Author: Rajeev Batra, Grace Augustine, Boaz Mourad, David Vannette
Product Type: Case
Product #: 1-428-725
Publication Date:04/2009
Length: 24
Keywords: Marketing; Government; Media; Middle East; North America; Nation Branding; Country Branding; Destination Branding; Tourism; Market Research;
| Discipline: | Marketing |
| Industry: | Government
Media |
| Region: | Middle East
North America |
| Topic: | Not Specified |
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This case study teaches students about the concept of nation branding through a real-world project that has been designed to understand and affect the public's perceptions of the nation of Israel. The case presents students with the concept of nation branding, and then tells the story of a cross-section of prominent U.S. industry leaders that came together in 2002 to form the Brand Israel Group, with the goal of improving Israel's image.
The Brand Israel Group hired the marketing company Insight Media to conduct focus group studies on people in the U.S. to understand their feelings and perceptions of Israel. The case outlines the process and outcomes of these studies, as well as the initial steps that the group took after receiving this information, including grassroots campaigns. The case asks students to identify branding concepts and next steps for the project. Branding Israel Case B is a detailed update on the early years of implementing the official branding concepts.
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