Branding Israel (B)

by: Rajeev Batra

Publication Date: April 8, 2009
Length: 5 pages
Product ID#: 1-428-823

Core Disciplines: Communications, International Business, Marketing/Sales

Partner Collection:

Available Documents

Click on any button below to view the available document.

Don't see the document you need? Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.


Need to make copies?

If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.

Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.

Teaching Note

This product has a teaching note available. Available only to Registered Educators. Please login to view it.


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.

Teaching Objectives

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