Israel ranked last in the 2024 national brand index, according to a report published by the Globes platform, which was conducted by the “Nation Nation Brands Index” “NBI” during July and August by an opinion poll that included 40,000 people In 20 countries.
The index holds 50 countries based on 6 criteria:
- Policies and Governance
- Culture and society
- Exports
- Migration
- Investment
- Tourism
According to the report, Japan came in first place, followed by Germany, then Italy, and Switzerland is the United Kingdom. As for the lower ranks, Russia, Ukraine, Kenya and finally Israel occupied it.
The report indicated that Palestine has a wide global sympathy, especially in Islamic countries, China and young generations, which reflects the decline in the image of Israel globally.
The strong economy did not prevent the negative image
The report described Israel as an “exceptional state”, as it possesses high economic and social indicators compared to countries that came in the same low order. For example, the per capita GDP in Israel is 80% higher than the countries classified next to it, and the average life expected (83 years) exceeds the average of 72 years in the lesser -class countries.
Despite these indicators, the global mental image of Israel was not affected by the affirmative, as the results showed that the “Gen Z” generation rejects Israel overwhelmingly, giving it the lowest rankings in all the six standards that the index measures.
Actual boycott of Israeli products
The most prominent thing that the report revealed is the existence of an actual boycott of Israeli products, as he indicated that Israeli exports are in great danger due to a widespread global rejection of the goods that carry the “Made in Israel” sign.
https://www.youtube.com/watch?v=prtnuerhh4k
According to the results, Israel is seen as a factor in global instability, as it has been classified as “chaos forces” instead of being a state contributing to global stability. Even the Israeli technological innovation, which has long been a strength, did not help it in this classification, as it came without most of the developed European countries.
Israeli influence declined globally
The survey was implemented by the “Brands Israel Incorporen” company, a special initiative headed by Motti Sherf, and aims to strengthen the image of Israel globally. However, according to Sherf, Israel has lost its legitimacy in the international community, stressing that “Israel has been excluded to the margin of global affairs.”
“It is time to acknowledge the failure of traditional diplomacy and adopt new models to market the national brand,” Sherf added.
In light of these data, Israeli decision -makers face an unprecedented challenge in improving its image globally, especially with the escalation of calls to boycott their products and their low classification on international indicators.
