"An orange... is an orange... just an orange. Unless, of course, that orange happens to be a Sunkist orange, a name that 80% of consumers know and trust." Russell L. Hanlin, former CEO of the Sunkist Growers Cooperative, expressed the value of the "Sunkist" brand. Behind the "Sunkist" brand is the Sunkist Growers Association, which provides strong support. The establishment of the Sunkist Association itself shows the value of the strategic decision to use the regional public brand model to create an agricultural product brand. Today, "Sunkist" has become a unified brand and has grown into a brand with high visibility and recognition around the world. It is jointly owned by more than 6,000 citrus growers in California and Arizona, most of whom are small individual farmers.

In 1907, Sunkist organized for the first time as a growers association to launch a nationwide advertising campaign for a class of perishable products; in 1908, Sunkist became the first to become a registered brand selling citrus and lemons. trademark of the Agricultural Cooperative Organization; in 1916, Sunkist launched its first advertising campaign to promote citrus juice, clearly proposing the slogan "Drink an Orange", thus laying the foundation for the creation and development of the juice industry; in 1916, the American Food Association It was the first time to provide rewards to consumers who bought Sunkist juice; in 1922, Sunkist used vitamin C as an appeal point for the first time in advertising, clearly embarking on the road of using health as a product marketing theme; in 1926, For the first time, the Sunkist trademark was directly printed on fresh fruit, and the construction of brand visual logo entered a conscious stage; in the late 1920s, Sunkist sponsored a commercial radio station between California and the East Coast for the first time, and For the first time, movie stars were used for advertising; in 1981, Sunkist entered the top ten best-selling soft drinks in the United States and the world; in 1993, Sunkist became the first commercial agricultural cooperative organization for more than 100 years. "Sunkist" uses brand marketing that combines global radiation and local strategies to provide an orange with a wide range of brand space. In the process of forming a giant brand, advertising plays an important role in brand positioning. Strategies such as trademark licensing plans and entrusted operations have allowed Sunkist not only to have a primary product chain with considerable popularity and reputation around the world, but also to form a It has formed the entire "Sunkist" industrial chain from primary products to industrial products to services. From an orange, Sunkist has become a well-known world brand over more than a century, and the Sunkist Association has become the world's largest fruit marketing cooperative organization. All these constitute the important value of a world brand.