The article deals with the study of the biological characteristics of L. gracilipes Mig var. glanduiosa Maxim as a new berry crop. Seeds were treated with ionizing radiation to obtain new forms of crop plants. The identified number of qualitative signs of variability in seedlings exposed to ionizing radiation allows us to preliminarily speak about the identified mutations in L. gracilipes. The resulting mutant forms of the species L. gracilipes with other biological indicators to varying degrees different from the original species make it possible in the future to isolate promising forms valuable from an economic point of view for domestic berry growing. The currently existing economic indicators of the species L. gracilipes in terms of frost resistance (limit -250С), fruit weight - 0.6 g, low productivity (up to 300 g from one bush), put forward specific tasks for the selection of a new rare crop, promising for its cultivation as a fastgrowing berry bush.

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Results of the research determine that the University's image is implemented in an attempt to identify the needs and expectations of consumers, as well as to achieve a high level of compliance with these needs and expectations. The University's image creates a qualitatively new type of competitive advantage, forms an appropriate business reputation, a certain representation of the organization, which is achieved through PR support of the quality management system. Structurally, the process of forming the University's image is based on the established connection of managing the quality of educational services with the formation of the image and PR support, as well as the connection and influence of the content of the internal and external image of the University on the functioning of its system of managing the quality of educational services. The use of image formation tools and PR support of educational services quality management systems involves the consistent formulation of the current internal and external vision of the university, its correction in accordance with the provisions of the desired image vision model, the development and justification of the university image concept, the formation of a systematic image model, planning and implementation of the established image model of the university.

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