Brand is a recognizable mark or a name of a product or service, which is known for its quality. Brand can be a sign or a signal of expression over property of a specific branded product. To make a brand is not an easy assignment, thus respectively it is necessary to carry out research, create and keep a quality brand on the market that will satisfy needs of consumers. Market is ruled by the dominant corporations that have, by creating branded products, acquired loyalty of the consumers and in such a way, also, the advantage in the market. The goal of this thesis is to explore how much the consumers are recognized with branded products, prices and their quality and whether or not they buy branded products or private branded products. The idea of this thesis is to explore why consumers buy branded products and what affects them to buy branded products.