Study Shows - "Israel" is at the bottom in each area

.The Israeli Brand by considerable margin the most negative ever measured

A survey published in the US in five months ago ( late November 2006) says that "Israel" suffer from the worst public image among all countries of the world.

The Index surveyed 25,903 online consumers across 35 countries about their perceptions of those countries across six areas of national competence: Investment and Immigration, Exports, Culture and Heritage, People, Governance and Tourism. The NBI is the first analytical ranking of the world's nation brands.

"Israel's brand is by a considerable margin the most negative we have ever measured in the NBI, and comes at the bottom of the ranking on almost every question," states report the author of the survey Simon Anholt.

Anholt draw the conclusion that the politics of a nation is affecting every single aspect of a person's perception about a country.

In the light of the recent announcement the Israeli Foreign Ministry has taken upon itself to "re-brand Israel", Anholt comments that to succeed in permanently changing the image - a country with so negative to image must be prepared to change its behavior.Anhold believes that a reputation cannot be constructed: it has to be earned.

"If Israel's intention is to promote itself as a desirable place to live and invest in, the challenge appears to be a steep one," Anholt concluded.

The survey also indicated that "Israel" is at the bottom in each area by a long margin, including the fact that of the 36 countries ranked, there is nowhere that respondents would like to visit less than "Israel" - the survey also indicates that Israel’s people were also voted the most unwelcoming in the world.

Another unpleasant surprise - the index indicated that the Americans has ranked Israel just slightly above China in terms of its conduct in the areas of international peace and security.

The 35 countries polled for the study were: Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, Denmark, Egypt, Estonia, France, Germany, Hungary, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Russia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Turkey, UK, and the USA.

The study, called the National Brands Index was conducted by the government advisor Simon Anholt and powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.)

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