How Israel used micro-marketing as 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 which are 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.
This case study is part of our premium content, available to subscribers only. To subscribe, please click on the blue button below. Already purchased Premium access but not seeing the whole article? Simply click on the “Already Purchased?” link and sign in with your Tinypass username and password. You should only have to do this once for each computer you are using. More answers to frequent questions here.