In the article, the author comprehensively analyzes the soft power of image policy. Studying the problems and the mechanisms of realization of "soft power" of the modern states in their foreign policies, which are aimed to create an attractive image of the country we should start with the achievements of the Europeans. The Europe invests a lot in the soft power and public diplomacy. The Europeans have a lot of experience in its implementation and invest more than anyone else, which is especially prominent regarding the international cultural relations. The UK, France and Germany become the true suitors of the idea of increasing the role of "soft power" in world politics. This article will consider the experience of the UK and Germany in promoting the soft power image policyof the state. The desire to integrate the Republic of Moldova in the European Union should not be formed only on the basis of economic cooperation with the EU countries, but also on the construction of a single socio-political and cultural foundation. Thus, the concept of soft power and its functional dimension (the study of the role of the constituent elements of soft power: culture, religion, education and science, participation in international non-governmental organizations, etc.) should be a central element in cooperation with the EU member states aimed to promote an attractive image of the Republic of Moldova.