Much more than just a brand ranking: it is a thermometer of the bond people establish with them. In an environment where relevance and differentiation are key to competing, this study—developed by BBK Group, Criteria, and El Mercurio—provides a strategic X-ray of brand value in the country, from an integral perspective connected to people’s real experience.
Unlike other studies that focus exclusively on recall or advertising positioning, Total Brands measures the relational strength of Chilean brands. This means it places at the center the way people connect, identify, and trust in them. In its fourth edition, the study evaluated more than 150 brands distributed across 34 categories, with the participation of more than 4,000 people throughout Chile and more than 40,000 individual evaluations. The result is a powerful tool for making strategic decisions, with a solid database that represents citizen sentiment.
Four dimensions that build value
- Value Proposition: Evaluates the perception of price-benefit, innovation, and brand relevance in the market.
- Experience: Measures how personalized, refreshing, and memorable the usage or service experience is.
- Identity: Analyzes the degree of identification, leadership, and updated image of the brand.
- Purpose: Observes how brands connect with collective well-being, social concerns, and people’s causes.
This structure makes it possible to understand not only if a brand is liked, but also why, and which emotional and functional levers explain its connection with people.
Insights for brand strategy
Through this deep reading, Chilean brands can identify real opportunities for improvement, but also strategic strengths. For example, a brand with high levels of “price-benefit” but low “purpose” may have relevant room for growth in its corporate narrative. Similarly, a brand that stands out in “personalization” can deepen its proposal through experience design.
Total Brands does not provide a static photo. It is a study that measures, interprets, and projects, allowing for the mapping of actions aligned with the identity, experience, and social role that brands want to build. Learn more about our study here.
In this annual reading that we conduct together with Criteria and El Mercurio on how people relate to Chilean brands, an integral analysis is obtained that goes beyond the ranking: it crosses perception, experience, identity, and purpose to understand what changes and where the opportunities lie year by year.
Chilean brands leading in their categories
In this edition, Chilean brands that have consistently strengthened their bond with people stood out. Among them: Latam Airlines, AFP Habitat, Colún, BancoEstado, Caja Los Andes, Cenco Malls, RedSalud, Mercado Libre, Blue Express, Copec, Mercado Pago, Pedidos Ya, Farmacias del Dr. Simi, Lipigas, INACAP, Consalud, Cuisine & Co, Falabella, ACHS, Redcompra, BCI Seguros, Aguas Andinas, Netflix, Líder, CMR Falabella, Visa, Samsung, WOM, Castaño, Sodimac, H&M, Metro de Santiago, and the University of Chile. Each one, within its category, represents a valuable story of construction based on trust, consistency, and adaptability.
Congratulations to the brands that build bonds
At BBK Group, we celebrate all the brands that were part of this measurement, especially those that have been recognized for their ability to connect with people and generate value beyond their product or service offerings. Building a brand today implies transversal work: from experience to purpose, from design to culture.
Total Brands 2025 is an invitation to look beyond rankings and to think strategically about how brand value is built, managed, and projected in a changing, competitive, and increasingly demanding environment.