The purpose of this study was to analyze responsible branding as a strategic approach to the social actions of Chilean organizations. based on the theoretical approaches of authors such as Lazovska, (2017); Conley and Friedenwald. (2007), Di Prieto, (2014); Jimenez (2005); Iglesias, (2015); among others. Methodologically, it was subscribed in an analytical, descriptive investigation of documentary character, using the bibliographic technique, that is; consultation of printed and electronic documents. After the support and contrast of the theories consulted and the observed realities, the researchers, through a document, concluded that, in order to define the scenario of the Responsible Branding area, the distinctive strategies in social actions must be considered, which is a process of great political and economic definitions that, of course, will set the course towards the responsibility of organizations that manufacture a product or provide a service. Understanding that Responsible Branding, is a process in which a company must adopt its decisions with a triple objective: its interest in the business image, consumer satisfaction and long-term well-being of this and the society as a whole. In this sense, with the analysis applied it was possible to denote that, an adequate management of the risks of environmental pollution from the Responsible Branding vision, can favor the adaptation to the environmental requirements, thus preventing companies from depending on their resources and capacities must formulate the corresponding Marketing strategies, which allow them to adapt to their environment and gain an advantage over the competition.