The article examines the impact of the identity of a gymnasium on parents’ decision-making when choosing a school for their child.

Based on scientific literature, the concepts of organisational identity and its components are presented, factors determining parents’

choice are analysed, and the links between school identity, image, reputation, and parents’ choice are examined. This allowed us to

reasonably formulate the evaluation criteria for conducting the study, taking into account the purpose of the study and the methodological

principles. Summarising the results of the study, it was noted that the identity of the organisation affects the choice of parents,

and the image positively mediates its effect. It was noted that the positive image of a gymnasium, through the reputation mechanism,

further encourages parents’ decision to choose a particular gymnasium.