Proceedings of the International scientific and practical conference ―New York Global Science Conference 2026‖ (May 18-20, 2026) / Publisher website: www.naukainfo.com. – New York, USA, 2026. - 322 p.

185 PEDAGOGYAND EDUCATION DOI: https://doi.org/10.64828/conf-124-2026-5 UDC 378.091:339.138 Yunyk Ivan Doctor of Pedagogical Sciences Professor of the Psychology Department State University of Trade and Economics Kyiv, Ukraine https://orcid.org/0000-0001-5594-8470 STAGES OF SELF-IMAGING OFA HIGHER EDUCATION STUDENT Abstract. The conference abstracts emphasized that the basis for the effective formation of the brand of a scientific and pedagogical employee of a higher education institution is the image constructs formed even before the beginning of his professional teaching activity. The feasibility of conventionally dividing the process of self-image of a higher education applicant into five consecutive stages is substantiated. Keywords: image, brand, higher education student, scientific and pedagogical employee, image constructs, stage. The brand of a scientific and pedagogical employee of a higher education institution should be distinguished by appropriate competitive advantages that can effectively satisfy the current needs of the student – to have authority in the eyes of the student community and university teachers, to effectively use communicative tools, and to have interesting, reliable and innovative information for the student audience. At the same time, the basis for the effective formation of the brand of a