Introduction Modern market is highly competitive and to survive companies should create a positive image of their brand. There are some different ways of positive image creation; still, one of the most effective ones remains the integrated marketing communications. The development of the technologies made it possible to use the Internet as the additional way of coordination of promotion efforts. Taking the Coca-Cola Company we are going to discuss it as the example of the company that managed to build and maintain positive brand image by using a broad range of integrated marketing communication tools. Before shifting to the Coca-Cola Company example of a positive image building by means of integrated marketing communications tools, it is necessary to give the definition to the integrated marketing communications and state its role in a brand positive image creation. Peter, J.P. and Donnelly, J.H. (2004) give such definition to integrated marketing communications, they state that “the goal of integrated marketing communications is to develop marketing communications programs that coordinate and integrate all elements of promotion – advertising, sales promotion, personal selling, and publicity – so that the organization presents a consistent message” (p.113). In fact, integrated marketing communication tools are aimed to manage the sources of the company’s brand with existing and potential consumers of the company’s products. It should be mentioned that it is easy to understand the main idea of the integrated marketing communications, even though it is not so easy to implement its tools in life (Peter and Donnelly 2004, p.113). Main body Integrated marketing communications play a prominent role in positive brand image creation as people usually consider the company through the products it produces; at the same time, people are influenced by television, Internet and other kinds of mass media and already know the products without buying them. The integrated marketing communications help the brand company to deliver the message to the consumer about its products and leave a positive image by means of mass-media advertising, cable TV, DVDs, direct mail, the Internet, podcasts, or special-interest magazines. Moreover, the brand company may turn to specialists and they will provide advertising campaigns, sales promotion, or communication with public as well as will use other methods to create a positive image of the company (Pride, Hughes and Kapoor 2009, p.426). Coming out of the information mentioned above, it may be concluded that the integrated marketing communication is the main method of a positive brand image creation as it “influences or directly affects the behavior of the selected audience” (Kitchen and Pelsmacker 2004, p.7). The Coca-Cola Company is one of the world known brands that uses integrated marketing communications as the method of its positive image creation. Discussing the problem closer, the main integrated marketing communication tolls will be discussed to illustrate how Coca-Cola uses them in practice. There are two directions of integrated marketing communication tools which are used by the Coca-Cola Company, the first one is the creation of a positive image of the brand and the second on is “to get the