Abstract
The article focuses on the changes in forms and methods of creating an international image and reputation of a country, which could have been observed in public diplomacy, cultural and economic policies and were connected with such phenomenon as globalization at the end of the 20th and the beginning of the 21st centuries. The state monopoly for external policy has been destroyed. It may be observed that the instruments of image and reputation formation have been taken from the spheres of marketing, branding and public relations. The new approaches face obstacles in forms of stereotypes, myths, misinformation, which prevented the establishment of trustworthy relations