Empirical studies indicate that brand equity plays a crucial role in the marketing mix since it has a notable impact on important factors like customer preference. The goal of this research is to determine how brand equity and customer preference are related. Many independent factors, including corporate branding and brand image, can have an impact on brand equity. Consumers tend to preserve their favorable perceptions of a business, its brand, and the pleasant associations they have with it, as well as its goods and services. Consumers are given the option to select among the company's offerings, and brand equity is also developed concurrently. In a mediating link between brand equity and other independent factors, this research creates a model that elucidates the relationship between corporate branding, brand image, and consumer choice as a dependent variable. A study involving 105 individuals with different kinds of smartphones was conducted in Saudi Arabia. The path analysis results showed that while brand image did not affect brand equity, it did appear to have a greater beneficial impact on the corporate brand. The study found that customers' purchase decisions were positively impacted by brand equity