Today, the brand is one of the most important tools to attract consumers ' attention to their business and products and to encourage them to buy products. Faced with numerous alternatives, the consumer makes decisions under the influence of many factors while revealing his or her preference. Consumers ' feelings towards that brand and brand likeability may also be effective among the factors that drive their preferences towards a brand and affect their brand preferences. This research, which is carried out in order to identify consumers ' tastes for brands and their effects on brand preferences, is important in the mobile phone industry to develop strategies that are appropriate for brand loyalty in many different areas, especially without clinging on. In this study, two mobile phone brand a dominant position in the mobile phone industry(iPhone and Samsung) for preferred brand and brand it has identified the factors that determine brand likeability the potential effects on brands by making comparisons between brands was evaluated. The effect of brand likeability on brand preference has been confirmed by the structural equity model. It has been found that this effect varies from brand to brand and that this effect is greater in the Iphone brand than in the Samsung brand.