Due to the increasing competition, the facilitation of accessibility along with the increasing importance of quality in the globalizing world the consumers’ brand perception has been re–formed. Since nowadays, almost everyone has access to the internet, companies are working hard on being preferred. But being preferred comes along with creating strong brands and brand values. In this sense, the impact of electronic commerce on the brand value has created an important study subject. This study is about how the concept of brand value in the mind of the consumer has been changed through electronic commerce. The effects of the rapidly developing electronic commerce industry on the customer’s brand value comprehension has been analyzed in this study while applied surveys and analysis results have been commented. It has been observed in the study that the customers’ attention and importance given to brands are increasing also based on the impact of electronic trade that should not be underestimated.