(Communicated by the Foreign Ministry Spokesman)
On October 25-27 the Brand Israel seminar will take place at the Sheraton Hotel, Tel Aviv, in cooperation with the Israeli Association of Advertising Companies. This seminar is the culmination of a process during which planning, design and research of Israel's branding were carried out. On the first day of the seminar, recent surveys and focus groups on branding will be presented. On the following two days working groups will get together in order to create a strategic concept for the Israel brand. The process will be accompanied by a special website www.brandisrael.org.il that will be launched on the morning of the seminar.
Like dozens of countries going through branding processes in the last decades, the goal is to improve Israel's image among the different audiences, in a way that will advance several objectives, mainly in the area of trade and commerce: expanding Israel's export, increasing incoming tourism and publicizing the attractiveness of foreign investments. Moreover, strengthening Israel's positive image could improve Israel's political stand.
Minister Livni will open the seminar on Wednesday 25 October at 09:30. Members of the press are invited to cover the speech and the first session of the seminar, dealing with the Israeli brand in the US.