This report mainly aims to determine the influence of brand in the purchase decision of consumers usual beer for that product. To reach this goal, were used in theoretical literature sources and also a search field. This field research will be conducted in order to subject the respondents to a questionnaire and also to a blind test with the three best-selling beer brands in the country - Skol, Brahma and Antarctica. Thus, the study aims to answer, so if the brand leader in sales in Brazil, Skol, is preferred because of its quality and tradition of being known for irreverent, youthful spirit and enjoyment that your brand has acquired in the market by consumers.