Way off-brand: Israel ranked dead last in global Nation Brands Index
Way off-brand: Israel ranked dead last in global Nation Brands Index
According to the annual NBI study, Israel is identified with the "forces of chaos," alongside Russia, Ukraine, and the Palestinian Authority. It also shows that Generation Z is averse to Israel, and consumers are avoiding purchasing Israeli products.
Israel ranked last in the 2024 Nation Brands Index (NBI), according to the annual NBI study based on global public perception. The country was ranked alongside underdeveloped and dangerous nations, signaling significant damage to its international image.
According to the report, Israel is perceived as a country associated with the "forces of chaos" rather than as one contributing to global stability. It is positioned within a group of countries whose gross domestic product (GDP) is approximately 80% lower than the global average, despite Israel’s actual figures being much higher.
Another disturbing statistic is the overwhelming lack of support from Generation Z. According to the study, many young people harbor negative views of Israel, rating it poorly across all parameters. In contrast, the older age group (over 60) views Israel more positively, though this demographic is shrinking.
The study also indicates a significant decline in consumers' willingness to purchase Israeli-made products. Most respondents expressed reluctance to buy products with the “Made in Israel” label, raising serious concerns about potential harm to Israeli exports and the economy.
While Israelis view their country as a technological powerhouse, the study suggests that European countries and even the United Arab Emirates are seen as having a more innovative image. This perception challenges the effectiveness of the “Startup Nation” branding outside Israel.
The study further suggests that countries involved in protracted conflict suffer a deterioration in their international image. Israel was ranked alongside Russia, Ukraine, and the Palestinian Authority at the bottom of the list, highlighting that the world tends to lump these entities together as sources of instability, without distinguishing between them.
In response, Brand IL is developing a new, globally-driven nation-branding strategy in partnership with an international team of country branding experts. Key elements of this strategy include:
- The World as a Customer – Israel must focus on offering solutions to global challenges rather than emphasizing its own struggles.
- Ripple Effect – Start with small, targeted communities and build long-term relationships.
- Unifying Global Jewish & Israeli Networks – Establish a centralized platform across business, tech, academia, and government to amplify Israel’s global presence.
- Sustainable Platform – Build a self-sustaining infrastructure, independent of government influence, to ensure consistency regardless of political changes.
The alarming findings of the Country Brands Index reveal a profound gap between Israel and the global perception of it. New initiatives like BrandIL aim to reverse this trend, but success will require Israel to adopt a fresh approach that highlights global values, not just explanatory narratives.
Brand Israel Inc. is a private initiative aiming to adopt innovative models successfully implemented in countries like South Korea, Singapore, Japan, Saudi Arabia, the UAE, Germany, and more. The initiative has assembled a global task force led by Simon Anholt, the world’s foremost authority on nation branding, and founded by Motti Scharf, in collaboration with philanthropists and international investors, including Morris Kahn. The study was conducted after more than a year of intense conflict in Gaza, reflecting global public opinion at a critical time for Israel. The study examines sentiment among the general population worldwide. Testing within specific communities such as business and high-tech could yield different results.
Motti Scherf, founder of Brand IL, said: “Israel has lost its legitimacy in the international community and has been relegated to the periphery of global affairs. It is time to acknowledge the failure of traditional public diplomacy and adopt innovative nation-branding models. However, there is certainly room for optimism. According to objective indicators, Israel deserves to be ranked among the top ten in the global country brand index—if only it undergoes a real and profound transformation in its branding.”
