Palestine ‘country brand’ plan mooted

Palestinian business leaders are looking to develop a ‘country brand’ for Palestine, which it will use for global promotion.

Palestinian business leaders are looking to develop a ‘country brand’ for Palestine, which it will use for global promotion.

Campaigns are set to be launched in the US and Israel before the end of the year, after an audit in these countries of the public perception of Palestine, according to reports in the Financial Times.

Ramallah-based investment company Padico is one of the businesses behind the idea.

Padico chief executive Samir Hulileh has already spoken about changing global opinion of Palestine through the project, although he was not available for comment this morning and Padico was not able to confirm if a branding or design consultancy has been appointed to work on the project.  

It has been reported that £1m has already been put aside for the project but more is needed. A Palestinian Institute for Public Diplomacy is being set up to coordinate the project, it is understood.

Futurebrand’s Country Index, published each year, looks at the strength of 110 countries brands worldwide, although Palestine, which is not a nation state, has not been included to date.

The index considers categories including tourism, heritage and culture,  business opportunity and quality of life.

Tom Adams, chief digital officer at Futurebrand and co-author of the index, says a country can develop a strong brand by ‘being consistent across every dimension’.

Adams says countries also need to ‘play to their strengths and pick aspects to promote which are authentic.’

These need to be ‘aspects of history and future which can be proven through experience – so a strong identity can be made against that essence. In the end the brand has to reflect the experience,’ says Adams.

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