This short case provides an update to the Branding Israel Case A, which was focused on understanding and affecting public perception of Israel. Case B presents students with information regarding the Israeli government’s formal adoption of the branding project and its initial work in implementing branding concepts. The case profiles a pilot project in Toronto, Canada and numerous articles in travel and news media outlets across the US and Europe. The case asks students to evaluate the campaign thus far and think of ways to improve it. It also asks whether or not the media campaigns will be enough to effectively change Israel’s tainted image.
Branding Israel (B)
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