The purpose of the present study is to investigate the relationship between the brand and the buying behavior of 8-12-year-old Kokan in Tehran. The present research is descriptive of correlation type. The statistical population of the research includes children from 8 to 12 years old in Tehran. In order to select the sample group of children aged 8 to 12 in Tehran, a multi-stage cluster sampling method was used. To measure the variables of the research, a researcher-made questionnaire with an answer package was used. This questionnaire has 20 questions that are arranged in a 5-point Likert scale (very little 1, little, medium, much and very much 5). The questionnaire measures 4 components (type of product packaging, color of product packaging, images on product packaging, conceptualization of brands in children's minds) in relation to children's purchasing behavior. To determine the validity of the questionnaire, the index of content validity ratio (CVR) was used. The CVR results indicated that all the questions were larger than the table number (Lawshe). This article indicated that essential and important questions have been used in this tool. The reliability of the questionnaire was also measured after the preliminary study by statistical techniques (Cronbach's alpha) and with the help of SPSS software, which is 0.92. Pearson's correlation and multivariate regression (step by step) statistical tests were used to analyze the data. The results of the research showed that there is a significant relationship between the child's buying behavior and each of the brand components (type, color, image on the package and the conceptualization of the brand in the child's mind), of course, the component of the image on the package has The most impact and conceptualization of the brand has the least impact.