The purpose of this study was to discuss different demographic variables the relationship among life-style, brand image, brand equity of college students. The subjects were the college students in the Kaohsiung and Ping-Tung Area. The questionnaire sends out 700, the effective questionnaire was 589; the rate of recovery rate was 84.14%. The statistical analysis: descriptive statistics, factor analysis and reliability analysis and path analysis were used for data analysis. The results were followed: 1. Demographic characteristics of college students in the Kaohsiung and Ping-Tung area were female, the majority by under 20 years, available amount of petty cash was mostly the under 3,000 every month, the department was mostly student of recreation college, the sport goods brands chosen mainly on Nike. 2. There were significant relationship among life-style, brand image and brand equity.