On the formation and assessment of the image of the university

The article notes the role of the organization’s reputation as a stable public opinion about its qualities, advantages or disadvantages in the competition for a student. Reputation is considered as one of the most important intangible assets of the institution, in relation to higher education, the following are highlighted as the resulting characteristics of the positive reputation of the university: quality and reliability of educational services, trust in the university of students and their parents, support and positive recommendations from employers and researchers. The issue of forming the most profitable image, which is relevant for modern universities, is considered. The analysis of world practice in this field is carried out, an overview of the university positioning assessment tool (its representation in the media) is offered. The article tells about the system created at the D. Serikbayev East Kazakhstan Technical University, which allows analyzing the existing image of the university by publications and reports.