Cultural diplomacy as a tool for designing and broadcasting the attractive brand of the Russian state

The article considers international cultural cooperation as an important direction of the state cultural policy of the Russian Federation. The authors analyze the tools of international cultural cooperation, through which a positive image of Russia and Russian culture is formed. The article deals with the original components of the brand of the Russian state, the possibility of using places of power, dual power, what constitutes an organic fusion of Christianity and paganism, elements of sacred place names: Novgorod, Solovetsky monastery, the Russian North and the ITIL-Volga river. The elements of this old-new brand can be the Union of forests and steppes, endless Eurasia. International cultural cooperation in this context serves as a tool to convey this attractive image - the brand of Russia to a wide international audience.