The image of a higher education organization is a sus-tainable long-term element created on the principles of "designing the future" - on the principles of interactive planning. The importance of assessing the motivation factors of one of the main groups of consumers (trans-lators) of the image - applicants and their parents - is obvious. The article made an attempt to prove suffi-cient stability in time of motivational preferences of applicants, its low regional specificity, which allows us to talk about the possibility of long-term strategic plan-ning of image development.