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Shadrina O.V. The image of a private kindergarten in modern Russia. Cognitive Sciences in the Information Society. 2025; 5(2). Available at: https://knio.ru/PDF/02KN225.pdf (in Russian).

The image of a private kindergarten in modern Russia

Shadrina Olga Vladimirovna
Primary Comprehensive School «Happy Childhood», Krasnodar, Russia
Russian State Social University, Moscow, Russia
E-mail: olchi777@mail.ru

Abstract. The article discusses the formation of a positive image of private preschool educational institutions in the conditions of the modern market economy of Russia. The desire of a private kindergarten in modern Russian realities to form a positive image is the basis of commercial and professional success. This is directly related to the possibility of competition with other educational institutions. With the transition to market realities in the 1990s, private kindergartens faced the need to compete for the attention of the target audience, which made creating a positive image one of the key tasks for their successful functioning. The image of the kindergarten has become an important tool for increasing competitiveness, meeting the expectations of parents and pupils, as well as ensuring financial stability through the provision of additional services.

The aim of the work is to study the theoretical and practical aspects of shaping the image of a private kindergarten, as well as to develop a methodology that allows you to effectively solve this problem. The article analyzes key factors affecting the perception of an educational institution, including staff professionalism, the quality of services provided, the level of psychological comfort, as well as external and internal aspects of the corporate image. Particular attention is paid to the role of management in creating a positive image, as well as the importance of the concerted efforts of the entire team.

The practical significance of the study lies in the possibility of using its results to develop projects aimed at increasing the competitiveness of private kindergartens. The theoretical significance of the work is to identify trends and conditions that contribute to the formation of a positive perception of the educational institution in the eyes of the target audience. The article highlights the need for an integrated approach incorporating social, pedagogical and psychological aspects to achieve sustained success in an ever-evolving educational services market.

Keywords: preschool education; the image of private educational organizations; parenting; Russian education; the formation of a positive image; compliance with the perception of society

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