Abstract: Industry specialization, large-scale operation, production standardization, enterprise-style management, and product branding are key elements of agricultural supply-side structural adjustment. While agricultural branding is an explicit index to check the effect of agricultural supply-side structural adjustment. In order to explore the opportunities and challenges of regional agricultural brand construction and find the right path to promote the regional agricultural branding, this paper explores the brand construction of specialty fruit industry in Heilin Town of Ganyu District, Lianyungang City, Jiangsu Province. Results show that the brand construction of the specialty fruit industry in the study area is not only facing the opportunities of geographical location advantage, distinctive industry features, high level of management scale and enterprise management, high product market recognition, and good foundation of brand construction, but also facing some challenges, including weak brand awareness of some agricultural enterprises, lack of collaboration among local agricultural businesses, and the imperfect brand reputation maintaining mechanism. Therefore, agricultural brand construction should focus on supply-side structural adjustment, grasp the important historical opportunity of rural revitalization strategy and take proper brand construction path including coordinated promotion of regional public brand and companies’ own brand, differential selection of different brand construction methods for agricultural products and clarification of the rights and responsibilities of the stakeholders. Finally, to achieve more benefits in agricultural brand construction, this paper provides some policy suggestions, including complying with the requirements of industrial adjustment, improving the awareness of brand construction, expanding the channel of economic return, and enhancing agricultural policy support.