This study investigates the factors that influence consumer preference for ice cream brands in Rio de Janeiro, focusing on visual identity, customer experience, perceived quality, and the consumption environment. Based on key authors in consumer behavior and branding, it examines how cultural aspects and local habits shape purchase decisions. A quantitative survey conducted with Rio de Janeiro consumers identified preference patterns and the most valued attributes. The results highlight the importance of customer experience, visual communication, and perceived quality in brand preference formation. The study contributes to understanding the sector and offers insights for marketing strategies targeted at the Rio de Janeiro market.