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With the homogenization of products, the transparency of market information, the mature of consumer decision-making is becoming more higher, brand, as an important means of distinguishing products and survices, suffers more attention by the enterprises. Business managers come to realize that brands are an important intangible asset, control of the company’s development potential, and determine the company’s competitive position in the market. Brand value is an important basis and weight of the business management, strategic planning, mergers and acquisitions, investment and financing activities. Brand value study is also a hot topic and an cutting-edge topic in the field of marketing in the past two decades. Therefore, how to enhance brand value, which factors affect brand value, and among which is the main factor, have important significance in the theoretical and practical aspects of the research.In the competition of market, consumers are the roots of brand value formation. Only the brand gets recognition from consumers and purchased through consumer decisions, brand value can be achieved. Therefore, this article attempts to study the factors affecting brand value from the point view of consumer decision-making, offering the broader idea for the research of brand value.On the basis of theoretical studies on brand value and consumer decision-making, combined with China’s current mobile phone market and the development status of domestic mobile phone brand, this paper summed up four influence factors of brand value:brand awareness, brand preference, brand association and brand loyalty. It made assumptions, built brand value model based on consumer decision making, collected data and making statistical analysis through questionnaire design and research, and got the analysis results.According to research findings, combined with the current development of Chinese mobile phone industry, the paper made enhancing measures and suggestions in the light of the domestic mobile phone enterprises. Finally, the paper pointed out the inadequacies in the study and made prospects for the follow-up study.
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