GERMANY'S IMPLEMENTATION OF”SOFT POWER” IN THE FIELD OF CULTURE AND EDUCATION IN RUSSIA

The article is devoted to German implementation of “soft power” in Russia in the field of culture and education. It examines the theoretical aspect of “soft power” creation and discusses a few practical activities. In addition, this article reveals the concepts of branding the country in the framework of “soft power”. The paper pays special attention to the most influential organizations operating in Russia within the framework of the studied sector, namely the Goethe Institute, the German Academic Exchange Service, the GermanRussian Youth Exchange Foundation, etc., as well as the regional work of the Foreign Ministry's Representative Offices. The authors consider that the relevance of the paper is connected with theoretical framework for branding in the context of “soft power”, and the importance of studying the achievements of “Brand Finance” the most significant British consulting company in the field.