Nation Branding Project and Image Building of Russia: Approaches and Achievements

The image of every nation is formed in accordance to the policies of each country, be it domestic and international planning and actions which a nation has done. Nowadays, international image management is a basic principles in statecraft and it is the cause of regional and international influence of nations and it changes the preferences, ideas, identity and culture of countries to internationalization. Also, nation branding increases the attractiveness of a country and makes the country appear as a good country. Russia, with thousands years of history and identity is a good case study. What is the role of the culture, economy, identity, politics and totally nation branding of Russia in world and what kind of direction has it taken? What is Russia’s national image around the world, especially in the West and regional environment? This paper, after some review of theoretical background of nation branding, examines the nation branding and nation image process of Russia with a focus on Russian image in the West.