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Abstract Recently nation branding is becoming more important because it boosts countries brand equity image and awareness which leads to increasing the countrys economy and position in the world Despite there are different between product and nation branding marketing strategy can be applied to achieve nation branding In addition this report aims to analyse Israel branding and shows the impact marketing strategy This paper briefly provides overview of general information of Israel which includes History geographic demographic economy policy and tourism By applying some of marketing concept such as building strong brand positioning design strategy Revitalising brand and co-branding Israel can support its image although the challenges that it faces Then the report shows some major challenges have negative effect on branding process Finally it concludes with some recommendations to the futureintroduction Nation branding is relatively new area comparing with product branding It has become important because countries are looking to enhance their economy by tourism sector building relationship with other countries and other factors Despite nation and product branding are alike in applying marketing strategy there are different in massages target market and the offers Nation branding is more complex to achieve because it communicate with different target market through one massage But the major difficulty is changing the negative image because it is hard to change people stereotype about a country Israel is one of those countries what has attempt to improve its brand equity However it has a different situation It has a long history associated with Jews and short history is related with established Israel as Jewish state Israel is around 60 years but it has faced several events and challenges such as wars for long time with Arab and Palestinian Israel can improve its image positively by applying several marketing strategy In this paper it has been employed building strong brand positioning design strategy Revitalising brand and co-branding Therefore Israel can restore its image However it faces several difficulties that
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