You cannot attach a pop-up menu uicontrol to an image. You can, however, create a context menu and assign it to the image's UIContextMenu property.
More common would be to use a uicontrol that was near the image. The Callback property of the uicontrol('Style','popup') would get() the Value property of the control and then would switch() on the value calling the appropriate routine
switch get(hObject, 'Value')
case 1: apply_filter_1();
case 2: apply_filter_2();
end
