For college students, brand preferences are a critical subject. This study was conducted to comprehend just how brands exceedingly affect college students and how they develop their brand preferences throughout the college period. The concept was to show more aspects of brand preference as a consumer attitude in the college student segment. The study anticipated that these factors would guide brand managers and marketers to acquire more information on college student’s behavior. Given this, it is reasonable to believe that this research provides practical recommendations for brand managers and marketers aiming to reach college students. The research methodology involved a combination of review of + previous research papers. In addition, the study explored the most potential external and internal causes prompting brand choice. Thus, studying the particular relevant factors may help to realign a brand with college students’ preferences. The results of the study showed how the connection of the popularity of the brand among peer and the involvement of social media within the promotion affect brand choice. Additionally, the research concluded some external causal factors including lifestyle choices and personal values. According to Armstrong, personal or internal discipline may be the result of punishment or reward given by a function of time of behavior. These indicated results are beneficial to brand managers and marketers targeting college students. For a start, the organization may benefit from the influences of others. Furthermore, the mentioned study requirements may influence brand managers positively.