Abstract: With the improvement of people'living quality,fruit sale gradually breaks away from the no-brand mode.The characteristics of dispersion and small scale in production is a heavy hindrance to constructing brand of fruit product,which leads to the lack of influential and famous brand of fruit product.This paper,taking Jiangxi fruit industry as an example,analyzes the status quo and problem on brand construction of fruit industry.By reference to the construction model of fruit brand at home and abroad,it puts forward the ideas of how to handle the relation among origin brand,company brand and product brand.The construction of the regional brand and the development of regional economy can be promoted only by constructing the regional brand based on industry clusters,innovating brand construction subject and interest distribution mechanism.