This paper presents the term of Cultural Diplomacy, which is quite new in the domain of Polish foreign policy and in the field of international public relations. Although this term is used increasingly by political scientists, communications experts as well as politicians, it is relatively little known. The concepts of public and cultural diplomacy are intertwined with the concept of "branding" or to put it simply brand management. It may be assumed that the basic principles in building the brand of a country are the same as in the commercial sphere of identity building. Art and culture are in the forefront of many countries' promotional efforts. These countries recognize that showing their cultural heritage provides them with an opportunity of showing who they are, creating a positive image, thus helping to achieve their political aims.