This case study teaches students about the concept of nation branding through a real-world project that has been designed to understand and affect the public’s perceptions of the nation of Israel. The case tells the story of a cross-section of prominent U.S. industry leaders that came together in 2002 to form the Brand Israel Group, with the goal of improving Israel’s image.The Brand Israel Group hired the marketing company Insight Media to conduct focus group studies on people in the U.S. to understand their feelings and perceptions of Israel. The case outlines the process and outcomes of these studies, as well as the initial steps that the group took after receiving this information, including grassroots campaigns. The case asks students to identify branding concepts and next steps for the project. Branding Israel Case B is a detailed update on the early years of implementing the strategy.
Branding Israel (A)
by: Rajeev Batra
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After reading and discussing the material, students should:
- Introduce students to the emerging field of nation branding
- Describe an exciting new focus group technique (“house description”) to study brand perceptions
- Provide a vivid context for students to appreciate how brand-building requires multiple credible modes of communication, not just paid advertising
- Suggest how brand perceptions among consumers are eventually based on (perceived) reality (such as a country's actual policies), not just on marketer-initiated communications