Milan Bandić is the long-reigning mayor of Zagreb. His public image is always an interesting topic, given that he has been governing Croatia's capital for seventeen years. Image is that which someone wishes to impress upon the public by way of certain traits; like communication skills, body language and manner of attire. Personal identity and public image are closely connected, one representing the person as they are and the other how they wish to be perceived in the public eye. Managing political reputation is very important in defining the personal image of every politician, including Milan Bandic. This paper explored Milan Bandic's popularity among students of the city of Zagreb, aged 18 to 28. Using the online questionnaire survey of 22 questions, on a sample of 217 students, our aim was to explore Milan Bandic's popularity among Zagreb City students, the image of Milan Bandic, and we were interested in whether students have any defined opinion of Milan Bandic. The results of the research have shown that Milan Bandic is not particularly popular among the students of the city of Zagreb (32% of respondents). Regarding the question Milan Bandic builds his image, 31% of them think of charisma, 30% of respondents believe it is on his successes, origin (18%) and communication skills (12%). Respondents have shown to have a clearly defined (negative) attitude on issues of truthfulness, goodness and decency, prudence, consistency in principles and use of innovation, while persistence, affection and sympathy do not have a clearly defined attitude. The contribution of this research can be of informative purpose, ie the basis of campaign planning among younger voters, as well as better orientation of the program in the city of Zagreb according to the needs of the student population.