The article deals with results of marketing research concerning how the consumers perceive trademarks of breweries in Č. Budějovice. Municipal brewery, stock company, has important position on the beer market in South Bohemia region and is interested in consumers preferences in long-term period. For the names of products uses name Budweiser. There are long-term disputes connected with this name. We wanted to find out how the consumers understand this name and if it is true, that some companies say that under this name the consumers imagine only their product.