Israel ranked as the world’s “least reputable” country in the National Brand Index

According to research firm BrandIL, Israel has been ranked last in the National Brand Index (NBI) for the second year in a row. This is the lowest score in 20 years. The index assesses a country’s reputation in areas such as tourism, culture, immigration, exports and governance.
According to the August-September 2025 survey, Israel’s overall score fell by 6.1% compared to the previous year. In particular, it was given the lowest rating for export products, which indicates that consumers are avoiding Israeli goods and services.
The surveys also show a growing negative attitude towards Israel in Europe and the United States. This trend is attributed to the war in Gaza and boycott campaigns.