The purpose of this study was to examine the effect of apartment brand on consumer's purchase behaviors considering individual socio-economic characteristics, regional, and residential factors. The survey data of nationwide scale were used, which were 500 samples. Binary logit model and ordered logit model were employed to express the importance of apartment brand as the probability. According to the estimated results of two models, the high income group and the white color group considered the apartment brand as the important determinant of purchasing decision. Related to the residential characteristics, the apartment brand was more important for consumers living in the larger scale of housing and the efficiency-apartment or the mixed-use-apartment. Also it was more significant factor in the Seoul Metropolitan Area than in the Non-Seoul Metropolitan Area. It will be helpful to device the corporate policies such as target-marketing and regional oriented promotions for potential consumers.