The present article represents theoretic-analytical analysis of political image and reputation. The person of the political leader is the central figure who sets the fashion to the political elections. Therefore there is always actual a problem of creation and introduction in public consciousness of such image of the politician, which would satisfy the needs of electorate and would influence their social installations. Many researchers of political image agree that image is the intermediary between people and authority but the person of the politician cannot be shown only to image. New opportunities for studying a phenomenon of political leadership are opened with a category of reputation. The concept «reputation» it is often used in the public and business communications as social representation about the role and the status of the person in a society. The reputation is formed and exists as social representation, defining public preferences. Therefore studying of reputation allows to go deeper into understanding the process of a political choice, the formation of confidence and mistrust to subjects of authority, the estimation of efficiency and reliability of authority. The political reputation varies eventually and includes an estimation of professional and personal qualities of the politician, and also serves as the estimated factor of its acts. As a result of the analysis of political image and reputation we see, that image includes elements of reputation, the reputation includes elements of image. If the reputation of the politician appears stained and it is necessary to change it into positive, to add the new socially-significant acts, specialists resort to formation of image components. And on the contrary, often images stand out for «professional», «business» reputations, because the primary goal of political image is demonstration of reputation characteristics.