The survey, co-conducted by the Presidential Council on Nation Branding and Samsung Economic Research Institute, showed that the country’s national brand in image still lags behind substance. But the gap between the two has narrowed...

In parallel, sport is simultaneously being used to boost participation in sport amongst the population, improve health and lifestyles, promote social cohesion, enable the generation of country branding opportunities, and provide the basis for international networking and political influence.

South Korea's government has been trying to change the country's international image - or rather its lack of one - for years. And even those involved - like Peter Kim, brand manager for the Seoul government - admit it has been a tough sell. South Korea's national branding is facing some unique challenges.

Uprisings against tyrants in Africa and the Middle East. Economic immolation in Europe. Nuclear weapons programs in Iran and North Korea. Canada has never looked so good. Canada’s soft power values of peace, order and good government, ... are the envy of the planet. But if we fail to push our national interests, we’ll be in no position to assert these soft power values.

A look at how India is elevating its public diplomacy to match its growing stature in global affairs.

Expert insight on the India Is campaign.