THE BUILDING OF THE BRAND OF UKRAINIAN HIGHER EDUCATIONAL INSTITUTIONS BY POSITIONING AND ESTABLISHMENT OF THE POSITIVE IMAGE

Abstract

The article describes the essence of the position of higher educational institutions, the concept of the image and brand of educational institutions, their features are determined. The influence of the image of higher education on consumers of educational services and their rating among other higher educational institutions is considered in detail.

Consequently, the formation of the image of an institution of higher education and its effective administration favor the positioning in the market of educational services in a competitive environment. A steady positive image of the consumer of educational services is an incentive for the primary election and the main motive of the advantage over competitors. Therefore, a positive image is a component of a great brand of high school.

Thus, in order to improve the image of higher educational institutions, an innovative ideology must be created, and hence favorable conditions for the creation of various forms of partnership between science, education, business and government. And the brand of higher education, created on the basis of fruitful cooperation of entrants and graduates, will become an attribute of the latter's attractiveness in the market of educational services of Ukraine and the world.