These are the brands that won the hearts of Colombians, according to the Brand Love Index 2026

The research applied 2,400 surveys in cities across Colombia and used a structural equations statistical method. (Illustrative image Infobae)If someone asked you to name a food brand, a technology brand, a restaurant, or even a luggage brand, you would probably have an almost immediate answer. But there is a difference between remembering a brand, choosing it, and feeling that it is part of your life. That bond, which is much harder to build, is what the Brand Love Index 2026 seeks to measure. The Cluster Research study identified 23 brands that achieved the highest levels of emotional connection with Colombian consumers. The list includes Alpina, Arroz Diana, Natura, Coca-Cola, Águila, Haceb, Ramo, Crepes & Waffles, Nequi, Nubank, Seguros Sura, Frisby, Totto, Jabón Rey, D1, Kalley, Chocolatina Jumbo, Samsung, Cine Colombia, Arturo Calle, Mercado Libre, Juan Valdez, and Colsubsidio. The research applied 2,400 surveys in cities across Colombia and used a structural equations statistical method. (Illustrative image Infobae)The study does not establish a first, second, or third place. The 23 brands exceeded the threshold of 80 points defined by the research to identify the highest levels of emotional connection. The result also shows a change compared to the first edition of the study, published in 2025 with a list of 20 brands. For 2026, the group grew to 23, with three new additions. For Cluster Research, this growth reflects that more companies are managing to build stable emotional relationships with their consumers. The Brand Love Index does not start solely from which brands a consumer remembers or which ones they prefer over their competitors. The index draws on academic research developed over more than a decade around the concept of Brand Love, including the work of Richard Bagozzi, a professor at the University of Michigan and co-author of the model. Cluster Research adapted this theoretical framework to the Latin American context to develop the methodology applied in Colombia. The group of selected companies went from 20 in the 2025 edition to 23 in 2026 without defining an order of positions. (Illustrative image Infobae)"The Brand Love Index was not born to make a ranking of beloved brands. It was born to scientifically understand how a brand goes from being chosen to becoming a significant part of a person's life," said Elsa María González, CEO of Cluster Research, in statements collected by Revista P&M. This premise helps explain why brands from such different sectors appear on the list. The study seeks to identify how deep the relationship a person builds with a company is, beyond the purchase. This is how the Brand Love Index 2026 was measuredThe research was based on 2,400 surveys conducted in the main cities of Colombia, through a combination of in-person and online measurement, along with more than one hundred qualitative explorations. The methodology applies structural equations, a statistical method that allows simultaneous analysis of the variables involved in building the bond between a person and a brand. Public trust exceeds 80% in brands with high emotional bonds compared to less than 30% in the general measurement. (Illustrative image Infobae)The model develops in three stages. The first evaluates whether a brand is mentally available, relevant, and preferred over its competitors. The second incorporates dimensions such as desire, emotion, self-identity, presence in daily life, social value, humanization, and attachment. The third observes the signals that this bond can generate: loyalty, recommendation, defense of the brand, and willingness to pay a higher price. The result is synthesized in the Top of Self indicator, which seeks to identify the moment when a brand stops being merely a functional choice and acquires personal meaning for the consumer. The study also included a diagnosis of the categories that generate the most disappointment among Colombian consumers, especially those with high levels of interaction, friction, or dependence on service. The food and beverage categories build connections linked to family rituals and shared moments. (Illustrative image Infobae)In parallel, the results show a significant difference in terms of trust. Less than 30% of consumers trust brands in general. Among the companies that reach the highest levels of emotional bond, that proportion exceeds 80%. The contrast helps explain why recognition is not enough to build a solid relationship. According to the logic of the Brand Love Index, the bond strengthens when the consumer incorporates the brand into their routine and attributes to it a meaning that goes beyond the function of the product or service it offers. Among the general findings, the study also points to the ability of categories such as food and beverages to generate connections associated with family rituals and shared experiences, while technology and some services also show the capacity to build relevant bonds.