Obtaining competitive advantage has become a recurrent necessity, in successful organisational management. Nowadays, intangibles represent an excellent opportunity to attain these advantages. Given its social impact, the organisational image is one of the most important intangibles to work with. In this research, a model based on the determination of the internal image of the university institution, from the perspective of students, is formulated and developed. A practical application of the model is developed in the University of Seville and the evolution of the model is tested while certain characteristics of the collective under study are altered. (Contains 6 tables.)