Research is devoted to politological analysis of the phenomenon of “political leader’s image”. In the work the author defines the essence of the concept of “political image” and its main components, functions and consides some typologies of image. The author analyzes the history of the formation of the phenomenon of the political leader image as a scientific category. The phenomenon of the image of the political leader analyzed using the theory of conversion of capital and on the example of Conversion Strategies Ukrainian political leaders in the presidential campaign in 2010 shows how the various capitals are participating in the construction of the image of politics as it is the campaign of 2010 is bright and rich in interesting and successful image.