We present an ontological framework, based on preference rankings, that allows users to express their preferences between the knowledge explicitly available in the ontology. Using this formalism, the answers for a given query to an ontology can be ranked by preference, allowing users to retrieve the most preferred answers only. We provide a host of complexity results for the main computational tasks in this framework, for the general case, and for EL and DL-Lite_core as underlying ontology languages.