The use of method of component analysis for showing up the peculiarities of image of ideal university

The research of the image of ideal university of loyal and non-loyal consumers of educational services showed that loyal consumers have the integrated image of the university whereas non-loyal ones don't have this image. The results of the research show the necessity of changing the university branding programme and open its new contents. We asked the graduates and their parents as the consumers of the educational services. The respondents of four universities of Naberezhnie Chelny were involved. For processing and interpretation of the results we used the method of component analysis.