Colleges in Korea are facing increased competition along with decreased funding. The result is that colleges are becoming more focused on understanding their stakeholders. This new task requires an understanding of the construct of college image perceived by stakeholders. This article contributes in this way, analyzing previous research and consequences. We seek a great understanding on college image characteristics and tried to develop Korean items to measure college image. The key contribution of the study is to provide qualitative and empirical construct that is multidimensional to evaluate college image. Our proposed scale and model can greatly assist college PR managers and government education policy makers in understanding how students perceive the image of college and select a college.