| Sumario: | This research seeks to explore in an exploratory way how the image is perceived by the different interest groups - stakeholders - of a Higher Education Institution (IES) located in the city of Medellín - Colombia. The above, taking into account that there is little research that analyzes the subject from this perspective. On the other hand, it tries to show the importance of concepts such as stakeholders within organizations, in this case within the (HEI), organizations in which the term has not been widely used by marketing plans, that is why that the results of this exploratory research demonstrate the importance of stakeholders for brand perception. The qualitative work was carried out between the months of February and November 2015, where 50 semi-structured surveys were used. The results showed an inconsistency between the communication strategies and the perceptions of the different audiences of a university institution.
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