The aim of the article is to study the essence, depth, and completeness of the image of a higher education institution, its components, as well as identify the priorities for creating a positive image of a particular educational institution in a competitive aggressive environment. The article examines the approaches to the creation of a positive image of an educational institution (EI) on the Ukrainian market for educational services in a competitive environment, which significantly affects the growth in the number of potential consumers and solvent applicants. It is a positive image that is an important incentive for schoolchildren when choosing an EI for learning. Studying the creation of the image of EI is considered as a permanent process in conformity with social needs and modern requirements. The main directions in the research of scientific community, specialists, and practitioners engaged in considering the problems associated with image of educational institutions in Ukraine are analyzed, and shortcomings, omissions and other factors that have negative impact on the attractiveness of higher education institutions are revealed. The identified shortcomings in the research results require a systematic and comprehensive approach to the process of creating — developing — enhancing a positive image of domestic educational institutions as a singular entity. Based on the results of studying the essence, depth, and completeness, the main elements of the image of EI as a means and a tool, object of control, which is focused on target groups and, above all, applicants, are identified
