Abstract: Brand building is an important support for high-quality development of the farmers' cooperative association, and it is crucial to the rural revitalization. Based on a data of the farmers' cooperative associations in Weifang and applying the contingency theory, this paper analyzed the factors that affect the brand building of the associations and explored the reasons behind the brand building by the binary Logistic model. Results show that the proportion of established brands in the surveyed associations is 31.8%. Among them, the demand of brand building is the highest among the associations engaged in fruit and vegetable industry and sales, accounting for 56.86% and 58.33%, respectively. The association's brand building is influenced by its own basic characteristics, connection networks, and organization relations: the longer the history of the brand, the more the number of the association members, and the more value to the brand. The cooperatives promoted or established by the government, leading enterprises, and industry associations, and cooperatives of same region, same products, or same projects prefer to build their own brands. In addition, the cooperatives with homogeneous market power members and with close collaboration members tend to build their own brands. Therefore, this paper provides the following suggestions: strengthening the organization construction of cooperative associations to expand the organization scale, clarifying the organization development orientation to improve the integrated service capacity of associations, giving a full play to the leadership role of the chairman to promote close cooperation among members, and strengthening the promotion of the government to increase the financial support and supervision of the associations.