Meanwhile,it also spur the relative enterprises to en-hance their brand consciousness,bring in modernized management,advance technology and equipment as well as more and more professionals,and speed up the industry collection and market competition.

It is an important issue and the necessary way to gain advantages to set up brand consciousness and conduct brand strategy for improving teaching quality and representing itself feature.

In market competition,brand consciousness determines cultural taste and quality of brand image,reflects pursuit and spiritual state of the enterprises,and becomes a key to success.

It is constituted of multi-level elements including the concept level of brand awareness,the value level of the brand awareness,and the subjective level of brand awareness.

Although brand awareness is an important concept of consuming psychology,but studies in brand awareness in China are not yet abundant.

This paper examines how brand awareness and implicit self-esteem affect consumers\' decision on brands and the findings are: Firstly,brand awareness influences consumers\' decision on brands.

The results indicate that:(1)childrens’ brand advertising awareness develops approximately at the age of 11,with brand recognition earlier than brand recall;(2) no significant gender differences exist in awareness,but boys perform much better than girls in certain special brands;(3) domestic economic and social status and peer partnership have striking influence on adole.