Tuesday, February 04, 2025

$100 million rebranding effort aimed at reversing negative perceptions and repositioning Israel on the international stage

Innovative Israel: Rebranding a Nation | Logoworks

Israel has been ranked last in the 2024 Nation Brands Index (NBI), placing it among the world’s most underdeveloped and unstable countries, according to the report published by Anholt Nation Brands Index on Tuesday.

The findings, based on a comprehensive survey conducted between July and August 2024, highlight a growing global sentiment that perceives Israel as a destabilizing force rather than an innovative and progressive nation.

Israel ranked last in 2024 Nation Brands Index, launches rebranding plan

The Jerusalem Post

9 hours ago

Story by JERUSALEM POST STAFF

The NBI survey, which gathered insights from over 40,000 respondents across 70 countries, ranked nations based on six key dimensions: governance, culture, people and society, exports, immigration and investment, and tourism.

Governance measures perceptions of a country’s political stability, transparency, and security. Culture evaluates a nation’s heritage, arts, and sports. People and society assess friendliness, openness, and global employability.

Exports focus on technological innovation, product quality, and economic influence. Immigration and investment examine the country’s business environment, attractiveness for relocation, and foreign investment potential.

Tourism considers a nation’s appeal as a travel destination, the beauty of its architecture, and the general willingness of respondents to visit.

According to the NBI report, Israel performed poorly across all categories, particularly among younger respondents, with Generation Z overwhelmingly ranking it at the bottom. . .

Although Israel maintains high objective indicators, such as a GDP per capita that is 80% higher than the nations it is grouped with and a life expectancy of 83 years, its ranking remains exceptionally low.

Only 40% of the countries ranked alongside Israel are democracies, suggesting that Israel’s democratic character is not perceived as a distinguishing advantage. . .

Rise up for Palestine - PR Campaign - NCIC

The Palestinian issue also continues to impact international sentiment.

For the first time, Brand IL, a private initiative, ensured Palestine was included in the rankings.

While Palestine was placed below Israel, it received greater sympathy in the Muslim world, China, and among younger generations.

Additionally, the NBI report highlights a broader trend in which conflict nations are penalized equally, regardless of the context.

Countries involved in ongoing disputes, including Russia, Ukraine, Israel, and the Palestinian Authority, were all placed at the bottom of the index, reinforcing the global perception that such nations contribute to instability rather than progress.

Brand IL's $100 million rebranding campaign
In response to Israel’s deteriorating global image, the private initiative Brand IL has launched a $100 million rebranding effort aimed at reversing negative perceptions and repositioning Israel on the international stage.

The initiative seeks to establish a development financial institution, utilizing blended capital from governmental, business, and philanthropic sources. The focus will be on launching outreach programs in key target countries, particularly among younger demographics, to unlock new markets for Israeli technologies and innovations.

Israel in last place in Nations Brand Index

Tel Aviv seafront promenade Photo: Rudy Balasko Shutterstock

4 Feb, 2025 12:05

Idan Eretz

The report observes that there is a de facto boycott of Israeli products and that Israeli exports are at high risk, with a significant aversion to products labeled “Made in Israel.”

Israel is in last place in the Nation Brands Index, which was conducted in July-August 2024 by polling 40,000 people in 20 countries. The index ranks 50 countries and marks six aspects of country brand strength: policy and governance, culture, people and society, exports, migration and investment, and tourism.

In first place was Japan followed by Germany, Italy, Switzerland and the UK.Bottom of the rankings was Russia, Ukraine, Kenya and Israel.
Lower than Israel was Palestine, which is not officially a country.

On Palestine, the surveys says, "Palestine enjoys sympathy in the Muslim world, China, and among younger generations."
Global perception does not recognize Israel’s democratic character as an asset

The report describes Israel as an anomaly and says, " Despite having high objective indicators (GDP per capita, life expectancy, education levels etc.), Israel ranks alongside countries with significantly lower economic and social metrics: Israel’s GDP per capita is 80% higher than the nations it is grouped with. Life expectancy in Israel (83 years) far exceeds the 72-year average of the lowest-ranked countries.

Only 40% of countries ranked alongside Israel are democracies, meaning that global perception does not recognize Israel’s democratic character as an asset.

The study notes that Generation Z overwhelmingly rejects Israel, giving it the lowest possible scores across all parameters. The report also observes that there is a de facto boycott of Israeli products and that Israeli exports are at high risk, with a significant aversion to products labeled "Made in Israel."

Israel, the report finds, is associated with global instability and according to ranking sentiments, Israel is perceived as part of the "forces of chaos" rather than those contributing to global stability. Even Israel's innovative strength does not save it in this index, and it ranks below most developed European countries and even below the UAE.

The survey was compiled and published by Anholt Nation Brands Index (NBI), which was hired as a consultant by Brands Israel Inc., a private initiative headed by Brands Israel founder Motti Scherf, which aims to promote Israel's brand worldwide.
Israel's brand has been in a serious situation since the outbreak of the war.

Scherf said,

"Israel has lost its legitimacy in the international community and has been cast into the backyard of global affairs. It is time to acknowledge the failure of traditional public diplomacy and adopt innovative nation-branding models."

Published by Globes, Israel business news - en.globes.co.il - on February 4, 2025.