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Published on Jan 23, 2016
Ambassador Ido Aharoni states that just as brands play a critical role in the success of companies, they are also very important for nations. A change in a country’s brand image can have a deep impact on its economy. Ambassador Ido Aharoni, the Israeli consul general in New York City, is responsible for building and nurturing Israel’s brand. Aharoni has earlier served in the Israel Defense Forces and was also the head of Israel’s brand management team in Jerusalem. He believes that it is crucial for nations to be proactive in building their brand identity. A country’s brand capital, Aharoni says, is part of its national security. He is interviewed here for the third time by Richard Peritz, for Shalom Show 976