The Brand Image of Nations: Israel

The tools of brand marketing throw useful analytical light on the problems Israel faces in the court of world public opinion. Sophisticated salesmanship cannot solve Israel's fundamental problems, but the discipline of brand management has some useful lessons nevertheless for a nation that must trade, attract investment and tourists, and participate in world affairs.A study was conducted evaluating the competitive landscape of the popularity of nations, in a process referred to in marketing circles as ‘place branding.' Israel , to no one's great surprise, has come up short in brand likeability, ranking last out of 36 nations included in an August 2006 survey. Simon Anholt, who conducted the study and is also the publisher of the journal Place Branding and Public Diplomacy, "foresees a day when the most important part of foreign policy isn't defense or trade but image-and when countries would protect and promote their images through coordinated branding...(Read Full Article)

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