Article shows that image of the universities is a powerful lever affecting choice of the higher education institution by the enrollees. The authors, based on analysis of different literary sources, regard that the elements of the higher education institutions image include the indicators showing the levels of education services, professors and leaders, as well visual characteristics, social and business activities and originality of universities. In the authors‘ opinion, the higher education institution should take care about formation of its image from the date of institution‘s establishment. They should care about high level of education, satisfaction and loyalty of the staff members and students, professionalism of the professors and teachers, as well as infrastructure and some other factors that ensure positive assessment of its activities from the side of public. The article emphasizes that today in Georgia the image of higher education institution is the powerful instrument for attraction of the enrollees and key factor determining employment of the graduates. And as the instrument for formation and maintenance of the university‘s image the authors offer extensive application of marketing approaches at the education service market.