Customers in the buying process are faced with several questions. Variety of goods and services increase customer?s choice. Today, the grade of brand for many experts has come to complete product and in most cases consumers, buy brands instead of buying product. According to importance of matter the discussions about brand has become to main factor for experts in various parts of industries, companies and organizations, recentlly. Thus, this study are investigated the effective factor in brand selection with respect to impact and influence of each factor on the field of brand strategy. For this porpose to provide a multiple criteria decision making to identify and evaluated the factor affecting on issue, was considered, to reduce the failure to implement various strategies and improve the decision process, and with using the information gathered, the critical strategies and factors, on adaption of brand by customers that lead to brand successes, are detected. The information of case study (yekta mushroom) was analyzed by system dynamic model to evaluate the role of these factor in the customers purchase. The analysis of result demonastrated that variabes such as word of mouth and media advertising, quality and perceived value (the ratio of quality and price), R D and competitive influence has highest effect on brand selection.in the end,given the result in order to maintain market share and increased sales and promotion recommendations were presented.
