As the brand has already break away from just for identification, it has risen to become the guarantee of the assets of the enterprise itself. The characteristic of the product will influence the customer to change to other brand or not. This article will discuss the brand awareness of the smart phone, product involvement, brand loyalty of the overall model, and explore the moderating effect of product characteristic, by using the study of the SEM to understand it. In this study, there're total 300 questionnaires were distributed, and 266 effective samples were collected, recovery rate are 89%. The result of the investigate show that brand awareness with product involvement in a positive way. Product involvement with brand loyalty in a positive way. There're no Interference effect between product involvement and the brand loyalty under the product characteristic.