In this article the authors comprehensively analyzed the theoretical and methodological basis of the research problem of state image building. In political science the problem of state image received far less attention than the personal and corporate image. The changing world order consisting in the development of an information society, globalization, the democratic transition, a growing number of threats to the national security, the instability of international relations actualized the issue of state (national) image building, its promotion and maintenance. Special attention in the article is paid to the study of the formation of country brand. The authors mention that this subject is new for Western, Russian and for Moldovan science, which is explained on the one hand by the relative novelty of the phenomenon, and the other - the complexity of the research related to the underdevelopment of this problem. The Republic of Moldova hasn’t gotten yet a concept of national image building in the international arena. Despite the fact that Moldova doesn’t have an elaborated program in reality the Ministry of Foreign Affairs and European Integration accomplishes this role.