The article explores the relatively new issue of marketing soft power. The authors compare the most advanced foreign and domestic models of national brand management, identify factors of image building and methods of evaluating the effectiveness of the branding of individual countries. Reflecting on the current situation with regard to the Russian brand, the authors argue in favour of application of foreign countries’ experience in information management in Russia. The article presents evidence that Russia needs to develop a systemic approach to its country brand formation and the corresponding system of management.

Image positioning in global cultural and humanitarian space is considered on the basis of the most authoritative rating models and indexes of soft power evaluation. The authors describe methodologies of the formation of those models and indexes and analyze their strengths and weaknesses. Drawing on the assessment of five most authoritative and regularly updated soft power indexes, the authors compile “a rating of ratings” and identify the most elaborate index. The article concludes with a proposition to develop a new transparent and scientifically grounded rating system (e.g., the “Power of Image Index” or “Soft Power Conveners”), building on the strengths of the existing indices and taking into account the characteristics of Russian soft power.