Just as products have images and associations in customers’ minds known as brands, so do nations. A nation’s brand is the perception of the country, its people, policies, politics, and the products that emanate from there. The question being addressed in this study is...

Just as brands play a critical role in the success of companies, they are also very important for nations. A change in a country’s brand image can have a deep impact on its economy. Ambassador Ido Aharoni, the Israeli consul general in New York City, is responsible for...