In this graduate thesis we start from explaining the notion of brand and product and the history of the same brand and its development throughout the years. It also describes the relationship and differences between identity and brand image and the psychological aspects of the brand such as emotions and attitudes towards certain brands. After that, we describe the purchase decision at the window. The process explains the first basic concept of the consumer behavior process and its parts, and from which the process starts, and all precedes the decision process. After that, we are going to describe the buying process and the problem-solving process. In the last part of the paper, a survey was conducted on 150 respondents. Through a lot of professional literature it can be seen that it is still not safe why buyers buy certain products because of the brand of that product. There is a question posed by what this brand represents: security, quality or perhaps just a better feeling in society. The goal of research is to inspect the brand's influence in making purchasing decisions.