Israel has been ranked last in the 2024 Nation Brands Index (NBI), placing it among the world’s most underdeveloped and unstable countries, according to the report published by Anholt Nation Brands Index on Tuesday.
The findings, based on a comprehensive survey conducted between July and August 2024, highlight a growing global sentiment that perceives Israel as a destabilizing force rather than an innovative and progressive nation.
The NBI survey, which gathered insights from over 40,000 respondents across 70 countries, ranked nations based on six key dimensions: governance, culture, people and society, exports, immigration and investment, and tourism.
Governance measures perceptions of a country’s political stability, transparency, and security. Culture evaluates a nation’s heritage, arts, and sports. People and society assess friendliness, openness, and global employability.
Exports focus on technological innovation, product quality, and economic influence. Immigration and investment examine the country’s business environment, attractiveness for relocation, and foreign investment potential.
Tourism considers a nation’s appeal as a travel destination, the beauty of its architecture, and the general willingness of respondents to visit.
According to the NBI report, Israel performed poorly across all categories, particularly among younger respondents, with Generation Z overwhelmingly ranking it at the bottom.
The study also revealed a growing aversion to Israeli products, with many respondents indicating they were unwilling to purchase goods labeled “Made in Israel.” This suggests a de facto boycott that could pose a serious risk to Israeli exports and international business operations.
Despite its reputation as the “Start-Up Nation,” Israel’s technological leadership is not widely recognized beyond specific industry circles. European respondents, for example, ranked Israel lower in technological advancements than the United Arab Emirates, reinforcing the idea that Israel’s self-perception does not align with how it is viewed globally.
According to Motti Scherf, founder of Brand IL: “Israel has lost its legitimacy in the international community and has been cast into the backyard of global affairs. It is time to acknowledge the failure of traditional public diplomacy and adopt innovative nation-branding models.”
Although Israel maintains high objective indicators, such as a GDP per capita that is 80% higher than the nations it is grouped with and a life expectancy of 83 years, its ranking remains exceptionally low. Only 40% of the countries ranked alongside Israel are democracies, suggesting that Israel’s democratic character is not perceived as a distinguishing advantage.
The Palestinian issue also continues to impact international sentiment. For the first time, Brand IL, a private initiative, ensured Palestine was included in the rankings.
While Palestine was placed below Israel, it received greater sympathy in the Muslim world, China, and among younger generations. Additionally, the NBI report highlights a broader trend in which conflict nations are penalized equally, regardless of the context.
Countries involved in ongoing disputes, including Russia, Ukraine, Israel, and the Palestinian Authority, were all placed at the bottom of the index, reinforcing the global perception that such nations contribute to instability rather than progress.
Brand IL's $100 million rebranding campaign
In response to Israel’s deteriorating global image, the private initiative Brand IL has launched a $100 million rebranding effort aimed at reversing negative perceptions and repositioning Israel on the international stage.
The initiative seeks to establish a development financial institution, utilizing blended capital from governmental, business, and philanthropic sources. The focus will be on launching outreach programs in key target countries, particularly among younger demographics, to unlock new markets for Israeli technologies and innovations.