How Israel used micro-marketing as an attempt to (re)position the country and improve its image abroad is the topic of a recent case study published in the academic journal ‘Place Branding and Public Diplomacy.’ Amir Grinstein, Associate Professor of Marketing at Northeastern University (USA) and VU Amsterdam (the Netherlands), is one of the authors of the case study. Here he tells us what led to this research and the main insights and lessons in connection with country branding and Israel.
- What led to this study on country branding in connection with Israel;
- Key insights and lessons learned;
- Country branding challenges and pitfalls to be aware of;
- How the research has impacted the author’s view on country branding and Israel;
- Other cases of country branding used to overcome negative image.
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