The book "Procedure for Measuring Image in Retail Goods" offers a comprehensive examination of the significance of corporate and brand perception in retail. It outlines how image design serves as a crucial variable for enhancing efficiency and increasing the economic value of companies. The research focuses on developing a method to measure current perception in specific sales locations in Camagüey, which are part of the Panamerican Stores and TRD Caribe. Through careful bibliographic research and the application of theoretical methods, a well-founded approach to analyzing image perception in the dynamic retail environment is presented. The authors, Dunia González Morales and Roberto Carmelo Pons García, combine historical and logical perspectives to illuminate the complexity of image perception and understand its impact on retail.