Nosov Magnitogorsk State Technical University (Magnitogorsk, Russia):

V. M. Kolokoltsev, Dr. Eng., Prof., President
S. N. Pavlov, Dr. Ped., Associate prof., Head of Press office, e-mail: pavlovsenior1947@yandex.ru

The process of creating a positive image of a technical university in modern conditions is considered in the article as the main purpose of exploiting the intangible asset to improve the institution’s competitiveness together with training of highly qualified specialists having leadership qualities and meeting the current employer requirements. Social, individual psychological and socio-psychological components of the university image structure are presented as the main components that help to build an overall image of a high school. The authors outline their conceptual understanding of the resources available to design the branding process. The article looks at the theoretical aspects of implementing the information policy, forming the public opinion about the university and using PR by its governing bodies. Importance of implementing targeted branding information related to specific forms and methods of directed pedagogical influence that helps turn the applicants’ and social partners’ preferences towards the promoted university is substantiated. The authors point out the need for the university management to use social and cultural branding techniques. They also propose some arrangements for universities to organize public communications with students and successful and important graduated VIPs to motivate students to develop their leadership qualities. The article contains the authors’ defi nitions of image and social and cultural activity. The authors also give some practical examples of success achieved by universities in gaining the status of a regional flagship thanks to exploiting their brands.

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