The complex environment that businesses experiment today has turned innovation and brand management into cornerstones to achieve competitive advantage. However, according to the authors consulted, little is said about the integration of these variables and their application to the market. This research studied the relation from High Potential Companies between its brand management and innovation strategies. An instrument with closed and multiple selection questions was applied in a sample of 38 companies that belong to the project Manizales Mas, selected through inclusion criteria. The instrument allowed knowing the generalities of the brand management and innovation, as well as the state of marketing innovation in these companies. The obtained results of the strategic variables were shown through a descriptive, correlational and conglomerates analysis. Likewise, these analyses allow knowing if the companies make use of those capabilities for developing competitive advantage crossing both variables. The findings of this research reinforce that the marketing mix variable, product, treated in this investigation as “product &/or service”, continues being a business key process.