One of Africa's leading economies and the world's largest developing country continue to forge even stronger trade, investment and cultural ties that will define the long-term relations of the two nations.

Only in recent years has Russia begun to pay attention to soft power, and develop the tools that might help convey a positive Russian image abroad. In the meantime, China and the United States have developed their own presence in the region, and the Kremlin has seen a decline in Russian language use in the region.

Started three years ago in London by Janet Wainaina, Face of Kenya is a charitable initiative that aims to promote cultural diplomacy, youth empowerment, community cohesion, charitable initiatives and progressive branding of Kenyan products abroad.

The launch of the latest campaign to promote Scotland as a great place to visit, live, study and work provoked a little bit of controversy recently. As the Herald reported, for some the imagery relied too much on the traditions of kilts and bagpipes. It was, they said, playing it safe.

China's national image has been improving over the past few years, with President Xi Jinping becoming a highlight, according to a survey report.

Ahead of hosting the 2020 Summer Olympics, the country is ramping up government-sponsored efforts to promote its culture abroad.

Public diplomacy scholars and practitioners frequently discuss the “say-do gap,” which refers to the discrepancy between discourse and actions. This discrepancy has an adverse effect on the credibility and legitimacy of a nation brand.