Institutional Marketing has as its sole objective to strengthen its image or brand image before the general public, therefore, the actions are not directed to the sale of products and services. In a certain way, institutional marketing acts as a promoter of the company, making a positive indication of it and its solutions to friends, colleagues and family and to the market as a whole, the strategy only works if the customer is satisfied with the product or service. Thus, in addition to promoting research and establishing metrics to monitor the its satisfaction index, it is essential to work for it, to work in more marketing campaigns.