| Sumario: | In an exploratory study, major flaws were detected in the work of brand management by small entrepreneurs in the city of Cali, revealing different mistakes that are made from the ignorance of the brand concept and how it could be projected. At this point, questions arose as to whether the problems that these small entrepreneurs interviewed had, would also be reflected in the brand management of medium and large companies. That is why this research seeks to make a comparison of the brand management that companies of different sizes give to their brands. To make this possible, a sample was taken from the Cali Chamber of Commerce database of companies of different sizes but working in the same economic sectors. This is how companies from production sectors such as construction companies, textile companies and home furniture factories were selected; We also worked with the service sector, in which restaurants, hotels and aesthetic clinics were taken into account. Some findings obtained were surprising and others allowed to confirm some hypotheses that were had around the image that companies give to their brands, suggesting that, regardless of size, from ignorance it is difficult to have good brand management.
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