Some issues in the evaluation of generic promotion have received relatively little attention. The agricultural economics literature on brand versus generic advertising is often simple empirically and has not related well to the burgeoning marketing literature on brand/private label strategies. Conversely, that literature does not often consider the implication of the strategies for any but consumers, processors and retailers. Thus, there is a significant gap in terms of branding strategy implications for farmers, in spite of the fact that many farm groups and co-operatives feel that this should be their main marketing goal. This issue becomes more relevant for exporting countries such as Australia given the requirement for country-of-origin labelling in the most recent US Farm Bill. In this paper we review the generic promotion literature, develop a conceptual framework for examining some of the issues of generic and brand advertising in agricultural industries, and provide an example using a simple synthetic model.