Abstract:

The image has undoubtedly become an integral part of any organization. It fosters the creation of harmonious and stable relationships and connections with society. Nowadays universities are not just directly linked with society. They also have their impact on its status and development. Accordingly, the image of the university institution is of great importance as a factor that generates confidence in it and stimulates the student`s motivation. The article presents the significance of the university image and the need to explore the relationship image – trust – motivation.

The image of the organization, and in particular the image of the educational institutions, is a key factor in its public assessment and reflects to the effectiveness of its activities. Successful activity is largely determined by its perception by the public.

A positive image that creates trust and motivation needs quality management that consists in building adequate and effective communication channels with the university`s target groups. The aim is to present to the public the mission and the distinctive features of the educational institution.

Only through well-established relations the audience will recognize the values and will trust the university and it`s services. The image of the university is not only a conscious image, it also gives further promises which are related to emotional experiences about career development, careers and financial expectations that arise from mentioning the university. These are also some of the factors that increase the motivation of the students which study in different fields and specialities.

Keywords:

Motivation, trust, image, university, students, education, identity.