The purpose of this research is to investigate the role of brand communication power in the perceived value of retail brands in home appliance stores. The current research is applied with a descriptive-survey method. The statistical population in this research is all buyers of retail brands in home appliance stores in Tehran. A sample size of 196 was obtained and 200 questionnaires were collected in total. In this research, a simple random sampling method was used to select the sample. The tool for collecting information is a researcher-made questionnaire, whose validity has been confirmed by professors. The obtained Cronbach's alpha shows that the questionnaire has acceptable reliability. Descriptive statistics and inferential statistics were used to analyze the obtained data. The results of the research show that the perceived quality, brand loyalty and associations of brand communication power have a direct effect on the perceived value of retail brands in home appliance stores and brand awareness on the perceived value of retail brands in stores. Household appliances are not directly effective.