Since the entrance as a member of World Trade Organization, Taiwan agricultural products have faced a dramatic competition. In order to strengthen the competitive advantages for Taiwanese agriculture products and enhance farmers' welfare, the study is to investigate from the perspective of knowledge management to focus on the consumer behavior and the issues of brand image management. There are three purposes included in the study. They are: 1. To identify the brand image of Taiwanese major fruit brands, including their brand visual design, brand preference and brand attitude. 2. To examine the consumer behavior of Taiwanese major fruit brands. 3. To provide the marketing and promotion executions for the references to the agricultural business. The study found that there will be very difficult to establish consumers' positive image and preference only through their brand logo and brand name, the author suggests the industry need to provide budget for those fruit brands for executing marketing communication. In the communication channels, news report and product placement will be easily accepted by local consumers. Since most of consumers will make a connection between fruit farming place with the specific kind of fruit, it will be easy to enhance the brand recognition while the fruit link with the farming place in the future brand communication.