Theoretical basis for the development of international image of a country within the system of public administration

Nowadays image of a country has turned into a significant indicator of its economic, legal, social and cultural development, especially taking into account informational density and recent trends in globalization. Existing possibilities to achieve strategic goals using national branding in its internal and external dimensions allow countries create welfare in effective and prompt manner. Public administration and its institutions need to clearly understand notions of national branding, territory branding, formation methods and development methodology as well as to properly apply existing instruments. In this regard problem of nation’s image management, especially its external dimension, is attractive both from scientific and practical point of view.