This paper explores the role of image building in contemporary political campaigns, in particular, to what extent that can determine the winners of the election. Building the image of a political leader since the beginnings of psychological, sociological and communication studies,, is an unavoidable part of a successful campaign. The case studies of several world famous politicians show that the image-building tactics were changed over the years. Specifically, this paper deals with 1.The importance of building a media image; 2. Types of profile images and 3. Characteristics of profile images.