The objective of this study is the analysis of how important is the brand attributes perception in the decision making process of the consumers. For the development of this monograph it was necessary a theoretical in depth analysis based on specific bibliographical sources, field research as well as consumers blind tests. The studied subject was soft drinks market of Brazil, the third largest in the world, more specifically, the area of “guaraná” soft drinks flavour. Given the size of the soft drink sector in Brazil, only three brands of “guarana” were selected to be studied, appraised and discussed, namely Antarctica, Kuat and Schin. The aim of using these brands was to understand how the consumer s decision process really works. Thus, it is important to uderstand if the soft drink “guarana” he buys is the one he really considers tastier, or his decision making process, is really influenced, and if yes in what dimension, by what he feels, or recognizes, to be the brand attributes.