Abstract: To investigate the influences of cigarette packaging colors on consumer preference, associative memory and brand recognition, three electroencephalogram (EEG) experiments were conducted on 15 volunteers to study the underlying neural mechanisms of different cigarette packaging colors on consumer perception and cognition. Based on consumer neuroscience and wearable physiological sensing technology, a neural index evaluation system for cigarette brand color pedigree based on perceived value was developed as well. The developed system was verified with the color marketing strategy of the four main color schemes—blue, red, coffee and gold—in "Liqun Brand Culture 3.0" of China Tobacco Zhejiang Industrial Corporation Limited. The results showed that: 1) Cigarette packaging color influenced consumer perception through visual attention. 2) The brand experience formed by consumers in the process of long-term attention would be stored in long-term memory, thus building an associative memory network of the brand. 3) Brands could arouse emotional resonance of and effectively convey information and concepts to the volunteers by way of the associative memory networks. This study supports cigarette brand building as well as enterprise digitalization and intelligent marketing.