Brands of products and servises are one of the most important factors affecting the success of manufacturing and service companies. Brand can be studied from different angles, the most unique aspect of brand from its identity. So, the aim of this study was identifying  the major factors affecting brand identity and consequences of it. This research, in terms of purpose is applied and in terms of nature is survey. Statiscal community of peresent study was the Etka Chain Stores of Hamadan customers that 271 persons. structural equation modeling was used  to further investigation of the model. The results show all six main factors affecting determination of the brand identity such as, brand identity, brand knowledge, harmony with the concepts, reputation, communication and satisfaction, and brand identity leading to positive outcoms, such as repurchase and word of mouth advertising. Also, the model fit indices indicated that the final to research model fit is acceptable.