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Rebranding Israel

(Ha'aretz) Haim Handwerker - In recent years, behind the scenes, a group of senior public relations professionals has been active in cooperation with the Ministry of Foreign Affairs. The group came to the conclusion that it is necessary to "sell" Israel by the same means used to market any other product. In fact, branding of countries has become quite common. Research findings showed that Israel is perceived in the U.S. as a militaristic place and as a very religious, male-controlled society. Older people admired Israel's struggle to exist and identified it as an ally, but people under the age of 50 did not feel sympathy toward Israel. The "brand Israel" group concluded that the way to succeed is to emphasize Israel's human face, to add a human lens, to show that in Israel there is life and the joy of life, there is entertainment, culture, business, technology, medicine, and democracy.
2006-01-09 00:00:00
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