Cultural and educational policy constitutes the ‘third pillar’ of Germany’s foreign policy. In spite of numerous assurances on the part of German politicians concerning its ‘fundamental’ importance, there are few academic studies devoted to it. The aim of the article is to trace the history, evolution and aims of German cultural and political foreign policy, which remains a permanent and crucial part of Germany’s foreign policy and is characterised by continuity and stability. There is a consensus among the German political class as to the aims and instruments of the AKPB. It is realised through stable institutions with a long history. The success of the AKBP is evidenced by Germany’s high placement in country brand rankings. Decades of hard work have produced a diverse and positive image of Germany. Keywords: Germany, foreign cultural and educational policy, country brand, DAAD, Alexander von Humboldt Foundation, Goethe Institut.