Israel Ranked Last in 2025 Global Country Brand Index for Second Consecutive Year

Israel has ranked last in the 2025 Global Country Brand Index (NBI), marking the second consecutive year it has placed at the bottom of the ranking, according to a report published Thursday by the BrandIL project. The index shows a 6.1% decline in Israel’s overall score — the steepest drop recorded since the index was established nearly two decades ago.

The Palestinian Authority, included in the index for the first time this year for comparative and monitoring purposes, also ranked at the bottom, just below Israel.

Continued Decline Since Gaza War

Israel’s global image has deteriorated steadily since the outbreak of the war in Gaza. In 2022, Israel ranked 44th out of 46 countries. In 2023, it fell to 46th out of 60. The 2025 index reflects an acceleration of this downward trend.

Unlike previous years, the latest findings indicate that international criticism is no longer directed solely at the Israeli government or the Israel Defense Forces, but increasingly at Israeli citizens themselves, who are perceived by many respondents as directly responsible for events in Gaza. According to the report, Israelis are increasingly viewed as “persona non grata” in parts of the world.

Generational Shift in Perceptions

The index highlights a significant shift among Generation Z, particularly in Western countries. Respondents aged 18–24 increasingly perceive Israel as a colonialist, illiberal and toxic state, with a weakening distinction between government policies and the diversity of opinions within Israeli society.

This generational perception has contributed to Israel becoming a target of global “cancellation,” according to the report.

Economic and Brand Impact

The study points to growing damage to the “Made in Israel” brand, citing evidence of a de facto boycott of Israeli goods and services in some markets. The report warns of broader economic consequences, including declining global trust, reduced foreign investment, weakened tourism, potential pressure on Israel’s credit rating and erosion of its international legitimacy.

This decline is described as particularly troubling given Israel’s strong objective indicators — including GDP per capita, life expectancy and education levels — which would otherwise place it among the world’s top ten countries. Despite these fundamentals, Israel’s brand perception now aligns it with countries viewed as marginal in the global system.

International Comparisons and Regional Shifts

Saudi Arabia recorded the largest improvement in the 2025 index, rising to 42nd place and gaining legitimacy year over year. The report contrasts this upward trajectory with Israel’s declining standing, noting broader geopolitical shifts, including growing engagement between Saudi Arabia and the United States.

The United States, Israel’s closest ally, also continues to weaken in brand perception, a trend the index traces back to recent political developments.

Israel’s Lowest Rankings

In the 2025 index, Israel ranks last (50th) in three key categories:

• People and Society: Low scores for compassion, trust and sympathy, with Israelis perceived as “toxic” by many respondents.

• Generation Z Perceptions: Young adults increasingly view Israel as illegitimate and colonialist.

• Exports and Products: Declining perceptions of Israeli goods, reflecting growing hostility toward “Made in Israel.”

A Limited Bright Spot: Science and Technology

One positive finding for Israel is in the field of science and technology, where it ranks 36th. According to the report, this sector may serve as a foundation for rebuilding Israel’s international image, leveraging its reputation as a global technological leader.

Countries Most and Least Sympathetic to Israel

The index also measured levels of sympathy toward Israelis by country. The most sympathetic countries were:

• Brazil (60.9)

• United States (60.0)

• India (59.3)

At the lower end of the scale were Japan (39.2), Sweden (44.9) and Poland (45.8), with the United Kingdom, France, South Korea and Italy only slightly higher.

Full 2025 Ranking

From highest to lowest, the 2025 Global Country Brand Index ranks: Japan, Germany, Canada, Italy, Switzerland, United Kingdom, Australia, France, Sweden, Spain, Norway, Netherlands, Austria, United States, New Zealand, Scotland, Finland, Belgium, Ireland, Greece, Portugal, Iceland, South Korea, Singapore, Wales, Northern Ireland, Brazil, Poland, China, Argentina, Czech Republic, Taiwan, Mexico, Turkey, Chile, Slovenia, Bulgaria, Romania, Estonia, Latvia, Philippines, Saudi Arabia, Lithuania, India, Kenya, Russia, Ukraine, Namibia, Israel and the Palestinian Authority.

About the Index

The Global Country Brand Index has been published annually for 20 years and evaluates countries based on six dimensions: governance, culture, people and society, exports, immigration and investment, and tourism.

The 2025 study was conducted in August–September 2025 and surveyed approximately 40,000 respondents in 20 countries, representing about 70% of the world’s population. Israel was included as a full member of the index for the second consecutive year, following BrandIL’s acquisition of full access to the research data.

The Palestinian Authority was added to the index to provide updated, in-depth data and monitor its international standing, despite not being formally recognized as a sovereign state.