Shestopalko Anna P.

The article presents the results of the assessment of the state cultural institution’s image on the example of the Khabarovsk Regional Musical Theater, its external and internal context. They refl the images of cultural institutions of the regional center that have been developed in public opinion, obtained through a pilot survey of the target audience - recipients of their services, their needs, preferences, expectations and requirements, as well as ratings of competitors on information portals. As a result of the study, it was found that the image is an important competitive advantage of cultural institutions and has a signifi impact on their overall activities and success in the market. It is worth noting, that it is important for cultural institutions to pursue an effective policy on the formation and management of reputation and corporate image, using available technologies, tools, means and resources for this purpose. The analysis of the Khabarovsk Musical Theater's external image showed that it contributes to the stable leadership position that the Theater occupies in the market of cultural and leisure services of the Khabarovsk Territory. Therefore, in order to maintain and strengthen the image, it is necessary to continue to adhere to the current reputation concept, while taking into account the interest of the audience in the variety of cultural events held by the Theater. To strengthen the internal image of the Theater, the management of the institution needs to pay attention to the development of corporate culture and fi support for employees.