The word image is present more than ever in today’s vocabulary. In the media, offices, everyday meetings. One can often hear comments about someone’s image. The accelerated pace brought, namely - among other things, superficiality in judging someone or something. This was greatly influenced by the sensationalist media, which imposed numerous stereotypes on the image in the relentless marketing race. The presidential campaign is characterized by various favorable and unfavorable aspects of communication, interpersonal relations, but it must not neglect at any time the most important goal, which is to fulfill the requirements promised by the candidate to the voters. Business personal and the associated image of managing a presidential candidate are not something we are given, but we can improve and shape them, so we can and must actively manage them. In thinking about image management, it is important to pay attention to the visual identity with an emphasis on the personality and style of the candidate.This can be achieved by highlighting the best of yourself with a complete styling (fashion design). There is also the refinement and training of social disciplines such as public speaking and awareness of appropriate nonverbal communication. When a presidential candidate looks the best he can, he acts the best he can, and that will lead to the achievement of business and personal goals. But what is even more important than visual identity and styling is credibility in politics respectively. The credibility of politicians and their credibility in the eyes of voters. So by fulfilling all these factors, there is a great possibility of success in the elections with proper political communication. The subject of research is to analyze specificities of the image factors of the presidential candidate, and the aim of the final paper is to show the real reach of modern image management techniques. A case study was presented for the presidential race, Mrs. Kolinda Grabar Kitarovic. The results of the research have shown that the candidate has exceptionally used all usable image management techniques with the strong support of its political parties and public figures.