Changes in the economic scene of emerging countries had caused positive consequences in the base of the pyramid through the increase of its purchasing power. In Brazil, this scenario is perceived by the sped up rhythm of changes in the last decade that impacted the retail business, bringing a great number of brands for different sectors of the economy. These new offers for the low income consumer had been often based in more affordable prices for the consumption capacity of this tier. This movement of popular brands empowerment awaked the reaction of premium brands. To guide the strategy of great companies, in this pursue for reconnecting with poor consumers, is important to deeply understand their relation with brands. The present dissertation had then the objective to get a better understanding of the role and meaning of brands in the purchase decision process of products, within the segments of soft drink and powdered soap, for low income consumers. To reach that goal, ten (10) in depth interviews with women pertaining to C and D tiers, residents in the state of Rio de Janeiro and responsible for the supermarket purchase of their families, had been carried through. Despite the research does not consider to explore the utility of the variables used for these women in the purchase decision, it could be observed that a hierarchy exists. In soft drink purchase, the interviewed women mostly evaluate (1) soft drinks not disapproved by their family, (2) price, (3) available budget and (4) preferred brands (premium brands). In the powdered soap purchase, the choice seems to be made taking in consideration (1) brand (expressed as being the option for quality), (2) price and (3) available budget. Evaluating the subjective elements of the purchase and going beyond the speech of the interviewed women, the purchase of soft drink (of brands approved by their family) brings rewards through compliment of kids and husband; while the purchase of powdered soap of premium brand (perceived for them as better quality brands) brings a feeling of accomplishment in taking care of their families, the certainty to have done the precise purchase, more intelligent, of better cost/benefit. Is perceived then that the value equation that drives the purchase decision of these low income women is not simple and is not unique. They seem to exist different models in purchase decision taking of distinct products (soft drink and powdered soap).