Agriculture is considered as one of the vital sector to sustain existence of people in the world. Branding in Agricultural commodities is at infant stage though it has too much contribution for the sellers and buyers. This paper is aimed at characterization and branding of rice harvested in South Gondar Zone. The study is explanatory with qualitative research approach which incorporates 185 Respondents from Model Farmers, Brokers, Merchant, Agriculture experts and Marketing expert. In order to collect data both primary and secondary sources were used. The primary data was collected through questionnaire, focus group discussion. Secondary data was also collected from CSA and other published sources. The study has employed descriptive statistics. The result of the study indicates that, the opportunities of branding of rice includes more efficient for standardized production process, it increases product protection against any harm, it is major determinant to buyer‘s choice, enhance customer loyalty, creates competition among brands, increase production, helps to meet international standards. In addition as the study revealed that place of origin branding and crowd branding was found useful for branding of rice produced in south Gondar zone

Branding, Agricultural Commodity, Rice, Challenges, Opportunities