Abstract: With the development of children's consumption, there are more and more new children's brands. In China, with the promotion of the second child policy, the competition of children's brands will become even more intense. For children's brands, what kind of brand name should be taken? Based on sound symbolism theory, this study examines the influence of vowel features on children's brands preference and consumer brand perception. The results show that: (1) compared with the brand name of the latter, the former vowel brand name will make consumers feel the brand is smaller, lighter and softer, and more childlike. (2) For children's brands, consumers prefer the former vowel brand name. (3) The influence of vowel features on consumer brand perception and children's brand name preference is regulated by the repeated two-syllable features. For non-repeated children's brands, vowel features affect consumer perceptions and consumers prefer pre-vowel brand names; vowel features do not affect consumer perceptions and preferences for repeated children's brands. The results of this study indicate that vowel features of brand names influence children's perception through physical feature perception, and two-syllable feature moderates the effect of vowel features on brand perception and preference.