Introduction. The phenomenon of leadership, being inherent in all human communities in various forms, is one of the main types of people organization. Based on the characteristics of the image, it is possible to single out a number of qualities of the image in society, which allows us to draw conclusions about the importance of such a set of ideas for the normal functioning of the social system, on the one hand, and the strength of the position of a political leader, on the other.
Materials and methods. The theory of cultural dimensions by G.Hofstede is used as a theoretical basis for the study, which allows us to trace various options for building the image of a political leader.
Results of the study. Building the basis of the leader’s image on the analysis of the cultural values of a particular society, we get the opportunity, starting from cultural symbols, to give an adequate answer to social demand and satisfy the needs regarding the qualities of a leader, including those that are not recognized by the target audience.
Discussion. A political leader, being a public person, a public person in modern society, cannot and should not do without the qualified formation of the image by a team of professionals, since the image today is an important element of social communication, which is entrusted with a number of communicative functions.
Conclusion. Striving for a balance that contributes to the effective perception of the image on the world stage and, at the same time, while maintaining the individuality and identity of the image itself, it is necessary to build the basis of the leader’s image on global values, taking into account the analysis of the cultural values of a particular society.
Key words: power distance, leadership, image, G. Hofstede’s theory of cultural dimensions, culture, values, norms.