The objective of this research was to propose a branding model as a business sustainability strategy for two multi-active cooperatives in the city of Ibagué, Colombia, based on the identification of the perception of the corporate image of the members with the purpose of diagnosing the strengths to potentialize and weaknesses to strengthen the perceived image; as well as the recognition of the characteristics associated with the concept of corporate image that the managers of the analyzed multi-active cooperatives have; All this as an input to propose the branding model based on the image perceived by the associates; likewise, the research was developed from the qualitative approach and applied from two phases developing a non-experimental, transversal descriptive design applying a survey to determine perceived values, satisfaction level, service expectation, value attributes and all those variables that build the brand perception that the associates have; also from the grounded theory method to propose the corporate branding model as a corporate sustainability strategy.