This article is to define a new conception of brand management, i.e brand chain management (BCM) and see its applicability in agricultural specialty SMEs. It had made with a field survey for rural agro-small and medium-sized firms in Korea, focusing on individual brand. On the theoretical background, as main issue, strategic or inner operational factors' influence on BCM to be applied was handled in. The result showed that many firms feel the need to be introducing such new brand management tool, i.e. BCM. Besides, in order to do it, they regard more important than inner operational in organizational aspects. Finally, on the stage of the BCM applied, a problem of increasing of consumer's cognition revealed the most important as well as difficult they feel.