The last ten years have been marked by the emergence brands that quickly converted into categories such as Uber and Airbnb. Considered the protagonists of collaborative consumption, these brands reached higher market value than traditional brands, changing specifics segments like transportation and hospitality. It is estimated that, over the next five years, sharing economy will generate more than 300 billion dollars in new businesses. In this context, this research aims to explore the meaning of collaborative consumption for the Brazilian consumers, and investigate, particularly, how consumers interpret Uber brand manifestations, using the theoretical-methodological perspective of the French approach to discursivesemiotics and the Project/Manifestation model of brand identity proposed by Semprini (2010). The data were collected through 15 individual consumers interviews and documentary research, as well. Consumer s understanding about collaborative consumption and Uber brand s manifestations, in addition to the content of the company s official website and pieces of advertising campaign published in 2018 were used as units of analysis. The research results indicate that the concept of collaborative consumption is divergent among the consumers interviewed, ratifying the literature. Through the identification of the approaches and departures between the project proposed by Uber brand and its manifest identity, the findings indicate that there are similarities between the brand enunciation and what is understood by the public. However, there are also dissonant points, indicating opportunities for brand managers to optimize the manifestations for a more consistent brand communication.