The Image of the University as a Component of the Education System and One of the Factors of Financial Stability on the Example of the Pacific National University

The article examines the concept of image in the context of the university brand. Higher education institutions in the 21st century have become full participants in market relations. Successful activity of higher education institutions in the conditions of tough competition is impossible without developing a marketing development strategy. To create effective promotion methods, it is necessary to understand what aspects form the image of an educational institution. The purpose of this article is to determine the components of the image of higher education institutions as a tool for achieving goals when forming a marketing strategy in the highly competitive market of educational services.