brands is stronger than that of recessive brands. This paper also provides the following countermeasures: to promote the linkage of “government, industry, academia, and research” through the innovation of the government support system, to guide the SMEs to collaborate closely with the leading enterprises, and to enhance the collaborative effects through the fusion of the development of the regional brands and corporate brands to strengthen the recessive brand competitiveness of SMEs.