Rapid developments in technology have transformed the world into the global village and this globalization has reveal itself in every aspect of life. The biggest affect of this is the increasing of competition. The competition has fullfilled people's desire to achieve better. In this competitive environment, managements are needed to introduce their production to the markets which are the needs of consumer and can provide maximum benefit to them in order to increase their marketing profits, provide advantages in the profitability and competitiveness and differentiation.One of the two steps to be taken on behalf of differentiation is to generate new ideas and new products. The success of a new product depends on the use of proper marketing strategies and the benefits of the product for consumers. Branding is the another step in effective differentiation, for it enriches the abstract meanings such as image, quality, trust and reputation as well as providing benefits to products. In terms of this sudy, the aim is to show the line between the perceived quality elements of brand value and the new product development. In the smart phone industry, the information gained from the consumers to the brands they use with information acquired on new product development were subjected to analyze.