Forming personal brand of the head of vocational education institution

The article topicality is conditioned by the increase of competitiveness of professional education institutions at the international and regional markets of services. Selection of management personnel for institutions of vocational education, ensuring its competitiveness, is one of the main challenges facing the education authorities. The article reveals the essence of competitiveness of professional education institutions as its advantage in relation to other similar objects, characterized by the ability to meet the educational needs of the population, by providing it with appropriate services to update its activity in accordance with comprehensive security. The article describes the stages of formation of the personal brand of the head of professional education institution. The article can be useful to managers of professional educational institutions and specialists of education management bodies.