FORMATION AND IMPROVEMENT OF THE POSITIVE IMAGE OF DOMESTIC EDUCATIONAL INSTITUTIONS

In recent decades, in world and domestic science there has been an increased interest in the study of problems that are somehow related to the phenomenon of the image of the educational institution. The growing interest in these issues is understandable for the following reasons. There is a formation of new socio-economic conditions of the organization, reforming the education system, globalization of the market of educational services and as a consequence of increased competition. The level of values that previously guided consumers of educational services is also changing. Which in turn affects the formation and development of the educational institution, as well as creates a need for effective image management of the organization. In this regard, each educational institution faces the task of maintaining autonomy and increasing educational potential through the use of modern management technologies. One of the important factors influencing the formation of the preferences of the target audience is the image of the educational institution. Due to the fact that intangible factors and tools are becoming increasingly important, they influence the choice of potential consumers of the educational institution. The article considers the main definitions of the concept of the image of the educational institution, its components, the impact of the image on the competitiveness of the educational institution and the main problems in image formation. Ways to improve the image in relation to the external and internal environment of the school are summarized.