More than a brand ranking, Total Brands is a thermometer of the relationship people build with brands. In a context where relevance and differentiation are critical to competitiveness, this study—developed by BBK Group, Criteria, and El Mercurio—offers a strategic snapshot of brand value in Chile, from a comprehensive perspective closely connected to people’s real experiences.

Unlike other studies that focus exclusively on brand recall or advertising positioning, Total Brands measures the relational strength of Chilean brands. This means it places at the center how people relate to, identify with, and trust brands.

In its fourth edition, the study evaluated more than 150 brands across 34 categories, with participation from over 4,000 people throughout Chile and more than 40,000 individual evaluations. The result is a powerful tool for strategic decision-making, built on a solid data foundation that reflects public sentiment.

Four Dimensions That Build Brand Value

• Value Proposition: Assesses perceptions of price–value, innovation, and brand relevance in the market.
• Experience: Measures how personalized, renewing, and memorable the usage or service experience is.
• Identity: Analyzes the degree of identification, leadership, and how up-to-date the brand image is.
• Purpose: Observes how brands connect with collective well-being, social concerns, and causes that matter to people.

This structure allows brands to understand not only whether they are liked, but why—and which emotional and functional drivers explain their connection with people.

Insights for Brand Strategy

Through this deep analysis, Chilean brands can identify real opportunities for improvement as well as strategic strengths. For example, a brand with high performance in price–value but low in purpose may have significant growth potential in its corporate narrative. Likewise, a brand that excels in personalization can further strengthen its proposition through experience design.

Total Brands does not deliver a static snapshot.

It is a study that measures, interprets, and projects—enabling brands to define actions aligned with the identity, experience, and social role they aim to build.

A Yearly Reading of Brand Evolution

This annual analysis, conducted with Criteria and El Mercurio, offers an integrated view that goes beyond rankings. It connects perception, experience, identity, and purpose to understand what changes year over year—and where opportunities emerge.

2024 vs. 2025 comparison:

• Adaptability is the attribute showing the greatest growth
• Experience Renewal is the attribute with the largest decline

Chilean Brands Leading Their Categories

This edition highlights Chilean brands that have consistently strengthened their relationship with people. 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 Universidad de Chile.

Each one represents a valuable story of brand building rooted in trust, consistency, and adaptability.

Congratulations to the Brands That Build Meaningful Connections

At BBK Group, we congratulate all brands that participated in this measurement—especially those recognized for their ability to connect with people and generate value beyond their products or services.

Building brands today requires a cross-functional effort: from experience to purpose, from design to culture.

Total Brands 2025 is an invitation to look beyond rankings and think strategically about how brand value is built, managed, and projected in a dynamic, competitive, and increasingly demanding environment.