Abstract

Brands have chosen different ways of generating value; from models based on attributes, benefits and value, to taking critical political positions and embracing socialcauses, known as Wokebranding. Based on the collection of primary data and from a qualitative and exploratory perspective, this research helps to understand the state of the art of this trend in Chile. The case study shows the difficulties for a rapid adoption of this type of tendency in the context of a weakened industry. This study tries to contribute to the scarce academic attention that has been put to these topics in Latin America.