The method of free associations in the study of the image of Vladivostok State University

Changes in the education system actualize the popularization of higher educational institutions in society. The formation of a positive image is the main component of the competitiveness of an educational institution. The analysis of modern research carried out in the aspect of management psychology reflects the need for the formation of a favorable image of an educational institution, reveals its dependence on the professional competence of the head, the external competitiveness of the organization, the level of corporate culture, motivational aspects of the activities of employees and students, their involvement in corporate values from competently presented advertising information, as a consequence, a reliable position in the market of educational services. Thus, the creation of an attractive and attractive image becomes an integral part of the modern culture of organizations. The use of the method of free associations in the study contributes to a qualitative assessment of the image of Vladivostok State University.