The purpose of this article is to identify and study the mechanisms of information and image policy that contribute to creating a positive image of the country; to reveal the role of information and image policy in the formation and promotion of national culture brands. The relevance of this article is due to the need to develop a scientifically based approach to the study of the country’s image from the standpoint of cultural studies, a complex discipline that is distinguished by its integrity and integrated attitude to the study of all cultural phenomena, taking into account the modern achievements of various branches of knowledge. Particular attention is paid to the concept of image in modern science. The theoretical basis was the provisions and concepts of classical works on cultural studies, the theory of mass and intercultural communication, the media, journalism, imageology, political science, sociology, marketing, psychology, philosophy, and ethnology. The article reflects the theory of the information society (D. Bell, M. Castells), the information space, information policy (I. Melyukhin, V. Popov), country branding (S. Anholt, W. Allins).