This study analyzes the determinants of apartment prices and brand differences in Oncheon-dong (an upper-price area) and Allak-dong (a lower-price area), local submarkets located in Dongnae-gu, Busan, under the situation of double polarization. It also investigates the gap between regions in Seoul and the metropolitan area and provinces. The apartment sales price per 3.3㎡ was used as a dependent variable for the total number of apartment transactions in the region over the past five years, during the period of price increase and decrease starting in 2019. An individual cross-sectional multiple regression analysis for 5 years was conducted and compared using 12 independent variables reflecting structure, complex, location, and brand characteristics. The analysis revealed that five variables, including brand, were statistically significant. Regarding apartment brands, Oncheon-dong showed a positive effect on apartment prices (2019) and an early decline (2022), with no negative effect or statistical significance. On the other hand, the price of nonbranded apartments increased due to the negative effect, regardless of the period of increase or decrease. This means that even for nonbranded apartments, favorable developments such as the opening of new subways can affect apartment prices. These results can be used as a marketing appeal in the local real estate market, which has relatively low business feasibility or presale potential due to continuous population decline.