Assignment task:
Article: Israel at 70: Is it Possible to (re)Brand a Country?
Q1. Assess the efforts by the various "creative actors" described in the case to re-brand Israel beyond the conflict. What brand image are they trying to create for the country? Do you believe they have been successful?
Q2. What should be done with respect to Israel's brand image going forward? Should the efforts by groups such as Vibe Israel and reThink Israel be scaled or terminated? Do you have any other suggestions for what Israel's brand image should be and/or what branding activities should be encouraged?
Q3. What have you learned from this case study that may apply to the City of Boston? What is your perception of Boston's brand position? Would you suggest changing or reinforcing that image? What actions would you propose to achieve this objective?