The article presents the conception of positioning politicians based on a three-stage approach to political branding. The main assumption is that a political brand—and politician's image as its crucial component—is conceptualized as consisting of a node in memory to which a variety of associations are linked. These associations—positive, negative, or neutral—must be shared with other rival candidates as well as with an prototypical ideal candidate, understood as a model and standard of comparison while developing detailed marketing strategies. One of the most valuable methods that has been used to measure these associations is associative overlap technique developed by Szalay. This measure is based on free verbal associations and it expresses the degree of similarity among objects (words, persons, groups) based on the number of similar responses (associations) they elicit in common. The first stage of branding, candidates’ positioning in various segments of voters, focuses on such affinity between politicians and is based on multidimensional scaling techniques. At the second stage, mutual relationships between particular elements (positive and negative, common and distinctive), of which a politician's image consists, are defined. The third level of political branding links the results of positioning to voters’ decisions. This framework of branding political candidates is presented on the basis of empirical research focused on Polish presidential candidates’ perception and evaluation in the 2005 presidential election. The results of the performed research show that it is not only the strengthening of politicians’ positive features but also neutralizing the negative ones that contributes to his higher expected quality.