This study aims to explore the relationship among school brand, parents¡¦ educational attitude and school choice of junior high schools in Kaohsiung City. The study was conducted by means of questionnaire survey with self-edited ¡§Questionnaire on School Brand, Parents¡¦ Educational Attitude and School Choice.¡¨ 413 junior high schools¡¦ parents were randomly sampled in Kaohsiung City. The collected data was analyzed by statistical methods, including t-test, One-Way ANOVA, Pearson Product-Method Correlation and Multiple Regression. Based on the analyzed results, the followings were concluded: 1.The junior high schools¡¦ parents in Kaohsiung City could hold the positive attitudes toward school brand, parents¡¦ educational attitude and school choice. 2.The attitudes of the parents with different background have no difference on school brand. 3.The attitudes of the parents with different background have no difference on parents¡¦ educational attitude. 4.The attitudes of the parents with different background have no difference on s school choice. 5.School brand and parents¡¦ educational attitude have moderate related; school brand and school choice has moderate related.