The bulding of the brand of Ukrainian highter educational institutions by positioning and establishment of the positive image

The article describes the essence of the higher education institutions positioning, defi nes the concepts of the image and brand of educational institutions, determines their features. The infl uence of the image of higher education on educational services consumers and those institutions rating among other higher educational institutions is considered in detail. At-tention is paid to the educational services branding peculiarities in Ukraine. The main components of higher educational institutions brand building are highlighted.