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How Israel Used Micro-Marketing to Improve Country Brand Perceptions

Amir Grinstein, Associate Professor of Marketing at Northeastern University (USA) and VU Amsterdam (the Netherlands), shares his research findings on how Israel used micro-marketing as attempt to (re)position the country and improve its image abroad.

Eugene D. Jaffe on Israel, Country Image and the Country-of-Origin Effect

Eugene D. Jaffe, Professor at the Ruppin Academic Center, discusses country image, the case of Israel and the power of the country-of-origin effect.

Hila Oren on Placemaking, City Branding and the Reputation of Tel Aviv

Hila Oren, Founder and CEO of Tel Aviv Global, on city branding strategies and Tel Aviv's brand positioning as a global city of innovation.

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