In response to the ranking, Brand IL launched a $100m rebranding campaign to reverse negative perceptions of Israel.
The findings, based on a comprehensive survey conducted between July and August 2024, highlight a growing global sentiment that perceives Israel as a destabilizing force rather than an innovative and progressive nation.
The NBI survey, which gathered insights from over 40,000 respondents across 70 countries, ranked countries based on six key dimensions: governance, culture, people and society, exports, immigration and investment, and tourism.
