The article is focused on the promotion of a positive image of the Republic of Belarus by the tools of the state policy. The state policy of the Republic of Belarus on the creation and promotion of a positive image of the country in the international arena is considered in connection with the problem of formation of a positive image of the Republic of Belarus. The author detects the main milestones of the state policy in the promotion sphere, analyzes main tools of promoting the process and also comes to conclusion about the effectiveness of Belarus image policy. Furthermore, the article examines and analyzes the period of partnership between government of the Republic of Belarus and Bell Pottinger Group — the international company that tried to upgrade the image of the Republic of Belarus and the president in 2008-2009. The author comes to the conclusion about the negative image of the Republic of Belarus in the European countries which resulted from the lack of integrity of the inner image of Belarus, the invariance of the external image of the Republic of Belarus, as well as uncoordinated and ill-conceived image policy of the Belarusian authorities.