Israel ranked bottom in the Q3 2006 Anholt Nation Brands Index (NBI). Authored by government advisor Simon Anholt and powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.), the Index surveyed 25,903 online consumers across 35 countries, including Canada, 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 bottom of the ranking on almost every question,” states NBI report author Simon Anholt.
Anholt believes that the politics of a nation can affect every single aspect of a person’s perception about a country. In the light of the recent announcement that a team has been tasked with re-branding Israel, he comments that to succeed in permanently changing the country’s image, the country has to be prepared to change its behavior. He reiterates his strong belief that a reputation cannot be constructed: it has to be earned. He concludes: “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.”
Nation Brands Index - Israel highlights
• Israel came last in each area – by a long margin
• Canadians ranked Israel just slightly above China in terms of its conduct in the areas of international peace and security
• Canadians ranked Israel at the bottom in all categories, except Exports (25th place) and culture (34th place above Estonia)
• Of the 36 countries ranked, there is nowhere that respondents would like to visit less than Israel
• Israel’s people were also voted the most unwelcoming in the world
Brand Canada remains in the Top Five
In contrast, the latest Index positions Canada as a brand of pedigree, with Canada ranking as the fourth most significant nation brand overall, as polled by 35 countries. Brand Canada respectably obtained the following rankings:
Investment and Immigration category
• Canada ranked 1st
• Canada ranked 1st
• Canada ranked 3rd
• Canada ranked 7th
Culture and Heritage category
• Canada ranked 15th
Anholt commented: “Brand Canada continues to be both powerful and positive, thanks to many positive overseas perceptions in all six categories of national competence. However, the tourism part of Canada's brand image suffers from the perception that it's the "holiday of a lifetime", which keeps actual arrivals far lower than the extremely positive image would suggest. The challenge is to turn that image of a distant paradise into a feasible destination, to create a real sense of urgency to visit Canada soon."
The 35 countries polled for this 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 ● USA
About the Anholt Nation Brands Index
The Q3 2006 Anholt Nation Brands Index (nationbrandindex.com) was conducted between July 27th and August 18th, 2006 on the GMI platform. A 200-1,000 representative sample based on age, gender, and where applicable, geographical region, race and ethnicity, was collected in each of 35 countries.
About Simon Anholt
Simon Anholt is recognized as the world’s leading authority on the branding of countries, regions and cities. He is a member of the UK Government’s Public Diplomacy Board, and works as an independent advisor to around 20 other national, regional and city governments on brand strategy and public diplomacy. Anholt developed the concept of the Nation Brands Index in 2005. He is founding editor of the quarterly journal, Place Branding and Public Diplomacy, and the author of Brand New Justice, Brand America and Competitive Identity - the New Brand Management for Nations, Cities and Regions.
About GMI (Global Market Insite, Inc.)
GMI (gmi-mr.com) is the only provider of comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. Solutions include Net-MR, a suite of software tools to manage and automate research throughout the project lifecycle, desktop analysis tools, 24/7 service bureau capabilities, and one of the world’s largest, highly profiled, double opt-in managed panels, spanning across 200 countries. In addition, GMI offers high-value, real-time enterprise feedback solutions for customer, partner and employee programs. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. In 2006, the company ranked #93 in Inc. Magazine’s Inc. 500, #4 in Deloitte’s Technology Fast 50 for Washington State and #105 in Deloitte’s Technology Fast 500 for North America.