This article presents the results of the comparative study entitled Branding of El Gualilo and Mesa de Los Santos coffee. Its general objective was characterizing the elements of corporate image, corporate identity and the actions of Public Relations that affect competitiveness and branding of two coffee brands of Santander (Colombia). The specific objectives were to show evidences about top of mind of coffee brands in national and international markets using documentary analysis to identify particular elements of corporate image and corporate identity of two own regional coffee brands, and to describe actions of Public Relations that determine the process of competitiveness and branding. The research was exploratory and descriptive, contrasting two cases by the inductive method, which starts with specific data to reach general conclusions. The study had a qualitative approach, although it also considered numerical and ideographic data. Among the data collection techniques there were documentary analysis, direct observation and depth interview which interpretation was encoded using analysis of semantic differential data and categorical squares. Some of the results show two different ways to achieve branding, in this case, of coffee, as a competitive product in the global market.