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Abstract: Educational institutions more and more often have to observe market laws and use marketing tools in management due to the growing market competition and the changes of juridical norms regulating its activity. The use of marketing tools includes not only planning of productive, pricing and advertising policy, but also the formulation of the titles of organizations and education services. The object of research is marketing activity of educational institutions. The goal of the study consists in the definition of the grounding of the need and necessity of working out trademarks (naming) on the basis of analysis of foreign and national experience and also the description of the stages of creating trademarks of educational institutions. The following theoretical research methods were used: formalization, analysis and synthesis, generalization; and such empirical methods as: observation, comparison and opinion poll. The theoretical basis of management of educational institutions has been enlarged by the foundation of necessity of promotion of educational institutions and their services with the help of trademark policy in the conditions of growing competition on the education services market. The obtained results will allow raising the level of management of secondary and higher professional educational institutions.