Tripartite evolutionary game and simulation analysis of brand enhancement for geographical indications agri-food

Purpose The construction of geographical indications agri-food (GIAF) brands play an important role in rural revitalization in China, this study aims to explore how to jointly promote brand building among multiple parties. Design/methodology/approach A tripartite game model of the producers, sales operating enterprises, and local governments is constructed to analyze the strategy choice of the parties in the complex system behavior evolution stability, and the simulation analysis of the influence factors of brand construction of GIAF and verify the game result. Findings (1) Increased government subsidies and supervision costs are beneficial to accelerating variety improvement and quality improvement of agri-food, but it is not conducive to the government, Therefore, it is necessary to ensure that the subsidy and supervision cost is kept within a reasonable range; (2) The dividend distributed to producers by sales operating enterprises play an important role in encouraging producers to improve the quality safety of agri-food, but it must be kept within a reasonable range to avoid discouraging the enthusiasm of sales operating enterprises; (3) Cost reduction, and revenue improvement are also effective ways to cooperate with all parties in brand co-construction. Research limitations/implications This study does not consider consumers or logistics companies in the evolutionary game model. Practical implications This study proposes innovative policies and suggestions for improvement of the brand co-construction of all parties. Originality/value Based on the “Rural Revitalization” initiative, this study enriches research methods about brand value and provides a new perspective for brand value co-construction, and theoretical guidance, and empirical basis for formulating innovation policies and recommendations.