At the present stage of development of the international relations many countries, including the Republic of Moldova, have to enter even more often to the "race" of welfare and fight for preservation of their own national identity which is an integral part of the contemporary state. The only possible way to increase and strengthen the prestige and the national identity of the country is to strengthen its "soft" power. This led to the fact that many international actors have become increasingly turn to the national brand – the essential part of soft power.