Brand equity is one of the most important concepts which determines consumer preferences and buying decisions. The present research aims to determine which of the components of brand equity to what degree and which one is more predominantly affects the mobile preference of youth. This study was carried out on perceived brand equity of mobile phone brands. This study includes Ege University Faculty of Communication formal education students. Within the scope of the study the scale which was developed by Mehmet Marangoz (2007) based on Aaker's brand equity dimensions was used. As a result of the study while IPhone and Sony are valued as having the highest brand equity ıt was found that quality is perceived as the primary component of brand equity. When it comes to income it was found that irrespective of perceived brand equity the buying behavior of individuals has centered on the products having smart features for model preference.