In this research, the authors aim to determine the teachers’ professional image in the present-day context. The issues of teachers’ new role, new image and professional conditions are analyzed with regard to the reforms and commercialization of higher education as the most common trends. The paper examines the data of the survey which was conducted on the basis of written questionnaire designed to investigate the university teachers’ readiness to work in the new conditions, their readiness to innovation, the factors constraining innovation in the sphere of higher education in the context of its commercialization. The research carries value to education policymakers and university authorities. They can use these findings to reflect on regulations that would ensure favorable academic environment and increase the brand image of their staff.