This paper focuses on dynamics of V. Putin’s image during 15 years of his rule both in the role of thePresident and in the role of the Prime-Minister. Analysis is based on a longitudinal empirical study of Russianpoliticians’ images that the author caries out for more than 20 years. Putin’s image has been studied from theend of 1999 till the beginning of 2015. Methodology used in this study enables to reveal not only rational butal so unconscious aspects of Putin’s perception. The author comes to the conclusion that 15 years not onlyPutin himself has changed as a person but the society went to a substantial changes that were caused by arrivalof new generations of citizens into politics and wide use of new forms of political communication. An incredible growth of Putin’s popularity in Russian society that happened in 2014 was connected not only by particularpolitical decisions (unification with Crimea) but also with transformation of a value structure of Russian society and crystallization of a national idea that could not be consolidated during all the Post-Soviet period.