Currently, the corporate brand image has become a strategic objective of top management, therefore, must have a measurement scale that allows you to identify the different perceptions of it public. Given that the documentary review did not find a standard model of measuring image, applicable to any type of institution, the scope of this paper, which comes from research conducted at the Research Group-Gimpu Perception of users on the corporate image and its relationship to the institutional identity in a shopping center located in the city of Cali, focuses on making, from the review and analysis of existing models, a methodology to identify and select the attributes image from three dimensions: affective, technical and functional dimension.