The Anholt-GMI Nation Brand Index for the third quarter of 2006 unflatteringy rates Israel as “the country with the world’s worst image.”
The quarterly survey examines the perceptions and positions of 25,900 consumers in 35 developed and developing countries towards 36 nation brands. A nation’s image is based on six variables: the consumers’ opinions about the country’s export products, its tourist appeal, investment potential, potential emigration target, perceptions of the values of its government, heritage and culture, and behavior of its residents.
Israel is ranked at or near the bottom in almost every variable. The reason is not lack of brand recognition; Israel is one of the most well-known countries in the world. Israel was ranked last in perception of its government, ranked 36th out of 36th in response to the question, “To what extent do you agree with the statement that the country acts in a responsible manner in the areas of world security and peace?” The survey ranked the US 35th and China 34th.
Russian respondents gave Israel some of the highest scores. In response to the question, “To what extent would you be willing to live and work in the country surveyed?” Respondents in all countries, except Russia, ranked Israel 35th; the Russians ranked Israel 28th.
Israel was also ranked last as a tourist attraction, and the behavior and hosting characteristics of its residents, should the respondent nonetheless wish to visit.
Israel scored fairly high in response to the question, “To what extent do you agree that the country significantly contributes to scientific and technological innovation?” Israel was nevertheless still ranked low comparatively. Even in Germany, where Israel usually scores highly, was unable to lift Israel above the bottom rankings, including on questions about historical heritage and culture.
Anholt and Global Market Insite Inc. (GMI) conclude that the negative perceptions about Israel’s politics directly affects all the other variables measured. Were it not for Israel’s politics, objectively speaking, Israel ought to win much higher scores. The top five countries in the Anholt-GMI Nation Brand Index are the UK, Germany, Italy, Canada, and Switzerland. The bottom five are South Africa, Estonia, Indonesia, Turkey, and Israel.
Published by Globes [online], Israel business news - www.globes.co.il - on November 23, 2006
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