Professionalization of university image management creates a need for developing of advanced methods for evaluation of image marketing activities and obtained results. The results of marketing research can both ease the creation of the image and allow reviewing of effectiveness and efficiency of the image building. Due to the fact that the image of the institution in each group changes under the influence of information reaching the public from various sources, it is important to conduct research in a cyclical manner. The goal of this article is to present the evidence of increasing meaning of research conducted for the purpose of managing the process of shaping the image of higher education and the aims and principles of the measurements as well as for criteria for evaluation of institutions as a market entity. In this paper the need of integration of image research and university's identity is shown.