i prefer to use this style when referencing images
<img src="../Imagenes/cabezote/GestionCompetencias2_01.gif" /></td>
so then I set up my project file structure like this
/admin/default.aspx
/admin/manage_user.aspx
/admin/etc....
/home/default.aspx
/home/contact_us.aspx
/home/etc...
/product/product_search.aspx
/product/product_detail.aspx
/images/all image files...
/include/js, css, other files - maybe your master files?
/default.aspx - this page has no UI, it redirects to /home/default.aspx
the only file I have in the root is /default.aspx, everything else is in sub directories
this makes the entire site very consistant in the way it references images, js, css, etc...
if you don't have a site structured this way then using
<img src="~/Imagenes/cabezote/GestionCompetencias2_02.gif" />
proably makes the most sense as you do not need to worry your images references as they get loaded from the root of the web project