Based on the actions carried out by the "Los Passaos: Emprenden con Historia" project, the objective is to perform a diagnosis of the commercial image in order to evaluate the elements that make up the brand in the businesses located in the Leónidas Plaza parish. The study focuses on a quantitative and exploratory-descriptive approach, and the sample consists of 389 businesses selected through non-probabilistic convenience sampling. Among the most representative results, it was found that the large format printing was recognized as "adequate" by 50 % of the respondents, as well as the internal signage, reflected by 31.6 % of those surveyed. However, the corporate identity of the workers was recognized as "inadequate" by 36.8 % of the total number of evaluated locations, denoting a deficiency in these three elements. The Cronbach's alpha of 0.847 recognizes a very good reliability of the...