The research ideas came from Tihomir Vranesevic and Ranko Stancec (2003). The focus was extent to which the consumer perceived the brand and how it affects the evaluation of the functional characteristic of the product quality. The research was conducted in Pasar Baru Jakarta, and McNemar Test statistical test was used to analyze the difference consumer’s choice before and after brand’s treatment. The results showed that there is significantly difference between consumer’s choices before and after test, and the brand has greater effect on its difference. It was obvious that quality of a product, as well as the physical characteristics, brand plays an important role.