Abstarct: Brand permits customers to develop association with the brand and eases the purchase decision. Youths, today, are highly technology oriented and an active segment of society in the usage of digital technology and transforming of applications. There can be seen an increased use of mobile phones among young consumers world wide. Because of their fast adoption curve and orientation towards technology and innovative feature, this agegroup has become an area of significant interest to the marketers. This study intends to determine all those factors which affect the youth’s brand choice for purchase of mobile phones. The reseach investigates for Prioritizing the factors influencing the brand choice among the students of Tehran and Mashhad in Iran and students of Gemany. this study deals with different choice criteria’s (personal,social ,economic ,technical, and Fundamental) that students can use for decision making on buying of branded mobile phone. To sum up economic criteria and technical criteria plays a very important role to choose branded mobile phone.