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The country’s image is becoming more and more important for scientific research. This is of great importance in the context of growing globalization. This can be explained by the fact that a positive image of a country is a valuable and promising resource for its internal and external relations. The construction of a country image is based on a common view of states, which is mainly formed in the field of mass media, where there is a wide range of tools and means. Research object: international image of the state. Subject of research: factors and communication strategy for the formation of the international image of the state. The purpose of the study is to create an effective communicative strategy for the formation of the country’s international style on the basis of the analysis of the moments of style and the study of the skill of the Republic of Kazakhstan. Achievement of the established goal implies the formulation and conclusion of a number of research tasks that reflect the project of work. The methodological basis of the study is substantiated by the task of conducting an all-encompassing analysis of the process of forming the country’s style within the framework of a political science study, based on the strategy of methodological synthesis, based on: the method, the method of historical retrospective, the logical and methodological foundations of historicism, the methodological toolkit of systemic and structural-functional layouts. The proposed work examines the process of creating a positive image state using positioning as the main method of formation and communication strategy to facilitate its development. This aspect deserves detailed scientific and practical research. As part of the study, the existing theoretical developments in the field of building and positioning the image are considered, the main factors in the formation of a national international image and strategies for its dissemination are identified, this issue is analyzed. The actual implementation of the concept is carried out on the example of the Republic of Kazakhstan.