In the Roman world, no legal procedure existed regulating the transfer of imperial power. As a consequence, representation of the imperial family was one of the crucial ways in which Roman emperors legitimate their reigns. Following the death of Augustus, the first Roman emperor, his image became a symbol of good emperorship. Subsequently, Augustus' memory was used as a tool in order to enhance an emperors' position. Through an investigation of the Augustan references appearing on imperial coinage from Augustus' death in AD 14 until AD 268, it appears that Augustus' memory was not abundantly used on imperial coinage. When present, however, Augustus was remembered in a number of ways. Not limited to his role as founder of the principate, Augustus could also be displayed as an ancestor, a military leader, a pacifier, a reformer, a worldly leader, a divinity and a god. The roles attributed to Augustus seem not to have belonged to a generic canon developed over time, but represented deliberate choices made by later individual emperors, and can be attributed to their specific agendas. Moreover, some emperors styled themselves after Augustus by adapting and copying former Augustan reverses and coin symbols. Through this imitatio Augusti emperors could emphasise specific aspects of their personality or of their own reign, strengthening their imperial position through this Augustan link.