What factors determine a country's global image? Can a country really be considered a "brand"? How can diplomatic representations, ambassadors and embassy officials, as well as business, cultural, scientific, and social institutions work to enhance a country's image? This topic was discussed by Dr. Thomas Steg, deputy government spokesman and deputy head of the Press and Information Office of the Federal Government (pictured, left), Yves Morath, deputy CEO of "Presence Switzerland", an organization with a mission to present Switzerland's image on the international stage, and Christoph Lanz, Director of Television at the "Deutsche Welle tv", Germany's international television broadcaster. The discussion was chaired by Michael Schröder (pictured, right), Managing Partner of wbpr Berlin. The audience included almost forty ambassadors or representatives from the diplomatic missions based in Berlin, as well as members of the Federal Foreign Office and other federal ministries, associations and political institutions in the capital.