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Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

The 70th anniversary of Israel’s founding last year stirred reflection about the country’s image, values, and position in the world among everyone from former diplomats to Hollywood actors.

Despite efforts to portray Israel as modern and safe, the Israeli-Palestinian conflict and the country’s complicated history still dominate public consciousness. Memories of failed peace talks tend to loom larger than Israel’s image as a startup nation. Thousands of Instagram posts from Tel Aviv’s gay pride festivities or the buzz from winning the recent Eurovision song contest may not be enough to overcome decades of TV footage of soldiers and tanks that linger in the mind.

To Harvard Business School marketing professor Elie Ofek, it’s more proof that influencing long-held perceptions about a region requires more strategic thinking. After all, it took more than billboards and press junkets to turn Santa Clara County into Silicon Valley.

“Countries are beginning to realize—Israel being one of them—that they need to engage in public diplomacy, not just a foreign diplomacy, and in place branding, not just political advocacy, ” says Ofek, the T.J. Dermot Dunphy Professor of Business Administration. “Part of that is affecting what people in other countries perceive your country to be.”

What does it take to create Denmark’s reputation for modern design or Bali’s Eat Pray Love-style picture of tropical centeredness? Ofek examined the underlying factors behind winning and losing place branding efforts in two recent cases, “The Brand Management of Places” and “Israel at 70: Is it Possible to (re)Brand a Country?”

Uma breve passagem pela história da musica em todos os tempos.

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História da Música