On the basis of an empirical research realized within the framework of the European Political Studies Network (EPSN), potential of «soft power» disposed of by Russia on the post-Soviet space is investigated in the article. In this context, it is long-term positive and negative stereotypes of the perception of Russia by new independent nations, as well as elements of Russia’s image, of our country’s brands and reputation that are analyzed as components of «soft power». Significant attention is given in the research to the application of «soft power» as an essentially «underutilized» resource of the Russian foreign policy in the region.