Objective/Meaning  Through the design of the provincial rural tourism branding development plan, it provides a reference for coping with the fierce market competition, realizing the high-quality development of the industry, and boosting the overall revitalization of rural areas.

  Methods/Procedures  Under the guidance of branding theory, the brand positioning of rural tourism in Shaanxi Province was analyzed, and the brand logo of rural tourism was designed. Then, the strategies for brand communication were put forward.

  Results/Conclusions  The analysis showed that the rural tourism in Shaanxi Province should be positioned as “Sanqin Rural Tourism-Sanqin homes”, and the brand logo of rural tourism should be designed to interpret the brand positioning, highlight the cultural and historical heritage of Shaanxi Province and the characteristics of green hills and clear waters, and meet the needs of tourists. Last, the specific strategies were put forward including constructing the three-dimensional brand communication system, building the big data brand control system and improving the internal coordination mechanism of brand system.