Several aspects of studying and creating the image of the university

This paper discusses the creation of the image of a higher education institution. The relevance of the study is determined by the increase in educational services provided and the number of universities as well as the current competition on this market. The author analyzes the approaches to and identifies the components of the image structure of the higher education institutions. The significance of the image being constructed is explained by the interest of the universities in increasing their competitiveness on the educational market, the effective presentation of academic programs provided to attract prospective consumers. The study assesses the impact of image-developed factors on public opinion. The research findings can be used by management structures of a higher education institution in order to take efficient management measures and create the favorable and positive image of the institution.