There has been a lot of research done on ‘Western’ politicians and the political systems withregards to political marketing. But what about other countries, and especially those that possess adifferent political standard? This article seeks to address one particular Russian politician –Vladimir Putin. He rose from obscurity to become Russia’s second president (after Boris Yeltsin).Two presidential elections form the focus of attention, 2000 and 2012. The aim is to try anddiscover the consistencies and breaks in the manufacturing of Putin’s political image andreputation. A number of breaks and continuities were discovered in terms of how Putin ismarketed. This seems to be a reflection of the changes taking places in Russia’s politicalenvironment, which then needs to be taken into consideration when political marketing isconducted.