The process of formation and development of a modern competitive higher education institution is influenced by a number of subjective and objective factors, among which the positive image of the educational institution plays almost the most important role. The proposed article addresses the problem of forming a positive image of higher education institutions (hereinafter referred to as HEI) by means of modern Internet technologies. Creating a positive image of HEI is considered by the author as a systematic process in accordance with the social needs and requirements of the digital society. This process is accomplished through the implementation of a number of functions, the most relevant and effective of which in the present day is the representation of the activity of educational institution on the Internet. One of the means by which information is generated about the HEI, it’s positioning in the market of scientific and educational services and the formation of a positive image is the website of the educational institution. The role of modern Internet technologies in shaping the positive image of HEI in the article follows on specific examples of their use by the management of the National Aviation University. For competitive advantage, NAU management focuses on presenting on the site those areas that have significant long-term achievements (such as the National Aviation University Science and Technology Library) and significant innovation potential (preparatory courses, second higher education, external independent assessment training courses, an English-language project that offers English language courses, HUB-NAU - a space for non-formal education, a place for learning and self-development outside of the classroom). Important in the external and internal scientific communication processes is the activity of the Scientific and Technical Library of NAU, which is a kind of information system that provides free access to both the student and scientific-pedagogical public to the world information resources on the principles of equality and accessibility of information. Therefore, modern Internet technologies are crucial for shaping the image of the educational institution, as they not only provide virtually unlimited opportunities to use almost all the available information in the world, but also the opportunity for the most comprehensive and comprehensive self-presentation of HEI in a network society. Therefore, in order to keep up its own rating trend, the HEI needs to pay constant attention to the implementation of the latest information and communication systems

image; modern Internet technologies; information and communication technologies; institutions of higher education; website; National Aviation University; NAU Scientific and Technical Library; institutional depository