In reality, a country’s brand image has direct bearing on its economy. Country-related intangible assets in many ways influence the market-shares of brands and their marketing effectiveness, which is why no subnational or even company can be rated above its sovereign. But this could also be vice versa. For instance, Japanese cars and Japan’s global ratings.

While Japan struggles to recover from the shocking devastation of the March 11, 2011 (3/11) earthquake and tsunami, Japanese public diplomacy also struggles to recover from the damage. Tourism campaigns, especially those with a focus of rehabilitating the image of the Japanese are critical, benefiting from support of non-Japanese artists.

“She has made people all over the world more respect, appreciate and understand America,” says one of her predecessors, Madeleine Albright. “She has made very clear what American values are while at the same time understanding other countries’ national interests.”

Challenges to U.S. international broadcasting and public diplomacy continue to mount. Iran, joining China and Russia, also nourishes ambitions as a global power and is moving forward with soft-power advances in Latin America. (Not that there is anything “soft” about Iranian soft power.)

While discussing with political advisors in the field of foreign exchanges, Jia Qinglin, chairman of the CPPCC National Committee, said the CPPCC should actively promote public diplomacy in a bid to improve support and favor for China in the international community.

Rudd’s resignation, a deliberate retaliation strike against the current Prime Minister Julia Gillard and the ruling Australian Labor Party for the unceremonious leadership coup they pulled off against him some 24 months ago, while fascinating to the political observer, is potentially devastating for Australia’s international image projection.

Gradual though South Africa's rise may be, Miller Matola, chief executive of Brand South Africa, which is tasked with projecting a positive image of the country, does not take it lightly. He said it was one of the reasons South Africa was entering 2012 in a "position of strength".