This article is the result of a research project carried out in the city of Bogota D.C. as part of the management and strategic analysis of the company Etex Colombia, to position its Proteja brand in the Colombian market. The main objective of the research was to identify the main attributes and perceptions that construction companies that use fiber cement roofs currently have in low-income housing projects (VIS). The study is non-experimental of a quantitative type through the application of surveys and analysis on the population represented by the construction companies that characterize the image and positioning of the Proteja brand, thanks to the development of perceptual maps that allow a detailed analysis of how position. The results demonstrate the main characteristics of the three brands affected in the fiber cement roofing market analyzed, which serve as a basis for recognizing and differentiating the commercial, quality and service competitive advantages and disadvantages for each of these brands; These findings will allow defining the factors that are differentiating in the Proteja brand and the definitive ones to achieve a better position in the market, as well as leading the segment and reaching the consumer's mind, bearing in mind that a brand can survive its products, their owners and even the inexorable passage of time