The aims of this article are to present the theoretical aspects of image management, identify the key factors that have the most significant impact on the image of Żmudź Municipality, and also to analyze and evaluate image management in this municipality. This was achieved through research using theoretical and empirical methods. An analysis of the literature on the subject and also of data obtained in Żmudź Municipality was carried out. In 2024, a survey was conducted using the CAWI technique among 141 residents of Żmudź Municipality. The analysis of the survey results facilitated the formulation of recommendations for managing the municipality’s image. The issues of the surveyed area are many times complex, so the paper analyzed selected aspects of image management. A key role in shaping image is played by actions and communication, which are essential for building trust and loyalty. Based on the research, it was concluded that Żmudź Municipality has a number of assets that provide a solid foundation for building and maintaining a positive image. At the same time, it is important to constantly monitor the needs and expectations of residents, as well as to adapt communication strategies to respond to dynamically changing social and technological conditions.