Israel’s overall score dropped by 6.1% compared with the previous year, the largest single decline ever measured by the index.
Israel has fallen to the bottom of the 2025 Nation Brands Index for the second straight year, posting the most dramatic year-on-year decline recorded since the survey was launched nearly 20 years ago, according to figures published Thursday by BrandIL.
The annual index is designed to measure how countries are viewed by the global public, rather than evaluating military power, diplomacy, or economic output.
Compiled by Ipsos and created by policy adviser Simon Anholt, the survey draws on responses from tens of thousands of participants worldwide. Respondents are asked to rate countries across six dimensions, including governance, culture, tourism, exports, and perceptions of a country’s people.
