The purpose of this study was to measure importance of BVI(Brand Visual Identity) in the process of consumers` purchasing behavior. A self-administered questionaries were distributed 297 in their teenagers` and 30`s from April 6th to April 22th in 2007; 292 were used for the data analysis. The results of this study were as follows; 1. In low-priced clothes markets, lack of BVI would, unlike general expectations, influenced consumers to have positive attitudes towards low-priced brands. 2. Companies can not expose their BVI too much; moreover, for the purpose of expanding target age, hiding BVI can be a suitable marketing strategy. 3. Logo is the more effective mean of raising recognition of BVI in low-priced clothes markets. On the other hand, in high-priced clothes markets, symbol and logo.