Brand Israel: An analysis of nation branding concepts as they relate to the state of Israel

Current perceptions of the State of Israel among many global audiences have been shaped by a combination of factors that have lead to the State being viewed solely through a conflict prism. The question is then begged of whether or not action can be taken to fundamentally change these perceptions. The emergence of the field of nation branding has produced research, lessons and insights into how nations can effectively utilize resources to shape audience perceptions in accordance with state interests and goals. I argue that this data can be incorporated into strategic planning in order to successfully influence Israel's target audiences' perceptions of the State for the ultimate goal of establishing national security and well-being. The purpose of this paper is two-fold: (1) to provide the reader with a basic understanding of nation branding concepts and how these apply to Brand Israel and (2) to offer research-based insights and recommendations for how Brand Israel can be utilized to establish economic, social and political security and well-being for the State. The data presented in the project were collected from a variety of sources, which include interviews, nation branding reports and publications, a comprehensive media scan, articles and reports provided by Ido Aharani, the Israeli Ministry of Foreign Affairs official charged with spearheading the Brand Israel initiative, and the text book Nation Branding: Concepts, Issues, Practice for an in-depth understanding of nation branding. Key findings include and explore the necessity for Israel to form a brand identity with strong internal buy-in and the social divisions that threaten, not only a successful branding initiative, but also the State's very existence.