Considering the importance of fostering its image for an institution of higher education, this research evaluates the level of recognition of the Pontificia Bolivariana University, Palmira section, with respect to its market rivals. In the investigative process, segmentation of markets and identification of socio-demographic variables was used, among students of 10 and 11 in schools of the area of influence. As a result of this process, the insigths of sufficiency are established for the design of a positioning plan that projects a favorable, consistent and differential image that stimulates the demand for its educational offer.