The objective of this research is to determine the factors from the perspective of the client for the valuation of the brand of the Caja de Compensacion de Risaralda. The research method is deductive in nature. It is a descriptive-exploratory case study, developed in 2 phases: first the concepts were theoretically characterized from the review and identification of brand valuation models and their categories, defined by theorists and consulting firms, emphasizing the models from the perspective of the client. The exploratory phase was consolidated with the factors analyzed from the perspective of the client that have been little addressed in the service sector, especially in the Compensation Funds. The nature of the research is qualitative, working on the case study with primary data sources, 3 interest groups of the Family Compensation Fund: Users of the Family Subsidy System: consumers - employers; suppliers and collaborators. On the other hand, the sources of secondary data consulted were the documents related to the topic and the documentary review that this research developed on the models and categories of brand valuation, registered through documentary files where the 4 perspectives of models and 64 categories were compared, finally selecting the 3 models related to the client's perspective, given the proximity of the company with its stakeholders. As a result of the study and starting from the interest groups, the analysis was divided from the external view, making important findings, from the conceptual perceptions of the categories that led to contrast what was posed by theorists and the identification of the brand valuation factors for the Compensation Fund, derived from the analysis through comparative tables, crossing and highlighting the factors with the highest semantic load. Among the main conclusions, a total of 42 factors emerged, 24 related to the categories of the Aaker model; 13 from the Dick & Basu model and 5 related to the Equitrend model, which lead to a second phase of the study and validation with all stakeholders, to determine the most prevalent, which then leads to the application and consolidation of the brand valuation model for Comfamiliar Risaralda. The interrelation that exists between the categories of the different models was identified, where the perceived quality, the awareness or the notoriety of the brand and the associations, lead to the attitudinal and behavioral disposition to the satisfaction, to finally create that loyalty of customers. The communication was evidenced as a very important factor, and all the factors identified are decisive to accompany the competitive strategy of Comfamiliar, Risaralda.