brand israel research paper (full hebrew version)
DESCRIPTION
At the dawn of the 21st century, with the technological revolution in communications at its zenith โ a revolution that has enabled more than 20% of all humans to know in real time what is happening on the other side of the globe โ many government authorities are involved in managing their nationโs image in world public opinion. A countryโs image has a direct influence on its success in international competition, its ability to promote its economy and the welfare of its inhabitants, its policy maneuvers, and its promotion of ideas and ideologies. The need to manage the national image acquired pressing urgency in the United States following the terrorist attacks of September 11, 2001 and the declaration of war against international terrorism. In Israel, this need increased with the outbreak of the Al-Aksa intifada, and the doubt cast on the legitimacy of the existence of a Jewish national state.For research paper (short version in English & Hebrew) published by the School of Government & Policy, Tel Aviv University; please click on the URL: http://spirit.tau.ac.il/government/publicationst.aspTRANSCRIPT
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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รฅ รครฉรธรฅร รฉรบรบรฅรฉรฐรฉรฃรฎรฌ รครฃรฎรฒ รธรฉรฉรฐ รคร รฌรฎ รครฑรธรข
รฏรฎรฑรค รฉรฎรธ , MBA ืฉ ืืจืืื ืืจืืื''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
ืฉ ืืจืฉืื ืืืจืืื''ืืคืงืืืื ืืืืขื ืืืืจื ืข ืืืื- ืืื ืืืจืกืืืช ืชื
08/12/2008 18:01
ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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.(Rommey Hassman)ืจืื ืืกืื 2008 ยฉืืืืืช ืืืฆืจืื ื
,ืฉื ืืจืืื ืืจืืื ืืืช ืืกืคืจ ืืืืฉื ืืืืืื ืืืช ืขื ,ืฉื ืืจืฉืื ืืืจืืื ืืคืงืืืื ืืืืขื ืืืืจื ืขื
.ืืืื- ืืื ืืืจืกืืืช ืชืhttp://spirit.tau.ac.il/government
)ืืจืกื ืืืื(ืชืืืืจืื ืื ืืืจ ืขืืื ืืืืื ืืืช โืืฉืจืื ืืืชื
The Israel Brand โ Theory & Policy Paper (Full Version)
)ืืจืกื ืืงืืฆืจืช(ื ืืืจ ืขืืื ืืืืื ืืืช โืืืชื ืืฉืจืื The Israel Brand โ Policy Paper (Short Version)
:ื pdfื ืืชื ืืืืจืื ืืงืืืฅ http://spirit.tau.ac.il/government/publicationst.asp
,ื ืืชื ืืืืคืืก ืงืืืฅ ืืกืื ืื ืืฉืืืืชื ืืืืจืืช ืืงืืืืืืช ืืฆืืืืจืืืช ืคืจืื ืืืช
.ืืื ืงืืืช ืืืฉืืจ ืืืขืื ืืืืืืช ืืืืฆืจืื
,ืงืืขืื ืืงืืืฅ ืืกืื ืืืื ืืืขืชืืง ืื ื ืืชื ืืืืคืืก .ืืืฉืืจ ืืืขืื ืืืืืืช ืืืืฆืจืืืืื ืงืืืช
,ืื ื ืืชื ืืืืคืืก ืืืืคืืฅ ืงืืืฅ ืืกืื ืื ืื ืงืืขืื ืืื ื
,ืื ืืืคืืฅ/ืืืืจืืช ืืกืืจืืืช ืฉืืฆืืื ืจืืื ืืืืคืืก ื .ืืื ืงืืืช ืืืฉืืจ ืืืขืื ืืืืืืช ืืืืฆืจืื
,ืชืื ืืชื ืืคื ืืื ืืืงืืจ, ืืกืื ืื ืื ืงืืขืื ืืื ืื ืืชื ืืฆืื
. ืืื ืงืืืช ืืืฉืืจ ืืืขืื ืืืืืืช ืืืืฆืจืื
,ืขืืืช ืืืงืจ, MBAืจืื ืืกืื : ืืืงืจ ืืืชืืื .ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืก ืืืืฉื ืืืืืื ืืืช"ืืื
, ืืืจืงืืืจ ืืชืืื ืืช ืืืืงืจ ืืืคืืชืื, ืจ ืืจื ืืืกืื"ื: ืืืืื .ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืืืืฉื ืืืืืื ืืืช ืก"ืืื , ืจืืฉ ืืชืืื ืืช ืืืืคืืืืืื ืืืืืื ืืืช ืชืคืืฆืืช, ืจ ืืื ืืงืจ"ื: ืงืืืืืืืขืืฅ ื
.ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืืืืฉื ืืืืืื ืืืช ืก"ืืื ,ืื ืืืช ืืืงืจ, ืฉืืืื- ืจ ืฉืจืืช ืื"ื: ืืื ืืืืืืืืื
.ืืืื- ืืจืกืืืช ืชืืืื ื, ืืคืงืืืื ืืืืขื ืืืืจื, ืก ืืืืฉื ืืืืืื ืืืช"ืืื ,ืืชืื ืคืจืกืืืื ืืืชืจ ืืื ืืจื ื, ืืืื ืงืกืื: ืขืืืจ ืืืงืจ
.ืืืื-ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืก ืืืืฉื ืืืืืื ืืืช"ืืื :ืขืืฆืื ืืจืคื
:ืืืืื ืขืจืืื ืืฉืื ืืช :ืชืจืืื ืืื ืืืืช
.2008 ,ืืืจืฃืืืืืจื ืจืืฉืื ื
[email protected] : ืืืืฆืจืื ื ืืืืืืช ืืืืชื ืืืขืื ืืชื ืืืฆืืจ ืงืฉืจ ืขื
http://schoolofstrategy.blogspot.com: ื ืืชื ืืืชืจ ืคืจืกืืืื ื ืืกืคืื ืืืช ืืืืชื ื
Made in Israel
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืชืืื ืขื ืืื ืื
6 ............................................................................................. ืชืืฆืืช ืืืืื โ 1ืคืจืง
6 ........................................................................................................ ืชืืฆืืช .1.1 6 .............................................................................................................. ืจืงืข .1.1.1 6 .................................................................................................. ืืืจืช ืื ืืืจ .1.1.2 6 .............................................................................................. ืืืื ืืกืืจืืื .1.1.3 6 ........................................................................................... ืืกืงื ืืช ืืืืืฆืืช .1.1.4
8 ........................................................................................... ืืืื ืืคืชื ืืืจ .1.2 8 ................................................................................................. ืชืืืืจ ืืืขืื .1.2.1 10 ............................................................................................. ืฉืืืช ืืืืงืจ .1.2.2 10 ................................................................................................. ืืชืืืืืืืื .1.2.3 11 ................................................................................ ืืืชื ืชืื ืื ืืืจ ืืขืืื .1.2.4 12 .................................................................................................. ืขืืืจ ืืืงืจ .1.2.5
13 ............................................................... ืืกืืืืช ืื ืืชืื โ ืืืื ืืืืื ืจืืฉืื - 2ืคืจืง
13 .......................................................................................................... ืจืงืข .2.1 13 ..................... ืชืื ืืืื ืืช ืืืืคืืืืืื ืฆืืืืจืืชืื - ืืื ืืืจืฆืื ืืื ืืืกืฆืืคืืื ืืช .2.1.1 14 ........................................................................ ืืืคืืช ืืชืงืฉืืจืช ืืืืืืืืช .2.1.2 15 .................................................................. ืืื ื ืืื ืืืชื ืืช ืืืื ืช ืืฉืจืื .2.1.3 MINDSPACE ............................................ 16 โืืจืื ืืชืืืขื โืฉืื ืืืขืจืื .2.1.4
22 ............................................................................ ืืืื ืืืืคืืืืืื ืฆืืืืจืืช .2.2 22 ........................................................................................... ืืืจื ืืืฉืืืื .2.2.1 Soft Power vers Hard Power ........................... 22 โืขืฆืื ืจืื ืืื ืขืฆืื ืงืฉื .2.2.2 Pro-Active Diplomacy ........................... 25 โืืงืืืืืช - ืืืขืืจ ืืืืคืืืืืื ืคืจื .2.2.3 26 ............................................................................................. ืกืคืื ืชืงืฉืืจืชื .2.2.4 28 ............................................................................................. ื ืืืื ืืฉืืจืื .2.2.5
35 .................................................................................... ื ืืืืชืื ืืืื ืืชืืื .2.3 35 ..................................................................... ืืขืืกืืง ืืขืืื ื ืืืืชืื ืืืื ืืช .2.3.1 Cool Britannia ........................................................... 39 โืื ืืกืืื ืฉื ืืจืืื ืื .2.3.2 40 ...................................................................... ืืืื ืืช ืืขืืืช ืชืืืืช ืฉืืืืืช .2.3.3 41 ....................................................................................... ืืื ืืืชืื ืืืื ืืช .2.3.4 46 ..................................................................................... ืืืื ืืืืชืื ืืืื ืืช .2.3.5 48 .............................................................................. ืืืื ืืืืชืื ืืืกืืจืืื .2.3.6 52 ............................................................................................. ืืืืฆืจ ืืืืืื .2.3.7 54 .............................................. ืืกืืจืืืื ืชืืจืืชืืช ืืืชืจืื ืชืืจืืชื ืฉื ืืืื ืืช .2.3.8 57 ......................................................................................... ืคืืชืื ืืืื ืืืืื .2.3.9
60 ..................................................................................... ื"ืืืชืืจ ืฉื ืืจื .2.4 60 ................................................................................. 9/11ืืืจื โืืืชืืื .2.4.1 61 ........................................................................................ ืืืืืื ืืขืืจืืง .2.4.2 61 ................................................................................ ืืืจื ืืืืืื ืืขืืจืืง .2.4.3 62 ....................................................................... ื ืืขืืื ืืืืกืืื"ืฉืืืืง ืืจื .2.4.4 66 .................................................................. ืืืกืืื- ื ืืขืืื ืืื"ืฉืืืืง ืืจื .2.4.5 68 ............................................................................................... ืืขืืืช ืืืืงื .2.4.6 71 ................................................. ืืืืคื ืืืืื ืืืช ืืืฉื ืืืฉ ืืืืื ื ืืฉื ืืื .2.4.7 73 ........................................................ ืืืขืืืชืืืช ืืืืกืื ืืืืืืืื ืขื ืืฉืจืื .2.4.8
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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76 ............................................................................ ืืืชืืจ ืฉื ืืืื ืช ืืฉืจืื .2.5 76 ................................................................................. ืืืชืื ืืฆืืื ืืช ืืืืขื ืืช .2.5.1 76 ............................................................... ืืืืงืจืื ืขื ืืฉืจืืืกืงืจื ืืขืช ืงืื .2.5.2 82 ............................................................................... ืืฉืจืื ืืืืื ืืืืืืืืช .2.5.3 84 ........................................................................................... ืืฉืืจ ืืืกืืจื .2.5.4 92 ............................................................................... ืงืจืืืืช ืืืจื ืขื ืืฉืจืื .2.5.5 94 .... ืืืชื ืชืงืืช ืืจืฆืืขืช ืขืื ืืืืืืช ืืื ืื ืืฉื ืืื, ืืฉืคืขืช ืืงืืช ืืืจ ืืืืืื .2.5.6 103 ......................................................................................... ืฉืจืืืืืืืฆืจ ืื .2.5.7 110 ......................................................................... ืื ืืืื ืืืฉืืจ ืืืกืืจื .2.5.8 112 ......................................... ืืจืืื ืจืขืืื ืืื ืืืืคืืืืืื ืืฆืืืืจืืช ืืืฉืจืืืืช .2.5.9
115 .................... ืืื ืืืจืฆืื ืืื ืชืืืืืช ืืงืจืืช ืืืื ืชืืืืจืื โ ืืืื ืืืืื ืฉื ื - 3ืคืจืง
115 .................................................................. ืืืื ืืื ืืืจืืืื ืืฉืืืืง ืืืื ื .3.1 115 ........................................................................................... ืฉืืืช ืืืืงืจ .3.1.1 115 .............................................................................................. ืืืื ืชืืืืจืื .3.1.2 120 ............................................................................................ ืืืื ืชืืืืจืื .3.1.3 122 .................................................. ืชืืจืช ืืฉืืืืง ืืืืื ื โืืฉืืืืช ืชืืืืจืืืืช .3.1.4 123 ........................................... ืขืงืจืื ืืช ืื ืืื ืืืกืืจืืืืืช ืื ืืืื ืฉืืืืง ืืืื ื .3.1.5 124 .......................................................................... ืืฉืืืืช ืขื ืืืื ืช ืืฉืจืื .3.1.6 125 .................................................... ืืกืงื ืืช ืืืืืื ืืื ืืชืื ืืืืื ืืชืืืืจืื .3.1.7
127 ............................................................... ืืืื ืืื ืืืจืืืื ืืืืชืื ืืืื ืืช .3.2 127 ........................................................................................... ืฉืืืช ืืืืงืจ .3.2.1 127 .............................................................................................. ืืืื ืชืืืืจืื .3.2.2 128 ............................................................................................ ืืืื ืชืืืืจืื .3.2.3 131 ........................................ ืขืงืจืื ืืช ืื ืืื ืืืกืืจืืืืืช ืื ืืืื ืืืชื ืืืืื ื .3.2.4 133 .......................................................................... ืืฉืืืืช ืขื ืืืื ืช ืืฉืจืื .3.2.5 Beachfront ...................................................... 137 โื ืงืืืช ืืื ืง ืืืชืจ ื ืืืชื .3.2.6
140 ....................................................... ืืืฉืืืื ืืืืื ืืืช โ ืืืื ืืืืื ืฉืืืฉื - 4ืคืจืง
140 .................................................................. ืืฉืืืืง ืืืืื ื ืืืฉืืืื ืืชืืื .4.1 140 ......................................................................................................... ืืืื .4.1.1 140 ............................................................................ ืืื ืืจืฉืืช ืืคืืกืืื ืืืช .4.1.2 140 ......................................................... ืืื ืืืื ืืช ืขืจื ืืืืืื ืืช ืืืืกืืืืืช .4.1.3 141 ..................................................................... ืืื ืืืื ืืช ืืืืืื ืืืืจืืคืื .4.1.4 141 ............................................................................................... ื"ืืื ืืจื .4.1.5 141 ......................................................................................... ืืื ืืขื ืืืืืื .4.1.6
141 ..................................................................... ืืกืงื ืืช ืืืืืื ืืฉืืืืง ืืืื ื .4.2 141 ........................................................... ?ืื ืื ืื โืจืื ืืืชื ืืช ืืืื ืช ืืฉ .4.2.1 142 ............................................................................................ ืืืื ืืกืืจืืื .4.2.2
142 ................................................................... ืืืฉืืืื ืืชืืื ืืืชืื ืืืืื ื .4.3 142 ................................................................... ื ืืชืื ืืกืืคืืจ ืืืืืื ืืืฉืจืืื .4.3.1 143 ............................................................. ื ืจืืืืืื ืืชื ืืฉืื ืืกืืคืืจ ืืืืืื .4.3.2 143 ..................................................................... ืืื ืจืืืื ืืืืคื ืืกืืคืืจ ืืืื .4.3.3
Beachfront .................................................... 145 โื ืงืืืช ืืื ืง ืืืชืจ ื ืืืชื .4.4 145 ......................................................................................................... ืืืื .4.4.1 145 ................................................................................................. ืืื ืืืืื .4.4.2 146 ......................................................... ืฉืืืงื ืืขื ื ืืืจืื โืืืืฆืืช ืืืืื ืืืช .4.4.3
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
5
146 ................................................................... ื ืืืื ืืืขืจืืืช, ืืืืฆืืช ืืจืืื .4.5 146 ......................................................................................................... ืืืื .4.5.1 146 ......................................................................... ืืืืขืฆื ืืชืงืฉืืจืช ืืืืืืช .4.5.2
146 ......................................................................................... ื ืืืื ืืืืขืฆื .4.5.2.1 147 ......................................................................................... ืืืจื ืืืืขืฆื .4.5.2.2
147 ............................................................................................... ืืฉืจื ืืืืฅ .4.5.3 147 ................................................................................ ืืฅื ืฆืืืืืืช ืืืจืฆืืช ื .4.5.3.1 147 .................................................................................... ืจืืืื ืืืืืืช ืกืื .4.5.3.2 148 .................................................................................................... ืืืงืจ .4.5.3.3 148 .................................................................................................. ืชืงืฉืื .4.5.3.4 148 ..................................................................................... ืืืฉืจื ืืงืฆืืขืืช .4.5.3.5 148 .............................................................................. ืืืฃ ืชืงืฉืืจืช ืืืกืืจื .4.5.3.6 148 .................................................................................. ืขืืืื ืืืจืฆืืช ืืืฅ .4.5.3.7
148 ........................................................................................................ ื"ืฆื .4.5.4 149 .............................................................. ืืงืืช ืืืฃ ืชืงืฉืืจืช ืืืื ืืืืื .4.5.4.1 149 ...................................................................... ืขืืืื ืืื ืืชืงืฉืืจืช ืืืจื .4.5.4.2
149 ....................................................................... ืืฉืื ืืจืืืืช ืืกืืืืกืืืงื .4.5.5
149 ........................................................................................ ืืฉืืืืช ืชืงืฆืื .4.6 149 .................................................................................................. ืืฆื ืงืืื .4.6.1 150 ...................................................................... ืืืืฆืืช ืืชืงืฆืื ืฉืืืืง ืืืื ื .4.6.2
151 .............................................................................................................. ื ืกืคืืื 151 ..................................................................................... ืืฆืขืช ืืืืงืจ. 5.1ื ืกืคื 152 ......................................................... ืืื ืขืฆืืช ืงืฉืจ ืืฉืจืื ืืจืฆืืช ืืืฅ. 5.2ื ืกืคื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
6
ืชืืฆืืช ืืืืื โ 1ืคืจืง
ืชืืฆืืช .1.1
ืงืขืจ .1.1.1
20%- ืืืกืืจืชื ืืืืชืจ ื, ืืฉืื ืืืคืืช ืืืื ืืืืืื ืืชืงืฉืืจืชืืช, 21-ืขื ืชืืืืช ืืืื ืืืืืื ืจืฉืืืืช ืฉืืืื . ืืื ื ืืืื ืืืืืืช ืืืขืช ืืืื ืืืช ืื ืงืืจื ืืงืฆื ืืฉื ื ืฉื ืืืืืืืก
ืืชืืืืช ืืฉืคืขื ืืฉืืจื ืขื . ืขืืกืงืืช ืืกืืืืืช ื ืืืื ืชืืืืช ืืืื ืชื ืืงืจื ืืขืช ืืงืื ืืขืืืืืืฆืืข ืืืืืื , ืงืืืื ืืืืืื ืืจืืืืช ืืชืืฉืืื. ืื ืืชืืจืืชืืืฆืืืช ืืืืื ื ืืฉืื ืืืขืจ
-ื ืืขืงืืืช ืคืืืืขื ื"ืฆืืจื ืื ืงืืื ืืฉื ื ืชืืงืฃ ืืืจื. ืชืงืืืื ืจืขืืื ืืช ืืืืืืืืืืืื, ืืืื ืืื- ืขื ืคืจืืฆืช ืืื ืชืืคืืืช ืื, ืืืฉืจืื. ืืืืจืืช ืืืืืื ืืื ืืืจืืจ ืืืื ืืืืื, ืืกืคืืืืจ 11
.ืื ืืืืืืชืืืืืช ืืกืคืง ืืืืืืืืืืช ืงืืื ืืืื ืช ืื, ืืงืฆื
ืืืจืช ืื ืืืจ .1.1.2
ืืื ืืืืื ืืืืฉืืืืื ืื ืืืื - ืืงืืืื ืืชืงืฉืืจืช ืืื ื , ืืฉืืื ืืืืจืืื ืื ืฉื ืืืฉืืืืจืก ืื ืขื . ืืืชืื ืืืื ืืช โืืฉื ืื ืืืืจืื ืืช ืืชืคืชื ืชืืื ืืืฉืื ืืืฉ . ืชืืืืช ืืืืื ื
ืื ืืชืื . ืืืืฆืขืืช ืืืื ืืืฆืืืื ืืืจืกื ื ืชืืืืืื ืืืืืืื, ืืืืฉื ืื ืื ืืช ืชืืืืช ืืืืื ืืืื ืืื ืืืชืื ืืืื ืืช ืืื ื ืืืื ืื ืืื ืืฉืื ืื .ืืจืืืืช ืฉืืืืืกืืจืืื ืืืงืฉ ืืืฉืื ืขื ื
. ืืืฆื ืงืื ืคืืืงื ืืชืืฉื, ืขืืืืช ืืขืช ืืงืื ืืขืืื ืืืคื ืืืื ืช ืืฉืจืื
ืืืื ืืกืืจืืื .1.1.3
ืืืื ืขืืืื ื ืืืืื ืฉืืขืืื ืืจืฉืืช , ืชืืืื ืื ืืชืื ืืืกืืจืืื ืืืืื ืืืฆืืช ืืืื ืืื ืืืจืืืื, ืืฆืื ืืื ืืืจืฆืื ืืื ืชืืืืืช ืืื ืชืคืืกืืช ืืกืืจืืืืืช ื ืืืืืืืช ืืืืื. ืืขืฆืื ืืืื ืืืช ืืืืฉื
ืชืื ืืชืืกืกืืช ืขื ืืืื ืคืกืืืืืืื , ืืืืืืืืืืืืช ืจืขืืื ืืืช, ืืืงืืจืื ืืช ืืืคืืืืืืืช, ืืืชืื, ืฉืืืืงืืืืื ืืชืืืื ืื , ืื ืืช ืืกืื ืืืืื ืืขืจืืื ืื ืืืืื ื ืืื ื ืืฉืืช ืืขืืช ืฆืจืืื .ืืืื ืื ืืชื ืืืืืจ ืืช , ืืจืื ืืืืืืืืช ืื ืืื ืฉืืืงื ืืขื, ืืืืื ืืืืืฆืขืืช ืืืืื ืฆืจืื . ืืืื
. ืืืื ืืืืจืจืืื ืืชืืจืืชืืช ืฉื ืืืื ืืช โืฉื ืืืืื . ืืกืืจืืืืืช ืืคืขืืื ืืืืืื ืืื ืืืโืืขืืื ืื ืืืจ ืืจืฉืืช ืืขืฆืื ืืืืื ืืืช ืืื ืขืืืื ืืืืืืฉ ืืกืืจืืืืืช ืืืชื ืืืืื ื , ืื ืืกืฃ
.ืืืื ืืืืช ืืืชื ืืืืื ื
ืื ืืืชืื . ืืืกืืจืืืืช ื ืืชื ืช ืืขื ื ืฉืืืื ืืฉืืืช ืืกืื ืื ืืืจ ืืืื ืืืจืฆืื ืืืื ืชืืืืืช. ืืื ืฉืขื ืืืืื ื ืืขืฉืืช ืืื ื ืืืืฅ ืืช ืขืงืจืื ืืชืื ืืชืืืืชื ืชืฉืชืคืจ, ืืืื ืืช ืืื ื ืืื ืขืฆืืื
ืขืืืื ืืืชืื ืก . ืืื ื ืืื ืขืืืื, ืื ืืืคืืืืืื ืฆืืืืจืืช ืืื ืืืชืื ืืืื ืืช, ืืกืืืื ืื ืืชืื . ืฉืืืืง ืืืื ืืฉื ืชืืช ืงืืจืช ืื ืงืื ืกืคื ืืกืืจืืื ืืืื ืืืฆืข
ืืกืงื ืืช ืืืืืฆืืช .1.1.4
ืื ืืื ืืืชืื ืืืืื ืืช ืืชืืื ืืืกืงื ื ืืื ื, ืขื ืืืื ืช ืืฉืจืืืช ืืืืื ืืื ืืชืื ืืฉืื
ืขื ืืกืืก , ืืืื ื- ืื ืืืจ ืืฆืื ื ืืชืื ืืกืืจืืื .ืืืฆืืื ืืกืืืืื ืืื ืืชืืื ืืืฆืืื ืืืืคืืืืืจ ืืืกืืจืืืื ืื ืื ื, ืืืกืชืื ืขื ืืกืงื ืืช ืื ืืชืื. ืืืื ืืืืจืจืืื ืืชืืจืืชืืช ืฉื ืืืื ืืช
. ืืืืื ืืฉืืืืง ืืืืื ืืื ืืืชืืืืื ืืื ืืื ืืฉืืืงื ืืืขื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
7
ืืื ืืืืื ื ืืฉ ืืงืืช ืืืฉืืื ืื. ืืืชืืืืก ืืฉืืืงื ืืืขื ืืื ืืืืืฅ ืืืกืชืืืข ืืืื ืืืืชืื, ืืืืข, ืชืืืฉ ืืชืืฆืื ืืืืกืฃ ืืืจืืขืืืืืฉืจ ื ืฉืื ืืืืขืืืฃ .ืืืื ืงืืื ืงืื ืกืคื ืืืชืืื ืืงืจื
ืฉื ืืชื, ืืื ื ืืืืฉ ืงืื ืกืคื ืืืชื ืืืืื ืืขื ืืืคืืื ืื ืืืืืืืืืขื ืื. ืืืืืืืืช ืืืคืืฉืื ืืงืจื . ืืงืืืืชืืขืจืื ืืืจืืืืื ืืชืืื ืืืื
. ืืืืืืื ืจืืืื ืฉื ื , )ืืืชื ืืฉ ืืืืื ืืืกืืจืช ืืืงืจืืช ืืชืืืื(ืืืฆืข ืงืื ืกืคื ืืืชืื ืืืื ื
ืคืจืืฆืืช, ืงืืืื ืืืืืฉ. ืืืืืืจ ืืืืื, )ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื(ื ืจืืืื ืืืจืคื -ืืจืืฉืื , ืืฆืื ืืช ืืขืืืช ืืืื ืื. ืืืืืช ืืงืืืื ืืื ืืฉืืช ืืืื ืืืืืืขืื ,ืืจื ืืื ืืืืืืืช ืืืืขืืืช
ืืขืจืืืช ืืืืืฉ ืืช ืจืขืืื .ื ืจืืืื ืืืืจ - ืืฉื ื . ืืืืืข ืืืฉืจืืืื, ืืืฉืืื ืืืืืืืฉื ืืืฉ ืขื ืืืคืืื ื ืืืกืืื .ืื ืจืืืื ืชืืงืื ืขืืื ืืืืื, ืืื ืืืืืฉืืืื . ืืืืืืช ืืืืืืืช
ืืืืจื ืืืกืืืข ืืชืืจื ืืืืื ืืช ืืขืืื ืืขืืืื ืืื ืื , ืืช ืืืืืืืืชืืืื ืช ืืฉืจืื ืืืงืืื . ืชืืืจื
ืื ืืืจ ืืืืืฅ ืืืืฉืืช ืืฉืจืื ืื ืื ืืช ืคืขืืืืช ืืฉืืืืง ืืืืื ื ืืืืฆืขืืช ,ืืจืื ืืืจืืื ืืช
ืืืฉืจื ืจืืฉ , ืืืขืฆื ืืชืงืฉืืจืช ืืืืืืชืืงืืช โืืจืืฉืื . ืฉืืืฉื ืืืืืื ืืจืืืืืืืขืจื ืืืืืจืืช ืชืคืงื ืืชืชืื ืืช, ืืื ืชื ืื. ืืืืจ ืืืืฉืืืืจืืฉื ืืืื . ืืืืฉืื .ืืืืืืืื ืืืืืจืชืืื, ืืืืืืืื ืื, ืืืืฉืืจืื ืืืืื ืืื. ืืืืฉืืชื
ืื ืกืืืืืืช . ืืฉืจืื ืืืื ืชืฉื ืืฉืจื ืืืืฅ ืืขืจื ืืชืคืงื ืืืืฃ ืืฉืืืืง ืืืื ืืืืื โืืฉื ื
ืื ื ืืืื . ืืขืืืื ืืื ืืื ืืชืงืฉืืจืช ืืืจืืืืชืงืฉืื ื, ืืืืืจืืช ืืืื ืืืืืืื, ืืฉืืืืง ืืืืื ืืืืืืช ืฉื ืืฉืจื ืืืืืจืืืืืืื ืชืืช .ืืืืืืช ืืืฉืืช ืืฉืจืื ืืืจืืขืืชืื ืืขืืืืืขืจื ื ืฆ
. ืืืืฅ
ื"ืืืืืช ืืืืจ ืฆืืืช ืืจืื ืชืืชืื. ื"ืืงืืช ืืืฃ ืชืงืฉืืจืช ืืืื ืืืืื ืืฆื โืืฉืืืฉื ืืืื , ืืขืจืื ืืืืืจืืช ืืืืืืื, ืื ืืืืืืืช ืืขืืกืงืืช ืืืงืจ ืืืขืืฆืื ืืชืืืขื ืืฆืื, ืืืืจืืืช
ืขื ืคื ืืคืขื. ืชืคืงื ืืืืจื ืืืฆืขื ื"ืืืืจ ืฆื ,ืงืฉืืจืช ืืืจืืขืืืื ืืื ื ืฆืืื ืืชื. ื"ืฆื . ืฉื ืืืืขืฆื ืืชืงืฉืืจืช ืืืืืืช ืชืืช ืกืืืืช ืื ืื, ืืฉืจื ืืืืฅ ืืืืฆืืช
ืื ืืืจ ืืืจื ืืช. ืืฉ ืืงืืืข ืกืืจื ืขืืืคืืืืช, ืฉืืืงื ืืืขืืืืืจ ืืื ื ืืชื ืืคืขืื ืื ืืื ืืช ืืื . ืืืื ืืืื ืช ืืฉืจืื ืืื ื ืืื ืขืฆืืช ืืงืฉืจ ืขื ืืกืืก, ืืืื ืืช ืืืืฅ ืืคืขืืืืช ืืฉืืืืง ืืืืื ื
.ืืื ืื ื ืืชื ืืขื ื, ืืืื ืืืืืืง ืืฉืชืงืฆืื ืกืืืืืช ืื ืื ืืืจ ื, ืืืกืืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
8
ืืืื ืืคืชื ืืืจ .1.2
ืชืืืืจ ืืืขืื .1.2.1
ืืฉืืื ืื ื ืืฆืืื . ืืืื ืช ืืฉืจืื ืืืขืฉืช 2006ืกืืฃ ืืืืืกื . ืืืืืื ืืืืจืืงืก ืืืื ืื ืืจื ืืืืื ื ืื ืื โืื ืืฉื ืืืืื . ืื ืืขืืช ืืงืืจื ืืืืืชืืช ืื ืืขืืช ืืงืืจื ืืงืืืืช. ืืืื ืื
ืืคื ื ืืฉืฉ ืฉื ืื ืขื ืคืจืืฆืช ืืื ืชืืคืืืช . 460(Gissin, 2006)ืืฉืืจ ืืกืืจื ืืืฉ . ืืืจื ืืืืฆืขืืืืืืช ืื ืืืื ืืฉืชื 21-ืื ืืืื ื, ื''ืืืืืจ ืืื ืืืื ืืืืื ื ืืืืคืงืื ืฆื, ืืงืฆื-ืื
ืืืืช 'ืฉื ืื ืืืืื ืืืฆืข 4-ืืคื ื ื. 374(Hassman, 2000)ืืงืจืงืขืืช ืืืชืงืฉืืจืชืืช โืืืจืืช ืืฉืื ืืฉืืจ ืืืกืืจื ืืืกืืจืชื ืืฉืื ืืืื ืช ืืฉืจืื ืืฉืื ืืข ืืขืืื , 2002ืืฉื ืช , 'ืืื
- ื, ืื ืืืืืืช ืื ืืืื ืืืืจืช ืืืืื ืืืืืชืืื โืืฆืื ื ืืืืจื ืืืชืจ ืืชืงืืืช , ืืฆืืงืช ืืจืืReal World ,ื ,ืืืืืจืช ืืืืื ืืืืืื-(Hassman, 2002 โ 4/1) Virtual World379 . ืืืืช
. ืขืฉืจืืช ืืื ืขืืื ื ืขืจืื ืืขืฉื ืจืืฉื ืื ืืืกืจ ืืืื, ืืืืจืื ื ืืชืื
ืืฆืืืื , ืชืืช ืจืืฉ ืืืืฉืื ืืฉืขืืจ ืืจืืง ืฉืจืื. ืชืคื ืืช ืืขืืืช ืืขืช ืืงืื ืืืคื ืืฉืจืื. 441(Prosor, 2006)ืขืืื ืืืคื ืืฉืจืื ืื ืืืช ืืืืื ื ืืืืื ืืชืคื ืืช ืืืืืช ืืขืช ืืงืื ื
ืืืชื ืชืงืืช ืืจืฆืืขืช ืขืื ื ืื ืชื ืืืฉื ืจืื ืืื ืฉื ืืฆืืจืืช ื ืฉืื ืืืจืื ืืืืื ืื ืืฆืืื ืืืืืก , 454ืืชืืืืืช ืืกืืขืจืืช ืืขืืื ืืืืกืืื ืืงืจืืงืืืจืืช ืืืืื, 453ืื'ืืืืืื ืื
Pewืืกืงืจ ืืขืช ืงืื ืฉืคืจืกื ืืืื ืืืืงืจ ืืืืจืืงืื . 455ืืืืืจืืช ืืคืจืืื ื ืืคืืกืืื ืื-ื 20%-ืืืฉืืืื ื(ืืืฆืจืคืชืื ืื ืื ืืืืืื ืขื ืืืื ืช ืืฉืจืื 38%ืืฆืืืจื , 2006ืืืื ื ). 2002-ืื 2004- ื 24%-ื ืืืฉืืืื(ืืืืจืื ืื 37%ืื ืื ). 2002-ื 19%- ื, 2004
.330ืืฆืืืืจ ืืืจืืื ืืืฉืื ืืฉืืืจ ืขื ืขืืืชื ืื ืืจืฆืช ืื ืืขื ืืื ื ืื ืืืื ืช ืืฉืจืื
ื ื ืชืคืชื ืื ืคื "ืฆื, ืืืืฆืข ืืงืืฅ ื ืืชื ืืืืืช ืืื ืื ืืฉื ืืื. ืืื ืืืืืืืืื ืืคืชืืขืืืฉืขื , ืืืื ืื ืืจืง ืืจืืื ืืจืืจืืชืขืงืฉ ืืงืจืื ืืืืื. ืืกื ื ืกืจืืืื' ืืืืืืืช ืฉืืืื ืืฉืืื
ืืื ืืืืื ืืืืืืืช ืืชืืืขื , ืืฉ ืฉืืืืจื ืื ืืื ืจืง ืืืืื. ืฉืืคืื ืืฆืื ืืจืืื ืืื ืืืจืืืืกืืืจืื ืืืืืจื ืืช ืืืื ืื ืืฉืืจืื ืืืืงืจืืื ืืื ื ืฆืืืืื ืืืืืื . ืืืชืงืืขืืช ืื, ืืืืืื ืฉืื ื ืืื ืืืฉืืจืื ืืืืืงืจื. ืืืกืชืชืจืื ืืงืจื ืืืืืืกืืื ืืืจืืืช, ืืืจืืื ื ืืจืืื
ืืื ืืชืงืฉืืจืช : ื ืืฉืื ืืืืืืืื .ืืกืจื ืื ืขืืืืช ืืืืืงืช ืืืืจื ืืฉืื ืฉืืืื ืขื ืืืืืืกืืืชื โืืื ืขื ืืชืจืืืืช ืืชืงืฉืืจืชืืืช ? ืชืืื ืืฆืืื ืชืืื ื ืืืืืืงืืืื? ืืฉืจืืืืช- ืืืจื ืื ืื
ืืจืืจ ืื ืืืฆืขื ืืชืงืฉืืจืช ืืฉืืจื ืืช ืื ืฉืืฆืืื ? ืืืืคืืช ืืืคืจ ืื ื, ืืชืืื ืืช ืฉืขืืจื ืืืคืืืื , ืืขืืื ืืขืืื ืืฆืื. ืืืชืจ ืืื ืืฆืขืงืืช, ืืกืื ืืช ืืงืืืืืืื, ืืืชืจ ืืจืืืื, ืจ ืืจืกืืืช โืืื ืืืชืจ
ืืืืืืจืื ืืืขืืืื, ืืงืื ืคืืืงื, ืกืืคืืจ ืืื ืื ืื ืืืกืจ. ืืกืืคืืจ โืื ืจืืืื ืืื ืืื ืฉืงืืืข (Simmons, 2001; Fog et al., 2005)189 .ืืฉืจืื ืื . ืืชืืกืืคืืจ ืืื ืฆื ืชืืื ืืขืื ืืืืชืจ
. ืฉืืื ืืกืคืง ืืชืงืฉืืจืช ืืืจื ืกืืคืืจ ืืจืชืง ืืื ืืืืกืืช
ืืืืืื 2- ืื ื, ืืฉืื ืืืืคืื ืืชืงืฉืืจืชืืช, ืืขืืื ืืืืืจื ื. ืืขืืื ืขืืืจ ืืืคืื ืชืงืฉืืจืชืืชืืืืืื ืื ืืืื 1.5-ื, 20ืืืืืื ืืืืืจืื ืืจืฉืช ืืืื ืืจื ื, 19ืืื ื ืืื ืืืฉืืจ ืืืคืื ืกืืืืืจ
ืืืืจืช . ืฉืืืขืื ืืงืืจืืื ืืื ืฉืงืืืข, ืื ืฉืจืืืื. ืืื ืืืชืจ ืกืืืืช, 21ืืืืื/ืืืืืืืืื ืืืืืืืืืืืื . ืืืื ืืกื ืืื ืืกื ืืืืจืช ืืืืื ืืืืืจืืืืืื. ืืืืื ืืืืืชืืื ืืฉืืขืืช ืืฉื ืืช
, ืื ืื ืขื ืขืืฉืื ืืืืชื ืืชืืืืืช ืืกืืืื ืื ืืืชืจ ืืฉืื .ืฉื ื ืคืืฉืื. ืืชื ืืืื ืืืืจืืงืกืืืืืช ืืื ืื , ืื ืืฆืืื ืื ืืืืฉืืื ืืืืจืช ืืืืื ืืืืืชืืื ืื ืืืืจืช ืืืืื ืืืืืจืืืืืืื
ืืืืืจื ืกืืคืืช ืืช ืื ืฉืืืื ืืจืืฉืื ื ืขื ืืชืงืคืช . ืืฉื ืืื ืืฆืืื ืงืื ืกืคื ืืืืื ืืืฉื ืืื ืืื ; ืืืื ืืจืืฉืื ืืืืื ืืฉื ืืืงืืช ืืื ืืคืืืืข ื 20-ื[ืงืขืืื ืขื ืืืืื ืืชืืืืื -ืื
(Press] ืืืขืืจืช ืืืชืจืืฉืืืืช ืืฉืืืืจ ืื ืืื ืืืืืืืก, ืืืืขืช ืฆืืืชื ืืืืืืืื ืืืจืื ืื ืืืืืืืจื . ืื ืืืื ืืืืจืช ืืืืื ืืืืืจืืืืืืื 21-ืืืืืืช ืืืื ื -ืืืืืืืช ืขืืจืืง , 16)2001
. ืืืืืชืืช ืืื ืจืง ืืกื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
9
ื ืืขืืืืชื ืืื ''ืจืืื ืืืืขื ืืืงืืจืช ืืืคื ืชืคืงืื ืฆื .ืืืืฉืืืขื ื ื''ืฆื ืขื ืฉืืืืงืืจืช ืงืื ืฉืขื ืืื ืืืชื ืื , ืืงื ืืื ืืืชืจ ืืืื ืืื ืืืขืืืจ ืืืืจืื ืืืชืืื: ืืื ืืชืงืฉืืจืช
ืืืจืื . 521ืืืืืช ืืื ืื ืืฆืื ืื ืชืืื ืืช ืืืืืช ืืื ืื ืืชืงืฉืืจืช, ืืชืงืฉืืจืช ืืืฉืจืืืืช$ 8ืื ืื ื ืืชืงืฆืื ืฉื ืชื ืฉื , ืืืขื ืืืงืืจืช ืืืคื ืชืคืงืื ืืขืจื ืืืกืืจื ืฉื ืืฉืจื ืืืืฅื
ืคืืืช ืืชืงืฆืืื ืคืจืกืื ; 531ืืืืืื ืืืื ืืคืขืืืืช$ 4(ื ''ืืชืงืฆืื ืฆื 0.1%-ืืืื ื, ืืืืืืื ืืืช ืืืฅ ืื ื ืกืคื). ืืืืืื ืื ืืืช$ 30- ื$ 20ืืืืจืืช ืืกืืืืืจืืืช ืืืงืืืืืช ืื ืขืื ืืื
.ืฆืจืื ืืืืืืจ ืืืกืงื ืืช ืืืจืคืืช, ืืืจืืช ืืืช .ืืืืืืืืืื ืืืืจื ืืืืืจืืืืืืช
ื ืืคื ื ืืืืจื "ืืืจื Pewืืกืงืจ ื ืืกืฃ ืฉืขืจื ืืืื .ืื ืืืื ืฉืื ืืขืืื ื ืื ืืฉืจืืืขื ืชืื 52%. ืืชืืจืจ ืื ืืืืจืืงืืื ืืืืืื ืืช ืืฉืจืื ืขืื ืืืชืจ ืืขืงืืืชืื, ืืืืืืืื ืืช ืืืืจืืืช ืืืชืคืจืฆืืช ืืืืืืืช ืขื ืืื 42%. ืืคื ืื 44%ืืขืืืช , ืืืืืื
, ืื ืขื ืืืืฉื ืืืืจืืงืื ืืชืืื ืืืฉืจืื 40%. ืืฉืื ืฉืืฉืจืื ืคืขืื ื ืืื 44%. ืืืืืืืืืืขื ืืืช ืืืืจืืืช ืขื ืืจื ืืืืจืืื ืืืืื . ืื ืืืืืืืื ืืืื ืืชืงืฉืืจืช ืืื ืืืื ืื 61%-ื
ืชืืฆืืืช ืื ืจืขืืช ืขืืืจ . 465)29%(ืืขื ืืืืืืืืื ) 21%(ืืืขื ืฉืืื ืืฉืืื ืขื ืืฉืจืื ืืืืจืืคื ืฉืื ืืงืืื ืืชืงืฉืชื . ืื ืฉืืจืืจ ืืืฆื ืืืืจืืคื ืืื ื ื ืืื. ืืืฉืืื ืชืงืฉืืจืชื . ืืืืืช ืืื ืื ืืืืืจืืืืืืช ืืืืื ืืืชื ืืืื ืืกืงื ืืช ืืืชืืืช, ืืืขืื ืืช ืืฉืจืื
, ืืืื ืืืืจืฃืขืืืจ ืื YouGovืืกืงืจ ืฉืขืจื ืืืื . ืืืืจืืคื ืืชืืืื ืืืจืื ืืกืงืจืื ืืจืืฉืื ืื
ืื 59%-ื, ืชืืืืจืืืื ืืกืืืื ืขื ืืืืืจื ืื ืชืืืืช ืืฉืจืื ืืืืชื ืื ืคืจืืคืืจืฆืืื ืืื 63% 53%ืืจืกื , ืืืืชื ื ืฉืืื. 469ืื ืขืฉืชื ืื ืื ืฉืืืืืืชื ืืืื ืืื ืืข ืืจื ืืืจืืื
. 470ืืืจืืจ ืืืกืืืื ืืืืจืืืื ืื ืขื ืืืฉืืชื ืื ืงืื ืืืืื ืืืช ืืืชืจ ืืืจืกืืืืช ืืืคื ืืืืืืื ืืงื ืื . ืืฉืืื ืืืืจืืคืื ืืืืจืืื ืืงืืื ืื ืืื ืืช ืืฉืจืื ืืืขืช ืืืืื ืฉืื ืืื ืืืชื
77%, ืืกืงืจ ืฉืขืจืื ืืืืขืฆื ืืืกืืจืืืืช ืขืืืจ ืืืืื ืื ื ืืืื. ืืืฆื ืื ืืืฉ ืืขืืืืืชื ืืื ืืืฆืืจืืช 45%-ื, ืืืงื ืืื ืกืืจื ืื ืขื ืืืฉืืชื ืื ืงืื ืื ืืืจืืืืช ืืืคื ืืกืืกืื
. 475ืืชืืืื ืฉื ืจืืฉ ืืืืฉืื ืืจืคืจ ืืืฉืจืื
ืืขืืงืจ ืืืืืช ืคืขืืืืช , ื"ืืืื ืช ืืฉืจืื ื ืื ืืช ืืชืืืื ืืืจืคืช ืืืจื - ืืืกืงื ื ืืืืืจืช ืงืื ืกืจืืืืืืื ืืืืืื -ืชืืืืช ืื ืืื, ืืืฉืืชืืื- ืฉืื ืืืจืืื ืื ืืื, ืืืืื ืืืฉืจืืื ืืืืืืื
ืื . ืืืืจืืคืื ืืืื ืืืงืืืื- ืืืืืจืื-ืกืืืืช ืืืชื ืืืืช ืงืฉื ืืฆื ืืฉืืื. ืื ืืืืกืืืืืืืืืฆื ืืฆืืืืื ืืจืืื ื ืืืืืืช ืืืื ืืืจืฆืืช ืืืขืจื ืืืืืช ืืฉืืื ืขื ืืจืืื ื , ืฉืื ืืจืืจ ืืื
ืฉืชื . ืืืืื ืงืืฆืื ืืืชื) ืืืืื ืืืกืืืืืช(ืืืืืืื ืืืืืช ืืฉืจืืขื , ืืืกืืื ืืจืืืงืืื .ืชืคืืกืืช ืขืืื ืืชื ืืฉืืช ืืืืืืื
ืื ืืืื ืืืืจืช 21- ืืืืืืช ืืจืืฉืืช ืืืื ื -ืืฉืื ืืืืืืจ ืฉืื ืืฉืื ?ืื ืืืกืงื ื
ื ืืื ืฉืืงื ''ืฆื. ืืกืืคืืจ ืืื ืืขืืงืจ. ืื ืฉืืฆืืื ืืืื ืืื ืฉืงืืืข. ืืืืืื ืืืืืจืืืืืืืืืคืืงืื ืืืืืืื ืืื ืืืฉื , ืืื ืื ืื ืืืข ืืืงืฉืื ืืชืกืจืืืืื, ืจืืฉื ืืชืืื ืืช ืืืืืืืื
ืืชืืฉื ืืื , ืืืืืข ืืืชืืืื ืืื ืืืฉืืืื, ืืื ืืืืืช ืืืืืจ ืืืงืืฆืื ืืฉืจืืื ื. ืฉืื ืืฉืืืืืคื ืื ืจืื , ืขื-ืื ืืฉืืง ืืื ืื ืื ืืช ืืืฆืื ืืืืืื ืจืง ืืืืื. ืืืกืืฃ ืื ืื ืฆื, ืืืื ืืืืจื
. ืืคืงืื ืืฆืื ืืื ื ืขืืืืื ืืงืจืืืจืืื ืื ืื ืืจืฉืื
ืืขืืช ืชืื ืืื ืฉืืื ืืคืขืื ืฉืชื ืืจ, ืืช ืืืฆืื ืืืื ืื ืื ืจืืฉ ืืืืฉืื ืืขืืืช ืืคืืงืืืื ืืจืง ืืชืืื , ืืฉื ืืื; ืฆืื ืืื ื ืืืฉืจืื - ืื ืืจืง ืืชืืื ืืฉืื , ืืจืืฉืื ื: ืืืืื
ืขื , ืืฆืืจื ืื). ืืฉืจื ืืืืฅ โืืืืขืื ืื ืืื ืืชืคืงืื ( ืฆืื ืชืงืฉืืจืช ืืืฉืจืื -ืืชืงืฉืืจืช ืืขื ืืืฉืืช ืืฉืจืื , ืื ืืืืืืช ืื ืืืื ืืืืจื ืืืืืจืืืืืืช, ืจืืฉ ืืืืฉืื ืืืคื ืื ืืชืืืขืชื
ืื ืืืื ืื ืืื โืืฉืืื ืืื .ืฆืื ืจืืืืื ืืืืจืช ืืืืจืืงืกืืืงืฆืืช ืืฉืืื ืื ืืฉ ืืชืง ?ืืืฉืจืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
10
ืฉืืืช ืืืืงืจ .1.2.2
,ืืืคื ืืืื ืช ืืฉืจืื ืืขืืืืืื ืืจืืืื ืืขืืืช ืืขืช ืืงืื : ืื ืืช ืืกืื ืขืืืืช ืืืืงืจืืืกืืคืืจ narrative/ืืืืืืจืืืื ืฉืืืื ืขื ืฉืื ืื ืื ืจ. ืืืืื ืขืฉืจืื ืืฉื ืื ืืืืจืื ืืช
ืฉืืจืืช ืืคืืืื ื ืืฆืืื ืฉืืืช ": ื ืืืื ืืืื ืช ืืฉืจืื ืฉืขื ืืกืืกื, ืืืืืื ืืืืฉืืจ ืืืืืืื โืื ืืืืื ืืื ืื ืฉื ืขืจืืื , ืืื ืืืคืจืื ืืช ืืฉืืื, ืฉืืชืงืืฆื ืืืจืฅ ืืฉืจืื, ืืืจืืคื
ืืืชืืืฃ ืืกืืคืืจ ืืืืื , 1'ืืงืกืืืืก'ืกืืคืืจ ืฉืื ืืืื ืืืืื ืืกืจื ".ืกืืคืืจ ืืื ืืืืืืืช ืืืืืจื ืืืืืืืช 'ื ืืื , ืืกืืคืืจ ืืืฉืืฉืื ืืืจืื ืฉื 1967-ื' ืืืืืืช ืฉืฉืช ืืืืื'ืืืฉ ืฉื ืืื 1982-ื' ืืืืืืช ืืื ืื'ืืืชืืืฃ ืืกืืคืืจ ืืืฉ ', ืืื'ืขื ืชืืืกืช 1973-ื' ืืื ืืืืคืืจืื
ืฉืืืจืฉ ืขื , ืืืื ื ืงืื ื ืขื ืฆืื ืืืืืงืื ืืขืืื": ืืืืืคื ืชืคืงืืืื' ืืื ืืืืืืืช'ืืืกืืจืชื ืื ืืช ืื 22ืืืืืื ืฉื ืืืื ื ืืืช ืืื ".ืืืชื ืืืฆื ืืืืื ืืชืืฉื ืืืจ ืืืืืืชื ืืืืืืง
ืืืงื ืืกืืคืืจ ืืืืืื ืขืืจ ืืืขื ืืืฉืจืืื . ืืืืืื ืฉื ืฆืื ื ืืืฉ ืืขื ืฉื ืคืืืืื, ืขืจืืืืช . ืืขื ืืคืืกืืื ืื
ืืืชืื , ืืจืืืื ืืคืืืขืช ืืืืืืช ืืืืจื ืืืฉืจืืืืช ืืืืฉ ืืช ืืขืืื ืืืืืืืื ืืืกืืกืืื
ืขื, ืืืขืืงืจ ืืงืจื ืืืจืื ืืื ืืืืื ืฆื, ืืืืืื ืกืื ื ืงืืืืืช ืขื ืืขืืืช ืกืคืงืืช ืืืืื ืืช ืืืขืจืืคืงืืืจ ืฉืืขืืื ืืขืืืจ ืชืืืื ืืืืืืืืฆืื ืืืืคืื . ืืืืช ืงืืืื ืฉื ืืืื ื ืืืืืืช ืขืฆืืืืช
21-ืชืืช ืืืื ื ืฉืืขืืื ืืืืืจื ื ืืจืืฉืืช ืืืื ื, ืชืงืฉืืจืชืืช ืื ื ืืชื ืืืชืขืื ืืื ื. Real World-ื, ืืืจืช ืืชืืืืืืช ืืืืื ืืืืืชืืื, ืืจืืฉืื ื. ืงืืืืืช ืฉืชื ืืืจืืช ืืชืืืืืืช
ืฉืืงืจื . Virtual World-ื, )ืืชืงืฉืืจืชืืื(ืืืจืืืืืืื ืืื ืืืืจืช ืืชืืืืืืช ืืื, ืืฉื ืืื .ืืืงืจืื ืืชื ืื ืืืืื ืืื ืืืืืจืืช ืืฉืืื ืืืชืจ
ืืื : ืฉืืื ืจืืฉืื ื. ืืืฆื ื ืืชื ืืืชืืืื ืขื ืื ืืช ืืืกืื, ืชื ืกื ืืชืช ืืขื ื ืฉืืืช ืืืืงืจ
ืช ืืืคื ืืืื ืืขืืื ืืขืช ืืงืืืืืื ืืืืื ืืฉืื ืื ืืขืืืืช ื ืืื ื ืืืื ืื ืืื ืืื ืืืชืื ืืืื ืืช. ืชืื ืืืืืืช ืืจืืฉืื ืืืื ืื ืฉืืชืฉืืื ืขื ืืฉืืื . ืืืฆื ืงืื ืคืืืงื ืืชืืฉื, ืืฉืจืื). ื ืืกืืื ืืืฆืื ืืืื ืืื ืืืจืกืืื( ืฉื ืืืชื ืืืืื ื ืืืื ืืืคืืื ืื ืืชืืืืจืืื :ืฉื ืืืืฉืืื
ืขื ืืืืืืฆื ื ืืชื ืืืืื ืืืืฉืื ืืฉืืืืฉ ืืืื ืืชืืืืจืื ืืจืื ืืืขืฉืืช : ืฉืืื ืฉืืืฉืืช, ืื ืืื ืชืืืืช ืชืืืื ืืืจืื ืืจืืจ ืืืืืืื. ืืืช ืืืืฉืืชืืชืืืืจืืื ืืืขืฆืืื ืืช ืืืืื
. ืื ืืืจ ืื ืืืื ืืืื ืจืืฉืื ืืกืืจื ืืืืจืชื ืืืฆืื ืืืืื ืืจื
ืืชืืืืืืืื .1.2.3
ื ืืกืคื , ืืืื ืืงืื ืชืืื ืช ืืฆื ืขืืื ืืช ืขื ืชืืืืช ืืฉืจืื ืืืืคื ืืืืื ืืืชื ืื ืกืืืื ืืขืืืืืชืืืช ืืจืฉืช ) 2006ืืืคืจืื 18-ื 2005ืืคืืจืืืจ 17- ืืื ื(ืฉืื ืืื 14ืืืืื ืชืงืืคื ืืช
ืขืืืื ; Google Alerts - ืืจืฉืื ื: ืืฉืืื. Google Newsืืืื ืืจื ื ืืืืฆืขืืช ืื ืืข ืืืืคืืฉ ; ืืคื ืืืคืืฉ 355ื ืชืงืืื . ืขื ืื ืืืืืจืื ืืืชืคืจืกืืื ืืจืฉืช ืืื ืืืคืืขื ืืืืื ืืฉืจืื
, ืืืืขืืช 3550-ื ืืืืืกื ; )ืืช ืืืืืืืกืคืจ ืื ืืก(ืืืืืขืืช ืืืืืืืืช 10ืืื ืขืืื ืืืคืืขื ืืืืขืืช ืืื 2000- ื 2ืืื (ืืืฉืจ ืืื ืืืืขื ืืื ืืื ืงืื ืืืืืขืืช ื ืืกืคืืช ืฉืืืคืืขื ืืืืชื ื ืืฉื
ืืืืืขืืช ืืจืืืืืช , 2006 ื ืืืืืจ- ื ืืกืคื ืื ืืืืขืืช ืืืืื ืืืืืฉืื ืืื, ืืขืืจ ืืื). ืืืชืจืชืืงืื ืชืืื ื โืงื ืืืจืช ืืืื. 2005ืฉืืชืคืจืกืื ืงืืื ืืืืขื ืชืืืืช ืืืืคืืฉ ืืคืืจืืืจ
ืืืืขืืช 270-ื ืขืจื ื ืืชืื ืขืืืง ื. ืืืืืชืืช ืขื ืืฆืืช ืืฉืจืื ืืชืงืฉืืจืช ืืืืืืืืช ืืื ืืืืช โืจืืืื ืืืืช ืืชืืื ืืืืงืจ โืืืคืืื ืืืืืจื . ืืืื ืืืืืขืืช ืฉื ืืืื ืืจืฉืช 7%-ื; ืืืชืจืช
ืื ืื, ื ืขืจืื ืืืื ืช ื ืืืืืช ืืืกืืฆืืืฆืืืช ืืืืื ืืจืฉืช, ืื ืืกืฃ. 2ืชืืืืช ืืฉืจืื ืืขืืื
1 Uris L., Preminger O., Trumbo D. (1960), 'Exodus'. Plot summary: The theme is the founding of the state of Israel. The action begins on a ship filled with Jewish immigrants bound for Israel who are being off loaded on Cyprus. An Intelligence officer succeeds in getting them back on board their ship only to have the harbor blocked by the British with whom they must negotiate. The second part of the film is about the situation in Israel as independence is declared and most of their neighbors attack them. <http://us.imdb.com/title/tt0053804>
cb1301, ืืืืงื ืืืืกืืฃ ืืืืจืื ืืืืื 2
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
11
ืืืืจื ืื ืชื ืืฉืคืขื ืคืืื ืฆืืืืืช ,Google News Search โื ืืข ืืืืคืืฉ ืืืืฆืขืืช ื . 3ืืืืฉืืื ืขื ืชืืืขืช ืืืืืฉ ืืืืืืื
Nation โืืืชืืื ืช ืืื ื ืขืจื ืืืกืืฃ ืืื ืืืืืจืื ืืืืืงืจืื ืฉืืื ืืืืืจ ืฆืื ืืืืืื
Branding , ืฆืื ืืืืืืโ Public Diplomacy ,ืื ืฉืื ื ืืกืืืืืช ืชืืืืช ืืขืืืืช ืืขืช ืืงืื /ืืืืช ). ืืืื ืืืงืจื ืืื ืืฉืืืืชืืื ืืชืืื ืืืืื ื ืืืืืืื(ื "ืืื ืืืคื ืืฉืจืื ืืืจืืืข
-ืกืงืืจื ืืื ืืืืืจืื ืืืงืฆืืขืืื ืืืื ืืืืืจื ืืืืื ืฉืืืกืืจืช ืขืืืืช ืืืืงืจ ืชืืขืจืืืืืืฉ ื ืืชืืื ืืืืจืืข ืืืืืืื ืื ืืืจ ืืืขืจืืืช , ืฉืืชืคืจืกืื ืืขืกืงื ืืกืืืืืช ืืืืงืจ, ืืงืฆืืขืืื
ื ืขืจืื Nation Brandingืืชืืื ืืืืืงื ืฉื , ืชืงืืคืช ืืืืืืืืขืืจ ื. ืืื ืืืจืฆืื ืืื ืชืืืืืชืืชืจื ืืืื ืืจื ื , ืืกืคืจืื, ืืืืงืจืื, ืื ืืืืืจืื. 2000ืกืงืืจื ืกืคืจืืชืืช ืืืืืจ ืขื ืืฉื ืช
ืชืฉืืืจืื ืืงืืืื 32ืืืื ื ืืชืื [ืขืืืืชืืื ืืชืฉืืืจื ืคืจืกืื , ืืืืงืืื ืืืจืื(ืืืกืจืืื ืืืืื ืชืืฆืืช ืกืืจืช , ืื ืืกืฃ. ืืฆืืืืื ืืืืืืื ืืืชืืืื ืืจืืืื ืืื ืฉื ืืฆืื]) 199ืชืืืจืืช
ืืขืช ืคืจืืฆืช โืืฉืชื ื ืงืืืืช ืืื , ืืืืจืื ืฉื ืืชืื ืืช ืืฉืืจ ืืืกืืจื ืืืฉืจืืื ืืืื ืืืช . 2002ืืืคืจืื 'ืืืืช ืืื'ืืืืืื ืืืฆืข , 2000ืืงืฆื ืืกืคืืืืจ -ืืื ืชืืคืืืช ืื
ืืืืื ื ืขื ืืืคืืืืืื ืฆืืืืจืืช ืืืฉืจื : ืืื ืขืืื ืขื/ืืืื ืื/ืฉืืืืช/ืจืืืื ืืช 37ื ืขืจืื , ืืื ืื
ืื ืื ืงืจื , 360ืฉืืจืืจ ืฆืจืคืช ืืืฉืจืื, 135ืืืืืืช ืืชืงืฉืืจืช ืืืืืืืช ืืืืื ื, 60ืืืื ื ืืืจืืื, BBC449-ืืชื ื, 372ื''ืฆื/ื''ืืจืืฉ ืื ืืืืืืืืฉืจ , 366ื ืกืืืคืืื ื ืืืฉืจืืืคืจืืจืื ืืืจ
ื ืืืืจ "ืกืื ื, 490ืจืืชื ืืกืืจืืืื ืืืืื ืืืช ืืื ืืืช ืชืืื ืืกืืจืืืื ืืืฉืจื ืืชืื''ืกืื ืื ืฉืื , 491ืืืจืืฉ ืื ืื ืฉืืืืง ืืืฉืจื ืืชืืืจืืช ืืืฉืขืืจ ืื ืื ืืฉืืช ืืชืืืจืืช ืืืฉืจืืืืช ืืืื ืื
Waterfronts ืฆืืืช ืืืขืฆืื ืืกืืจืืื , 500ืืืฉืขืืจ ืืืืื ื ืขื ืืืฃ ืชืงืฆืืืื ืืืฉืจื ืืืืฆืจืืืื ืืงืืืื ืืฉืงืขืืช ืืืฉืจื ืืืืฉ ืฆืืืช ืื ืืืช , 505ืืื ืกืช ืืืืืืื ืืืืืื ืืืืฉื ืจืืฉ
ืืืงืจืื ืืืจืื ืืคื , 510ื ืืจืืืื/ืืคืื ืื /ืืืืืืื ืกืคื ืืืืืื ืืืฉืจืืื ืืฉ, 506ืช"ืืชืืื ืื , ื ืืชืงืฉืืจืช ืืืืกืืจื''ืกืื ื, x3(511(ืืืื - ืืื ืืืจืกืืืช ืชื/ืืืืงืจืื ืืกืืจืืืืื
ืจืืฉ ืชืืื ืชืงืฉืืจืช ,)x3( 513,529,531ืืืืงืช ืืืกืืจื ืืฆืืืช ืืืืืงื ืืืฉืจื ืืืืฅื ''ืจื, 2x(519(ืืืืื ืืืืืืืืงืฆืื ืื ืืืืจืื ืืืืืื ,518ื"ืืื ืืืืืืช ืืืืืืช ืืืืจ ืฆื
ืจืืฉ ื ืืืืืื ื ืขื ืืืกืืจื ืืืฉืจื ''ืืืืจ ืฆื, 520ื''ืืืืจ ืฆืืืืืืช ืืืงืจ ืืืกืืจืืืื ืืืง ืืืืื -ื ืืื ืื ืืืืืช ืื"ืืฉื ื ืืื ื, )x2( 375,538ืืืฉืจืื UJCื ''ืืฉืขืืจ ืืื ื ืืืืฉืื
ืืืขืฅ ืืชืงืฉืืจืช ืฉื ืฉืจืช ืืืืฅ , 534ืกืืืื ืกืืืจ-ืื ืื ืืงืจื ืืื-ืฉืืชืฃ, 530ืืืฆืื ืืืฉืจืืืืจืืฉ ืืกืง ืืืฉืืช , 539ืืืจืง-ืืงืื ืกืืืื ืืืฉืจืืืืช ืื ืื ืืืกื ืฆืืืืจืืืฉืขืืจ ืืงืื ืกืื ืืืืื ื
ืคืืจืื ืฉืืืืง , 543ืืชื ืฉืืืขืื ืืืงืื ืืืืกื ืืืจืืื ืืืฉืจืื, 10540ืืขืจืืฅ 10ืืืืฅ ืืืืฉืืช ื ืฆืืื ืืจืืื ืื ืืืืื ืืจืืื ืืืฉืจืื ืืืจืฆืืช ืืืฅ . 544ืืืืื ืื ืืื ืืชื ืืืื ืืืฉืจืื โืืืืืจืืช
, )3.07.02(ืืืจื ืืืืื ืืคืจืกืื ืืืื ืืืืื ืืืฉืจืื , )25.06.02(ืืงืืืื ืืืกืืจื ืืืฉืจืืืืช ืกืืืื ืืื ืืงืืจืก ืืฉืืืืง ืคืืืืื , )9.03.05(ืฆืืืช ืืืฃ ืชืงืฉืืจืช ืืืกืืจื ืืืฉืจื ืืืืฅ
ืืฉืชืชืคื ืื ืก ืชืืืจืืช ืืื , 4)9.11.05-1.02.06(ืืจืื ืืื ืชืืืื ืืืจืฆืืืื /ืืืืจืชืืืง ืจืืกืืื ืฉืืชืื ืกื ืืืฉืจืื -ืื ืฉื ืืื ืืจื ื ืืื, )19.05.06(ืืืจืืื -ืืื ืืืจืกืืืช ืื/ืืืฉืจืื
ื ืืืฉืจื ืืืืฅ ''ืื ืฉื ืืกืื ืืืืคืืืืื ืืืืฆืืื ืืื, )6.06.06(ืืฉืจื ืืืืฅ ืกืื ืืืืจื] ืืช ืืคืจืกืื ืืืฉืจืืืืืืืืช ืืฉืจื ืืืืฅ ืืืฉืืชืืฃ ืืืืื ืืืจ[ืื ืก ืืืชื ืืฉืจืื , )14.06.06(
). 25-27.10.2006(ืืืื -ืืชื
ืืืจ ืืขืืืืชืื ืื ืืืชื .1.2.4
ืก ืืืืฉื''ืืืื ืขืืืช ืืืงืจ .ืืืืืืช ืืื ืืคืขืืืืืืื ืืืกืืจืืืื ืฉืืืืงืืช .MBA, ืจืื ืืกืื โืคืจืืืงื ืืืงืจ ,ืฉ ืืจืฉืื ืืืจืืื"ืข ืืจืืืคืงืืืื ืืืืขื ืื ,ืฉ ืืจืืื ืืจืืื"ืข ืืืืืื ืืืช
ืฉ "ืก ืืืืกืืืื ืืื ืื ืขืกืงืื ืข"ืืื, ืืืจืฆื ืืืจื ืืคืงืืืื ืื ืืืื ;ืืืชืื ืืืื ืช ืืฉืจืื
.on page 77ืขืืื , ืืฉืจืื ืืืืื ืืืืืืืืช 2.5.3 ืกืขืืฃ โืืกืืจ ืืคืืจื 34 http://www.idc.ac.il/publications/files/233.pdf><
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
12
ืืื ืืืืืื ืืืืื ืก "ืืืื ืืืืจืชื ืืืื ืืฉืืืืง ืืืจืฆื .ืืืื-ืืื ืืืจืกืืืช ืชื, ืืืืื ืจืงื ืืืืืคืงืืืื , ืืืืืื ืืืืืงืืืืืจ . ืืืจืื ืืืื ืชืืืื ืืืจืฆืืืื, ืฉ ืจืคืื ืจืงื ืืื"ืข ืขืกืงืื
ืืืื ืืืจืกืืื , ืืืกืืื ืฉื ืื ืืื ืืจืคืื ืจืงื ืืื ืงืืืขืก ืก ืืื ืื"ืืืืืกืื ืื ,ืืืืืขื ืืืืจ International Advertising-ืืขื ืืืคืืืื ืืคืจืกืื ืืื ืืืืื ืืืขื ื .ืืขืืจืืช ืืืจืืฉืืื
Association. ืืืคืงื ืงืืจืก ืงืฆืื ื , ื"ืฆืืืืืืืจ ืืืื ืืืฆืขืื ืืกืืืืช ืืืื ืืืง ืืฉืืจืช ืืงืฆืื .'}ืืื{ื "ื-ื"ืืืืจืฆื ืืฉืืืืง ืืืชื, ื"ื ืฉื ืืขืจื ืืก "ืืืืง ืืื
ื ืืื ืืช ืืืืงืืช ืืืืงืจ ืืืืกืืจืืืื . ืืจืืฉืื ื ืืืกืืจืืืื ืืขื ืฃ ืืคืจืกืื ืืืฉืจืื
ืืงืื . ื ืืื ืืืจืืื ืืช ืชืืื ืืืืืื ืืคืจืกืื ืืืืื. O&M/ืืืื-ืืคืืื BBDO/ืืคืจืกืื ืืืชืืฉืืืฉ ืืืืืืจ . ืก ืืชืืืจืืช ืฉื ืืฉืจื ืืชืืืจืืช"ืืขืกืงืื ืืืืื ืืื ืืช ืืืืืช ืืืืืื ืื ืื
ืืขืืช ืืืงืื ืฉื ืืงืจื ืืงืืืื ื ืืืืืืื ืืืงืฆืืขื, ืืืื ืืืืื ืืืฉืจืืืืืืื ืืคืจืกืื ืืฆืื ืืืืช ืืืื ืืงืฆืืขืืืช ืืืฉืืช ืืขื ืฃ ืืคืจืกืื .ืืฉืืืืง ืืืฉืจื ืืชืขืฉืืื ืืืืกืืจ
ืคืจืืืงื ; ืื ืืชืื ืืกืืจืืื Blockbusters -ืืืื ื -ืืืื ืฉืคืืชื ืืืืฆืขืืช ืืืืืื ืืกืืจืืื ืืืื ืืกืืจืืื ืืืืืช ืฆืจืื ืืืชืืืื ืืืืืื ; ืื ืืืื ืืฉืืจืืืขืงืจืื ืืช ; ืืคืงืืืืืืช ืืคืจืกืื
-ืฉื ืืืืืช ืืืจืชืืืช) Spatial Analysis(ืืชืืื ืื ืืชืื ืืจืืื . ืฉื ืชืงืฉืืจืช ืฉืืืืงืืชืืคืืชืื ืืืืืฉืื ืืืืืื ืืกืืจืืืืื ืฉื ื) MINDSPACEืืืื (ืืืงืจ ืืชืืืขื , ืฆืจืื ืืืช
ืืฉืืืฉ ,ืืืืฉ ืชืืื ืืช ืจืืื ืืฉืืืืง, ืจืืื ืืชืืืื ืืชืืืืชื ืืืืจืืืคืจืกื . ืชืงืฉืืจืช ืฉืืืืงืืช, ืืฉืจืื ืืืืฆืจ(ืืืืคืื ืฆืืืืจืืื ืืืชืืืืืื ืืืืืจ ืืคืจืื , ืืืืขืฅ ืืกืืจืืื ืืืฉืจืื ืืืฉืื
ืืืืืื ืืืืืื , ืื ืง ืืืืจืื, ืืกื, ืืืื ืืืฆืื ;ืืชืืืจืืช, ืืชืขืฉืืื ืืืืกืืจ, ื ืืืืื, ืกืื ื, ืืชืืืื ืฉืืจืืชื ืืจืื, ืืืจืืื, ืืืืืจ, ืืืคื, ืืืืื, ืืกืืื ืืช ืืืืืืืช, ืืืคืจืื, ืืกืจืื
.)ืชื ืืืื ืชืืืจืื, ืคืืจื, ืกื ืคืจืืกื
ืืืืื ืืช ืืืืง ืืจืืื ื ืืืจืืืืช ืืืจืืืช . ืืืืขื ืืืืืื ืืืืืืกืื ืืืช ืจืืฉืืืืฉื ืืืื ืืืื ืืงืคืืฆืช ืืืจืื ืืืืืง .ืืืชืืงืื ืืืืง ืืืืื ืืจืืืืช ืืืืืชื, 1997-ื ืกื ืืชืจืืคืืช
ืืืื ืฉืืืฉ ื. ืืืื ืืื ืืืืจืืื ื, ืชืงืฉืืจืชืื, ืืืืฉืืจ ืืืืืืชื - ืืฉืจืื ืืืื ืช ื ืืืืืืก, ืืืืืื ืฉืงื 3.6-ืืืฃ ืฉืงื ืืฉื ื ื 400- ืืื ืชืงืฆืื ืืืจืืื ื ืืชืคืงืืืืืฉื ืื ืฉืืื ืืืื
2002ืืื ืขื ืคืขืืืืชื ืืฆืืืืจืืช ืืฉื ืช . ืืืคื ืืืื ืืืจืืื ื ืืืจืืืืช ืืืฉืคืืขืื ืืืืื ื ืืงืืจืืชืืืจ 2003ืืืฉื ืช ,ืืืขื ืืืืื ืืืคืจืกืืื ืืืฉืจืืโ ืฉื ืืืืืฉ ืืืฉ ืืฉืืืืงโืืืืช
.5ื''ืงืืืืช ืืืื
ืจืขืืืจ ืืืง .1.2.5
Evan Castle. Webmaster & Publications Coordinator at the School of Government & Policy, Faculty of Social Sciences, Tel-Aviv University. B.A. in Business Science and Information Systems (with Honors), University of Cape Town, S. Africa. M.A. in Management Science and Organizational Behavior, University of Tel Aviv, (currently completing).
5 Rommey A. Hassman, MBA. Marketing communications strategist and human rights activist. Research fellow at the School of Government & Policy, Faculty of Social Sciences, Tel-Aviv University and Lecturer of Social & Political Marketing at the International Business School, Interdisciplinary Center in Herzliya. A graduate of the School of Economics (BA) {cum laude} and School of Business Administration at the Hebrew University (MBA). Holds a Diploma in Advertising from the International Advertising Association. Formerly the director of the strategic research & planning departments at Gitam/BBDO and Fogel-Levine/O&M advertising agencies. Consultant to leading officials, corporations and organizations in the government, non-government and business sectors in Israel. Coordinator of the advertising studies department at the Tel Aviv Business College. Secretary of the IAA Israel chapter. Chairman of the Israel AIDS Task Force and Joint Headquarters of Israel AIDS NGOโs. An officer in the Israel Defense Forces, served as a commander of a Hawk antiaircraft missile battery and as an instructor at the Israel Air Force Cadet Academy.
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
13
ืืืื ืืืืื ืจืืฉืื - 2ืคืจืง .2 ืืกืืืืช ืื ืืชืื
ืจืงืข .2.1
ืืืืคืืืืืื ืฆืืืืจืืช ืืืชืื ืืืื ืืช - ืชืืื ืืืจืฆืื ืืื ืืืกืฆืืคืืื ื .2.1.1
ืชืืจืช ืืืืคืืืืืื ืืฆืืืืจืืชืื 6ืืชืืจืช ืืืชืื ืืืื ืืช ,ืืืื ืชืืืืืืืืื ืืืงืืื ืืืกืืจืช
(Tuch, 1990: 3)7 ,ื ืืกืืื ืืฉืื ืืื ืืกืคืจ ื ืขืฉื, ืืฉื ืื ืืืืจืื ืืช ืืขืืื ืืืชืงืืืืืืืกืื ืืืฉืืืืืืื ,ืืื. (Lebedenko, 2004)8 ื ืชืคืกื ืืื ืืชืงืืช ืื ืืืืฉ ืชืืืกืฆืืคืืื ืืืืืืื ,ืืืืื. 9(Kissinger, 1995) ืืืืกืืจืชื ืืชืขืืงืืช ืืืืข ืืืืคืืืืืื ืืื ืืืืืืื
ืืืืืข ืืฉืืืืง 10(Kotler, 2003) ืืืกืืจืชื ืืชืขืืงืืช ืืืืข ืืชืงืฉืืจืช ืืฉืืืืงืืช ืืฉืืืืงืืืืชืจ ืขืืืง , ืืืจืืื (Keegan, 1989; De Mooij, Keegan, 1991)11ืจืกืื ืืืืืืื ืืืค
.13(Caponigro, 2000: 16) ืืืชืืจืช ื ืืืื ืืืฉืืจืื 12(Aaker, 1996) ืืขืืื ืืช ืืชืืจืช ืืืืชืื
6 Nation Branding. Nation Branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely
related to city branding and regional branding). It applies some approaches from commercial brand management practice to countries, in an effort to build, change, or protect their international reputations. It is based on the observation that the "brand images" of countries are just as important to their success in the global marketplace as those of products and services. Nation Branding (2006), <http://en.wikipedia.org/wiki/Nation_Branding>, viewed 14th May, 2006 7 Public Diplomacy. A governmentโs process of communicating with foreign publics in an attempt to bring about understanding for itโs nationโs ideas and ideals, its institutions and culture, as well its national goals and current policies. Tuch, H. N (1990), 'Communicating With The World โ US Public Diplomacy Overseas', Institute for the Study of Diplomacy, St. Martin's Press, ISBN 0-312-04809, p. 3 8 Lebedenko V. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403 9 Diplomacy. The established method of influencing the decisions and behavior of foreign governments and peoples through dialogue, negotiation
and other measures short of war or violence. Modern diplomatic practices are a product of the post-Renaissance European state system. Historically, diplomacy meant the conduct of official (usually bilateral) relations between sovereign states. By the 20th century, however, the diplomatic practices pioneered in Europe had been adopted throughout the world, and diplomacy had expanded to cover summit meetings and other international conferences, parliamentary diplomacy, the international activities of supranational and subnational entities, unofficial diplomacy by nongovernmental elements, and the work of international civil servants. Diplomacy (2006), Encyclopedia Britannica Article, <http://www.britannica.com/eb/article-9106182?query=diplomacy&ct=eb>, viewed 9th May, 2004; Kissinger H. (1995), 'Diplomacy', Touchstone, Simon & Schuster, 1995, ISBN 0-671-51099-1, pp. 804-836
, ืขื ืฉืืืงื ืืขื ืืืืืจืื - ืืจืืืืช ืื ืืฆืืืื -ืืืฉืืจ ืืืกืื ืืืืกื ืืืืคืื , ืืื ืืช, ืฆืืจืืืฉืื ืืฉืืืื ืขื ืชืืื ืืืช ืืืืืขืืืช ืื, ืชืื ืื, ื ืืชืื .ืฉืืืืง 10, ืชืคืืกืืช ืืืขืืคืืช ืฉื ืฉืืืงื ืืขื ืืฉืืืงื ืืื ืืื ืืืกืืก ืืชืื ืื ืืคืงืืืื ืฉื ืืืืฆืจ, ืจืฆืื ืืช, ืืชืืกืก ืขื ื ืืชืื ืืงืฆืืขื ืฉื ืฆืจืืื. ืืืขื ืืฉืืช ืืขืื ืืืจืืื
.ืืงืืืื ืืืืคืฆื, ืืืืืจ, ืจืืชืื ืื ืจืขืืื ืืชืืฉ, ืืื ืืขื ืืืคื ืืฉืื ืข ืขื ืืืฆืจืื-ืืืจืืืฉื ืชืงืื ืขืืืจื ืชืฉืืื , ืื ืืืฉื, ืืกืจ ืชืงืฉืืจืชื - ืคืจืกืื - ืฉืืืื ืืื . ืชืงืฉืืจืช ืฉืืืืงืืช
ืื ืืฉืืจืืชื, ืืื ืืขื ืืืคื ืืฉืื ืข ืขื ืืืฆืจืื-ืืืจืืืฉืื ื ืชืงืื ืขืืืจื ืชืฉืืื , ืื ืืืฉื, ืืกืจ ืชืงืฉืืจืชื - ืืืกื ืฆืืืืจ .ืืืืฆืขืืช ืฆืื ืืจืืช ืืคืจืกืืืืืืืฅ /ืืื ืืขื ืืืคื ืืืขืืื ืจืืืฉื-ืืืจืืืฉื ืชืงืื ืขืืืจื ืชืฉืืื , ืื ืืืฉื, ืืกืจ ืชืงืฉืืจืชื - ืงืืืื ืืืืจืืช .ืืืืฆืขืืช ืฆืื ืืจืืช ืืคืจืกืื, ืจืขืืื ืืช
ืฉื ืชืงืื ืขืืืจื ืชืฉืืื , ืื ืืืฉื, ืืกืจ ืชืงืฉืืจืชื - ืืืืจื ืืืฉืืช .ืืืืขืืจ ืืืืฆืขืืช ืืืื ืฉื ืงืืืื ืืืืจืืช, ืื ืจืขืืื ืืช ืืฉืืจืืชื, ืืืืืื ืฉื ืืืฆืจืื .ืืื ืืืืจื ืืืฉืืชืืืืขืืจ ืืืืฆืขืืช , ืื ืจืขืืื ืืช ืืฉืืจืืชื, ืืืืืฅ ืืืืืื ืฉื ืืืฆืจืื/ืื ืืขื ืืืคื ืืืขืืื ืจืืืฉืื-ืืืจืื
Kotler P. (2003), 'Marketing Management', Prentice-Hall, 2003, ISBN 0-13-033629-7, pp. 4-17, 563-586 11 Global marketing. A marketing strategy that consciously addresses global customers, markets, and competition in formulating a business strategy. An approach to international strategy that argues for marketing a product in essentially the same way everywhere in the world. Global Marketing, American Marketing Association, Dictionary of marketing terms, <http://www.marketingpower.com/mg-dictionary-view1311.php> viewed 23 July, 2006; Keegan W.J. (1989), 'Global Marketing Management', Prentice Hall, 1989, ISBN 0-13-357260-9, chp. 1, an introduction to global marketing management, pp. 1-11; chp. 2, Underlying forces and concepts, pp. 24-50 International marketing communications is the implementation of advertising, sales promotion and public relations activities that support the sale of goods or services in more than one country. International advertising is advertising, created and designed at, coordinated or directed from one central point, for execution, with or without local adaptations, to promote the same product in different countries and cultures. De Mooij M., Keegan W.J. (1991), 'Advertising Worldwide', Prentice Hall, 1991, ISBN 0-13-471897-6, chp. 6, Marketing communication Worldwide, pp. 133-160 12 Brand. A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand (2004), Dictionary of Marketing Terms, American Marketing Association, <http://www.marketingpower.com/mg-dictionary-view329.php>, viewed 9th May, 2004; Aaker D. (1996), 'Building Strong Brands', Free Press, 1996, ISBN 0-02-90015-X, pp. 7-36 13 Crisis Management. The function that works to avoid, prepare, recognize and minimize the potential damage of a crisis to an organization's reputation and credibility, helps gain control and resolve the situation, and take advantage of any benefits that can be obtained. Caponigro J. R. (2000), 'The Crisis Counselor', Contemporary Books, ISBN 0-8092-2490-9, p.16
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
14
. 14(Porter, 1990) ืืืกืืจืช ืืชืืจืืช ืืืืืืืืช ืืืช ืืชืื ืืืจื ืืคืชื ืืืืื ื ืืชืจืื ืืืกื, 15(Chomsky, 2002) ืืืฉืืืช ืืคืจืืคืื ืื ืขื ืืืืชืืช ืืื ืืืืช ืคืขืืืืช ืชืงืฉืืจ ืืืืืืจืื ืืฉ
. (Press, 2001)16 ืชืงืฉืืจืชื ืื ืืกืคืื; ืืืืจื ื ืืืงื ืืฉืืืืื ืขืงื ืงืื ืืืฆืื ืฉืืืืืชืืื ืืืืื ืืฆืืืืจื ืืืืงืืืื ืืืฉื ืืืฉ ื"ืืจืื ืืชื ืืืืื ืื ื, ืืกืงืืจืช ืืกืคืจืืช ืืืงืฆืืขืืช
ืื ืืืื ืืชืืงืืช ืืคืืชืื ืืืื ืืืืืื ืืืืช , ืืืืื ืืืืจืืคื; ืืืืคืืืืืื ืืฆืืืืจืืช ืืฉืืืื ืืื ืชืฉืืืฉืจื ืืื ืืืืกืฆืืคืืื ืืฆืืจื ืืืืชื ืืืืืืืื ืืื ืชืืืืืื ืงืืืืืจืืจ ืื .ืืืืชืื ืืืื ืืช
17(Papadopoulos, 2004).
ืืืคืืช ืืชืงืฉืืจืช ืืืืืืืืช .2.1.2
ืืชืืืืช , ืชืื ืืืื ืืชืืืืืืืคืืืืืื ืฆืืืืจืืช ื ืืืืื ืืืขืืืง ืืืืืืืชืืืืช ืืืชืืคืขืืช ืืืืืื 1.5-ืืื ื 2004ืืฉื ืช . ืืืชืืืืืช ืืขืืืืืืืคืื ืืชืงืฉืืจืชืืช ืืื ื, 21-ืืืื ื 1.75ืคืืืช ืืขืจืืืช ืืื ืขื ืคื(ื ืืืืื ืืขืื ืื ืืืื ืืงืืื ืืืคืื , ืืืจืฅืขื ืืืืจ , ืื ื ืืื
ืืืืืื 1.2-ื .19ืื ืืืื ืืืืืื 2-ืขื ืืขืืื ืืืกืคืจ 2006ืื ืืฉื ืช ืืืืืื ืืขืจืืืื. )18ืืืืืื ืขืืื ืขื 2006ืืกืคืจ ืื ืืื ืืื ืืจื ื ืืฉื ืช ืชืืืืช . 2004ืช ืืฉืืืืฉ ืืฉื ืืื ืงืืื ืืืคืื
โืจืืช ืืืืจื ; 2005ืืื ืื ืื ืชืื ืืฉื ืช ,ืคืืืชืืขืจืืืช ืืื ืขื ืคื( ืื ื ืืื ืืืืืื 1.018ืืขืืื ืืืช -ืืฉืงื ืืืืืื 1.1-ืืจืฉืืช ื .20)ืื ื ืืื ืืืืืื 6.5 โ ืืืืจ ืืืจืฅืืชืืฉืื 15.7%ืืกืคืจ 22ืขื ืืกืืก ืืืคืื( 21ืืืืื/ืืืืืื ืืืืืืืืืืืื ืื ืืืื ืืื 400- ืืชืืื ื; ืืืืืืืืืืงืื
).ืืืืื/ืื ืืืื ืืืืืืืืื ืืืืืื ืื ื ืืื ืืืืืื 1.54-ื, 3.84ืืืช ืฉื -ืืฉืงื ืคืฉืืช ืืืืฆืข ื
ืงืืจื ืื ,ืืืจืฅ ืืืืืื ืืืขืช ืืืื ืืืชืืชืืฉืื ืืืืจ 20%-ืืืขืื ื โืืฉืืขืืช ื ืชืื ืื ืืื ืืื ื ืืืืจืืช ืืขืืจืช , ืฉืืจืชืืชืืคืื ืืชืงืืฉื ืืช ืืจืืืืืืืชื ื. ืืงืฆื ืืฉื ื ืฉื ืืืืืืืก
14 Competitive Advantage. A competitive advantage exists when there is a match between the distinctive competences of a firm and the factors critical for success within the industry that permits the firm to out perform its competitors. Advantages can be gained by having the lowest delivered costs and/or differentiation in terms of providing superior or unique performance on attributes that are important to customers. A total offer, vis-a-vis relevant competition that is more attractive to customers. It exists when the competencies of a firm permit the firm to outperform its competitors. Competitive Advantage, American Marketing Association, Dictionary of marketing terms, <http://www.marketingpower.com/mg-dictionary-view654.php> viewed 23 July, 2006. See 207 for reference.
ืืืืืฅ ืืฉืืืชื ืืขืจืืืช ืื ืืคืืืฆืื ืขื . ืืืช ืื ืฉืงืจืื ืืืืจื ืืืฉืคืืข ืขื ืืขืช ืืงืื-ืืฆืื, ืฉืืืขืืช, ืืืขืื ืื, ืขืืืืืช, ืืคืฆืช ืืืืข .ืคืจืืคืื ืื 15ื ืืืฉืืช ืืืืฉ ). ืืืืื ืืืืืขืืช, ืชืกืจืืงืืช, ืืืืื, ืืืกืืงื, ืืชืจื ืื ืฆืื, ืฉืืืื, ืืขืืชื, ืืืืื(ืืืืฆืขืืช ืกืืืื ืื ื ืืืืขืืืืช ืื ืคืขืืืืช , ืืืื ืืช
ืืืื ืืืฉืืื ืืื ืืืืจ ืืจืืฉ . ืืืืฉ ืืคืจืืคืื ืื ืกืืจืช ืืขืืื ืืจืืจืื. ืืขืืชืขื ืื ืืคืืืฆืื ืืืืืืื ืืื ืคืจืืคืื ืื ืืืื ืฉืืื ืืืคืฉืืช ืฉื ืืืืคืช ืืืืฉื . ืืืืจื ืืืงืกื ืืขืืืืช ืืกืจืื ืืกืชืืจ ืขืืืืืช ืืคืจืืขืืช ืื ืืขืืืชื. ืคืขื ืืจืืืชืกืืืื ืืืชืืื ืช ืืืขื ืืงื ืืื ืืฉืืืืขืื ืื ืืืืฆืืช , ืืขืืืืืช
ืืืืืจื ืืงืื ืขืืืืช ืืืืกืืื ืจื 1622-ื ืืกื ื, ืืืฃ ืงืจืืื ืืื ืจืืืื ืงืชืืืื .Congregatio de Propaganda Fide /ืืงืืจื ืืืืขืฆื ืืคืจืืคืื ืื ืฉื ืืืืื ืืืืื ืืืช ,ืืชืคืืกื ืืงืืืื ืืกืืืช ืฉืืืืฉ ืืคืจืืคืื ืื ืืื ืจืขืืื ืืงืืื ืืืืื ืขื ืคื. ืฉืืืื ืืืืคืื ืืืื ืืืื ื ืจืขืืื, ืืืื ืืขืืื ืื ืืืจ. ืื ืืฆืจืื ืืขืืื
ืคืขืืื ืกืืืืืืืช ืื ืขืจืืช . ืคืจืืคืื ืื ืืขืฉืืช -ืืจืืฉืื . ืืชืืจืช ืืคืจืืคืื ืื ื ืืืื ืืกืคืจ ืืืฉืืื ืืฉืืงืื. ืืืืื ืืืื ื ืขื ืืชืืื ืืืคืืืืช ืืืืชืืืืืจืื ืืคืจืกืื ืืืกืจ ืืืืจื ืืื ืื ื .ืคืจืืคืื ืื ืกืืืื -ืืฉื ื . ื ืืกืื ืืจืขืื ื ืืฆืืจื ืืคืื ืช ืืื, ืฉืขืขืื ืื ืคืืืื ืืคื -ืืืืจื ืืืฉืคืืข ืขื ืืขืช ืืงืื
ืืืืื -ืืจืืืขื . ืขืืืื ืืฆืืืืจ ืขื ืฉืืืืชืื ืืคืืืขื ืืืืื ืืชื, ืืฉืืคืช ืืงืืจ ืืืกืจ .ืคืจืืคืื ืื ื ืืืืช -ืืฉืืืฉื . ืืกืชืชืจ ืืืืจื ืืืืช ืืืืื ืื ืืืืคืืชืืจืฆืืืช - ืืื ืืืงืืจืื ืฆืื ืคืืืืืืช ืืื ืื ืกืืืืช . ืฉืืืคืช ืืื - ืืืืืฉื . ืืช ืืืืื ืืืืจื ืืืืื ืืื ืืขืชืืืืืื ืื ืคืืืขื ืืืืจื ืืื .ืคืกืืืืืืืืช
.ืืืืืื ืื ืขืืืืชืื ืขื ืืืงืจืื, ืืืืื, ืื ืืขืช ืฉืื ื, ืขืืืืช ืืชืจ, ืคืืืขื ืืจืื ืืืชื ืืืืช ืฉื ืืฆืืคื ืืืืฆืขืืช ืขืื ืืืื; ืงืจืืืืช ืืืื; ืคืืืืืืืช ืืจืืืืชChomsky N. (2002), 'Media Control', Seven Stories Press, 2002, ISBN 1-58322-536-6
, ืจืืขืื ืืืจืืืช ืืืืื ืื ืจืขืื ืืื ืืืคืฉืจืืืืื ืืืจืื ืื, ืกืืื ืืืืืช ืืฆืืจืชื ืืืืืคืฃ ืืช ืืืืชืืื . ืืืื ืืืืฉืื . ืฉืงืจ ืืืืื ืื , ืืืืชืื . ืกืคืื 16ืืืฆืื ืืช , ืืืืกื ืืืข ืืืืกืืืจืื, )ืกโโืืคื ื 484-430/420(ืืจืืืืืืก . ื ืืชืขืกืงืื ืืขืืชื, ืคืืืืืืงื, )ืฆโโืืืก( ืืืกื ืฆืืืืจืืงืฉืจ ืืื . ืืืืืื ืืชืื ืืืชื ื
ื ืืช ืืชืืื ืื ืฉ. ืืฉ ืืืคืื ืืช ืืืืืื ืืืืืจ, ืื ืื ืืืืืื ืขื ืืืฉืืช -ืืืืื ืืื ืืจืืื ืืขืืืื ืืืฉืืชื , ืกืืคืจ ืกืืคืืจื ืืขืฉืืืช. ืืืกืืก ืืชืืจืช ืืกืคืืืืืืื ืืืืืจื ื .โ. . . ืื ืืขืืื ืืื โ - ืขืืกืงืื ืืกืคืื ืื ื ืืืืืจืก ืฉืื ) 1564-1616(ืืืืืืื ืฉืงืกืคืืจ . ืืช ืืืืืช ืื ื ืืืื ืืขืฉืืืช ืกืคืื ืขื ืชืคืืกืช
-ืืื ืืืืจ ืืืคื ืืื ืฉืืชืืืื ืืืืืื ืฉืื ื ืืื :ืืืฉืืขืืช. Doublespeak-ืืืืื ื Doublethinkื ืขื ืคื .1984 - ืืืจืืื โืืจืโืกืคืจื ืฉื ืืืืฆื ื .โืืืคืฉ ืื ืขืืืืชโ, โืืืืื ืื ืฉืืืโ
Press B. (2001), 'Spin This', Pocket Books, Simon & Schuster, ISBN 0-7434-4267-9, pp. 1-23 17
Papadopoulos N. (2004), 'Place branding: Evolution, meaning and implications', Place Branding, vol. 1, 1, pp. 39-49, 2004, cb1404 18
CIA โ The World fact book (2006), <www.cia.gov/cia/publications/factbook/geos/xx.html/communications>, viewed 9th April, 2006, cb0319 19 All mobile usage statistics (2006), IT Facts, <www.itfacts.biz/index.php?id=P225>, cb0317 20 Internet usage statistics โ the big picture (2006), <www.internetworldstats.com>, cb0318 21
The Worldwide Pay TV Market (2005), InStat, October 2005, <http://www.instat.com/events/asia/promos/asia_dinsdale_263362.pdf>, viewed 13th May, 2006 22
Global urban observatory (2004), Statistics: Statistical annexes to the Global report on Human settlements 2001: Size and growth of total population, life expectancy at birth: Households: number and growth rate, <http://www.unhabitat.org/habrdd/Statannex_A-3.pdf>, cb0319
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
15
ืฉืืื ื ื ืืชื ืื ืืืชืจ ืื ืืืื ืืืคืืงืื ืืืฉืืืช ืื ืืืกืืืช , ืจืืื ืขืจืืฆืื ืืืืื ื ืื ื ืืืืืืืข ืืื .ืฉืืขืืจ ืฉืืื ืขื ืชืขืืืจืช ืืืืืข
ืืืชื ืืช ืืืื ืช ืืฉืจืื ื ืืืืืื .2.1.3
ืืฉืคืขื ืืจืืืืช ืืืืืื ,ืืื ืฉืืืฉืืื ืขื ืืืื ืช ืืฉืจืื ืืขืืื, ืืืืจ ืืืืคืื ืืชืงืฉืืจืชืืช
ืืืจืงืืืืืืช ืืืชืจ , ืืืฆืื ืืชืขืฉืืืชื ืืืืงืืื ืชืืฆืืืกืืืืื โืืชืืื ืืืืืื . ืืชืืืืืืชืืื . ืืฉืืืงื ืืืื ืืืืืืืืื ืืืืื ืืืฉืจืื ืืืจืื , ืืฉืงืขืืช ืืื ืืืืืืืชืชืืืจืืช ืื ืืืืงื ื
. ืชืื ืืฆืืจืช ืืื ืืืื ืืชื ืืืืช ืืื ืืืืืืช, ืืืืืืช ืืืืฉื ืืืืื ืืืื ืืืช ืืืืฉืื โืืืืื ื
ืืืืฆืขืืชื , ืืื ืืื ื ืืืืื โืื ืืคืฉื ืืช ืจืขืืื ืืืืื ืืชืืจืช ืืืืชืื ืื ืืกื ? ืื ืื ืืืชืื ืืขืืช ืืืฉืื . ืขื ืืกืืืื ืืคื ืืืืช ืืืืืฆืื ืืช ืืืจืืื ืืขืจืืช ืงืฉืจืืืคืืจืืืช ืขืกืงืืืช ืื ืืืืช
. ืชืืืื ืืืจืื ืืืืื ื ืืื . ืืชืฉืืืจ ืคืจืกืื ืืืืืืืืื ืกืืกืื, ืืืื, ืชืื ืืชืืื ืื ืืืจ ืืฉืืฉืืืืื ืืืืื ืืจืืื ืืืืื ืืชืืืื , ืืืช ืืคืืจืื ืืขืกืงืืช ืืื ื ื ืขืืกืง ืื ืืจืง ืืืืคืืื ื ืชื
ืืืกืืจืชื ื ืืืจืืช ืืฉืืืืช ืืืืืืืช ืืื , ืืืืืื ืื ืขืกืงืืืช ืืขื ืง ืืขืืื . ืืชืื ืื ืืืกืืจืืื . ืืื ืขื ืืกืืก ืืขืจืืืช ืฉืืื ืืืืชื , ืคืืืืื ื ืืื ืืชืืืืจืืช ืื ืขื ืืกืืก ืฉืืื ื ืืกืื ืืฉืงืืขื
.23ืืืืืื$ 57ืืจ ืื ื ืืืื ืืกืืื ืืื ืืืืจืช ืคืจืืง'ืืืืจืช ืืืชื ื, ืชืืืืืื ืืืืืืืืืช
ืืืขืืืช ืฉื ืืฆืจื ื ืืืฉืืืงื ืืืฆืจื ืืื ืฉื ืื ืืื ื ื ืืื , ืชืืจืช ืืืืชืื ? ืืื ืืืชื ืืืื ืืช ืืืืงื โืืืชืื ืืืืื ืกืคืืจื , NBA-ืืืชืื ื ืืืจืืช ื -ืืืืืขื ืืขืืื ืืกืคืืจื . ืืฉืืจืืชื ืฆืจืืื
-ืืืชืื ืฉืืงื ืื , ืช ืฉืจ ืืืืขื , ืกืืจืช ืกืจืื ืืืจืืงืก โืืขืืื ืืงืืื ืืข . ืืืืื ืืงืื , ืืจืื ' ื ืืจืืื ื , ืืืื ื โืืชืืื ืืืืกืืงื . ืกืืจืช ืกืคืจื ืืืจื ืคืืืจ โืืชืืื ืืกืคืจืืช . ืืื ืงืจืื
ืืจืื ืคืืก ืืืืืง ืขื โืืชืืื ืืืืจืชื . ืืื ื ืืืืืจ , ืืื ืงืืื ืืื โืืชืืื ืืคืืืืื . ืกืคืืจืก ืืืฉื ืื ืืืืจืื ืืช ืื , ืืื ืชืืื ืฉืชืืจืช ืืืืชืื ืืขืืื ืืช ืื ืืืจื ืืืื . ืืืืืช ืืกืืืื
ืืชืงืืืืื ืืืืื ืืื ืืืื ืื ืงืฉืื ืขื ืชืืืืชื ืืขืืื ื " ืืจื ื . ื ืืืื ืืืื ืืช ืืชืืื ืืืื ืืช . ืืืืฆื ืืชืืืืช ืืืขืืืชืืช ืืืฉืืื ืืช ืืืืฉื ืืืืืง ืืืืืืื ื ืื ืืืจืืจ , ืืืืกืืื
.ืืจืืืช ืืขืืื ืืชืืืืืช ืืืชืขืืง ืืกืืื
. ืืืชื ืจืืื ืืืขื ื ืื ืืื ืืงืื ืื ืืืื ืืืื ืช ืืฉืจืื ื ? ืืื ื ืืื ืืืชื ืืช ืืืื ืช ืืฉืจืื ืื ืื ืขืื ืื ืืชื ืื ืชืืืื ืืืืจืกืื , ืืจืืืงืืื ืฉืืื ืืืจืืื ื ืืืืขืื ืืจืืฉืื ืืืื ืืฆื
ืืืื ืืืขื ื ืืืจืืื ื , ืื ืื . ืืชืืืืช ืืืื ืืืืืืช ืื ืชืฉืชื ื , ืืืื ื ืจืืื ืฉื ืืืืชืืจืื ืืืืจืฉืช ืืืืืื ืืืืืช ืืืืจื ืื ืื ื ืขื , ืื ืืืืคืช ืื ื ืื ืืืฉืืื ืืืืืื '' ืืจืืืงืืื
ืื ืื ืกืคืื ื ืืืชืืืืืช ืืื ืกืืขืจ , ืฉืชื ืืงืฆืืืช ืืืคื ืืคืืืืืืช ืชืืื ืืชืฉืืื ื . " ืืืื ื , ืื ืืขืช ืืฉืืจ ืชืงืฉืืจืชื . ืืืื ืืื ืืข ืืชืจืกืงืืช , ืืงืืงื ืืงืืจื ืื ืืื ืืื ืฉืืฉืืื ืืืืืื
ืื , ืขื ืืฉืืจืื ืืื ืืืืื ื ืืื ืื ืฉืืืขืื . ืืคืฉืจ ืืืืืข ืืชืืฆืืืช ืืืืืช ืืืชืจ ืชืืช ื ืืืื ื ืืื .ืืื ื ืืืฆืจืื ืืืชืจืืช
ืืืื ืืช ื ืืื ืืช ืขื ืืกืืก ืฉืืฉื , ืืืงืจืื ืืืจื ื ? ืืชืืืื ืืืชืื ืืืื ืืช ืื ื ืืชื ืืืืื
ืชืืืืช , ืืืืืช ื ืชืคืกืช ืืืฆืื ืืชืขืฉืืืชื , ืืืจืงืืืืืืช ืืืืื ื ืืืชืจ ืชืืืจืืช : ืคืจืืืจืื ืชืืืืช ืืื ืืืืืืช , ืชืจืืืช ืืืืจืฉืช , ืืฉืืื ืืืืงื ืืืฉืงืขืืช ืืืืืืจื , ืืฉืืืื ืืืืืฉื
. ื ืืืื ืช ืืฉืจืืืืื ืื ืขื ืืืช ืืงืืืืื ื ืืชื ืืฉืื . ืชืืฉืื ืืืืื ื
, ืื ืืืืื ืฉื ืืช ืืชืฉืขืื . ืืขืืื ืื ืืืืชื ืืฉืจืื ืืืงื ืืฉืืื ืืืจืงืืืื ืืชืืืจืืชืืชืืื ืืชื ืืขืช ืฉื ืืืืื ื ืืืืกื ืื ืืืืขื ืืืชืจ ืชืืืจืื ืืืืืง ืืืืขื , ืชืงืืคืช ืฉืื ืื ืืกืืช ืชืืืจืื
. ื ืื ืฆืื ืื ืชืื ืืกืื ืืฆืจืื , ืืืจืงืื , ืืชืืจืืช ืืื ืืืื ืืช ืฉืื ืืช ืืืืื . ืืชืืืจืืช ืืืืืืืืช ืืืคื ืืื , ืื ืืืื โืืืขืืื ืืืจืืช ืฉืื ื ืืกืื , ืื ื ืื ื ืืืืื ืืืืชื ืืชืืืจืืช ืืืงืืื
23 http://www.pginvestor.com/phoenix.zhtml?c=104574&p=irol-newsArticleMain&ID=667876&highlight
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
16
ื ืืฉืฉืืืืง, ืคืจื ืกื ืืขืืจ ืืืืช ืขืฉื ืืืืื ืืืฉื ืฉื ืื. ืืชืจืื ืืจืืืืืืืืื ืืืืกืืืจืืื, ืืชืืืืืืืก , ืืืฉืจืื ืชืืื ืืื ืืงืจืื ืืืื ืืชื ืืืืื . ืื ืืชืืง ืืืืื ืช ืืฉืจืื ืืืจืฆืืช ืืืฅ ืืช ืขืืจื ืชืื ืืืืืื ื ืืืงืืจืช ืืืืืืืช ืื ืืงืฉื ืืืืืืงืืช , ื ืืืช ืืชืืืจืื ืื ืืืื ืืืืืื ื ืืื ืืื
-ืืื ืืจืื ืชืืื , ืืฉืื ืฉืื ืืขืืื ืืืืืื ืื ืชืืื ื ืฉื ืืฉืจืื . ืื ืกืืืขื ืื ืื ืืืงืืคืืช ). ืืกืื ืขืืืจ ืืื ื ื ืฉืืื ืืืืจืฉืช ืืืฉืจืืืืช, ืืืืืืจืืช (ืืจืืฉืืื ืขื ืืืคืช ืืกืืข ืืืืืืืช
,ืืื ืืืื ืืืขืืจ ืืืืจืื ืชืืื ืืชืืืืช ืืฉืจืืื ืืชืื ื ืืื ืืืฆืื ืืชืขืฉืืืชื ืืืืง ืืชืืื ืืขืืงืจ ืืชืืฆืื , ืืืฉื ืฉื ืื ืืืืชื ืืืกืก ืขื ืืืช ). ืื ืื ื ืืืืจ ืืฆืขืืจ ( Jaffaืชืคืืื ืืืื
ืื ืืืขืื ืงืจืงืขืืช ืืชืืจืืช ืงืฉื ืืฆื ืฉืื , ืืืืืืืืฆืืฆืื ืฉืืื , ืืช ืืืงืืืืช ืืืงืืืืชืืืชืจืกืงืื ืืขืืื ืื ืืืืขืื ืืจืื ืขื , ื ืืชื ืืื ืื , ืืชืืื ืืชืขืฉืืืชื . ืชืืืื ืกืคืจื ืืืืื ืืช ืืื ืืื ื
, ืืง ืจืืืช ืขืฉื ืืืืื -ืืื ืืืจืืช ืื . ืืง -ืืืื ื ื ืจืฉืื ืืืจืงืืช ืืชืืื ืืื . ืืฉืจืื ืืฉืืืช ืืื ืขืืจืืื ืฉื , ืืืืื ืืื ื . ืฉื ืืืื ืช ืืฉืจืื ืช ืืืขืืืชื ืืชืืืืช ืืฉื ืืชืงื ืขืฆืื
ืืืื ืืืืืืืช ืืช ืื ืืืืชืืื ืืืงืื ืง '' ืืืงื ืืงืจืืช ืืื ืคืงื ืื ืืกื ืืืขืืืื ืื , ืืื ืืืจืืช .ืืืืฅ ืืืืืืืช ืืืืื ื
ืืื ืกืคืง ืฉืืืื ืืช . ืขืืื ืฉืื ืืฉืื , ืืืืช ืืืืชืจืืช ืืฉืืืืืืช ืืขืืื ืืฉืืืื ืืืืืฉื ืืชืืื
ืืื ืง ืืืฉืจืืื ืืื ืืืื , ืืฉืืืืช ืืฆืืื ืืช ืืืืขื ืืช . 24ืขืจื ืืืคืืกืืื ืืื ืืฆืืืื ืืืืืฆืืื ืืฆืืืืื , ืืคืจืืืืื ืืฉืจืื ืืืืื ืช -ืืืืกืจ ืืืืฉ , ื ืืฆืื ืืืืฉ '' ืืคืืื ืฆื , ืืคืืกืืื ืื
ืืืจ , ืืืืจื ืืชืืืืืื ืืฉืจืื ืืื ืืืืืงืจืืื ืืืืืื , ืืคืืื ืืืืืจื. ืืชืืืขื ืืขืืื ืืืืืจืขืืจืจื ืืจืฆืืขืช ืขืื ืืืชื ืชืงืืช . ื ืืกื ืืขืืจ ืืขืงืืืช ืืงืืช ืืืืื ื ื ืขืืื . ืื ืขืืืืช ืืืืืช
ืชืืื ื ืืฉืื ืืืืืืจ ืขื ืืกืืก ืืืงืจืื . ืฉืืคืืจ ืื ืืชืืืืช ืืฉืจืื ืืขืืื ืืืื ืื ืฆืืคืืืช (Mittal et al.,1998ืืืกืจ ืืืืื ืืื ืืคืงื ืืืง ืคื ืื ืืืกืจ ืฉืืืื ื ื ืื ืืกืื , ืฉืืืืง ื
25(Standifird, 2001 .
ืื ืืืื ืืช ืืกืืืืืช ืืคืืืืขื ืืจืืจ ืืืืขืืืช , ืืืืืื ืืขืืื ืืกืืก ืื ืืช ืืืฉืงืขืืช ืืชืืื ืืฉืงืืขืื ืืื ืืืืืืื ืืืคืฉืื ืกืืืื . ืืื ื ืืืืืช ืืืงื ืืืจืงืืืื ืืืฉืงืขื , ืช ืื ืืืืืื ืืืื ืช ืืฉืจืื ืืชืืืืืช ืืื , ืืง -ืืขืื ื ืืกืคืช ืืขืืงืจ ืืชืืื ืืืฉืงืขืืช ืืื . ืืืกืคื ืืืืื
ืื ืืืืืช ืจืื ืืงืฆืืขืืช ืืืืื ืฉื โืฉืืคืื ืืืืงื ืืืจืงืืืื ; ืชืืจืืช ืงืฉื ืืฆื ืืืื . ืฉืืจ ื ืืืืืชืืื ืืกืื ืืื ืื ืืืืืช ืจืืืช
, ืืกืคืจืืช , ืืชืืืืจืื , ืืขืืฉืืืืช ืื ื ืขืฉื ืืืืฅ ืืืืชื ืืงืื ืืช ืืงืืื ืืข ืืชืจืืืช ืืชืืื
ืืชืืื . 26ืืืฆืืืืช ืืืืืืืช , ืืชืืื ืืกืคืืจื . ืืืืื ืื ืืืืื ืืช ืืืงืืืืื , ืืืืกืืงื ืชืืื ืืืจื ืืช ืืฆืืจ - ืชืืฉืื ืืืืื ื ืืืื . ืื ื ืคืจืฆื ืืืืืืช , ืื ืื , ืืงืืืื ืืจื ืื ืืืืคื ื
ืืืฉืจืืื ืฉื ืชืงืืื ืื . ืงืื ืกืคื ืกืืืข ื ืื ืืืื ืฉ . " ืืงืืฆื ื ืืืืืฅ ืืจื ืืืคื ืื " ืืืฉืจืืื ืืฉืืื ืฉืืฉืืื ืขื ืืืื ืืื ื ื , ืืชืืืืช ืืืืื ืืืฉืจืืื'', ืฉืจืืื ืืืืืขืจืื''ื ืืื ืืจืื ''ืืื
(Hassman, 2005-7)27.
MINDSPACE โ ืืจืื ืืชืืืขื โืฉืื ืืืขืจืื .2.1.4
ืฉื ืืืื ื ืืืืืื ืืืืื ืืืื ืืกืืกื ืืืฉืื ืขื ืืืชืื ืืืืฉ ื ืืืชืกืื. ืืืื ืืขืืืช ืืืืช Brand-ืฉืืื ืงืื ืกืคื ื, ืืืงืฆื ืืจืืื ืฉื ืืืื. ืืื ืขืืืง ืชืืืื ืืืืชืื ืื ืืืจ, ืืฉืืื
24 Pipes D. (2006), 'All-out victory the only option for Israel', The Australian, 29th March, 2006, <http://www.theaustralian.news.com.au/story/0,20867,18636657-7583,00.html>, cb1308 25 Mittal V., Ross Jr. W.T., Baldasare P.M. (1998), 'The Asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions', Journal of Marketing, vol. 62, no. 1, January, 1998, pp. 33-47; Standifird S.S. (2001), 'Reputation and e-commerce: eBay auctions and asymmetrical impact of positive and negative ratings', Journal of Management, vol. 27, no. 3, 2001, pp. 279-295.
,1896-2000ืืช ืืืืืืช ืืืืืืคืืืช ืืื ืืฉื ืื ืืืื ืืช ืืขืืื ืืืื 138ืืชืื 80ืืืื ืช ืืฉืจืื ืืืืจืืช ืืืงืื 26<http://www.infoplease.com/ipsa/A0115108.html>
, 2005, ืืืืื 31, ืืืืืก', ืืื ืฆืจืื ืืืชื ืืช ืืืื ืช ืืฉืจืื, ')2005-7. (ืืกืื ืจ 27<http://www.globes.co.il/serve/globes/DocView.asp?did=939828&fid=1110>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
17
LOGO .ืืืื . ืืฉื ืืกืชืืื ืืชืืืื, ืืืื ืืกืืกืื, ืืืกืืจืชื ืืืืืื ืืืืื ื ืืืืืืฃ ืฉืืืช ืงืืคืืื 1997-ืื ืงืจื ืืืจืืื ืื ืฉืืฉืืงื ื. ืืกืืจืืื ืฉืืชืืจืจ ืื ืชืืื ืืืืฆืื
ืืงืืคืืื ื ืืกื ืืืชืืืื ืขื ืืชืืืืช ืืืขืืืชืืช ืฉื . Cool Britannia - ืืืืชืื ืืืืฉื ื ืืฆืืืืจ ืืขืืื ืื ืงืื ืืช . ืืืืืืฉ ืจืง ืืช ืืืืฉ ืืื ืืช ืืืฉื, ืื ื ืฉืืจื ืืชืืจืืื ืื ืืื
, ืงืืืื ืืจืืช, ืืืืืฆื ืงืืื ืชืจืืืชืืชืืืจืืช ืฉืืื ืืื ืืื ืืืืื ืืจืื ืืืืืื , ืืืกืจืืืื ื ืงืื ืืืื Cool-ื. ืืืฉืืื ืื ื ืืชื ืืื ืื ืชืง ืืช ืืืฉื ื .ืืชืืืื ืืชื ืืชืขืืฆืื, ืชืืชืืืคื
2002- ืื, ื ืื ื ืืงืืคืืื 2001-ื. Cruel Britanniaืืื , Cool Britanniaืื . ืืงืืืื ืืช ืฉื ืืขื, ืฉ ืืช ืืืฉืืชืฃ ืืื ืืืฉื ืืืืฉืืืืื, UK OK - ืชืืืจืืชืขื ืฃ ืืืงืืืื ืืฉืืงื ืงืืคืืื ืืืฉ
, Brand Essenceืฉืืื ืงืื ืกืคื , ืืืขืืืง ืฉื ืืืืื ืืงืฆื ืืฉื ื .ืืืฉืื ืืจืืฅ ืขื ืืืืืืื ืจืง . ืืืื/ืืืจืืื ืืืืชืืชืื ืืืืฅ ืืช ืจืขืืื ืืืืชืื ืืืื ื/ืืืกืืจืชื ืืืืืื ืืืืจื
ืฉืขืืืืื , ืกืกืืืจืืงืืจืฉืช ืื ืื ืคืืขื . ื ืืืืืืช ืืืฉื- ืืื ืชืคืืกื ืืจืืื ืืช, ืืืคื ืืืฅ. ืืื ืืฉืืง ืืงืคื )Rewarding Everyday Moments(ืืืืื ืื ืฉืื ืขืืืืื ืืชืขืฉืืืช ืืืืืืืช
ืื ,ืื ืืืืงืืงืื ืกืคื ืืจืื ืืืงืจืื ืืืืจืช ืืฆื ืืจืืื ืฉื ืืืื ืืืืชืื ืืืื ืืืืืืื ืืืืื ืฉืืฆืืืืจ , ืื ืฆืืจืช ืืื ืืืืืชืื , ืื ืืืืื ื ืืชืืืื ืื ืฉื ืืืืฉื. ืืื ืืขืืื ืกืืืชืค
ืืืขืืืง ืฉื ืืืืืืืช ืืื ืืจื ืืงืฆื , ืืืจื ืืืืืื ืืืฆืืื ืืชืืืื ืืืืชืื .ืื ืืืืื ืืื .28(Trout, 2001; Bedbury, 2002)ืืื ืืื ืืื ืืคืชืจืื ืืช
ืฉืื ื ืืกืืจืช ืืชืืจืื ืืคื ืืื ื ืืฆืืื ืฉืืืช ืขืืืง ืืืืชืื ืืื ืืจื .ืืชืจืกืงืืช ืืคืจืกืื
ืคืจืกืืืื ืืกืืืื ืฉืื, ืืชืืจ ื ืืกืฃ. ื ืืืืืคืจืกืืืืื ืืืืจื, ืืคืจืกืืื 21-ืืื ืืจืืฉืืช ืืืืขืฉืืจ . 29(Bianco et al., 2004; Joachimsthaler, Aaker: 1999)ืืืื ืืื ืืืืจื ืืืืืืืืื
ืืืจ ืืืื ืืืช ืืืืื ื ืืืืืื ื, ืืืืจืื ื ืืืจืช ืืจืืื ืืชืืืช ืืืคืงืืืืืืช ืืคืจืกืื ืื ืืืฉืจืืืื , ืืืฉ ืืงืืช ืคืจืกืื, ืืงืืช ืฉืืืืจ ืืืฉ ืขืฉืจืืืื ืฉืื ืืืขืืืก ืืฉืขืืช ืฆืคืืืชื ืขืจืืฅ ืฉืชืืืืืจื ืื . 30(Hassman, 1995) ืคืจืกืืืืืืืืชื ืืืืช ืืืกืจืื ืืืช ืืืคืื ืืืช ืชืืคืขืช ืฉืืืืืจ
ืืจืืื ืืืืฆื ืืช , No LOGOืืงืืื ืงืืืืช ืืืขืงื ืืืืืืืืฆืื ืืืืจืชืืืช- ืืื ืชื ืืขืืช ืืื ืืืคืชืจืื ืืืืืืื ืืืืขื ืืืจ ืืืืขื ืืืกืงื ื ืฉืคืจืกืื ืืืจืื ืืืขืื ื. 31(Klein, 1999) ืืจืืืช
TiVo33-ืืืจื ืืืจืื ืืืชืืืืืช ืฉื ืืืฉืืจ ื. 32(Ries, Ries: 2002) ืืืกื ืฆืืืืจืืื ื .34ืืคืชืจืื ืื ืจืื ืืืืคืง ืืื ืชืืื ืฉืืืืงื, ื"ืืจืื
ืืงืฆืืขืืื ืืขืืื ืืืจืืื ืืขืืงืจ ืขื ืืืื ืืชืืืืกื .ืืืจืื ืืชืืจืืชื - ืืจืื ืืืชืืจืจืง ืฉ, ืืคืืื ืฆืืื ืืืืื ืืืื ืืจื ื. ืืืื ืืืื ืืืืืืืชืงืฉืืจืช ืืฉืืืืงืืช ืืฉืื ืืืื ืืฆืคืืืื ื
ืืคืืื ืฆืืื ืืืื ืืืืื ืฉื ืืืฉืืจ ืืกืืืืจ ืืืืืืืื ื , ืขืชื. ืืืืจืื ื ืืื ืืืชืืืฉืืื ืืืจืื ืืืื ืืืืื ืืื - ืืื ืืฉืืื ืืื . ืืืฉืืืื ืืื ืื ืืืขืจืืืช ืืืื ืืืืืืืช
ืืจืื ืืชืืจืืช ืืืืืชื ืืฆืื ืืชืืืขื ,ืืืื? ืชืืืืืืืฆืขื ื ืืืืื ืืืื ืจืง ,ืชืืืืจืื ืืชืืจื
28 Trout J. (2001), 'Big brands, big trouble', John Wiley & Sons, 2001, ISBN 0-471-41432-8; Bedbury S. (2002), 'A new brand world', Viking, 2002, ISBN 0-670-03076-7 29 Bianco A., Lowry T., Berner R., Arndt M., Grover R. (2004), 'The vanishing mass market', BusinessWeek Online, 12th July, 2004, <http://www.businessweek.com/magazine/content/04_28/b3891001_mz001.htm>; Joachimsthaler E., Aaker D.A. (1999), 'Building brands without mass media', Harvard Business Review on Brand Management, Harvard Business School Press, 1999, ISBN 1-57851-144-5, pp. 1-22; Klaassen A., 'Mckinsey study predicts continuing decline in TV selling power', Advertising Age, 6th August, 2006, <http://adage.com/article?article_id=110899>
' ืขื ,176ืืืืืื , 1995, ืคืืจืืืจ, ืืืชืืช', ืืื ืืงืืช ืืืืืืช ืืคืงืืืืืืช ืืคืจืกืื? ืืื ืจืืืืื ื ืืื ืฉื ืืืฉืืง: ืืืืคืจืกืื ืืืืืื, ')1995. (ืืกืื ืจ 30 >s/files/228.pdfhttp://www.idc.ac.il/publication<, 1994, ืืืฆืืืจ 22, ืืืืื ืืืคืจืกืืื ืืืฉืจืื, ืื ืก ืืืื, 18-9
31 Klein N. (1999), 'No Logo', Picador, 1999, ISBN 0-312-20343-8
32 Ries A., Ries L. (2002), 'The fall of advertising & the rise of PR', Harper Business, 2002, ISBN 0-06-008198-8 33 TiVo . ืืืคืฅ ืืืจืืื ืืฉืืง . ืืืืคืฉืจ ืืฆืืคื ืืืื ืขื ืชืฉืืืจื ืคืจืกืื, ืืืจ ืืืืืืืืืฉืขืืช ืฉื 170ืืืฉืืจ ืืขื ืงืืืืืช ืืงืืื ืืืืืืืืืช ืฉื ืขื
.ืืืืจืืงืืืฉืื ื ืืคืจืกืื . ืืืืง ืืืกืืคืืจ ืืืืขืืืื, ืืืืืจ ืืืงืืืืืื โืฉืืืื ืืกืจืื ืคืจืกืืืืื ืืืกืืจืช ืชืื ืื ืฉื ืกืจืืื ืืชืืื ืืืช ืืืืืืืื . ืชืืื ืฉืืืืงื 34
. ืคืืืจืืกืืื ืฉืจืง ืืฆืื ืืช ืืืืฆืจ ืื ืืช ืืืืชื ืืจืงืข ืืืืง ืืืชBranded entertainment is the combination of an audio-visual program (TV, radio, podcast, etc.) and a brand. It can be initiated either by the brand or by the broadcaster. The purpose of a branded entertainment program is first to entertain. The other purpose is to give the opportunity for brands to echo their commercial benefits and the positioning they want to defend. Originally, branded entertainment started some 50 years ago under the name of "soap operas". Now they have become the way for advertisers to let their messages come across in a "not so commercial" way. This development is one of the consequences of the fragmentation of media and the fact that the traditional 30-second TV spot has become less and less effective to reach consumers fragmented over hundreds of channels and the Internet. <http://en.wikipedia.org/wiki/Branded_entertainment>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
18
,MINDSPACEืืื , Outerspaceืื Cyberspaceืืืื ืืื ื ื , ืฉื ืืฆืจืื, ืืืฉืชื ื ืฉื ืืืื .35(Ries, Trout: 1986) ืฉื ืืชื ืืืช ืืชืืจืืช ืืืืืชืืช
ืืช ืืืคืืืฆืจืื ื, ืจืืืืช ืืืชืืจ ืืืจืื ืืืชืืืืืจืช ืืืจื . ืฉืืืฉื ืืืืื ืืฆืืืืช ืืชืืืขื
ืื ืชืืืขืช ืืื ืืื ืื MINDSPACE-ืืจืืื ืฉื ืืืืืืคืืื ืืจืืฉืื ื .ืืืจืื ืืชืืจืืชืืืืื . ืืฉื ืืืืื ืืฆืืืืชืืืื ืืืืืจื ื ืืชืืืงืช ืืฉื
ืืื .VIRTUAL/ืืืืืื ืืืืืจืืืืืจืืฉืื ืืื ืืฆืืืืช ืืงืืื ืืืืข ืืืืฆืขืืช ืืืจื ,ืืืืื ืืืืฆืื ื ืืชืืืขื
ืฉืืืื , ืืื ืืจื ื, ืืืืืืืื, ืขืืชืื ืืช, ืจืืื ืืื, ืืชืืื, ืื ืืืืจืืื ืืืชืืืืื ืืขืืืจืื ืืืืืืช. ืืืืจืื , ืืืฆืืชืืช ื ืืชื ืืงืืช. ืืฉืืจื- ืืืืืข ืืืชืืื ืช ืืืชื ืืืืจืืขื
ืื ืฉืืืื . ืืืฉืืืกืื ืืจืื ืืืจืืฉืคืงื ืืช ืื ืืื ืฆืืืืื ืืจื ื ืื , ืื ืืืืฆืขืืช ืืืืฉืืช ืืืืืืืืืืืื ืฆืืช ื
ืืืื . ืืืืืืืืจืืืืืื ืืช ืืืืจืืข ืืืืื , ืืขืืชืื ืืชืืืืื ืื ืืืืืข . REAL/ืืืืื ืืืืืชืืฉื ื ืืื ืืฆืืืืช ืืืฉืช ืืจื, ืืืฆืขืืช-ืืืชืืื ืช ืืืชื ืื ื ืืืื ืืืืข ืื, ืืืขืืื, ืฉืืืขืื, ืฉืจืืืืืืฉืื . ืฉืืืืื ืืืืจ ืืืจืืืข ืฉื ืืืืื ืืืืจืืขืืืื ืื . ืืืืฉืื
ืื ืืื ืฆืื ืืช ืืื, ืืืื ืืืืจืืข ืชืืืื ื/ืื ืฉืืื ืืื ืคืืงื, ืืฆืืจื ืืืืืื. ืืจืืืื ืื ืืฉืืืืืกื . ืืืกื ืืชืืืขื: Xืคืงืืืจ ืืื , ืคื ืืืืืืื ืฉืืืฉื . ืืืชืืื ืช ืืฉืืจื ืืืืชืืืืืื ื
ืขืืืื -ื ืคืฉ ืืื ื, ืื ื ืฉืื, ืืื ืืืื-ืกืืคืจ, ืืืืื ืืชืืื ืืช ืื ืื ืฉืืืืืจืื ืืคืกืืืืืืืื ืืืืืช ืื ืืื ืืกืฃ ื, ืชืคืงืืื ืืืืืจ ืืชืืื ืืช ืื ืืืืืข ืฉื ืงืื ืืขืืจ. ืืืชโืืืื-ืืืืจืืช ื ืื ืขื ืคื
ืฉืืขืืชืื ืชืืืฉื , ืืขืจืืช ืชืกืจืืืื ืขืฆืืืืช - ืืชืืฆืื. ืืืขืจืื ืืืชื ืืืืื, ืืืืืข ืืื ืื. REAL-ืื ืืืื ื VIRTUAL-ืืคื ืฉืืื ืืืขืืจืช ืืืืฆืขืืช ืืืื ื, ืืืืืืื ืืืืฆืืืืช
. ืืืื ืื ืชืื ืืื ืืชืืืื- ืืืืืืช ืืืืขื ืขื ืื ืืืขื ืฉืืฉืืืฃ ืืช ืืืฆืืช ืชื, ืืืงืจื ืืฆืื ืืืืืืื ืืื . ืืืืื ืืืฆืืืืช ืืื ื ื ืงืืืขืฉืืืฉืช ืื ืื ืชืื ืฉื ืื ืืื ืืืื ืื, ืืฉืื ืืฆืืื
-ืืืื ืืืืืืฆืจ ืืฆื ืฉืืืื ื. ืื ื ืฉืืืืืืืฉืชื ืืช ืืชืืฆืื ืืืืืื ืื ืืกืืืืืฆืื VIRTUAL ืืฉืขื ืฉืฉืืืจืื , ืืืืืื, ืื ืงืืจื. ืชืืืขืืืืฉืชืื ืขื ืืืงืื ืืจืืืืื ืDVD
ืชืื ืืชื ืชืงืืช , ืฉืขืืช 24ืืืฉื ืืคืจืงืื 24ืืฆืืคืื ืืจืฆืฃ ืืื , "24"ืฉื ืกืืจืช ืืืืืืืืื ืืฆื ืืคืื ืืืื ืืืชืจืืฉ . ืืืืืืื ืืืืื Xืคืงืืืจ ื ืฆืืืืื ื REAL-ื. ืืื ืืขืืื ืืกืืื
ืฆืืคืื ืืื ,ืืืื ืืจื ื ืืืืฉืืืื , ืขืืชืื ืื ืงืืจืืืืื . VIRTUAL-ืืฉืขื ืฉืืชื ืชืงืื ืืืืื ื. ืืชืืืขื ืฉืชืื ืขืืืืื ืื Xืคืงืืืจ ืืื . ืื ืืฉืขื ืฉืขืืกืงืื ืืกืคืืจื ืืชืืจื, 2ืืฉืืืืจื ืขืจืืฅ
. ืืคืืื ืืขืช ืืืื ืืืงืืฅืื , ืืขืช ืืืืื, ืืืฆืืื ืคืกืืืืืืื, ืชืืช ืืฉืคืขื ืฉื ืกืืื
-ื ืืชืคืขื ืืช ืืืืืฅืืืื ืืืจืืื ืืืชื . MINDSPACE/ืืืฆื ืืืืจืื ืืืจืื ืืชืืืขืMINDSPACE , ืืืกืื ืืืืกืืืืืืื ืืืื/Blockbusters . ืืคืฉื ืชืืืืื ืื ืืกืืืืืกืืจืช
ืื ืื ืื ืืชืืืื ืืขืืืื ืืืกืืจืืื ืืฉ ืืืฆืื ืืจืืข ืืืืื ืคืืชื, ืืฉืืื ืืกืืจืืืืื, ืืืืื ื ืืืคื ืืฆืืืื ืืืชืืืฉืืื ืืื .36SWOT/ืืืคื โืฉืืื ืจืืฉืื ื . ืฉืืืืช ืืกืื
ืฉืืกืืืขื ,ืงืื ืืืขืืขืืืืช ืืืืืืช ืขืชืืืืืช , ืืกืืืื, ืืชืืจืืช, ืืืืคืืื ื, ืฉืืจืืชืื/ืืืืฆืจืืืืฉืืื ืืื ืืืืื , MINDSPACE-ืชืื ืืืืจืืจ ืฉืืจืื ืืคืขืืื ืืฆืื .ืืฆืืืจ ืืคื ืขืืื ืืช
ืกืืื ืื ืงืืืืช ืืขืื , ืื ืืืชืจื ืืขืืืช ืืืกืจ ืืืืข ืืงืจื ืงืื ืืืขื. ืืฉืืืฉืช ืืืืื ืืืฆืืืืช, ืชืืืื ืื ืคืืืืช ืื ืงืืืืช ืืขื. VIRTUAL-ืกืืืืืช ืืืืืืช ืืืืช ืืืื ืืืืื ืืืืื ื. ืืืืืช
- ื, ืืืื ืืืืืืื ืืืืืื ืืืฆืืืืช ืืืกืืจืชื ืืชืืืืืื ืขื ืกืืืื ืืฆืจืืช ื. ืืืื ืกืืืื ืืฆืจืืชREAL ,ืืฉ ืืื ืืขืื . ืืืจืืื ืืคืื ืืืืกื ืืืืื ืืืจืืจ ,ืืืฉื. ืืืืื ืฉื ืืืืื ืืืืืชืืื
ืืืกืจืื ืืืขืืืคื ืฉื ืืืืช ืืืจืช , ืฉื ืืชื ืืืชืืืจ ืขืืื ืืืืฆืขืืช ืื ืืืช ืกืืืื ืืืืื ,ืืชืืืื ืขื ืกืืืื ืจืืฉืืช ืืืืื ื ืืืชื, ืฉื ืื ืื ืืขืก, ืืืืืฉืืช ืื ืงืืืืช ืืขืืื . ืืฆืืืืจ
35 Ries A., Trout J. (1986), 'Positioning: The battle for your mind', McGraw-Hill, 1981, ISBN 0-07-065264-3 36 SWOT โ Strengths, Weaknesses, Opportunities, Threats
MINDSPACE-ืืืื ื. 2.1.4.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
19
ืืื ืืืื ืืืื . Xืืคืงืืืจ ,ืืืช ืืืืช ืืืื ืืืืื ืืืืื ืืื ืคื ืืื ืฉื ืืชืืืขืืกืืืืืช ืจืืฉืืืฆืืืืจ ืืืืื ืืช ืืืืกืืืืืช ืืขืก - ืืืืืช ืืืืื. ืืชืขืจืื ืืืืื ืืืืืืืืืื ืื ืืืขื ื ืืขืืจ
. ืืขืงืืืช ืืืืืื ืืขืืจืืง ื"ืืจืืืืคื
ื ื ืืฉืืืช ืขืืืจืื ืืชืช ืืข ,ืกืืืืืช ืืืืคืื ืืชื ืืขื ืืืืจื .TARGET/ืืื โืฉืืื ืฉื ืืื ืืื . ืืืืืืืืืจืฆืื ืืช , ืฉืืืคืืช, ืืืขืืืืืื . ืืืืื ื ืืื ืืชืืืื ืื ืืงืืช ืืช ืืืชื ":ืืื"ื
ืื ืืืืชื ืืชืืืื ืขื ืืชืืจืจืื . ืชืืืื ืืฉืื ืืงืื ืฉืชืืืจืื ืืจื , "ืืื"ืืชื ืืขื ื ื. ืืืื ืืืชื ืืืืฆืืื , ืืืืืื ืืจืขืืื ืืืฉ ืงืื ืืืืจืืืืืื ืืช ืืืขื ืืืื, ืกืืืื ืจืืฉืืช
ืชืืืืืืืืชืืื ื -ืช ืืืืฆืขืืช ืืืื ืช ืืืื ืขืืฉืื ืืืืืช ืืืืืืืืช ืืงืืืกืืืช ืืืืื ืฉื ืืืข . ืฉื ืืขืชืื
ื ืืืื ืืื ,ืืืื ืืฉื ืื ืืืืจืื ืืช ืื ื ืืืืืงืจื โ 1963-ืืจ ืืจืืื ืืืืจ ืงืื ื ''ืืืคืืจืกื ืฉื ืืืืืจ ื
ืื ืืืกืงื ื . 37(King, 1992: 101-106) "ืืฉ ืื ืืืื"ืชื ืืขื ืืืื ืืืืื, ืฉืืชืืืืืื ืขื ืกืืืื ืืฆืจืืช
ืืืจื . ืืืจืื ืืชืืืขื ืืืขื ืืืื ืืืจืื ืืฆืจืื ืืืขืืืชืจืืื ( REAL-ืืชืื ืืืื ื Mission/ืืื ืฉืชืืืช ืืืขืื
ืืฉืื ืืื ืืฉืืื , ืืขืืจืืช ืืขืืืชื Missionืืืื ื ืืื ืืืื ืืืืื ืืกืืกืืช , ืขื-ืืืืื ืืืฉืืืช. )ืืืืขืื
ืืืืืืจื ืืงืจื ืงืื . Just Do It โืืืจืช ื ืืืงื . ืฉืืช ืืช ืื ืฉืื ืืขืืื ืขื ืืืืงืืืืชืื ืืช ืืืืืฅ ืืข
ืืกืงื ื ืื ืืชืืืืืื ืจืง ืขื ืกืืืื ืืืืืช ืืืืื ืืื ืืื ืฆืืจื ืฉืืืืื ื ืืจืขืืื . ืจืง ืืงืื ืืืืื ืืืืจืืืืขื ืืืื ืืืจืื ืืงืื , VIRTUAL-ื
ืืงืืคืืื ืจื : ืืืฉื. ืืื ืฆืืจื ืฉืืขืืื ืืขืฉืืช ืืฉืื ืฉืื ืืื ืืขืืืื ืืขืฉืืช ืขื ืื. ืืืฉ .ืชื ืืืืืจื ืืชืืืขืช ืืฆืืืืจ ืืืฉืจืืื ืื ืืฉ ืืืกืื ืืืืืืืกืืจ, "ืืื ืขื ืื ืืืคื"ืืฉื ืื
ืืื ืืืืกืืืื ืืขืืืืื ืืคื ื ืืืืชื ืืืฉืืช .BLOCKS/ืืืกืืืื โืฉืืืฉืืช ืฉืืื
ืืื ืฉืืืืฉื ืงืืื ืื ืื ืื ืืืื ืข ืืืืจืช ."ืืื"ืื ืืื ืข ืืืืืืฉ ื ,ืื ืืืืืื ืืืจืืช? ืืขืืื, ืื ืืกืช ืจืขืืื ืืช ืืืฉืื ืืชืืืขื ืืืื ืขืคืืขื ืื ืื ืื MINDSPACE-ืื ื, Firewall-ื ืืืืจืืกืื
ืืืืื . 38(Gladwell, 2002; Hagerstrand, 1969)ืืืืื ืืืืืจืืกืื ืื ื ืืืืืืชืคืฉืืื ืืื ืื ื ืืืืืืืกืจืื ืืืืื ื ืืฉืคืื 2,000ืื ืกืืืจ ืฉืื . ืคืืขื ืืืกืื ืงืืืืืช VIRTUAL-ื
ืื ืืืฉืืจ , ืืงืคืืฆื ืืขืจืืฅ ืืื ืืืืจ, ืื ืื ืชืืคืขืช ืืืคืื ื. ืืื ืืืื ืืฆืืืื ืืืืืจ ืืชืืืขืืื ืื . ืขื ืคืจืกืืืืช ืืืืคืฉืจืืช ืืฆืืคื ืืืื ืชืืื ืืืช ืืืืืืืื ืืืงืืืืชืฉืืืืฆืขืืชื TiVo-ื
ืืืืกืื ืืขืืงืจื REAL-ืืืืื ื. ืืืืืข ืืืืขืืจ ืืื ื ืืขื ืืืืื , ืชืฉืืืช ืืืืืืกืื ืงืืื ืื ืืงืืื ืืช ืื , ืื ืืื ืืืื ืืืจืื, ืืืกืจ ืืืืืช ืืฆืคืืช ืืื ืืืื ืืฆืืขืื. ืืื ืืืกืื ืคืืื
, ืืืฉื. ืคืืขืืื ืืขืืงืจ ืืืกืืื ืขืืืื ืืืืข Xืืืืื ืืฆืืืืช ืคืงืืืจ . ืืฆืืืืืืฆืืืืื ืื ืืืืืชืืืขื ืืืจืืืช ืื ืืืกื ืืืืื ืฉืืื ืืืืจืืช ืืืืื ืื ื ืืืื ืืืื ืืื ืฉืืืืข ืืืืืข ืื
ืืขืืงืจ ืืขืืช ืงืืืืืช ืื : ืื ืื ืงืืื ืืืกืื ืฉื ืืืข. ืืืขืืจ ืืืืืืช ืงืืืืืช ืื ืื ืื ื ืืืืืจื .ืกืช ืจืขืืื ืืช ืื ืืืืื ืืช ืืกืืก ืืืืข ืืงืืืืืืื ืขืืช ืื ื, ืขืืืืช
ืืื ืืชืช ืืขื ื , ืื ืืืจื ืืื ื ืชืงืขืื ืืฉืืื ืืจืืืขืืช .BUSTERS/ืืื โืฉืืื ืจืืืขืืช
- ืื ืืืกืงื ื ืืื ืฉืฆืจืืืื ืืคืขืื ืื ืืจืง ืืืืื ื .ืจืืื ืืฉืืืฉืช ืืฉืืืืช ืืจืืฉืื ืืชVIRTUAL ืืฃ ืชืชืืื ืงืื ืืืืื ืฉืืืกืืฆืจืื ื ืื. ืืืืื ืืืืข, ืืงืื ืืืขื ืืกืจ ืืืื ืืืขืืจ
, ืืขืื ื ืืกืคืช. ืื ืคืืืืชื ืงืื ,ืงื ืืืื ืืืืืืจ ืืกืจ ืืืืืฉ ืืืจืืช ืืืืื ืืืืฉืื . ืืืขืฉืืืืืฉื ืฉื ืื ืืขืืืจื ืคืขืืื ืืืืืช ืกืืืื ืืกืจืื . ืื ืชืืื ืืกืจ ืืืื ืืชืืื ืืขืืืืืื ืฉ
CO2-ืจืืช ืื ื ืชืฆืื, ืืืื ืืืชืืฆืขืืชื ืืชืืืงืื ืกืื ืืืืง ืื ืืฉืื ืืื ืื โโ :ืืืืืื
37 King Jr, M.L. (1992), 'I have a Dream', HarperSanFrancisco, 1992, ISBN 0-06-250552-1, pp. 101-106 38 Gladwell M. (2002), 'The Tipping Point', Little, Brown & Co., 2002, ISBN 0-316-34662-4; Hagerstrand, T. (1969), 'Innovation Diffusion as a Spatial Process', University of Chicago Press, 1969
Blockbusters-ืืืื ื. 2.1.4.2ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
20
ืฉืื ืื ืชื ืื , ืืืืจ ืืืจืฅืฉืืืื ืืืชืืืืืช ืืชืจ ืฉื , ืข ืืืจ ืืฉืืืช ืืืืืืืฉืืงืจ, ืืืืืืกืคืจื ".ืืืืืืืช ืืขืืื ืืืฃืฉื ืขืจื ืืขืืืืช ืืืื ืืืืื ืืืืขืืืืช, ืืคืฉืจืช ืงืจืืื ืื, ืืื ืืืืืืจ
-ืืืขืืืจ ืืกืจ ืืชืื ืืืื ืืฆืืืืช ื, ืืืืื ื. ืืืฆื ืืื ืฆืจืื ืืขืืืจ ืืืืื ืืืื ืืืชืจ ืืชืืืขื
REAL .ืืื ืกืืื ืงื ืื ืืฉืื , ืฉืืืื ืื ืืจืืื ืฉื ืชืืืื, ืืฆืจืืืืชืืืขืช ืืกืจ ืืฆืจื ืืืื ืืื ืืฉื ืืืืืช ืืกืจ ืฉื ืคืื: ืืืฉื. ืื ืื ืื ืคืืืืชื, ืืืจืืืช ืืืฉืืื ืืื ื ืชืืื .ืืืฉื ื
ืืืฉืืขืืืืช ืืืืฉืืืช ืืชืืืืืจ ,"ืืืื ืืืจื ืืืจ"ืืคื ืฉืื ืืืื ืืืืื ืืกืจื , ืืกืืืืืกืจื ืืฆื ืืืงืจื ืื ืื, ืฆื ืืืืจืืจ. ืืืฆืื ืืื ืืื ื: ืืืืจ ืืืจืฅืืชืืืืืช ืืชืจ ืฉื ืืืืจืกื ืืืช
ืื ืงืืจื ืืืฉืจ ืืชืืืืืื , ืืขืืืช ืืืช. ืืกืื ืืจืื ืืืจืืืฆื ืฉื ื ืืคื ื ืืฆืื ืืื ืืืืืชื ืืฉืืืฉื ืขืฉืจืืช ืฉื ืื ืืืืืจื ืืชืืืขืช , ืืฆืจื ืืช ืกืืืจืืืช ืืจืืืืจื, ืืื ืืืจื ืืื ืคืืืืค ืืืจืืกืจ ืืืื ืืืก .ืืืขืจื ืืืืฆืขืืช ืืงืืืืื ืืจืืื ืขื ืืกืืก ืืขืจืืืช, ืืฆืจืื ืื ืืกืจ ืฉื ืชืืืื
ืืืืคืฆืื ืืืืืื . ืืื ืกืืืื VIRTUAL-ืืคืืขื ืื ืืื ืืืืื ืืืืกืืจืช ืงืืคืืื ืื ืืื ืืขืช ืขืืฉืื ืฉืื ืืืืื ืืฉ , ืืคืชืจืื ืืื ืืกืจ ืฉื ืคืื. ืื ืืืืื ืืืื ืืืชืจ, ืืื ืืืืจืช ืืกืจ ืืืืชื ืืืื
ืืคืงืืืืืืช ืืืกืจ ืขืืื ืขื ืฉืืืืขืื , ืคืืื ืขืฆืืชืื ืืื ืฉืืืืืจืื ืืช , ืืืืืช ืืืื ืืืืจืืืืฃ ? ืืืื ื ืงืืืช ืืฉืื. ืืกืจ ืืืคื ืืืืฉื ืืืขืืื ืฆืื ืืชืฉืืขืืจ ืื ืืืคืงืืืืืืช , ืฉืื ืืจืืช
. ืืื ืื ืืืืข
ืืฉ, Xืื ืืจืื ืืืชืืืืืืช ืืื ื ืืืืืืื ืื ืืืชืื ืืื ืืืืื ืคืงืืืจ ืืื ืืกืงื ื ืื ืืืื ืืกื ืฉื ืืกืจ ืืื . ืฉืืื ืื ืืืื, ืชืงืืื ืืืืืกืจ ืจืืฉื ืืืฉื. ืืืฉืชืืฉ ืืืืื ืืืจืื
ืืขืืืืื ืืฉืืฉ ืืืืืื ืืงื ืกืื. ืืื ืขืืืงืืืงืื ืืืืืื ืฉืืืืืจืื ืืจืืข , ืืืชืืืขื ืืืื ืงืฉ" ืื ื ืกื"ืืืกืืจืช ืืกืจื . ืืื ื ืืกืฃ ืืืคืงืืืื ืืื ื ืืงืืื ืืข. ืืืืืจืช ืืกืจืื ืจืืฉืืื ืืชืืืขื
ืคื , ืืช ืกืืคืืจื ืฉื ืื ืืืืื ืฉืืืืช ืื ืืื ืขื ืืืืืช ืืืืงื ืขื ืืชื ืืืฆืื ,ืืืืืื ืฉืื ืคืืืงืืช ืืจืืืืช ืจืืืื ืืืชื ืขืืื ืืืืืจื ืืืฉื. ืืืจืืงืกืก ืืชื ืืงืคืืจืฉืช ืขืืื ืืกื ืืฃ
.ืืื ืชืืื ืฉืืืืงื ืงืืืกื. ืืฉืื ืขื ืฉืืืช ืืืฆืจื ืืืืจื ืืืืืจ ืฉื, ืืืืคืง ืืืื ืืืืจืืืืืฆืจืื , ืืขืืืืื, ืฆืืคืื ืืชืืืจืื ืจืืฉืืช ืืกืจื ืื ืื ืืชืืืจืื ืจืืฉืืช ืืืืจืืืืฉ
ืงืื ืืงืืืืชืื ืืื ืืืฆืืืื ืืืืืืจ ืืงืจื, ืืืืื ืืคืืื ืืื ืฉืื ืืืจืช ื ืืืงื. ืืืืกืจืืืืกืจ ืฉื ืชืงืืื ืืขืืื , ื"ืืจืืืืจืืงืืื ืืืืื ืืฉืืื ืืช ืืขืื ื ืืขืจื - ืื ื ืื ืืขืจ ืืืคืจื - ื ืืื
ืืช ืืื ืฉืื ืืืื ืขืชืฉืื โโ. REAL-ืืืกืจ ืฉื ืืืืฅ ืืขืืื ืขื ืืืื ื, Xืขื ืืืื ืคืงืืืจ ืขื ืื ืช ืฉืชืืื ืืจืืืฉ ืืช ืืืื ืืืืจืื ืฉื ื ืขืื ื ืืืง ืืืืจ $, 150ืฉืชืืชื ืื , ืืงืฆืืช ืกืขื
ืืื ืืกืจืื ืืื โโ.ืกื- ืืื ืืืืืจื ืืืืืช ืืขื ืืืืืจ, ืืจืืื ืืชืืื ืืืชืขืืคืฃ ืืืืฆื ืืืฉืืื ืโืืื ื ืขืจืืช "ืืกืจ ืืืื ืฉื ืืจืืื ื ืืืืืืช ืืืื ืฉืืกืืืจื ืืืืชื ื ืขืจืื . ืงืฉื ืืืื ืืืชืืืื, ืชืืืจืช ืฉืืจ ืจืขื ืืชื ืื ืชืขืกืืงื ืืืคืืจืื, ืืืื ืืื ืืื ืืืืื ืืกืื, ืงืฉืืช ืืื ืืคืืืืคืื ืื
. ืื ืขืืื ืืื ื ืงืื ,"ืืืืืืฆืจืืช ืืช ื ืขื
ืื ืื ืืืจืช ืจืืืื ืืชืืืืื ืืืฉืืจ ืฉืืจืขืืฉ . ืืื ืื ืืฉืคืขื, ืืืกืจ ืืืื ืืกืืืื ืจืืฉืืชืืืืืื : ืืกืืื. โโืืืืชื ืืขืืช ืื ืืกืื, ืื ืืืจืื ืื, ืื ืื ืื ืื ืโโ: ืืช ืืืืื ื ืขื ืืกืจ ืืืื
ืืขืก ืืืืืฉื ืืขืืจืจ , REAL-ืืืชื ืืข ืืช ืืืื ื, ืฉืืฉืืจ ืืืจื ืืื ืืขืืจืจ ืืฆื ืืื ืคืืืืืืื ื ืจืืฉ โืืฉืืจ ืืฆืื ืจืืื ื ื ืืื ืฉื ืื ืืืื ืืืืื ืงืืืกืืช. Xืืืชื ืืข ืืช ืืืื ืคืงืืืจ
ืืคืืืืข ืจืื ืืืชื ืืกืชืืื ืืงืืช ืกืคืืจืืช ืืืจ. ืืืืืื ืืชืืืืืืืขืช ืืคืืืืข , ืขืืจืืืช ื ืื ืืืจืง, ืชื ืืคืื ื ืฉื ืืืืฅ ืืืืื ืื. ื ืื ืืข ืฆืคืื ืืงืืจื ืืชืืฉืื, ืืืจืื ืื ืืื ืชืืช ืืื ืืืืง
ืืคืืื ืจืืืฉืืช ืืืงืืื. ืืื ืืคืื ืฉืขืฆืจ ืืช ืชืืฉืื ืืขืืจ ืืืืช REAL-ืืื ืืฉืคืขืื ืขื ื .39(Giuliani, 2004) ืืื ืืื ืฉื ืฆืืืชื ืืืฆืื ืื ืกืคืืืื
. ืืืืชื ืืืื ื ืืื ืืฉืืจ ืืคืฉืจื ื ืื ืืืจืงืขืืจืืืช . ืืืฉืืจืืืืื ื ืขื ืืกืื ืงืจืืกืช ืืชืืืืื ืืฉืขืืช ืืจืืฉืื ืืช ืฉื โื ืจืืฉ ืืขืืจ ืจืืื ืืืฆื ืืชืืืื 39ืขื . ืืืืจืื ืืกืืจ ืืขืืื, 7ืฉื ืื ืืื 23ืืงืืื -ืฉืืื ืืฆืืื ืืืืฆืขืื ืืืื ืืืืืื ืืืชืงืฉืืจืชืืื ืืื ืขืืื ืืื ืงืืื ืืจืื ืืฉืืืื ืื ืืืื ืืฉืืจืื ื
ืขืืจ ืืืงืืช ืืืืืืืืช ืืขืงืืืช ืืืกืื ืืื ืืืฆืื ืืชืจ ืจืืฉ ืืืืฉืืื ืืจืืฉืื ื ืฉืขืืื ืืคื ื . ืงืจืก 7ืื ืื ืืื ืืชืจืกืงืืช ืฉื ื ืืืืื ืืชืืืืื, ืฉืืื ืืืจืืืื ืืคืขืืืืช ืืืืืืฅ - ืืฉืืืืื ืืืื ืืืืืืช , ืืืืื ืขื ืืงืืช ืฉื ื ืืืืช ืคืืงืื. ื ืื ืืืจืงืฉืืฉืืฉ ืืืจืื ืคืืงืื ืืฉืืืื ืืขืืจ ื ืืืืจื ืืื
ืืืืื ื ืขืจื โื. ืขื ืชืืฉืื ืืขืืจ ืจืืฉ ืืขืืจืฆืขืืชื ืืชืงืฉืจ ืืืื ืืืืืืชืืจ , ืืืฉืืื ืืฉื ืืื. ืืฆืืืืจื ืฉืืื ืืืจืืืื ืืกืืจ -ืฉื ื ืืืืืืช ืืืฉืืจื ื. ืืืืืจืื ืืืืชืจ ืืืืืื ืื ืืื ืื ืืข ืฆืคืื ื, ืืจืืฉืื. ืืขืืจืืฉื ื ืืกืจืื ืชืงืฉืืจืชืืื ื. ืืืื ืฉืืื ืืื ืฉื ืฆืืืชื ื ืขื ืฆืคืื ื ืจืืืืช, ืืกืืืช ืขืืชืื ืืื ืืชื ืืขื
.ืืชืคืงืืื ืืฉืืืืื ืืืฆื, ืขืืืื ืื ืฆืืจืช ืืขืื ืืชืคืงืืืื ืืขืืจืืื ืืืืื, ืืฉื ื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
21
. Xืคืืขืืื ืืืืื ืคืงืืืจ ืืจืื ืฉ ืืงืืช ืืืฉืืื ืื ืืชืืื ืืืชืื ืืืื ืืช ื. ืืืืืืชืชืืืืช ืืื . ืืืจืืืื ืืืืขื ืจืืฉื ืืืื ืืื, ืืชืืืขื ืืืคื ืืืื ืืชืขืืืง ืงืืืืืช ืืืืื ืื ืขืืืืช ืืืขืืช
ืืืคืฅ ืื ืื ืฉืื . ืืืืงืจืื ืขืืื ืื ืืื ืฉืื ืืขืืช ืงืืืืืช ืื ืื ืืจืฆืืช ืืืฆื ืฉื ืืืฆืจืืืืืขืช ืืืืจื ืื ืืขืืื, ืืชืืขืืืช ื. ืืื ืื ืืจืืฉื ืืืื ื ืืจืื ืืช, ืืืืื ืืืื ื ืืืืืจืืช
ืชืืื ืืชืื ืื , ืืชืืื ืืื ืงืฉืจ ืืืชืืื . ืชืชืงืื ืืืจืื ืืืจื ืืจืื ืืชืืขืื ืฉ, ืืืืืจืืชืืืชืื ืืืื ืืช ืืืืืืช ืชืื ืคืขืืืืช ืืืืจ ,ืืืืืจ. ืช ืืืงืืจืืืื ืืืืจืช ืืจืง ืืื , ืืืคืืื ืื
ืืืจ ืืืก, CNN-ืืื ืกืืืื ืืคืงืื ืืืฉื ืืฉืจืืื ืืืืคืืข ื, ืืืืชื ืกืืื. ืืืืจืช ืืกืจืื ืจืืฉืืืืืฆืืจืจ ืฉื ืืื ืคืืกืืื ืืืช ืฉืืืื ืืื ืืื , ืืืงืฆืืขื ืืืืืจื ืืืจ ืืืคืจืืืืช ืืจืฆืืื ื
. ืืืืื ืืขืืจ ืืกืืืื ืืืืจ ืืืืืื ืืืืกืื ืื ืืืืื ืืืืืข ืขื ืืชื ืืคืขืืื ืืืืืืืื ืืืืช . 40(Hassman, 2005)ืืฉืื ืข ืืคืฉืื ืืื ืืืกืจ ืืืื ืกืืืื ืืื ืืกืจ ืจืืฉื
. ืืฉื ื ืฉืขืืืื ืืืืื ืฉืืืฉ ืืฉืืืืช, ืื ืืืชืืืฉืืื ืืฉืืืฉืืช ืืืืชื ืืงืื ืืืืฉ ืฉื ืจืฉืืืืช ืืื ืื ืืขืืจ, ืืืืจ ืืืฆืืข ืฉืชื ืืืฉืืืืช ืืจืืฉืื ืืช
ืฉืขืืื ืืืืืช ืืคืื ืื , ืืชืืจืื ืืช ืจืฉืืืืช ืืืจืืืืช ืืืืคืื ืืื ืืคืฆืืขืื, ืืฉื ืืื. ืืืจืืืข ืืช ืืจืืืืช ืืืืืื ืืคืื ืื ืืกืืืจ ืฉื ืืจืื ืื ืืื, ืืจืืฉืื ืืืืืื ืื ืื ืชืืฉืื ื ืกืืื . ืืืื Ground Zero-ืคืขืืืืช ืืืฆืื ื. ืืจืืจืืกืืื ืืืฆืขื ืคืืืืข ืจืืืื ื ืืกืฃืืขืจืืืช ืืืืคืฆืื ืฉ, ืืฉืืืฉืืช. ืืืชืจ ืืคืืืืข
ืื ืืืกืืจืช ืืืืื ืืืชืืื ื ืืช ืื . ืกืืืื ืืืฆืื ืืช ืจืื ืืืคืืช ืื ืกืคืื ืืื ืงืืืฉืืืจืืช ืฉ. ืืขืจืืืช ืืืืืกืืืช ืืชืืืืืื ืืจืฉื , ืฉืขืืช ืืืืื 24, ืืฉืขืืืื , ืืชืงืฉืืจืช ืขืกืงื ืื ืืืื ืืกืืืื ืืืจืฉื ืืจืืฉ ืืขืืจ ืืืฉืื ืขื ืืฉืืื .ืคืืืจื ืืืืืช ืืฉืืจื ืืจืืื ืืขืืจ ืืฉืขืืช ืืืืื, ืืชืงืคืช ืืจืืจ ื ืืกืคืช
. ืขื ืืืชื ืืืขื ืกืืจื ืืชืืงืฃ ืืขืกืืง ืืกืคืงืืืฆืืืช. ืืขืืื ืืช ืืฆืืืืจ ืืกืคืจ ืืืืืืข ืืืืืฉ, ืชืฉืืืชื ืืืืชื ื ืืจืฆืช? ืงืืจืื ืืชืืกืคืจ ืืืงืฃ ืขืฆืื ืืื ืฉืื . ืชืืืื ืคืืืช ืืชืงืืื ืืืชืจ. ืืจืื ืกืืื ืืืจื. ืจืืฉ ืกื ืืืื ืืช ืืชืงืฉืจ ืืืชื ืืฆืืืืจ. ืืืืื ืโืจืืื ื ืขื ืคืืืืช ืืกืื ืืื ืืืชืคืืกืืช .ืืชืืืื ืืื ืืจืืื ืื. ืฉืืืจ ืขื ื ืืื ืืช ืืื ืฉืื. ืืืืงื ืืืจืืืช ืขื . ืืื ืืื ืืืืืช. ืชื ืงืืืืืืืช ืืืืจืื ืืืฉืืืื. ืืืืืื
Giuliani R.W. (2002), 'Leadership', Miramax Books, Hyperion, 2002, ISBN 0-7868-6841-4 >http://www.idc.ac.il/publications/files/200.pdf<, 104-98' ืขื, 2005, ืืืื, 2005ืืื ืืืืชืืื , ืืืืืก', ืืจื ืืชืืืขื, ')2005. (ืืกืื ืจ 40
ืืืื ืืชืืืขื
ืกืืืืืช ืฉืืืื ืงืืืืช ืืกืจืื ืืชืืืื ืืืชื
ืืืกืืืื ืฉืชืงืฉืืจืช ืืฉืืืืงืืช ืฆืจืืื
ืืขืืืจ
ืืืจื ืืื ืขืช ืงืื ืืืขื
ืกืื ืืืกืจ
ืจื ืืืืฆืขืืช ืื ืืืืจืืืืืืืื ืืืฆืขื , ืืชืืื
ืืชืงืฉืืจืช
ืืกืจืื , ืืืืืงื ืืืืืื
ืขืืืฃ (ืงืืืืืช ืืชื ืืืืช , )ืืกืจืื
ืืงืืืืช ืืืกืจ ืื ืืืกืจ ืขื ืืื
ืืงืื : ืืืืจืช ืืขื ืืืืื ืคืฉืืื
: ืืกืจ ืืืื ืืขืืจืช ืืืืข
, ืืืืคื ืืืชื ืืืฆืขื ืืืืชื ืืจื ืืืฉืช ืืืืฉืื
ืชืืืื ืื , ืืฆืจืื ืคืื
:ืืืกืืืื ืคืืกืืืืืืืืืช ืจืืืื ืื
ืฉืืืขื
ืืืขืื : ืจืช ืืืขืืืืืืืขืฉืืช ืืืจ ืฉืื ื ืขืฉื
ืขื ืืืื
: ืืกืจ ืืฆืจืืชืืืื ืื ืืืฉื ืืืช
ืชืช , ืืจื ืืจืืฉ Xืคืงืืืจ ืืืืืข
, ืืืืืฉ, ืจืืฉืืืช ืฉื ืื ืื ืืขืก
ืืืกืืืื ืฉื ืืืข ืื ืขืืืื ืืืืข
ืืืื ื : ืืืืจืช ืืืื ืืืืื
: ืืกืจ ืจืืฉืืชืงืืื , ืืืื
ืื ืฉืืื
Mindspace-ืืืื ื. 2.1.4.3ืืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
22
ืืืื ืืืืคืืืืืื ืฆืืืืจืืช .2.2
ืืืฉืืื ืืืืืจ .2.2.1
ืืืฉื ืฉื ืฉืื ืืืืฆืขืืช ืคืืืืจืื , ืืืื ืืช ืืืขืืชืืฉืื ืืฉืืจืืช ืื ืคืื ืืืืคืืืืืื ืฆืืืืจืืช ืืืืืช . ืืืขืืจืช ืืืกืจืืชืืืืื ืขืืกืงืช ืืืืืืฉ ืืกืจ ืชืงืฉืืจืชื ืืืืืืจืช ืขืจืืฆื ืืืื . ืืงืืื
ืืืื ืืืืื ืฆื, ืืืืืืช( ืืจืื ืงืืืืืืืืืจ ืืืฉืคืขื ืขื , ืืื ืืจืก ืืืืื ืืืืฆืขืืช ืืืืืขืงืืืื โืืืจืืืช ืืืืืืื ืืื ืืืจืื ืืืืกืืืช ืืืืื ื ืืขืืืชืืื ; 41ืืจืืื ืืขืืื )ืืจ ืจืืืืฆืื
ืงืืืืืืชืจืืืช ื ืืื ืช ืฆืจืืืื, ืืื ืืืช ืืขืจืืืช ืืืกืื; )42ืฉืื ืืื ืืื ืืืื- ืจื( ืืืจืฆืืช ืืืฅ(Leonard, 2002)43; ืืฉืืจืืชื ืืื ืืจื ื, ืืืืืืืื, ืจืืื, ืขืืชืื ืืช โืืืืฆืขืืช ืืืื ืืืืจื, ืืืืข ืืื ืื, ืงืืืื ืืืืืคื ืชืจืืืช -ืืืืฆืขืืช ืืืื ืืืืืช ืื/ื; ืืืฉืืชืืื-ืชืงืฉืืจืช ืืืืืืืื
ืืืชืืจ ืื ืืืืื ืคืืื ืฆืืืืืื ืืงืจื ืฆืขืืจื , ืืชื ืืืืืช, ืืจืืื ืชืขืจืืืืช, ืกืคืจืื ืืืคืฆืช ืชืจืืืืืชื ืืืืข ืืขืืชืื ืืื ื; 44(Critchlow, 2003) ืืืืืืืื ืช ืืืงืื ืืืืื ืชื ืืืฉืชืืืืืืช
.45ืืืืื ืืืืื ืืืขืืช ืื ื/ืชืื ืืืฆืื ืืืืฉื ืืืืื ื ,ืืืื ืืืช
ืืกืืก ืืืงืืจืื ื ืืืกืืจืืืืืช ืืจืืื ืืืืืช ืืืืืช ืืื ืืืช ืขื ืฆืืืืจืืชืืืคืืืืืื ืืืื ืืืฆืืื ืืื ื , ืืืฅ ืืงืืืืืช ืืืฉืจืืืืจืืื ืืืช ืชืจืืืืืช ื ืืืื ืืืชื ืืฉ ืขื - ืืขืืืชื ืืืจืืืืช . ืืืื
.ืฆืืืืชืืืช ืืื ืืคืขืืืืืืื ืืืืืื ืืฉืืืืชื. 46(Johnson et al., 2005)ืืืฉื ืืกืืื ืืืืช ืฉืืื ืื , ืืฉื ืืฉืืช; ืื ืฉืืื ืื ืืงืืืื, ืืฉืืฆืืืื โืคืืขืืช ืืจืื ืืืืจื ืฉืงืืฃ
: ืืืฉืจื ืื ืืกืืื, ืืืืฆืขืืช ืืื ืื, ืืจืืฉืืช ืงืื 4- ืขื ืืขืืกืงืื ืืชืืื ืืขืืื ื .47ืืืกืจืื ืืืื ืช ืืฉืืขืืืืช ืืืืื ืืืช ืืืชื ; ืืืจืืช ืืืกืืืจืืช ืืขืืืงื ืขื ืืืกืืืช ืืชืจืืืช ืืจืฆื
ืืขืื ืืืฉืจ ืืืขื ; ืชืจืืืช ืืคืกืืืืืืืืืช ืืืจืื ืืืื ืช ืืืขื, ืกืืจืชืืืจืืช ืขื ื; ืืืืจืื ืืงืื .48(Tuch, 1990: 39, 13, 116) ืชืงืฉืืจืชื
rSoft Power vers Hard Powe โ ืขืฆืื ืจืื ืืื ืขืฆืื ืงืฉื .2.2.2
Soft Power/49ืืืกืืจืช ืืืืืื ื ืื ืืืจืืจ ืืืืืื ืืืจืืื ืืช ืืฉืืืืฉ ืืขืฆืื ืจืื
1%- ืืกืืื ืืืื ื ืืคืืืช ื"ืืจืื. ืคืื ืืืขืืจ ืืคืจืืฆืืืืจืืช ืืืืืจืืช ืืืืืืคืืืืืื
41 Glassman J. (2003), 'The U.S. needs more effort on PR', American Enterprise, December 2003, <http://www.theamericanenterprise.org/issues/articleid.17755/article_detail.asp>, viewed 4th February, 2005, cb0115 42 Knowlton B. (2005), 'White House letter: Humility has its uses, new US envoy signals', International Herald Tribune, 15th August, 2005, <http://www.iht.com/articles/2005/08/14/news/letter.php>, cb0733 43 Leonard M. (2002), 'Diplomacy by other means', Foreign Policy, September/October 2002, <http://www.foreignpolicy.com/story/cms.php?story_id=1913>, viewed 4th February, 2005, cb0116 44 Critchlow J. (2003), 'The power of public diplomacy', New Leader, vol. 86, iss. 5, pp. 12-14, 31st October, 2003, <http://www.britannica.com/magazine/article?query=power+of+public+diplomacy&id=1>, viewed 4th February, 2005, cb0114 45 Public Diplomacy focuses on the ways in which a country (or multi-lateral organization such as the United Nations), acting deliberately or inadvertently, through both official and private individuals and institutions, communicates with citizens in other societies. But like standard diplomacy, it starts from the premise that dialogue, rather than a sales pitch, is often central to achieving the goals of foreign policy. To be effective, public diplomacy must be seen as a two-way street. It involves not only shaping the message(s) that a country wishes to present abroad, but also analyzing and understanding the ways that the message is interpreted by diverse societies and developing the tools of listening and conversation as well as the tools of persuasion. USCPD (2006), 'What is public diplomacy', USC center on public diplomacy, <http://uscpublicdiplomacy.com/index.php/about/whatis_pd>; USIA (2006), Public diplomacy web site, USIA alumni association, <http://www.publicdiplomacy.org.>; ERMCPD (2006), The Edward R. Murrow center on public diplomacy, The Fletcher School, Tuft University, <http://fletcher.tufts.edu/murrow>, viewed 6th August, 2006 46 Johnson S., Dale H.C., Cronin P., 'Strengthening US public diplomacy requires organization, coordination, and strategy', Heritage Foundation backgrounder no. 1875, 5th August, 2005, <http://www.heritage.org/Research/NationalSecurity/bg1875.cfm>, cb0728 47 Charles R. (2005), 'Public diplomacy is key', The Washington Times, 21st May, 2005, cb0341; Del Buey E. (2005), 'Canada's investment in its embassies', Embassy, 15th June, 2005, cb0121 48
See 7 for reference. pp. 13, 39, 116, cb1519 2006, ืืืจืฅ 15, ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืก ืืืืฉื ืืืืืื ืืืช''ืืื, ืชืจืืื ืืื ื ืืงืฆืืขื ืืขืืจืืช, )2006. (ืืงืจ ื 49
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
23
. 50)ืกืืื ืืื ืืชืงืฆืื ืืืืฉื ืืืจืืื( ืืืืืื$ 1- ื -ืืืงืืฉ ืืืืื ืืื ืืืืืืืชืงืฆืื ืืืฉืื ืื ืืื ื ื ืืืืจ ืืช ืืืืฉื ,ืฉื ืฉืื ืืกืืืืืืื ืืื ืจืืืกืคืื ืืืืืจ ืืืื ื ืืืืจืืงืื
,)51ื ืืขืืืืื ืืืืฉื ืืฉื ืืชืงืฉืืจ ืืืื ืืืชื ืืชืืฉื ,ืืืจืืช ืฉืื ืขืืื ืืงืืืืช ืืืขืจืื( ,ืืื ืืืจืกืืืช ืืจืืืืจืืก ืงื ืื ืืืืฉื ื''ืืืื, ืื ื ืื'ืคืจืืคืกืืจ ื ืขื ืืืืฉืืืืืข ืืคื ื ืืขืฉืืจ
ืคืืืืืืื ืฉืื ืืืืื ืืืฉืคืขื ืขื โืืฉืืขืืชื . ืืืฉืขืืจ ืขืืืจ ืืืืืจ ืืืื ื ืืืืฉื ืงืืื ืืื, ืืฉืื ืขื ืืืืืืืืืื-ืื, ืืืื ืขื ืขืจืืื ืชืจืืืชืืื :Hard Power/ืขืฆืื ืงืฉื ืืืืฆืขืืช ืืื
ืืืืจื ืืช ืืืฉืคืขื -ืฆืื ืฉื ืืืื ืืช ืืชืงืืคื ืืงืืืืข. ืจืืื ืืืื ืืจื ื, ืขืืช ืืืืืืืืืืืืืฆ; ืืื ืืืืืื ืืฆืื, ืืืืื ืืืืคืืื ืืืืืจื ืืช ืืืชืงืืคื ; ืืืืืืจืคืื ืืืืืืืกืืื โืืืืคืืื ื ืืืื
ืกืืืข ืืฉืืชืืฃ ืคืขืืื ืืื ืืืืืืื, ืฉืคื, ืืืืงืจืืื, ืืืชืงืืคื ืืคืืกื ืืืืจื ืืช ืืืืคืืื ื ืชืจืืืช(Noya, 2006)52.
ืืขืจืืื ืืคืืืืืืื ; ืืืจืงืืืืืืช ืชืจืืืชื ืืขืืื: ืืงืืจืืช 3- ืขืฆืื ืจืื ืฉื ืืืื ื ื ืืืื ื ื
ืืืืฅ ืืจืื ืืืืกืจืืช ืืืืืืืืืืช ืืืื ืืืช ืืชืคืืกืช ; ืืืืชื ืืืืืฆื ืื ืืื ืืื ืืช ืคืขืืืืชืืื ืืชื ืืืืื ืขืฆืื ืจืื ืืืืฆืขืืช . ืืื ืืจืื ืขืฆืื ืงืฉื, ืืื ืืืืื ืืื ื ื ืขืฆืื ืจืื .ืฉืื
,ืืืืืืืืจ ; ืืืคืืืืืืื ืืืืฉืงืขืื ืืชืืืืืืืชืงืฉืืจืชืืื ื, ืืชืืืืืืฉืืืื ืืชืจืืกืืืื ืืจืืจ . ืขื ืฉืื ืืืื ืืจืืช ืืืจืงืืืืืืช ืืืืื ื ืืืืจื ืืื ืืืฆืืืขืื ืืขืช ืงืืืืืืฆืขืืช ืกืงืจื
ืืขืืจ .ืขื ืขืฆืื ืงืฉื ื"ืืจืืื ืจืื ืืืืื ืืืจืืคื ื ืฉืขื ืช ืืชืจ ืขื ืืืืื ืขื ืขืฆืืืืืืื ืื ืงืฉืืขืฆืื ืืืืื ืฉื ืืืฆืขื ืืื ืจืง ืจืืืขืฆืื ืฆืื ืืืื ืืืืฆืจ ืืืฆืขื ืืืืื ืฉื ืื, ืืื
(Nye, 2005)53.
. ืจืขืืื ืืช ืืื ืฆืืืืช ืืืืื ืืงืจืืกืช ืืืืช ืืจืืื โืจืื ืืืืืื ืืงืจื ื ืืฆืื ืขืฆืื ืืช ื ืืฆืื ) USIA )US Information Agency-ื ืขื ืืืืืืืคืืืืืื ืืฆืืืืจืืช ืืืืจืืงืืืช ืฉื ืืืื
ืืืจืื ืืจืืกื ืืฉืืชืืฃ ืคืขืืื ืชืจืืืชื ( Roszarubezhtsenter-ื ืขื ืืืืืช ืืกืืืืืืืช ืฉื ืืืื , ืจืคืืจืืืช โืืืื ืขืืกืง ืืืคืฆืช ืืืืข ืขื ืจืืกืื ืืืืืจื ืืช ; ื ืฆืืืืืืช ืืขืืื 63ืืืืขื ืืืคืขืื
ืืฆืื ืืฉืืืืฉ ืขืฆืื ืืจืื ืืื ื .54)ืคืืื ืฆืืื ืืืืื ืืจืืื ื, ืืืจืฉืช ืืืืกืืืจืื, ืืืฅ- ืืืื ืืืชืกืืืืืืจืืืช ืืื ืชืืคืืืฉืืืช ืืืฉืชืชืคืื ืืื ื. ืืืืืื ืืืืจืืคืื ืืคืจืืกืชื ืืืจืื
ืืืืจ , ืืขืืืชื ืขืจืืืืชืืืฉืืืช ืืฉืืืืฉ ืื ืืื ,ืืืืืืื ืื ืืืชืจืื ืืช ืืืืืจืืช . 55ืืืจืืคืืืชืชืืืืืื , ืืงืื ืืืืืืช ืืื, ืจืคืืจืืืช ืคืืืืืืืช ืืื ืืืืฉืขืืืื ืจืขืืืืืืืื ื ืืชืืืืืช ื
. Laqueur, 2004)(56 ืืฉืืืชืืช ืงืืืืงืจืืืื ืืืืืื
ืขืฆืื ืจืืืฉืืืืฉ ืืืื ื ื"ืืจื ืื ืืืืื ืขืืช - ื ื ืื ื'ืืืจืก ื, SOFT POWER โืืกืคืจื ืืืืฉ ืืื , ืืจืืชืืืืืืช ืคืืคืืืืจืืืช ืืงืจื ืื ืืช ืฉืืื ืื ืจืง , ืืืกืืจืช ืืืืืื ื ืื ืืืจืืจ
ืืืืืื ืืืืื ืืช ืจืื ืืฉืืืืฉ ืงืขืืื -ืืืืจืืจ ืืืจืืื ื [ ืืืืืขืืืื ืื ืืืคืกืื ืืช ืืืืืื , ืืืืืื, ื ืืจื ืืืืฆืขืืช ืืืืืขืืงืจ ื, ื"ืืจืืืืกืืจืช ืืืืืชื ื ืื ืฆืืืืจืืชืืืื ืืืคืืืืืื
; ืืืืื ืื ืืขืืื ืืขืจืื ืืืืืกืืื ืืืืืื ืืืื$ 150-ื, ืืืืฆืืชื ืืืงืืฉืื ืืืืืืคืื ืืงืืืืืื, ืืืืืื$ 600ืขื ืคื ืืขืจืืืช ืืืืจื ืืืืืืช ืกืืื ืฉื 50
.2005ืืืืืื ืืฉื ืช $ 670ืืกืืื ืฉื Stockman F. (2005), 'US image a tough sell in Mideast/ Efforts fraught with setbacks', Boston.com, 23rd October, 2005, cb0908; Teinowitz I. (2002), 'Congress will support war of ideas', Advertising Age, 17th June, 2002, viewed 4th February, 2005, cb0118; Barret J. (2004), 'Walk softly, but carry a big stick', Newsweek, 8th April, 2004, <http://msnbc.msn.com/id/4694335/>, viewed 4th February, 2005, cb0113; Nye J.S. (2005), 'Diplomatic mission', boston.com, 9th August, 2005; See 41 for reference, cb0718 51 BBC (2005), 'Rumsfeld points to image problem', BBC News, 15th June, 2005, <http://news.bbc.co.uk/2/hi/americas/4092572.stm>, cb0522
ืืืืจืื , ืคืจืกื ื ืืื, ืืชืจื ืืื ืืจื ื, ืชืงืืืืื, ืกืคืจืื, ืืชื ืกืคืจ ืืืงืจืชืืื ืืื ืื ืขืกืงืื, ืกืืืื ืืกืืจืืื) ื"ืืจื: (ืฉื ืขืฆืื ืจืื ืืืื ืืืงืืืืจื 52ืืืื ืคืจืก , ืืืืื ืฉืคืืช, ืกืืืข ืืืืื ืืืืคืืืืืื ืฆืืืืจืืช, ืืืฆืื ืฆืืืืจืืช ืขื ืชืจืืืช) ืืืจืืคื(; ืืชืืืืช ืืืื ืืืข ืืืื ืืืืืื, ืคืื ืืื) ืืคื(; ืืืขืืื ืืชืืืจืื . ืจืื-ืืืืืช ืืืื ืืืืืจ, ืืงืฉืืช ืืืงืื ืืืื ื, ืชืืืจืื, ื ืืื ืืกืคืจืืช
Noya J. (2006), 'The symbolic power of nations', Place Branding, vol. 2, 1, pp. 53-67, 2006 53 Nye J.S. Jr. (2006), 'Think again: Soft Power', Foreign Policy, 23rd February, 2006, cb1306 54 TRN (2005), 'Roszarubezhtsentr โ 80 years of public diplomacy', The Rising Nepal, 12th September, cb0833 55 Tisdall S. (2005), 'Soft Power can crack down hard cases', Guardian, 6th May, 2005, <http://www.guardian.co.uk/syria/story/0,,1477771,00.html>, cb0325 56 Laqueur W. (2004), 'Grand strategy against terrorism', World E, Aug 2004, viewed 4th February, 2005, cb0103
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
24
. ืืื ืฆืืื ืืืื ืืืืื โืืืืืช ืฉื ื ืกืืืืืชืืกืกืช ืขื ืขืฆืื ืงืฉื .57]ืืืืืืืืืืืคืื ืื ื ืืืืื ืืช ืชืื ืฉืืืืฉ ืืืืื ืืจืืื ืืชืืืคืืื ื, ืืื ืฆืืืืืืืื ื ืืฉืืืืฉ ื ืขื ืืืืืืชื ืืืืช ืืืืืืฆืช
. ืืืื ืฆืืืืืืืืื ืืฉืืืืฉ โืืื ืืืืืื . ืืชืงืคืืช ืืืื ืื ืงืืื ืืืกืืจืืืืืช ืืื ื ืืืขืช ืฉืืืืฉ . ืืฆืืื ืืืืืื ืืฉืืชืืคื ืคืขืืืืช ืขื ืืืืืช ืืจืื, ืืืคืืืืืื ืงืฉื โืืืืื ืืืช
ืืชื ืชืืจืืฆืื ืืืืืืื ืืขืืชืื ืชืื , ืืืจืืื ืืช ืื ืืืช ืืืืื ื ืชืืืคืืื ืืืื ืืืืื ืืชื ืืื โืืืืื ืืืช . ืกื ืงืฆืืืช ืืืืืืืชืื ืกืืช ืง โืืื ืืืืืื . ืืืืื ื ืืืชืืจื ืืืืชืจ ืขื ืขืืืืชืื
ืืฉืืืช ืืืืื ื ืืชื ืืืืช ืฉืืชืืืืฅ ืืขืฆืื ืจืื. ืฉืืื ืื ืขืื ืฉืื ืืืืืืื, ืืืขืืชื ืกืงืืืื ืขืจืืื โืืื ืืืฉืืื . ื ืื ืืืืื'ืืืชืื ืืฆืืช , ืื ืขืืืืช ืืืืื ื ืืืืืืช ืืืชืืจืืกืืืข ืืืกืืืช ืืืืฆืขืืช, ืฉืืชืืฃ ืคืขืืื ืืืืืืฉ ืืืื ืืืช, ืชืจืืืชืืช ืืืื ืืจืืงืฆื, ืืืืืืื
ืฉืืืืฉ ืืืืคืืืืืื ืฆืืืืจืืช ืืืื โืขืงืจืื ืืช ืืืืื ืืืช . ื ืืชืืื ืืืืืืื ืืฉืืชืืฃ ืคืขืืื ืืื ืืื .58(Nye, 2004) ืืฉืืื ืืืืืคืืืืืื ืฉืืชืืคืืช ืืืืจื ืืืฆืจ ืืื ื ืืื ืืืื ืืช ืืชืืจืืช
ืืื ืืฉืืืืฉ , ืขื ืืืืื ืืื ืืฉืืืื ืืืจืืืืืืืืื ืื ืืืจื ืืืฉืืช ื ืืฆืืื ืืืืื ืื ืืืื
-ืฉื ืืืืืืืกืก ืขื ืขืงืจืื ืืช ืจืง ืฉืืืืืจื ืืืืื ืื ืืืื ืืืืง , ืจืืืืืืื ืืขืฆืื . ืืจืืืืื 3-ืืืืืืืช ืืชืืืงืื ื- ืขืงืจืื ืืช ืื). ืืกื ืกืงืจืื Non-Violence )Ahimsa/ืืืืืืช
ืืืืง ืื ืืืื ืืฉืืจืืจ ืืืื ืืขืื ืืืืืฉ : Satyagraha/ืืืืืืืช- ืคืืืืกืืคืืืช ืื โืืจืืฉืื ืขืืื ืฉืืชืืฃ ืค-ืฆืืืช ืืื- ืื: ืืฉืืื โืืฉื ื . ืชืื ืขืจืืืช ืืจื ืกืคืืจืืฆืื ืืืขื ื ืืื, ืืืจืืืืชืื ืืืชืืจ ืขืืืืืช , ืืืคืื ืื ืืืืื .Civil disobedience non-cooperation/ืืืืืจืื
ืืืืคืงื ืขืฆืืืืื ืืืชืืืืกืืช ื(ืืงืืืืช ืืจ ืืืคื ืืืืืืกืืื ืืืืืฉ ืืฉื ืืืืืงืืืช ื ืงืืืชืืืช โืืฉืืืฉื . ืืืืืฉืืืื ืฉืืชืืฃ ืคืขืืื ืขื ืื ืืืืช -ืืืืฆืขืืช ืื, ืืืคื ืืืช ืืจืงืืจ ืืืืื )ืืขืืืื, ืืืกืืืืช-ืืื ืืืชืืืืืช ืืืืฆืขืืช ,ืืืื ืืืืืืชื Swaraj/ืขืฆืืื ืช ืฉืืืืืืฉื: ืืืืจื
ืืงืืืืช ืขืฆืืืืช ืืืืืืช ืืืฉืืช, ืืฉืืืช ืืงืกืืืช Untouchablity/ืืืืืืืืืืื ืืืฉื .Home-Spun (Gandhi, 2002)59/ืืืชืืชืืจืืื ืงืืืื ืืืืฆืขืืช
ืืื ื , ืคืืชื ืืืงืืจืื ื ืื ืืืื ืืืคืืืืืื ืฆืืืืจืืชืืชืงืืคื ืืืืืจื ืืช ืืฉืจื ืืืื ื ืืืจืืื
ืืืืจืืช , ืืืืง, ืืืืื, ืงืฉืจ, ืฉืืืจื ืขื ืคืชืืืืช โืืขืงืจืื ืืช ืขืืืื ืืฉ ืืืงืคืื . ื ืืชื ืืืืื - ืขื ืืฆืืืืืฉืืจืื ืคืืชืื ืืฉืืืื ืืืชืืื ืืฉืงืขืช . ืชืงืฉืืจืชืืื ืืืจืื ืืืืช ืืืืืืืื
ืฉืขืืช 24ืืืงืคืื ืขื ืืชื ืืขื ื , ืืืื ืืขืืืืืืื ืืืืื - ืืื ืืืฆืื, ืืืืื ืชืืื ืืืืืืืชืงืฉืืจืช ืืืืจื ื ืืืืืฆืืื ืืชืงืื ืืืืคืฉืจ ืืืคืขืื, )7/24( ืืืืื ืืฉืืขืช ืืื ืืฉืืืข
ืืขื ื ืืฆืจืืื ืืชืช ืืืื ,ืืฉืจื ืืืื ื ืืืื ืืืช ืชืื ืืืืชืืืื ืืขืืืื ืืืกืืจืช . ืืืืืื ืืชืื ืฉืืืจื ืขื ืื ืืืืช ืขืืืื ืืื ืืืืื, ืื ืืขืืืืืืฉ ืืกืจืื ืืงื( ืืืคืขืืืืช ืืชืงืฉืืจืชืืช
ืื ืืื ืื ืืืืชืืืื ืืื ืืืืืช ืืืกืจ :ืืืืื ืืืขืืืชืืื ืขืืืื ืืฉ ืืืชืืืจืืช). ืืืืฉืืชืฉืืืจื ืขื ืืื ืืช ; ืฆืืืื
ืขืืืื ; ืืืชืกืืืฆืืืืืช ืืคื ืืืืื ืืคื ื ืงืืื ืืขื
ืืื . ืืชืงืฉืืจืชืขืืืื ืืื ืืืืขืืื ืืืจืืืืื ืืื ื ืื ืืืช ืืืื ืืื ืงืฆืื
โืืืืื ืืฆืืื ืืขืืชืื ืืช ืืืขืช ืืื ืื ืืขืืชืื ืื
ืื ืืื ืื ืืื ื ื , ืืื ื ื ืืืจ .60(Howard, 2003) ืืืืื
57 Hughes J. (2005), 'Spread messages of freedom against terrorist propaganda', The Christian Science Monitor, 19th October, 2005, cb0851 58 Nye J.S. (2004), 'Soft Power', Public Affairs, 2004, ISBN 1-58648-225-4 59 Gandhi M. (2002), 'The Essential Gandhi', Vintage Spiritual Classics, 2002, ISBN 1-4000-3050-1 60 Howard M. (2003), 'United Kingdom Ministry of Defense', Jaffe Center, TAU conference, 2nd July, 2002, cb0626
ืขืฆืื ืจืื โืืจืืืื ืขืฆืื ืงืฉื . 2.2.2ืืืื ืืืื ืืืช ืืฉืืื/ืืืื ืืืื ืืชื ืืืืช ืืื/ืขืฆืื
ืขืฆืื ืงืฉื ืฆืืืืช
,ืืจืืื ืืช ,ืืืื ืืืื
ืืื ื ื ืืชืงืคืืช
,ืืืืืื ืฉืืืืฉ ืืืื ืฆืืื
,ืืืคืืืืืื ืงืฉื ,ืืืืื ืคืขืืื-ืฉืืชืืคื
ืขืฆืื ืงืฉื ืืืืืืช
,ืืจืืื ืืช ืชืืจืืฆืื ืืืืืืื
,ื ืกืืชืง ืกื ืงืฆืืืช ืืืืืืืช
,ืืชื ืกืืืข ,ืฉืืื
ืขืื ืฉืื ืืืืืืื
,ืืฉืืื ืื ืขืืืืช ืขืฆืื ืจืื ื ืื ืืืืื'ืืฆืืช ืื
,ืขืจืืื ืืืืืืื ,ืชืจืืืช
,ืฉืืชืืฃ ืคืขืืื ืืืกืืืช ืืื ืืืืืืื
,ืืืคืืืืืื ืฆืืืืจืืชืืืคืืืืืื ืฉืืชืืคืืช
ืฆืืืืช-ืจื/ืื โ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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Active Diplomacy -Pro โ ืืงืืืืืช-ืืืขืืจ ืืืืคืืืืืื ืคืจื .2.2.3
, ืฉืืืืืื ื ืื ืืืจืืจ ืืื ื ื ืืืืื ื ืื ืืืกืืื, ืืื ืืฉืื ืข ืืช ืืขืืื ืืืืกืืืืื ืืกืขื ืื ืฉื ืืกืื ืืืืคืืืืื ืืขืืืจ ืื . ืืจืืื ืืื ืกืืืืืืจืืื ื ืกืคืืจืก ื ืจืืืืฅ ืืืืขืื
ืืืขืฆืื ืืืืื ืืฆืืืืจื ืืจืืื ืืขืืื ืืืืฆืขืืช ,ืืจื ืกืคืืจืืฆืื ืืชืคืงืื ืืืชืืื ืืืืืืืกืืืืขืืืื ืชืงืืข ืืชืคืืกืืช ืฉืืื , ืืืืฅ ืืืืื ืืช ืจืืืชืจืืช ืืฉ ืืืืจืกืื ืื ืฉื( ืืืื ืชืงืฉืืจืชืืื
. 61)21-ืช ืืจืืฉืืช ืืืื ืืืขืืืื ืืขืืืจ ืืชืืื ืจืขืืื ื, 19- ื ืืงืืืืืช ืืจืืฉืืช ืืืืืชืงืฉืืจืช ืืกืืจืืืืช ; ืืืืืช- ืืืืชืงืฉืืจืช : ืืืืืื 3ืืืืคืืืืืื ืืฆืืืืจืืช ื ืืจืฉืช ืืขืืื ืขื
ืจืืขืื ืกืืืืืืื ืืืืืื ืืืืช ืชืื ืื ืื, ืืืืืฉ ืืกืจืื: ืืื ืืขืงืจืื ืืช ืื ืืืื ืงืืคืืื ืคืืืืื(ืืขื ืืืืฆืขืืช ืคืืชืื ืืืกืื ืืชืืฉืืื ืขื ืืืืืื โืืจืื ืชืงืฉืืจืช ืืืืื ; )Photo-Ops/ืฆืืืืืืืฉื ืื ืฉืื ื ืืืชืืื ืช . ืื ืกืื ืืคื ืืื ืืขืจืืฆื ืืืืื, ืกืืื ืจืื, ืืืฉืจืืช, ืืืืืคืื, ืืืืืช
ืืืช . ืคื ืืืช ืืกืืืืช ืงืืงืืืื ืืงืืื, ืืจืืืืช ืฆืืจืืื โ ืื ืืืืืช ืื ืืืื ืืืกืื ืืืคืืืืืืืืืื ืฉืืืกืืืช ืฉืื ืื ืืืจืืืื ืขื ืชืืืื , ืืืขืืืช ืื ืืืื ืืืคืืืืืื ืฆืืืืจืืช ืืชืืืืช
.43(Leonard, 2002)ืืืืก ืืฉืงืขืืช ืืงืืืื ืชืจืืืช ืืืืื ื , ืชืืืจืืช, ืกืืจ ืืืฅ, ืืคืืืืืืงื
ืืืืืื ืขืืืฃ ืืืขืืืจ ืืช ืืืกืจ ,ืฉื ืืืจืืื ืืืืจืฉื ื ืชืคืกืช ืืืืื ืืช ืืขืื ื ืืกืคืช ืืื-NGOs )Non/ืืืฉืืชืืื-ืืจืืื ืื ืื โ ืงืื ืืืขืืืืืฆืขืืช ืืืืจ ืฉืื ืืื ื ืืฉืืชืฃ ืขื
Government Organizations; ืืืฆืืืืจ ืืืืื ืื ืฉ 65%ื ืืฆื ืื-NGOs ืืคืขืื ืืืืืช 20-ื Environicsืืืกืืจืช ืกืงืจ ืฉืขืจื ืืืื ืืืืงืจ ืืงื ืื , ืืืืฉืืืช 45%ืืขืืืช , ืืฆืืืืจ
ืงืืืืืช ,)ื ืืืืื ืืื ืืืช ืืืืืื ืืช ืื ืืืืืช 1000ืขื , ืืืื ืืช ืชืขืฉืืืชืืืช ืืืชืคืชืืืชืืืืืืื ืืฉืืืืช ืืืจืขืช - ืืืขืืจืืืช ืืืจืืื ืชืช ืขื ืื. ืืืืืช ืืืคืืืืช ืคืืืืืืืช ืืงืืืืืช
ืชืงืฉืืจ ; ืงืืืื ืืขืื ืืืื ืืืช ืืืืฉื: ืืืจืืช 3ืืืืคืืืืืื ืฆืืืืจืืช . ืืืืคืืืืืื ืฆืืืืจืืชืคืขืืืืืืช ืืืคืืืืืื . ืืื ืืืช ืืขืจืืืช ืืืกืื; ืืืืืืื ืืืืืืืืื ืขืจืืื, ืืืื ืืช, ืจืขืืื ืืช
ืืืืฉื ืืื ื ืืืืฃ ืืืชืืื . ืฆืืืืจืืช ื ืืืืช ืืืืืช ืืืชืจ ืืืืืช ืืืื ืืืช ืืคืืืช ืืืืืช ืืืกืืืืืืืืื ืืชืืืืื ืฉื ืืื ืืืขืืจืช ืืกืจื ืขืจืืื -ืืืืฉื ืืืืจืืื ืชืช. ืืืขืืจืช ืืกืจื ืืืื ืืืช
ืืืื ืืืฆืืื ืขื ืืขืจืืืช ืืืืฉื . ื ืืืื ืืืช ืืืกืืืืืืืืื ืืื ืืชืืืื-ืืืจืืื ืชืช. ืืืืืืื . 62(Wang, 2006)ืืืขืืืจ ืืืง ืืคืื ืงืฆืืืช ืืืืคืืืืืื ืืฆืืืืจืืช ืืืืคืื ืืื
ืืื .63ืืืืคืืืืืื ืฆืืืืจืืช ืืืื ืื ืกืืืืืช ืืืืื ืืช ืืืืืืืื ืืขืืกืงืืื ืืชื ืืืืืื ืืืืื ืืืืืืจืื ืื . ืืฆืืืืจ ืืืืจืืงืืืื ืกืืช ืืื ืืช ืจืฆืื ืืื ืื ืืืื ืืชืืื ืืฆื ื ืืืฉืืืช ,ืืืืืืืืช
ืืืืฉื ืืกืขืืื ืืืงืฉ .ืืืฆืืช ืืืืจื ืืืฉืื ืืืืืืืกืชืืื ื 'ืืืืืืืก ืืืืจืืช'ืืคืขืืื ืืช ืงื ืื ืืกืชืืืขืช ืืืืืืื ื ืืืจืืื .ืืืืจ ืืฉืื ืืจืฆื ื"ืืจืืืืืจืื ืืืืืื ืืืืงืจืื ื
ืฆืจืคืช ืืื ืืงื ืงืืคืืื ืืืกืืืจ ืืช ืืจืคืืจืืืช .ืืื ืืืช ืจืฆืื ืืื ื"ืืจืืฉืืืืจื ื ,ืืฉืขืืจืืฉืืจืืจืืช ืืกืื ืืช ืขืจืื ืชืืจืืช ืกืืืื ืืื ืฉืืกืคืจื ืขื ื ืคืืืืช ืืืืจืฉืช .ืืืืืช ืฉืื ืืืืืืื
, ืขืืฆืื ืจืืืืืืืคืื ืื ื ืขืจืื ืชืขืจืืื .ืืืื ืงืื ืฆืจืืื ืคืืขืืืื ืืื ืฉืืจืืจืืช ืืืกืืจืื .ืืกืื ืืช ืืื ืืขืืื ืชืงืฉืืจืชืืื ืืงืจื ืืืืื ืืืืจื ืืื ืืช ืืืกืื ืืืืืื ืืืงืื ืืืืฆืืื ืืกืฃ ื
ืืืชื (ื ืื ืืฉืชืชืคืื ืืืื ืฉื ื ืืคืกืืืื ืขืฆื ืืืืืืื ืืืืฉืื ืืืื ืืืค .64ืืืืืื ื ืืื ืืืืืืื , ืืืืืื ืืืจืกืื ืื ืื ืขื ืืืื ืืช ืขืจื ืืืชืืืฅ ืืืชืจ .65)20-ืืชืจืื ืืจืืฉืืช ืืืื
61 Gabriel P. (2005), 'New faces at US embassy', The Star online, 15th June, 2005, cb0520; Guttman N. (2006), 'Showdown at the State Department', The Jerusalem Post, 24th February, 2006, <http://www.jpost.com/servlet/Satellite?cid=1139395477543&pagename=JPost%2FJPArticle%2FShowFull>, cb1216; Boot M. (2006), 'Diplomacy for the real world', latimes.com, 22nd February, 2006, <http://www.cfr.org/publication/9919>, cb1221 62 Wang J. (2006), 'Localizing public diplomacy: The role of sub-national actors in nation branding', Place Branding, vol. 2, 1, pp. 32-42, cb2314 63 Romea (2005), 'Public diplomacy for Roma', romea.cz, 17th July, 2005, <http://www.romea.cz/english/index.php?id=servis/z_en_2005_0150>, cb0618; Kimiklioglu S. (2005), 'We need a Turkish Republic information service', Turkish Daily News, 6th December, 2005, <http://www.gmfus.org/publications/article.cfm?id=159>, cb0944; Stratford V. (2006), 'UN officials among graduates of 2006 USC summer institute on public diplomacy', USC Center on public diplomacy, 27th July, 2006, <http://uscpublicdiplomacy.com/index.php/newsroom/pdline_detail/060726_un_officials_graduates_usc_2006_summer_institute_public_diplomacy>, cb1905 64 EFin (2006), 'Finish cyber diplomacy with a child's view', efinland.fi, 1st January, 2006, cb1051 65 Jelinek P. (2005), 'Nations try to foster goodwill with US', SFGate.com, 13th June, 2005,
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืื ืืช ื. ืืืืจื ืืชืืืืืืืคื ืืืคื ื"ืืจืืืขืืืืช ืืืจืื ืืชืคืืกืืช ืืืจืฆืื ื ืืืืื ืืฉืื ืื ืื ืืจืืจืืกืืื ืฉ โืืจืืฉืื . ืืขืจืืื ืืืืขืื ืฉืืืฉื ืืืจืื ืขืืืืืืจื ืืืชืืขืฉืืช ืืขืจืื
ืืืืจืื ืืืชื ืื ืืฉื ืืืืื โืืฉื ื . )ืืืืืื ืืฉืืฆื ืื, ืคืื ืืืื( ืืื ืืืจืืจืืกืืื ืืืกืืืืืื ืฉืืืืื ืขื โืืฉืืืฉื . ืืืืื ืืกืืืื ื"ืืจืืคืืกืืื ืื ืืืฉืืื -ืืื ืืกืืกืื ืืืฉืจืืื
.66ืืืืงืืฉืืืืช ืชืื ืืช ื ืืืืืจืื
ืืืืฉื ,ืงืฉื ืืืจืฆืืช ืืืขืจื ืืคื ื ืืขืืืช ืชืืืืช ื ืืฆืืช ืืจืฆืืื ืฉืืืื ืืช ืจืืกืื ืืืื ืืื ืืงืืฅ G8-ื ืชืคืกืืืคื ื ,ืจืืกืื ืืฉืืคืืจ ืชืืืืช ืืืกื ืฆืืืืจืืกืข ืืืืื ืืืื ืืงืคืืืื ืงืืื
ื ืืืคืืื ืื ืืืืืืื ื ืืฆื ืื ืืจืืข, 2003-ื ื"ืืจืืืกืงืจ ืฉื ืขืจื ื .ืคืืจืืืจื- ืืกื ื 2006, ืืืืื โืคื ืืืืืืืค ืืืกืืจ( ืืืคืืืฉืื ื, .ื.ื.ืง, ืงืืืื ืืื โ ืืืจืืงืืืื ืืืืจืื ืืจืืกืื
). ืืืคืืื ืื 10ืืชืื (ื ืืืจืื ืืืงืืืืช ืืืจืื ืื ืืืชืจืืืช ืืืืืื ืืช ืืืจืืกื. )ืืืืงื ืืืืคืืืืขืื ืืืืืืื ืฉ, ืืืืืขืืช ืืืืชืืื ืจืืกืืืืจืืช ืืืจืฆืืช ืืืขืจื ืขื 2005-ืืกืงืจ ืฉื ืขืจื ื
ืืกื ืืงืืจ ืืชืคื, ืืืขืช ืืงืจืืืื. ืจืืช ืืืืจืืช ืกืืืจื ืืื ืจืืื ืงืืฉื ืืงืื ืืืงืืืงื ืืืืืืืืืฉืืืืื ืืืื , ืฆืื ืืขืืชืื ืืื ืืืจืื ืืืืฆืืื ืืืืกืงืื ืืืขืืืชืช ืขื ืืจืฆื ืืื ื
ืืื ืื ืืืขืฅ ืืืืื ืฉืืชืื ืืช ืคืขืืืืช : ืืืืืืื ืชืืืฆืืืืื . ืืจืืกืืช ืืืืืจืืืช ืืืืื ืืืืื ืฆืืืงืืช ืืืขืฆื ; ืืงืืช ืืฉืจื ื ืฉืืืืชื ืื ืืชืื ืืืืข; ืืฉืืช ืื ืฉืืืืืืคืืืืืื ืืฆืืืืจืืช ื
ืจืช ืืฉืืืื ืขื ืงืื ืจืืกืื ืืกืืื ืืช ืืืืืขืืช ื ืืืกืื ืืืื ืืฉืจืืืื; ืืืืคืืืืืื ืฆืืืืจืืช, ืืืฉืืชืืื ืฉืืงืืื ืืช ืืืื ืืจืก ืืจืืกื ืืืืื ืืช ืืืจ ืืขืืื- ืื- ืืงืืช ืืจืืื ืื; ืืืืฅ
. 67(Evans, 2005) ื"ืืจืืืืืืื ืืืืจืืคืื ื
ืกืคืื ืชืงืฉืืจืชื .2.2.4
ื ืฉืชืจืฉ ืฉืืืฉื ืืืฉ , SPIN- ืืฉืื ืื ืืืืคืืืืืื ืฆืืืืจืืช ืืฉ ืืืืืืฉืื ืืช ืืฉืืืืฉ ืืืื ื ืืืจืืืืื ืืืื ืืืืื ืืงืจื .16(Press, 2001) ืืฉื ืื ืืืืจืื ืืช ืืขืืื ืืคืืืืื ืืืชืงืฉืืจืชื
ืืืื Spin-Doctors/ืกืคืืืืฉืืืจืื ืฉืืจืืชื ืืืืื , Spin-Rooms/ืกืคืื-ืืงืืืื ืืืจืื ืคืืืืืืืืชืขืฉืืืช . ืืกืงืืช ืืกืคืื ืืืกืืจืช ืฉืืืืจื ืืืืฉืืชืขืืจืฉืชืืช ืืืืืืืื .ืืงืื ืืช ืืืขืืืืชื
ืืืืืจื ืืขืกืงืื ืืืกืืจืชื ืืื ืืจืืื ืืขืืื ืืขืกืงืื. ืื ืืื ืขื ืกืคืืืืืงืืื ืืข ืืืืืืืื ืืืืจ ืืืืคืกืืื ืืจืืขืื ืื , ืื ืืฆืืืืืคืืขืืช ืืืืขืืช ืฉืืืจืืช ืืฆืืืจืืช ืขื , ืืขืืชืื ืื ืืืืืืื
ืืืืคืืื ืืืืขืช ืืงืคืืืื . 68ืืจืืื ื ืืคืืืืจืื ืืืคืืื ืืฉืื ืื ืืื ื, ืื ืืื ืื ืืจืืขืื ืืคื ืฉืฆืืคืืืืืืืคื ื, ืืงืืื ืืืืชืจ ืขื ืืืืื ืืืืฉืืื ืืกืืืืืืงืื ืกืคื ืืืกืืจืชื WashingtonSpeak-ื
ืืงืจืื , Gun Control -ืืืงืื (ืืืฉ ืืืืืจื ืืฉื ืืช ืขืืืืช ืขื ืืืชื ืจืขืืื ืชืืช ืฉ ืืืืจืืืขืืื ืืกืคืื ืืืื ืื ืืฉ ืืืืจืกื .)ืื ืชืคืืกืชืืช ืฉื ื ืืืฉืืื ืฉืื ืื, ืืืชื ืืืง; Gun Safetyืืืืง
, ืืืกื ืฆืืืืจืืืืื , ืคืจืกืืืืื -ืืืกืืืืื ืืช ืื ืืขืืกืงืื ืืคืขืืืืช ืชืงืฉืืจืชืืช ืืืืืื ืกืคืื ืื ืฉื ืชืงืฉืืจืช ืืืขืืกืงืื , ืืืชืื ื ืืืืื, ืืืงืจื ืืขืช ืงืื ืืขืืจืื ืงืืืฆืืช ืืืงืื, ืืืืืกืืื
ืืกืจ ืฉืืฆืืืื ืืืืื ืืฉืืืื ืืช ื, ืืขืืืืืืืื ืืจืืืืื ืืช ืชืขืฉืืืช ืืกืคืื . ืืืืืจืงืืื ื . 69ืฉืืืงืื ืืคืื ื ืกืืืื ืืฆืืืืจ ืืจืื ืืืคื ืคืืืืืืงืืื ืืืื
<http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2005/06/12/national/w233249D10.DTL>, cb0528 66 Fisher W. (2005), 'The Arabs need to care more about public diplomacy', The Daily Star, 8th August, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_id=17433>, cb0730; Yomiuri (2005), 'Dialogue with Arab world: Political, cultural distance must be narrowed', Yomiuri Shimbun, 24th December, 2005, cb1013; Zogby J. (2006), 'Mutual misconceptions: Arabs need a lot more public diplomacy in the U.S.', International Herald Tribune, 5th July, 2006, <http://www.iht.com/articles/2006/07/05/opinion/edzogby.php>, cb2026; Pew (2006), 'The great divide: How westerners and Muslims view each other', PEW global attitudes project, 22nd June, 2006, <http://pewglobal.org/reports/display.php?ReportID=253>, cb2109 67 Evans J. (2005), 'Spinning Russia', Foreign Policy, November 2005, cb0936; Yasmann V. (2006), 'Russia gears up to improve its image abroad' Radio Free Europe, Radio Liberty, 31st March, 2006, <http://www.rferl.org/featuresarticle/2006/03/a7a0a5f7-89ff-4f3d-b88e-8e89a78d4461.html>, cb1314; Parfitt T. (2006), 'Kremlin takes steps to polish Russia's image abroad', boston.com, 11th April, 2006, <http://www.boston.com/news/world/articles/2006/04/11/kremlin_takes_steps_to_polish_russias_image_abroad>, cb1331 68 Felling M. (2001), 'Spin - Tilting the truth', World et I, Jul 2001, vol. 16, iss. 7, p. 62 69
Levinson B. (1997), 'Wag the Dog', Robert DeNiro, Dustin Hoffman, USA, 1997. Plot Summary: After being caught in a scandalous situation days before the election, the president does not seem to have much of a chance of being re-elected. One of his advisors (DeNiro) contacts a top Hollywood producer (Hoffman) in order to manufacture a war in Albania that the president can heroically end, all through mass media. <http://us.imdb.com/title/tt0120885>; Pappas R.K. (2003), 'Orwell rolls in his grave', USA, 2003, <http://us.imdb.com/title/tt0410407>, Plot Summary:
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
27
ืืืคื ืืืจ ืื - ืืืฉื ืื .ืืฆืืช ืืืฉืืช ืจืขืืช ืืืืจ ืืืืื -ืืจืืฉืื ื .ืืงืืืงืืช ืกืคืื ืืงืืืืืช. "ืืชื ืื ืฉืืชื ืื"ืืขืืืช ืคื ืื ืืืืื .ืืฆืืจืช ืืกืืื -ืืฉืืืฉืืช .ืืื ืฉืืชืืืื ืื
ืืืฉืฆืขืืจืื ืืืชืจ ืื ืืื ืืืืกืจ , ืฆืขืืจืขื ืขืืืืช ืืืืชื ืืืืืจืืขืืืืืื ืืฉืืช -ืืจืืืขืืช ืืืชื ื ืืืืืจืืขืื ืืชืื - ืชืืฉืืฉื .ืืืืื ืืฉืื ืขื ืืืฉืื ืืืจ - ืืืืืฉืืช . ืืืจืืืช
ืขืืฉืื ืืฉืืื ืื ืื ; โืืืืช ืืืืืฉืืขืืื ืื ืขืฉืืชื ืกืงืก ืขื โ: ืื ืฉืื ืงืืื ืืื(ืืคืจืฉื ืืช ืืคืืขื ืืฉ, ืืืื ื ืืฉืืืืืฆืจืื ืชืืืฉื ืฉืงืจืืช ืืงืจื ืฆืจืื ืื .ืืืื ื ืืื -ืืฉืืืขืืช . )ืกืงืก
ืืื ืขืืฆืจืื ืืจืืข ืืืืืง ืื , ืื ืฉืื ืืชืจืฉืืื ืืืกืคืจืื .ืกืืืืกืืืงื -ืืฉืืื ืืช . ืื ืื ืืืงืืจืื ืืื ืืืฉืืื ืื ืืืืื ืืื ืื ืืขืฆืื ืชืืืืช .ืืงืืจืื -ืืชืฉืืขืืช . ืืืกืคืจืื ืืื ื ืืืื
.ืืกืชืจืช ืืืืช -ืืขืฉืืจืืช . ืกืืืคืืื
ืื , ืืืื ืืืื ืืจื ืืืืื, ืขืืชืื ืื ืชืงืฉืืจืช ืืชืืื 997ืืงืจื , 1999ืืกืงืจ ืฉื ืขืจื ืืืืื โืคืืืืืืงืืื , 88% - ืืืกื ืฆืืืืจืืืืื :ืชืฉืืืืชืืื? ืื ืืืขืจืืชื ืขืืกืงืื ืืกืคืื: ื ืฉืืื, 42% -ืขืืชืื ืืื , 58% โืื ืฉื ืืืืจืืช , 68% โืืืืื ืฉืืืืง , 69% โืคืจืกืืืืื , 81%
ืืฉืืื ืืฆืืืจ ืขื ืืืืจื ืืฉืืขืืชืืช ืืืืจื -ื ืืืื ืืื ืฉืงืจ ืืกืคื .30%70โ ืขืืจืื ืืืืืื ืืฉืืืจ ืืช ืืฆืืืืจ ืืจืื ืืื ืืืืขื ืืืชืืืืก ืื ืืฉื ืืขื , ื ืืคืืืข ืืืื ืืืจืืจืืืช ื
ืืืืืจืืขืืืืืจื ืืชืช , ืืขืืืช ืื ืืืืื ืขื ืืืืช, ืืฉืืื ืืฉืืง. ืืื ืฉืงืจ, ืืฉืืืืช ืขืืืื ืืืืืื ืืืืืจ ืขื , ืืืื ืื ืชืคืก ืืกืคืื ืืกืืื. ืื ืืืขื ืืง ืืขืฆืื ืืชืจืื ืืงืื ืืื ืกืคืื, ื ืืคื ืืืืื
. ืื ืืืืื ื ืืืชืจ, ื ืื ืชืคืก ืืฉืงืจืืื. ืืขืฉืื ืฉืื ืืฉืื
. ืื ืืฉืืื ืื ืกืืคืืจ ืืกืคืจ, ืกืคืื ืืื ืืืืื ืืช ืืกืคืจ ืกืืคืืจ. ืขืืชืื ืืืืืืืืืื ืื ืืืืื ืกืคืื ืืื , 20-ืืืืื ืืืืจืืงืืืชืชืขืฉืืืช ืืขืืชืื ืืช ื ืืืืืืืื ืืื"ืืืืืืื ืจื ืืืืฃ ืืจืกื ืืืื
ืืขืช , ืืืืชื ืฉื ืืืืืืืื ืืืขืืชืื ืืื ืื, ืืืืจื ืืืืืืจ ืืืคืื. ืืืืื ืืืฆืืจืช ืืืฉืืช ืืืืืืืขืืื ืื ืืืืื ืืฉืืจืืช - ืืจืืฉืื . ืืืืืงืื ืืืื ื ืืช ืชืคืืกืืชืื ืืฉืืืฉื ืืงืืจืืช ืขืืงืจ
ืืืืฉืืืช ืืืชืืืฉืืช ืื ืืฆืจืืช -ืืฉืืืฉื . ืืืฉืืจ ืืื ืืกืืืืชืืื ืืช ืขืืื ืืืืฅ - ืืฉื ื . ืืืืืืช . ืขืืชืื ืืืืืืืืช ืืฆืืืืจ ื ืืืื ืืืื ืืืชืืื ืืช ื ืืช. ืืชืืืื ืืืืชื ืชืืื ืืช
ืืื ืืื ืฉ ืืื ื ืืืืื ืืช ืคืืืืืืงื ืืืกืืื. ื ืืคืืืืื ืืกืคืื ืืืืข ืืืืืื ืืืืืืืืืืืืขืื
ื ืชืืื ืืฆืื ืืื, ืคืืืืืืงืื ืืขืืื ืื ืืืื ืฉืืฉืื ื ืืฉื. ืืื ืืื ืืื ืืื ืืืจ ืืื ืฉืื ืข ืืืื ืืืขืื ืื , ืืคืืืืืืงืืื ืืืชืืืื ืขื ืืฉืืฉื ืฉืืืืช ืืืืช ื. ืืืชืืฆืืืช ื ืืขื ืืื ืกืืืืช
ืืืืืฉ ืจืฉืืืช ื ืงืืืืช ื ืขืฉืืช ืืืืฆืขืืช ืืืชืืื ืช ืืืฆืืจืช ืกืคืื ืคืืืืื .ืื ืงืืจืื ืืืืื, ืขืืืื ืืืืืจ ืืคืืืืืืงืื ืฉืื ืืฉืื ืืื ืจืืืื ืชืงืฉืืจืชื, ืืช ืขืืื ืืื Talking Points/ืฉืืื
ื ืืงืกืื ืืื ืืจื โืืฉ ืื ืฉื ืืงืฆืืข ืืืืจืกืื ืื ืจืืฆ. ืืื ืงืฉืจ ืืฉืืื ืขืืื ื ืชืืงืฉ ืืืฉืื, ืื ืคืืืืืืงืื ืืืกืชืื ืืฆืจืืช. ืื ืืืฆืืืืืืกืืจ ื-ืกืคืืืืืืจ ืืืื , ื"ืืจืืื ืฉืืื ืืืืฉืืืกืืืข ืจืืคืื , ืื ืฉืื ืืื ืงืืื ืืื ืืคื ืืช ืืกืคืื ืืืืื ืืช. ืืืฉืืจ ืฅืืืืืืืกืคืื ืืืื ืจืืืขื
. ืืื ืกืคืื ืืื ืืื ืืื ืขืืจื ืจืืคื, ืืืืจื ืกืืคื ืืคืืืืก. ื ืืคืืืืกืกืืคโ ืืจืโืืืืก ืงืจืืืื ืืโื -ืืกืคืื ืฆืืืช ืงืืื ืืื ืืงืื ืืืจ. ื ืืืืืืฉ ื ืงืืืืช ืฉืืคืืขืื, ืืืืืฉ ื ืงืืืืช ืฉืืกืืืขื ืืืืขืื ืืืงืื
ืคืืชืื . ืืฉื ื ืืืื ืืืืืช ืืกืคืื ,1992-ืืืืื ืืืืืจืืช ืื ืฉืืืืช ื War-Room/ืืืืื .71ืชืืืื ืืืืืืช ืืื ืืืืขื ืฉืืืืขื ืืชืงืฉืืจืช ืืชืืกืืจืืื
ืืฆืืื ืืืจืื . ืืืืืกืืจ ืืืืืื ืืืืฉืช ืืืจืืคื- ืืืืจ ืืกืคืื, ืืจืืื ืื ืจืืฉ ืืืฉืืชืืื ื ืืืืืจ
ืืืจืืฉื , ืืืขืฆืื ืืคืื ืืช ืืชืืื ืืืืื ืืช. ื ืืืืืื ืฉืืื ืืกืืื ืขื ืื ืฉืื ืืืฉืืืืืืื
Diones B. (2006). The filmmaker Robert Kane Pappas takes the Orwellian concepts of "doublespeak" and "endless war" and applies them to contemporary matters, presenting satirical criticism against media consolidation. The film revisits issues that have been debated ad nauseam, but it's persuasive, nicely edited, and, ultimately, very disturbing. <The New Yorker> 70 Craig T. (2003), 'Spin is retailโs most dangerous game', DSN Retailing Today, 24th March, 2003 71 Hegedus C., Pennebaker D.A. (1993), 'The War Room', Pennebaker Ass. & Mc Ettinger Films. Plot Summary: A behind-the-scenes documentary about the Clinton for President campaign, focusing on the adventures of spin doctors James Carville and George Stephanopoulos. <http://us.imdb.com/title/tt0108515>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
28
, ืืื ืจืขื, ืจืืฆืื ืขืืื ืืื ืขืื ืโ - ืืื ืืืกืจืื ืืืืคืฆืื . 72ืจืืคื ืืกืคืื ืืืืกืืจ ืงืืืืืื ืืืช ืืืจืืช ืฉืขื .โืืืืืืืืชื ืืืื ื ืืชื ืื ืืืฆืื ืืช , ืืื ืืชื ืืชื, ืืื ืืืืืืช ืืืจืืื
ืืืื ืฉืื , ื ืืืืื ืืืชื ืืืืช ืชืงืฉืืจืชืืช ืื ืืคืืืืืืืช ืืืืขื ืืงืืฆืืชืืืืช ืืืืื ืืื ืื ืืืืื . Photo opportunities/ืืืืืื ืืืืช ืฆืืืื Soundbites/ื ืืืก ืืืืฉืืื ืืื ืืืกืจืื ืงืืืืื
ืื ืคืขืืืืช ืืืจืืจ ืื ืขืจืืืช ืชืืช ืื ืืืืชื . ืืืืข ืฉื ืืืืื ืจืื ืืคืืืืืื ืืืืจ ืืืกืื ืืื ืืืืืืงืืช ืฉืขืืจื ืืื ืคืืืขืช ืืืืืก 20- ื, ืืืืืื(ื ืืฉืคืขืชื ืขื ืืืืืืช ืืืงืืืช ืืืฉืืื
ืืืืืืืื ืืืืืข ืืฆืืืชื ืฉืืคืฉืจืื ืืื ; ืื ืืคืืืขื ืืืืื ืืฉื ืืื, ืืืืื ืืชืืืืื ืืจืืฉืืืืืืืืช ืืืื ื ืขืจืืืช ). ืืืืืืืกืืฉืืืืจ ืื ืืื ืชืืฉืื ืขืืืืจืืืืืขืืืจ ืืช , ืืืชืจ ืืคืืืืข
. ืืืกืืจืช ืกืคืื ืืื ืืชืงืคืืืืกืืจืืืื ืืืืขืืคืช . 73ืืืกืืจืช ืืื ืืืืื ืืื ืืฉืืืช ืืงืจืืืืฆืืืื ืืืืข ืืืืื , ืืืงืื ืืชืช ืืืืฉืืช ืืจืขืืช ืืืืืข ืืืืฆืขื ืืชืงืฉืืจืช ืืื ืฉืืืื
. ืืกืืจืืืืืช ืืฆืืคืืืช ืื ืืืืืช, ืืกืืจืืืื ื ืืกืคืช. ืืืืืื ืขืืืืช ืืชืืืืืช ืืืืจื ืืืืืจืจืืืืืจ , ืืื ืื ืฆืืคืืืช ื ืืืืืช, ืื ืืืื ืฉืืคืืืืืืงืื ืืืื ืื ืื ืืจืืข ืืืชืืืืืืช ืืฆืคืืื
.74(Hassman, 2004) ืืืขื ืื ืืืฆืืื ืืจืืืืช, ืืื ืคืืข ืขืืืืจืืขืืจ ืืช ืฉ
ื ืืืื ืืฉืืจืื .2.2.5
. ืืืงืจืื ืจืืื ืขื ืืืคืืืืืื ืฆืืืืจืืช ืืืชืืืื ืื ืืืื ืืงืฆืืขื ืืืขืื ืฉื ืืฉืืจืื ืชืงืฉืืจืชืืืืืืืก , ืคืจืืืงืกืื, ืฉืื ืืืื ืชืชืงืืค ืืื ื 21-ืืืื ื. ืืฉืืจืื ืืชืงืืคื ืืืืืจื ืืช
ืืฉืื ืื . ืื ื ืืกืืืโืืืืืื ืืืืืื ืืืืืช ื ืขื ืคื ืืฉืืจืื ืืืืืืื ืืืืืืื, ืืงืื ืคืืืงืืืืืืืื ืืื ืฉืืืื ื ืืชื ืืืฆืจ ืืืฆืจ , ืืืืจื ืคืจืืคืกืืจ ืืืืืื ืคืจืืืื, ืืืืืื ืืืจืืื ืฉืืชืืืื
ืืืืืืจ ืืื , ืืืจืืช ืืืืืงืืืช ืืื ืืงืื ืขื ืืื, ืขื ืืกืืก ืืงืืจืืช ืืื ืืงืื, ืืื ืืงืื, ืขืฆืืื ืืื ืฉืืืืืช ืืขื ืง ืืืืืื ืืฆืืืจืื ืืืจืืช ืฉ. ืืืกืืก ืืชืคืืกืช ืืืืื ืืืืืืืช. ืืงืืืขื ืืฆืื ืืืืจืืงืื ืืืืฆืจ ืื 50%(ืืืชืจ ืืืจืืช ืงืื ืืช ืขื ืืืืืื ืืื , ื ืขืฉื ืงืื ืืืืืงื ืืืืืืจืืช ; ืขืืืืื 500- ืืืจืืช ืขื ืืืชืจ ื ืขื ืืืืืืื 7%, ืขืืืืื 19- ืืืจืืช ืขื ืคืืืช ื ืืื
). ืืืืืื ืืืืจืืงืื ืชืืฆืจ ืืืืืืืื 10%- ืชืืจืืืช ืจืง ื Fortune500-ืืจืฉืืืช ืืืขืืืืช ืืืืื ืืื ืืืชืคืชืืืช ,ืื ืืขืื ืืืจืืืื ืฉื ืืขืืื ืืืืฉืืืืคืืช ืืืืงืืืื ืืงืฆืื ื, ืืืื ืืช 260ืขืืื ืฉื . ืืื ืคืจืืื ืจืืื ืขืฆืืืืื ืื ืืืืืืจ ื, ืืืืื ืืืืืืืช ืืืช ืขื ืงืืช
.ืืืืืจืื ืืืืื ืืืืฉื ืขืืืื ืืื, ืฉืคืืช 6,500- ืืื ืืืื ืขืืื ืืืืืจืื ืืืขืื ื
ืฉืืืคืื ืืขืืืจ ืืืืืงืจืืื ืืืฆืืืืช , ื ืื ืฉืื ืืืจืฉืื ืืืชืจ ืฉืืืื ืขืฆืืืืืชืืื ืืืืื ืืืคืืืืช , ืื ืืืื ืืืืจืจืืื ืื ืืืื ืืจืฉืชืืช, ืืฉืืืื ืจืืืืื ืืฉืืืื ืืืืืจ, ืืืืืงืจืืื ืืฉืืจื
ืืขืืงืจ ืืืชืจ -ืคืจืืื ืขื ืืืืขืืื ืื ืฉืื . ืืืืื ืืคืืืืื ืืืืืจ ืืืืืืช ืืืืื ืื ืขืืืืช. ืงืืืงืืื ืฉืืงืืืื ืืคืขืืืืช ืฉื ืืืืืื ืขื ืืืืืื ืืื , ืืืื ืืช ืืขื ืืืืื - ืฆืขืืจืื ืืืืชืจ ื ืฉืื
. ืืืืื ืืืจืกืืืืื ืฉืืื , ืืื ืืื ืืงืืื ืืืืืืื, ืืืืืื ืืคืืืืื ืืื ื ื ืืืชืจ ืืื ืืืื ืืฉืืื. ื ืืขืืืืืืืืืื ืืคืืืืืืืฆืืื ืกืื ืืจื ืืืฉ ืฉื ืืืื ืืชื ืืืืช ืืืชืืงื ืื ื ืืจืฉืื ืืืจืืื
- ืฉืืืชืืช ืืื .75(Pious, 2000)ืื ืืืืืช ืืืกืจืืช ืืืฆืขืืช ื ืืจืฉืื ืืืืืื ื ื"ืืจืื ืฉืืืื ื
ืืืข ืืืชืงืฉืืจืช ืืืื ื ืขื ืฉืืจืืช ืื. ืืื ืื ืืชืงืฉืืจืช ืืืืกืืจืืืื ืืืจืืื ืืื ื ืืืืืจ ืืืืจื ืืืืฉื ืฉื ืจืืฉ ืืืืฉืืืืฉืขืืจ .ืืงืืืืืืกืืจ 72ืืืืฃ -ืืฉืจื ืืืจืืื ืืืืืข ื, ืืืืื ืืืืงืจ ืืืืืืขืืืืืืืื ืืืกืืจืืืื ืชืงืฉืืจืชืืช , ืืชืขื ืืืืงืช ืืขืืชืื ืืืฉืจื ืจืืฉ ืืืืฉืื, ืืืืฉืืชื
ืื ืื ืืช ืื ืืืืจื ืืฉืจืื , ื ืืชื ืืืจืืืช ืืขืืืื ืืืื ื, ืชืืงืฃ ืฉืจืื, ืืฉืชืชืฃ ืืืฉืืืืช ืืืืฉืื. ืืจืชืืื ืฉื ืืืืฉืืืืืืื ื ืขื ื ืืืื ืงืืคืืื ืื ืชืงืฉืขืืชืื ืื ืชืืืืฆืขืืช ืขืกืงืืืช ืฉืกืืืจ ืืจืืงื ืขื ืงืืืฆ, ืขืืจื ืื ืืคืืืฆืืืช ืขื ืืชืงืฉืืจืช ืืืจืืืืช. ืืืืฉืื ืืืืขืื ืืฉืืืื ืืืืืืืื ืืืขืจืืช ืืฆืืืืจืืช
.ื ืืืจืช ืืขืืชืื ืืืJones N. (2002), 'The masters of misinformation: Behind the Jo Moore affair lies a spin machine that has corrupted the senior civil service itself', New Statesman, 25th February, 2002; PRN (1999), 'Dilenschneider Kosmick: Blast bad spin at deadline club", PR Newswire, 25th October 1999; Ashly J. (2001), 'A spin too far', New Statesman, 21st May, 2001, vol. 130, iss. 4538, p. 8 73
Ashly J. (2001), 'Why spin is having a good war', New Statesman, 15th October, 2001, vol. 130, iss. 4553, p. 8 >http://www.idc.ac.il/publications/files/216.pdf<, 2004ืืืงืืืืจ , ืกืืืืก', ืืื ืืืช ืืฉืงืจ ืืชืงืฉืืจืช ืฉืืืืงืืช ืืืืื ืืืง, ')2004. (ืืกืื ืจ 74 ืืจืฆืืช ืืืจืืชืชืชืคืื ืืืขืจืืืช ืืืืจืืช ืืืืืฆืข ืืืื ืืงืืืืช ืืขื ืกืืคื ืืื ืืจืืื ืืชืืฉืืช ืืืืื ืืขืื ืืืืช ืืืฆืืขื ืืืฉ. ืื ืืืืืช ืืืกืจืืช 75
ืื ืืคืื ืืช ืืืืกืืืช ืืชืืืืืื ืืืืจื , ืืืงืื. ืืืื ืืฆืืืืจ ืืืืฉื ืืืื ืืคืืชืืืืืื ืจืืช ; ื ืืืช ืืืืชื ืืืืช ืืืจืืืฆื, ืจืืช ืืืืืฉืืช. ืืืืืื ืืช ืืืขืจืืืืืจ ืืืืฉืจ ืื ืืืืื , ืื ืืืืืช ืืืืื ืฉืืืื ื ืืจืฉืื ืืคืขืื ืื ืื. ืืขืืงืจ ืืืืฉืืืช ืืืกืงื ืืืื ืืืฉืืื - ืื ืฉืื ืืืืชืจ ืืฉืืฃ ืืืืืชืจ ืืืจืื
ืืขืืชืื ืืื ืขืฉืจ ืขื , ืืืฉืจืื ืืื ืืื ืืืจ ืงืฆืช ืืืืจืื .ืืืืื ืืืขืืืืชืืื ืืืชืงื ืืช ืขืืืืชืืื ืืืชืื, ืืืฆืื ืืช ืืืขืืืช ืืคื ืฉืื, ืืืืจืืงืืืชืืชื ืคืืกืืช ืืืชื ืขื ืืกืฃ ืืืจืฆืืช ืืฉืืืฆืืืืจ ืืืฉืจืืื ืขืืืื ืืืื ืืกืืื ืืื ืืืืื ืืชื ืืืืช ืืชืืช . ืขืฉืจืื ืฉื ื ืืืจ ืืืชืคืชืืืืืช ืืืืื ืืช ืืืขืจื
.ืืืืืืชืืืื ื ื ืืืืืื ื ืืคื ืืืจื, ืืืืช ืืื ืืืืืืฉืื ืืืฉืจืื ืืขืชืื ืืืืฆื ืืช ืืืชื ืฆืืคืืืช ืืชื , ืืฆื ืืืืืื ืืกืืืื. ืืืฅ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืขืืืก ืืชืืืง ืืื ืฉืืชื , ืื ืฉืื ืืืื ืื ืืืชืืืื ืขื ืืฆื ืืืืื ืงืฉื. ืฆืืง ืืื ื ืืงืืืืื ืขืืืขื ืจืงืข ืชืจืืืช ืื ื ืืืืืื , ืืื ื ืืขืืงืจ, ืืงืื ืคืืืงืืื ืืืชืขืืจืจืื. ืฉืืื ืืฉืืื ืืื ืืืื .76(Naisbitt, 1994) ืืืช ืืคืืืช ืืื ืืืื ืืช
ืืฉืืจ ืืืืจืช ืฆืืืื . 77ืขื ืกืืจื ืืจืืื ืฉื ืืฉืืจืื ืื ืืืื ืืื ืืขืฉืืจืืชืงืคืช ืืืจืืจ ืขื . 200078ืคืืืจืกืืื ืืืืื ืืงืกืคืืืจืจ ืฉื ืืืจืช ืคืืจื ืืฉื ืช /ืกืืืโืืจืืืืืชืคืงืืื ืืืืกืืฃ ืืืืข ืขื ื ืืฉืื CIA-ืื FBI-ืืืฉืืืช ืื ื. 2001ืืกืคืืืืจ 11- ื ื"ืืจื
ืจ ืืืื ืฉื ืืืจืื ืืชืขืืื ืืงืืื ืื ืืืืืื ืื ืืกืค. ืืื ืื ืขื ืืช ืืชืงืคืช ืืืจืืจ, ืืจืืจืืกืืืืชืจืืืืช ืขื ืง . ืืขืืืืคืจืฉื ืืืขืช ืืงืื ืืงืชืืืืช ืืืกืชืืจ ืืช ื ืืืื ืกืืืืชืืฉื ืฉื ืื ืืกืืื
ืืืชืจืกืงืืช ืืืืจืกื - WorldCom/ืืืจืืืงืื, Enron/ืื ืจืื -ืืืจืืงืืื ืฉื ืื ืืืื ืืชืืืืืื , ืืืื ืืขื. 79ืืกืื-ืืืืจื SARS/ืืฉืืจ ืืชืคืฉืืืช ืืืคืช ืืกืืจืก. ืืืจืง ืืขืงืืืชืืื- ืื ืื
. ืฉืืื ืืก ืืช ืืืืื ื ืืกืืจืืจ ืคืืืืื ืืืืืื ืืชืืฉื, ืืงืฆื- ืื ืืื ืชืืคืืืชืืฉืืจ ืืืืฉืจืื ืฉืืืฉื ืืืืฉืคืื ืขืฉืจืืช ืืืื ืืืืช, ืืืืฆืจ B1 ืืืืืืืืืขืงื ืืืกืืจ (ืืฉืืจ ืจืืืื ืืฆืืืืช
ืืืืช ืืืฉืืืช ืืืืืช ืืื ืืืฆืจื ; ืืชืงืฉืืจืช ืืืขืจืืืช ืืฉืจื ืืืจืืืืช ืขื ืคื, ืื ;ืชืื ืืงืืชืืชืจืกืงืืช ืืืืจืืช ืืืืจื , ืืืืกืืฃ; ืืืจืช ืืืื ื ืืืื ืืืฆืจื ืืืจืื ื, ืืืจืช ืจืืืืืืืฉืจืืื .80)ืืืฉืจืื
ืืื ืชืื ืชืืืืช , โโ?ืืชื ืืชืืืื ืืืฉืืจโโืืื , โโ?ืื ืืชืืืื ืืฉืืจโโ - ืืฉืืื ืืืื ืืื ื ื
ืืจืืื ืื ืืืื ืื ืืงืจืืช ืื 25%-ื 5%ืจืง ืืื , ืืืืืื ืืขืจืืืื ืื ืืขืืื ืืืขืจืื. ืืฉืจืฉืจืชืืืืฉืืจืื 25%ืจืง . ืืืืฆื ืืืชืืืื ืขื ืืฉืืจ 95%- ื 75%ืฉืืื , ืืืช ืืืื. ืืฉืืจ
ื ืืืขืื ืืชืืฆืื ืืืืคืื ืื ื ืืื ืื 75%-ื ;ืืชืจืืฉืื ืืื ืืืืจื ืืืงืืืช, ืืขืืื ืืขืกืงืืืจืืขืื ืืืืืืื ืืืืื ืื. 81(Strozniak, Jusko: 2001) ืืืกืจ ืืืคืื ืืฆื ืืื ืืื ืืืืืจื
. ืืฆืืืืช ืืืฆื ืืืืฉื ืืืจืืช. ืืขืืืช ืงืื ืืช ืืคื ืืืืืช ืฉืื ืืจืื ืืืคื ืืื -ืืืืืฉืืื ืื ืื ืขืืช ืืืืชืืื ื ืืกืืืืืฆืืืช , ืืืื ืืช ืชืืื ืืืช ืืืชืืืื ืขื ืืฉืืจืื ืฉืืชื ืกื ืืื ืืขืืจ
ืืฉืืจืื ืขื ืืืืืื ืืืืื ืืช ืฉืืชืืื ื ื ืืงืจืืช , ืืจืืื ืื, ืืืจืืช. 82ืืืืืืืื ืืืฉืื ืืคืฉืจืืื ืื ืืืื ื ืืจืฉืื ืืืื ืืืืืื. 83ืืืงืืืืืืชืืืจื ืขื ืืฆืืื ืืกืืก ืืชืกืจืืืื ืืงืฉืื ืืืืชืจ
Pious R.M. (2000), 'Moral Action and Presidential Leadership', Society, Sept-Oct 2000, vol. 37, iss. 6, pg 14
76 Naisbitt J. (1994), 'Global Paradox', Avon Books, 1994, ISBN 0-380-72489-8
77 Mitroff I.I. (2003), 'Coping with a Crisis Century', USA Today, March, 2003 , ืืฉืื ืจืืฉืื, ืืืจืช ืคืืจื. ืื ืฉืื 88 ืฉืืืืื ืืืืช, ืืจืืื ืืจืืื ืืขืืืืชืืื ืืช 1400-ืืฆืืืืื ืืจืื ื. ืคืืืจืกืืื ืืคืืจื/ืกืืืโืฉืืจ ืฆืืืื ืืจืืืื 78
ืืืื ืืืืืช ืืืจืื ืืืืืช . ืืืืืื ืฆืืืืื 13ืืืชืจ ืืืืืจ ืขืื ืืชืืืกืคืืขืืืื ; ืืชืืฆืจืชื ืืงืกืคืืืจืจืืืื ื ืฆืืืืืืืืื 6.5ืืืืืื ืขื ืืืืจืช ืืืืชืืืื ื ืืื ืืืฉืืจ . ืืืจืื ืืชืงืืืื , ืคืืืจืกืืื ืืืคื ืืช ืืฆืจื ืืช ืืฆืืืืื/ืกืืืโืืืฉืืืช ืืืืืช ืืื ืืืจืช ืคืืจื ืืฆืจื ืืช ืืืืื ืืืช ืืืื ืืืจืช ืืจืืื
ืคืืืจืกืืื /ืกืืืโืืืืืืจ, ืืืืื. ืืขืืงืจ ืืจืื ืืชืคืขืืืืช -ืืืช ืืืจืืช ืฉืืคืืจื ื ืขืฉื ืืืืฅ ืืืชืืืื ืืืชืืื ืช ืืืจืืืช . ืืืืคื ืืืฉื ืืืื ืืฉืชื ืืืืจืืชืืขืืืช , ืจืืืืืืฆืืืืื ืื ืืืืื , ืืฆืืืืื ืืืงืฆืืขืืืืื ืืชืืื ืืช ื ืืจืื ืืชืืฆืื ืืชืืงืื ืื ืื , ืืขื ื ืฉืืื ืืขืื ืขื ืืฆืืืืื, ืคืืจืืช ืืชื ืืื ืืืืื
ื ืื ืืช , ืื ืืืจืืช ืืื ื ื ืืืืืช ืืงืืช ืืืจืืืช, ืืืฉื ืืืื ืืงืืืืช ืืืคื. ืืืจืื ืืืืจืืืช ืืื ืืกืื ืืื -ืงืืฆืื ืื ืืืืืจ ืืืืื ืืช ืขื ืืืื ืชืืืืืืืื ืืืื ืืืกืขืืช ืืคืจืกืื ืฉืืื ืืืฆืื .ืืื ืืจืกืื ืฉื ืืฆืจืื ืืื ืืืื ื ืขื, ืืืจ ืืืื ื ืืืืจืชืืืืื ื ืืงืืคื ืฉื ืืขืจืืช ืืืฉืคื ืืจืืื ืืฉืืืืช ืขืืืื ื ืืฉื
.ืคืืืจืกืืื ืื ืืชื ืืช ืืงืืืืชืื ืื ืขืืืื ืืขืฉืืช/ืกืืืโืืขืื ืฉืืจืืื, ืคืืจื ืืืืืขื ืืืงืืืืชืื ืื ืืืืื ืชื ืืขืฉืืช, ืืช ืชืืืืช ืืืืจืืชCardona M.M., Elkin T., Goetzl D., Halliday J. (2000), 'CEOโs summer fashion', Advertising Age, 4th September, 2000, vol. 71, iss. 37, p. 54; Kunii I.M., Taylor A. (2000), 'Can Japanese consumers stand up and fight', BusinessWeek Online, 11th September, 2000; Watson N. (2000), 'Crisis at Ford - Jac Nasserโs biggest test', Fortune, 18th September, 2000; Maller J., Welch D., Green J., Woellert L., St. Peter N. (2000), 'Ford: A crisis of confidence', BusinessWeek Online, 18th September, 2000; Chappel L., Stoffen H. (2000), 'New CEO cleans house at Firestone', Automotive News, 23rd October, 2000, vol. 75, iss. 5900, p. 63; Garfield B. (2001), 'Can Firestone rise from the Dead?', AdAge.com, 30th April, 2001; Welch D. (2001), 'Is this brand beyond repair?', BusinessWeek Online, 11th June, 2001; Connely M. (2001), 'Firestone crisis dims Nasserโs star', Automotive News, 6th November, 2001, vol. 75, iss. 5934, p. 1
ืืฉืืจ . ืืืืืื ืขื ืืื ืืืืงืจืืื ืืื ืขื ืืื ืฉื ืืืื ืืืืืช ืขืืืจ ืกืื, ืื ื ืืืืคืืื ืืืืฉื ืืืืคืช ืืกืืจืกโืืืฉืืช ืืืื. ืืฉืืจ ืืืคืช ืืกืืจืก 79, ืขืืชืืจืจ ืื ืฉืืืื ืฉืืื ื ื ืืืคืฉืจ ืืขืืจ ืืืคืฉื ืฉื ืืื. ืืืฉืืจืืกืืจืก ืืืืืจ ืืขืืื ืื ืืฉืื ืืืื ืืกืื ืืื ืืชืืืืื ืฉื ืืืืื ืืืืจื ืืื ืืืชื ืืืืช
ืื ืกืื ืจืืฆื ืืืืื . ืืชืคืจืฆืืช ืคืื ืืงื ืืจืืื ืืขืืื ืืืืกืจ ืืืื ืืืื ืืืชืคืฉื ืืืคื ืฉืืืื ืืช ืกืื - ืืชืืฆืื. ืืืื ืืช ืฉืื ืืช ืืืจืืืืืืจื ืืช ืืืจืืื ืื ืืชื . ืืืืืช ืืืืืช ืคืชืืื ืืืฉืืืจ ืขื ืฉืงืืคืืช ืืืื 21-ืืืื ืืฉืืืื ื ืืืืจื ืืช : ืืฉืื ืื ืืืฆื ืขืืื ืืืืื ืืช ืฉืืขืืจื ืืืกืืก ืื ืืืื ืืฉืืจืื
.ืืื ืืืฉืื ืข ืื ืฉืื ืฉืืื ืื ืื ืืืกืชืืจ, ืืื ืืืจื ืืืืืื ืืฉืงื ืืืื. ืชืืืจ ืฉืืชื ืื ืืืืข, ืื ืืืืขClifford M. (2003), 'Chinaโs deadliest plague: authoritarianism', BusinessWeek Online, China Journal, 18th April, 2003
ืคืจืฉืช ืจืืืื , ')2003(ื โโืืื ืฆื; 2003, ืื ืืืืืจ 12, ืืขืจืื ',ืืืขื ืืฉืชืงื, ')2003. (ืืืืื ,.ืืจืืก ื, .ืืฉืื ืื ื, .ืื ืฅ ื, .ืืื ื, .ืืจ ื-ืืืจืืื ืื 80 >glz.msn.co.il/glz/news/Inquirieshttp//:< , 2003, ืืืฆืืืจ 22 ',ืืฆืืืืช ืืกืืคืืจ ืืืื
81 Strozniak P., Jusko J. (2001), 'Institute for Crisis Management: Averting Disaster', Industry Week, 2nd December, 2001, vol. 250, iss. 2, p. 11 82
BusinessWire, (2003), 'April 2003 Harvard Business Review: Crisis management plans are fighting new wars with old strategies and leave companies vulnerable to deliberate attacks', BusinessWire, 2nd April, 2003 83 PR Newswire (2001), 'Crisis Management Predictions for 2002', PR Newswire, 27th December, 2001
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
30
ืืืช ืืืจืืช ืฉืืืื ืืฉืืจ ืืจืื ืืืชืจ ืงื ืืื ืืื . 85ืืงืืจ ืจืื 84ืจืื ืืืฉื ืฉื ืื ืืืืืช, ืืืขืืชืื ;ืืืงืืื ืืืืืข ืืงืื ืฆื ืืืก ืืื ื ืืจืฉืื, ืืืืขืืืจ ืื ืืืืช ืืขืืืช ืืืคื ืคืืงืืื ืืืจืืื
. 86ืฉืืืื ืืืช ืืืืืฆืื ืช ืืคืืื ืขืืื ืืชืืคืขื ืฉืื ืืื ืืจืืข ืืืืื ืืฉืืจ ืขื
, ืชืืจืช ืืืืคืืืืืื ืืื ืืืกืืื ืืชืืจื ืื ืืืื. ืคืืืืื-ืืืื ืืืื ืืฉืืจืื ืืืืื ืืืืื ื ืืื, ืจโืื ืจื ืงืืกื ื ืคืจืืคืกืืจืืฉื ืช ืื ืขื ืคื .ืื ืืืชืจ ืืืืง ืืชืืจื ืืื ืืขืช ืืฉืืจืื ืืื ืืืื ืืช
, ื"ืืจืืืืืืื ืืืืืืจ ืืืืื ื ืืืืืืืฉืขืืจ ืืืืขืฅ ื, ืช ืืจืืืืจืืืจืฆื ืืืืฉื ืืืื ืืืจืกืื. Kissinger, 19959)( ืืืื ืคืจืก ื ืืื ืืฉืืืื ,ืจืื ืคืืจืโืจื ื ืืงืกืื ืืโืืชืงืืคืช ืื ืฉืืืื ืจืืฆ
ืืืื ืืืชืืื ืชื ืืืคืื. ืืืชืืงืืืช ืื ืืืืืื, ืืจืื ืืกืชืืื ืืกืืกืื ืืฉืืจ ืืื ืืืื ืืชืื ืืฆืื ืืฉืืืืฉ ืขื ืืฉื ืื ืืจืืฉืื ืืช , 17-ืคืืชืื ืืจืืฉืื ื ืืืื ื ืืืงืืจืืช ืืขืช ืืืืฉื
ืืืชืืืืช , ืงืคืฆื ืืืืื ืืื 1918-ืืจืืฉืื ื ืืขื ืชืื ืืืืืช ืืขืืื . 20-ืฉื ืืืื ืืฉืืชืงืฉืืจืช ืืขืืื. ืชืืื ืืืืคืืื ื ืืขืืื ืืืืฉืื ืื. ืงืคืฆื ืืืืื ื ืืกืฃ 21-ืืืื ื
ืืืชืืืื ืืช ืืื ืืืื ืืช ืืขืืฆืื , ืืืืข ืชืคืงืื ืืืจืืข ืืชืืืื ืงืืืช ืืืืืืชืืขืืจืช ืืืืืืจืืช . ืืขืช ืงืื
-ืืฉืืจ ืืืืกืื ืืื ืืืื ืืช ืื ืื ืื ืื ืื ืืืื ืืฉืืจืื ืื ืฉืืขืืืืืื ืืขืช ืืืืฉื ืืชืคืชืื
- ืืื ืื ืื ืืืืจืืคืื ืืจืืฉืื . ืื ืื ืื ืื ืืืจืืงืืื ืืืจืืขืืฉืืืฉื ืื ืื ืื ืื ืืืจืืคืืื ื ืฉืขื ืช ืขื ืืกืืืืช ืืคืืืืกืืคืื ืื ืืขืืื ืคืืขื . Balance of Power/ืืืงืืจืื ืช ืืืื ืืืืืืชืืืืกื ื ืืขืืชืืืืจืืื ืืืืืื !ืืื ืืชื ืืืืืช: ืืืขืืงืจืืขื ืืกืืก . ืืืืืื ืืืื ืืฆืื ืืืืขืืืืื , ืืื ืื ื ืืฉืื ืืชืื ืืฉืื -ืืืืื ืืืกืืจืช ืฉืืืืช ืื ื ืืืืฉืื ืืช ืืจืขืืช ืืืืื ืืื
ืขืจืื , ืืฉืืืื -ืืฉื ืืืกืืจืืช ืืืจืชืืืช ืืืืืืช ืืืชืจ . ืื ืืืืื ืืฉืื ืืช ืืื ืืืืืฉืืืืฆืื ืขื ืคื ื, ืืืืื- ืื ืื ืืฉืื ืืืขืืืคืื ืืื ืฉืืืื ืขืฆืืชืื ืืฆืืืื ืืืืขืื ื. ืืืืืืืช
, 87โ. . .ืืื ืืจืืฅ -ืืืฉ ืื ืืจ ืขื- ืืืจ ืืื ืขืโโ: ืืืจืืช ืืืืืืื . ื ืืชืืฉืืืืกืืกืื ืืืืื, Raison dโetat/ืืืงืืจืื ืช ืืืืช ืืืืื ื -ืืื ืื ืื ืืืืจืืคืื ืืฉื ื . ืืื ืืืืื ืฉืงื ืืืกื
ืืฉืื ืงืฅ ืืขืืืื ืืช ืืื ืืกืื. ืืืืื ืืืคืจืช ืืืืืื ืืขืืื ืืืืฆืืจืช ืืขืจืืช ืืืืื ืืืืคืืชืืืื ,ืืฆืจืคืช 13-ืืฉืจ ืืจืืฉื ืืืื ืืืื ื, ืื ืจืฉืืืโื-ืื ืืืืืก ืืจืืืงืจืืื ื ื, ืืืืืคืจืืืช
ืืืื ืกืืืืชืงืืคืช ืืื ืืืื ืืื . ืืืืฆืื ืืช ืืืืื ื ืืขื ืืื ืกื, ืืืืคืืืืืื ืืืืืจื ืืชืื ืืขื ืื ื ืืืขืืงืจืืงืืืื ืืื ืืจืกืื ืขื ืืกืืก , ืฉืืื ืืื ืืืฆืจืื ืืขืืื ืืืขืจืื ืืงืชืืืืช
ืจืง , ืืื ืขืงืจืื ืืช ืืื ื ืจืฉืืื ืืืืฅืืงืจ. ืจืื ืืืืืืฉืืืืชืื ืืืื ื ืฉืื ืืืืฆืขืื ืืฉ, ืืืืืืงืืจืื ืช ืืคืืืืืืงื - ืืื ืื ืื ืืืืจืืคืื ืืฉืืืฉื . ืืืืืช ืืืืื ื ืืฉืืขืื
ืจืฉืืื ืฆืขื ืืจืื ืื ืืช ืจืขืืื ืืช /ืคืจืืกืืืืจ ืืืื ืืื ืืืกืืืจืง ืื ืฆืืงื ืืง ,Realpolitik/ืืืขืฉืืช -ื ืื ืโืืืืื ืืืืง ืื, ืืจืืืืืจืืก โืฆ ืชืื ืืื ืฉืืื ืืืืฅ ืืช ืชืคืืกืืช ืืืืงืจ. ืืืื ืงืืื
ืืืืื ืืฉืืืจ ืขื ืืืืื ืืืื ืกืจืื , ืืคืืชื ืจืขืืื ืื ืืืจืื ืฉืืื ืืืงืื, ืืืืฉืจืืืช ืืืืงืืชืืจืืช ืขื ืืจืื ืืืข ืืฉืืืจ ืขื ืฉืืื ืืืช ืืื ืืืืช ืืจืฃ ืืืจืื ืื , ืืืงืืื. ืืืจืืชืืืืืช ืืืืข ืืขืืื ืืืืกืื ืืื ืขืืื ืขืงืจืื ืืช ืฉืืืื ืืืฉืงื ืื ืฉืืจ ืืื ืืืืฆื ืืช, ืื. ืืืืื
.ืืืื ืืืื ืืช
ืืช ืืืืฆื ,)ืืืงืืจืื ืช ืืื ืจื( Isolationist/ืืืงืืจืื ืช ืืืืื ืืช -ืืื ืื ืื ืืืืจืืงืื ืืจืืฉืื ืื ืืงืืช ืืืง , ืจืฆื ืืืชื ืชืง. ืืืืืืก ืฉืืฉื ืื ื ืืขืืื ืืืืฉ ืืขืืื ืืืฉื ืืืื ืื ืฉืืืฆื
, ืงืืื -ืืืืชืืงื ืืื ืฉืจืืื , ืขืจืืฆืื ืืืืจืืคืืืืืืช ืืื ืืืืงื - ืืื ืฉืืื ืื ืจืืื ืืืืกืชืื ืขืืืืื ืืืฉื ืืื ืื ืืืฆื . ืืฆื ืืขืจืื ืืืืฉืช ืืืจืืงืืคืจืืชืคืชืืืช ื, ื ืืืจืืช
. ืชืื ืฉืืืจืช ืืจืืง ืืืืจืช ืืืชืืืฉืฉืืช, ืื ืืงืืช ืืืง ืืืจืืืืช ืฉื ืืืจืื. ืืืฉืืจืื. ืืืฆืื ืืืคื ืืืืื ,)ืืืกืืืืืืงืืจืื ืช ื( ืืืงืืจืื ืช ืืฉืืืจ ืืขืืืื -ืืื ืื ืื ืืืืจืืงืื ืืฉื ื
84 MacRae D. (2001), 'A new level of leadership', Leaderโs Edge, 28th September, 2001 85
Jenrette D. (1996), 'Dick Jenretteโs Gentlemanly advice for handling a crisis', Fortune, 22nd July, 1996 86
Lewis B. (2002), 'Survival Guide: Crisis management - Lessons in leadership from Sept. 11th; Managing in a crisis is easy, itโs the aftermath that takes work', InfoWorld, 9th September, 2002
ืฉื 'ืขื ,2001, ืโโืืชืฉืก, ืืืฆืืช ืงืืจื ืืจืืฉืืื ,ืชืืจื ื ืืืืื ืืชืืืื. โืคืกืืง ื, โืืฉืขืืื ืคืจืง ืื 87
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
31
ืืฉื ืื ื ืืชืจืืืช ,ืชืขืฉืืืชืืชืชืืืืช ืืืืคืื ืื ืฉืืจืืจ ืืขืืืื, ืืืจื ืืืืืฉ ืืืขืจืืืืืื ื .ืืืืกืืืืช ืืืจืืจืืช ืืืืืื ืืืืจืืคืืืงืืกืจืืืืช ืืงืืืื ื ืขื ืคื ืืืืืจืืงืืืช ืขืืืื ืืช
ืืืคืฉ ืืฆืืง , ืืืืงืจืืื -ืื ืคืืชืื ืืจื ืืืื ืฉืืืื ืืฉืืฉ ืืืืื ืืืืคืช ืืื ืืืืืช ืืขืืื ืฉืืืื ืืืฉืืืจ ืขื , ืืชื ืืืืช ืืขืืืืืจื ืืืื ืฉืืขื ืืงื ืืื ืืช ืืืืืช ืืคืงื ืขื . ืืืจืชื
ืขืืจื ,Containment/ืืืงืืจืื ืช ืืฉืืืืจ -ืืื ืื ืื ืืืืจืืงืื ืืฉืืืฉื . 88ืืฉืงื ืืื ืืืื ืืชืืืชืจื ืขื ืืืืืืคืื ืฉื ืฆืืง ืืืืื ืืื . ืฆืขื ืืื ืงืืืื ืืืืงืืื ืืงืื ืฆืขื ืืื ืืืืืจ
ืืืกืืื . ืืืจืืงืืืืช ืฉืงืืื ืืืืฉืืืื ืืื ืืืงืืจืื ืืช ืืืจืืคืืืืช ื, ืจืขืืื ืืืืื ืืืืืืฉืืขืืื ืืืืืืืช )ื ืืืืืื ืืช ืืืืืงืจืืืืช"ืืจื( ืืืืืช ืืื ืืืืืช ืืืืจืืืช ืืืื ืฉืืคื ืืฉืืจ
ืื ืชืืื ืขื , ืืืชืื ืืงืืืช ืืืจืืืช ืฉื ืฉืืืจ ืขืื, )ื ืืืืืื ืืช ืืงืืืื ืืกืืืืช"ืืจื( ืืืืฉืืืืืืื ืืขืืืื ื ืฉืืจ , 89ืืืจืืช ืืืืืจืืช ืงืฉืืช ืืืืจื ืืืจื. ืืขืฉืืชืืกืืก ืืืชื ืฉื ืคืืืืืืงื
.ืขื ืืืชืคืจืงืืช ืืืืืช ืืืืฉื
ืืืฉื ืื ืืื ืืชืืืฉืช , ืชืื ืืืืื ืืื ืืฉื ื ืืืจ ืืขืืื ืืจืขืืื ืืืืืืคื ืฉื ืฆืืง ืืืืืืขื ืืืงืืจืื ืช - ืืืงืืจืื ื ืฉืืืขืืช ืืื ืื ืืช ื ืืืื ืืขืจืืืช ืืืืกืื ืืื ืืืื ืืช
ืืืื ืืืคืืฅ ืืช ื"ืืจืืื ืฉืื ืืื ืงืืื ืืื ืืืืืจ ืฉืืขืืื ืืขืชืืืืื ืฉื . Promotion/ืืงืืืืืืื ืฉืื ืืืืืจื ืืืกืืก ืืืฉืืจ ืืืืฉ ืืืื ื ืงืืขื ืืข. ืืฉืืจืช ืืืืืงืจืืื ืืื ืืจืฆืืช ืชืื
. ื ืืฆืจืืช-ืืืื ืืชืจืืืช ืืืขืจืืืช ืืืืื ืืืกืืืืืืืืืง ืืื ืืคืื ืืื ืืืืื . ืืื ืืฉืืช - ืืืืคืฉ ืืืืืืืช ืืืื , ืืจืขืืื ืืคืฆืช ืืืืืงืจืืื - ืืืกืื ืืืืกืืื ืืงืืฆืื ื ืจืืื ืืืืงืืจืื ืช ืืืืจืืื ืขื , ืืชืคืืกืชื ื ืงืืืืืืืืื ืืืื ืข. ื ืืืืืืืืืืืื ืขื ืืืืจื ืืืืกืืืืช ืืขื ืฉืืื
ืืืืืืืืฆืื ืืืจืกืช ืื ืืชื ืืขื ื ืื ื, ืื ืืกืฃ .ืืืื ื ืื ืืขืืื ืืืืคืฉืโื - ืืืืืช ืืืจืื IMF,ืืื ืง ืืขืืืื( ืืฆืืง ืืืืืื ืฉื ืืืืื ืืช ืืขืฉืืจืืช ืืื ืื ืื ื ืืฉืืืื ืฉืืืืชืคืืกืช
WTO, WHO( , ืืื ืืข ืื ืืกืืืืืจืืช , ืืฉื ืื ืืงืจืืืืช. ืืืืืืืืืืืจืืืงื ืืฆืืง ืืืืื . ืขื ืืืืืงื ืืืืืช ืืื ืืชืคืืกืืช ืืืชื ืืฉืืช ืืขืืื ืืืื, ืคืจืฆืืช ืืฉืืจืืืืช
ืืขื ืืืืจืืงืืืจืืืืื ืฉืืืื ืืืขืืืจ ืืช ื ืคืจื ืงืืื"ืืจื ืืื ืืจืืจ ืื ืฉืื, ืื ืืืืกืคืจ ืืืกืืืจื ืขื ืคื .ืืืืืช ืืืืืจืืช ืืชืื ืืืืื ืชืชืืืืจื 88
. ืืขืจืืืื ืื ืืืง ืืืืืื ืืช ืืคื ืืคืื ื. ื ืืงืื ืืืช ืืืฅืืื ืขืืื, ืช ืืขืืื ืืฉื ืืื ืืฆื ืืืจืืืืืืืืฉืช ืืืืื ืืช ืื ืืื ืืช ืืืฆืืจืฃ ืืืืื 1941 ืืืืื. ืืืฆืจื ื ืคื ืืืจืืฉืช ืืจืื -ื ืืืื ืืื ืืชืขืฉืืืช ืืืืืื ืืืคื ืืช ืืงืื ืืจืก ืืืืื ืืฆืื ืืืฆืจื, ืืจืื ืื ืืืืืืื -ืืฉืืฆืืจืคื ืืืืืืช ืืฆืืจ ืชืงืฉืืจืช ืืืืืืขืื ืืืืจืืงืืื ืคืืฆืื ืืช ืงืื (ืฆืคืืื ืืชืงืคืืจืืืืื ืืืข ืฉ. ื"ื ืืชืงืคื ืขื ืืจืืืฉื ืืฉื ืชืื ื ,ืืกื ืงืฆืืืช ื ืืืื ืืฉื ืืืชื ืืืืืื
ืกืืืขื ืืืืืืื ืืช ืืฆื ืืืืจืืงืื ืืืืงืืื ืืืืกืื , ืช ื ืื ืืคื ืื ืื ืืืืืืืืคืฆืืฆื ืืืคื ืื ื 1941 ืืืฆืืืจ. ืืื ืื ืืื ืืืื ืขื ืืืงืืื, )ืืืคื ื ืืืชืงืคื ืื ืืขืืขื ืืช ืืืืจืืงืืื ืฉืืื ื ืืื ืื ืืืืืืช ืืืฆืืจืฃ ืืืืืื ื ืื ืืืืืจ ืืื ื. ืื ืฉื ืฆืื ืืืืจืืื 5,200- ืืืืช ืืืืกืื ืืืจืื ื, ืืฉืงืืืฉ ืืืืจืกืื . ื"ืืจืืืฉื ืืืื ืืืืจ ืืื ืืืจืืื ืืจืื ืื ืืืืืืื ืืืืื ืขื ืืฉื, ืืืจืื ืืงืื ืืจืก ืืืืื ืขื ืืคื, ืืืงืฉืช ืจืืืืื ืืื ืืืืจืช. ืืจืืชื
ืืืจืช . 1973-ืืืืคืืจืื ื- ืืืืืืช ืืื, ืืืฉืจืืื ืืืืืืื ืืืืจ ืกืืืืช ื ืฉืื ืืฆืจืื ืืืฉื ืืืื ืฉืจ ื, ืจโืื ืจื ืงืืกืื ื ืขื ืืืืฉืืกืืจืืืื ืืืื ื ืืืื ื ืืื ืืช ืืคืืืก ืืืืฆืืจ ืืืืืจืช , 1967-ืืืืื ืฉืืืฉืคื ืืืืืืช ืฉืฉืช ืืืืื ื ืืืคืฉืจ ืืขืื ืขืจื ืืืืืืจ ืืขืฆืื ืืช ืืืืืช, ืืืืืื ืืืืืืืช ืืชืคืืกืชื
ืืชืจืื ืืืืฉืืช ืืชืคืืกื , ืขืื ืืืืืจ ืขื ืคื ืืืขืฆืื ืืืืืื ืฉื ืืฆืืจ ืืขืืืื ืืชื ืืืืืืืฆื ืืืฉืจืืื ืจืืกืงื ืืืืืื ืืช ื. ืขื ืืืื ืช ืืฉืจืืืื ืฉืืืื ืืืชืืืช ืืกืื ืืฉืืื ืืื ืืฆืจืื . ืืืืืืช ืืฆื ืืืื ืืช ืขืจืืืืจื ืืืื ืื ืืืืืืจ ืฉืืืื ืชืืืจืช ืขืจืืืืืช ืืืืืืืืืืืช ืฉืืืกืืจืช ืืกืืื ืฉืืื
ืืืืื ืฉื ืืชื ืืืฉืืื ืืช ืชืืืจืืืช ืืืืช ืืืืืจืืช ืื ืขื . ืื ื ืงืืืช ืืืคื ื ืฉืืจืืจื ืืช ืืืืืืช ืืืืจื ืืืฉืจืืืืช, ืืืืื ืืฉืืืื. 1979- ืืืฉืจืื ืืืงืื ืืืฉืืื ืืืกืืจืช ืืืฉื ืืืืจืขื ืืื ืื ืฉื ืืืืื ืืชืืื ื ืืืื . ืงืขืืจืืืคืื ืืกืื ื, ืงืขืืื-ืืชืงืคื ืืืืจืืงืืืช ื ืื ืืื ืื ืืืจืง ืืืืกืื ืืชืืืืื ื
ืืื ื ื ืืขืืืื ืื ืืืืืื ืืืืชืื ืืืื ืืชืื ืฉืืขื ืืื ืืช . ืืืฉ ืืื โืืจืโืื ืฉืื ืืื ืฉืืชืืืื ืืชืงืืคืช ืืืื ืช , ืืื ืืืฉ โืืจืโืื ืฉืื ืืชืงืืคืช ืืืื ืช ืืืืจ ืืื ืืื ืืืงืจืื ืขื ืืืื , ืืขื ืืฉืืขืืืืช ืืจืืช ืืกืื ืืฉืืจ ืืจืื ืืืืืขื ืื ืช ืืื ืืข , ืืขืืชืื. ืืื ืืกืงื ื ืืืจืช, ืืื ื ืืื ืืช ืื ืืื ืชืชืืืืจืื
. ืืฉืืจ ืืืืื ืืชืคืจืฆืืชืฉืื ืื ืชืคืืกืชื ืฉืื ื ืืชื ืืืฉืืื ืืื ืืขืงืืืช . ืืขืฉืืื ืืืืื ืืืงืื ืืืช ืืฉืืจ ืฉืืขืืจืจ ืืช ืืขืช. ืืืืื ืืงืฆืจ ืืฉืืจ ืืืืื ; ืืฉืงื ืกืืืืงืืื ืืงืจื - ืื, 190โ ืขื ,1980, ืืืื-ืืืชื-ืืืืจื ',ืขืืืื ืืืืืืชืืจ , ')1980. (โืืกืจืืืื ืฉืจืืืืจ
Roosevelt, F.D., Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=117433>, viewed 6th December, 2003; Sidebar - Pearl Harbor and the โback-door-to-warโ theory, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=369911>, viewed 7th January, 2004; Egypt: The Sadat Regime, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=108491>, viewed 7th January, 2004
ืืกืืื ืืช ืืฉืื , ืืืฉืืจ ืฉืืืื ืืช ืืขืืื ืืืื ืืกืฃ ืืืืื ืืจืขืื ืืช ืืจืฆืืช ืืืจืืชื ืงืืขื , ืงื ืื ืื'ื ืื ืฉืืืืืฉื ืืชืงืืคืช .ืืฉืืจ ืืืืืื ืืงืืื 89ืื ืฉืื . ืืืืงืืช ืืชืจื ืฉืืืืจ ืืงืืื ืืืืกืืืืืืื ืืืฉืืื ืืืืื ืืจืืช ืืืืขืฆืืชืืืืชื ืฉ ืืจืฆืืช ืืืจืืช. ืืขื-ืืื ืืื ืฉืชื ืืขืฆืืืชืืืืกืื ืืื ืืืื ืืก
ืืขืงืืืช . ืืืจ ืืืืืจื ืืืื ืืืืจืื ื. ืืชืงืคื ืืืืืจืืช ืขื ืืชืจื ืืืืืื ืื ืืืกืื ืืื, ืคืืืฉื ืืืืืืช ืืงืืื -ืงื ืื ืฉืงื ืืื ืืืืคืฆืืืช ืฉืขืืื ืืจืฉืืชื ืขืืืืืช ืืืงืืช ืืชืจื ืืืืืื ืืืคืกืงื ืืื ืืืงืืื ืฉืืืืืข ืืืืจ. ืืืจ ืืื ืืื ืืกืืืืืื ืืืกืืฃ ืืืชืงืคื, ืืืขืืจื ืืื ืงื ืื ืืืื ืืจืืฉืฆืืืกืืจืช ืืกืจืื ืฉ
ืืืกืืื ืกืืืืืช , ืืขืืื ืื ืชืคืืืฉ ืืงืืื ืืจืฆืืช ืืืจืืชืืชืืืจื ืืชืืืืื ืืืืจืืงืืื ืฉ. ืืจืืช ืืืืขืฆืืชืืืช ืืื ืืืืืจื ืืืืืืื ืฉืืื ืืืจ ืืืฆืืื ืขื ื .ืืืืืช ื ืืืื ืืืฉืื ืฉื ืื ืฉืื ืงื ืื, ืืืฉืืจ ืืืืข ืืกืืืื ืืฉืงื. ืืื ืฉื ืื ืงืืื ืืื ,ืืืฆืื ืืฉืืื ืืืจืงืืืืืืื ืฉ
Cuban Missile Crisis, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=28554>, viewed 18th June, 2003 ืืขืืืช , ืื ืื. ืืื ืฉืืฃ ืืืืื ืืฉืืื ืืืืื. ืืื ื ื ืืจ ืืฉืื ืืืืืื ืื ืืฉื ืืฆืืืืจื ื ืืงืกืื ืืื ืืจืืจ โืื ืฉืื ืจืืฆ .ืืืฉื ืืืชื ืืกืืื ืืืืืช ืืืืื ืื
ืืฉืืืื ืืืฉื ืืืชื ืขื ืื ืื ืืกืืืื ืืืืชืจ . ืืงืืืื ืืช ืืืื ืืจืกืื ืฉืื ืืื ืืจื ืืคืฉืจืืช Realpolitik-ืืืงืืจืื ืช ื ืขื ืคืืืืฉืืื ืืคืขืื , ืืืชื ืืืืชืจ ืืกืืื ืืช ืืืืื -ืืืฉื ืืืฉืื ืฉื ื ืืขืืื ืื ืืืืื ืืฆืืืืจ ืืืืจืืงืื ืืจืฉ ืื. ืืจืื ืืืืืงืจื ืืืืฆืขืืช ืื ืฉืืืืื ื ืฉืชืืื ืืืฉืื ืืฉืื
ืื . ืฆื ืืื ืืืชืคืฉืจืื ืื ืืฆืื ืืืืืื ืืืืจื ืื . ืืืืืืช ืืจืืื ืขืืกืงืืช ืืื ืฆืืื ืืืืืืกืื ืืื ืืคืฉืจื. ืืงืืืื ืืกืืื ืืื ืืืชืงืคื ืืื ืืจืืฉืืชืฆื ืืช ืืชืงืฉืืจืช ืืืืจืืงืืืช ืืืื ืืืืืื ื ื, ืคืื ืืืืื ืื ืืฉืืืืช ืืฉืืื ืืคืืจืืกืืืืจ ืืฉืืืช ืฆ, ืื ืืืง ืื. ื ืื ืกื ืืืฉื ืืืชื ืจืง ืชืืช ืชื ืื ืืืฅ
ืคืืกืช ืืืืข ืื ืืจืง ืืขืืชืื ืืื , ืื ืคืขื ืฉืืคืฅ ืืื. ืืืงืจื ืืจืืฉืื ืื ืฉืืืื ืฆืื ืืจืืช ืืืืื ืืืืฆืขื ืืืืื ืืฉืื ืืงืจื ืืืืืจื ื. ืคืกืืืืืืืืชืืืฉื ื. ื"ืืจืืื ืฉืืืื ืืืื ืืืงืืจืช ืขืฆืืืื ืืืืฆืืจืช ืืืฆืื ืคื ืืืืื ื. ืืืื ื ืขืืฉืื ืืืจ ืืงืืืื ืืืฉื ืืืชื, ืืืืจืืงืืื ืืื ื ืืงืืืืื ืขืืื ืงืฉืจ
ืืืื ืืจื ืืฉืื ืืืืืืจ ืืขืืื ืจื ืฉืืืืจ, ืื ืืชืืืืืืืืื ืขืืื ืืืืื ืืช ืืืืื ืขื ืืืืจืืงืื ืืื ืืืฉืืจ ืืืืื ืื ืื ืืคืขื ืืืื ืฉืืฆื ืืืืืื ). ืชืคืืกื ืฉืื ืืื ืืืื ืืืืืฉ ืื ืืืืืื ืืขืืจืืง(ืืืืื ืืืืคืชื ืืกืืจืืืื ืฆืืืืช ืื ืืื ืืืืจื ืืืื ืืื ืื ืืฆืื, ืืชืืฆืื ืคืืืืืืช ืืืืงืฉืช
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืงืจืื ืฉื ืขืจืื ืืขืืงืจ ืืกืคืจืืช ื .ืืขืกืงื ืืืฆืืืืจืืืฉืืจืื ืืขืืื ืื ืืืื ืืืืืื ืืชืืจืช
ืืืกืืืช ืืืืืฉืืื ืืืขื ืื ืืืืจืืช ื. ืืฉื ืื ืืืืจืื ืืช 20ืื ืืชืื ืืชืืื ืคืืชืื ืืืืื ืืืืื ืืืืฉืื ืืงืฆืืขื , ืืืืฉื ืืืืื ืืืชืขืืงืืช ืขืืืื ืืฉ ืืงืื. ืฉืจืื ืจืืืืช ืขืงืจืื ืืชืื ืื
ืืืืฉืืช ื, ืฆืชื ืืฉื ืื ืืืืจืื ืืช ืืืืืืชื, ืืืจืืช ืฉืคืืชืื ืืขืืงืจื ืขืืืจ ืขืืื ืืขืกืงืื. ื ืืืืืืฉื ืขื ืืืืคืจืฉืช ืืื ืืงื ืืืืื ืกืงื (ืืขื ืืื ื ืฉืืืื ืืชืื ืืืื ืืช -ืืืจืืื ืคืืืืืืื ืขื ืืืืืืืื ื ืื ืืืจืืจ ื(ืืืกืื ืืื ืืืื ืืช ืื ืืืื ืืขืจืืืช ืืื ืืงืจื ืืืจืืื ืืืื ืืื, )ืงืืื ืืื
ืืขืืื ืืืืฉ -ืืื ื ืืขืืื ืืืืืจื ื ืืชืจืื ื ืืืจืืื ืืชืจืื ืืืชืืืชื ืืืืค. )ืฉื ืืืฉื ืืืฉืืขืื . ืืืืจืขืืชืชืคืงืื ืืืจืืข ืืืชืคืชืืืช , ืืืืขืืจืช ืืื ืื ื ืืื ืืืืืืจืืช ืืขืืจืช ืฉืืชืงืฉ
ืชืืจืช ื ืืืื , ืืืืืื ืืืจืื ืฉื ืฆืืืืื-ืืืฉืชืืจืช ืืืืคืืืืืื ืืชืืงืื ืื ืืืื ืืขืจืืืช ืืืกืื ืืื , ืืขืืื ืืคืืืืื, ืืืื ืขืืื ืืขืกืงื ืฆืืืืื- ืคืจืกื ืื ืืืื ืืขืจืืืช ืืืกืื ืจืืืืฉืืจืื ืืช .ืฆืืืืจ ืืจืืืืืชืงืฉืืจืช ื
ืืขื ืคืืื ืฆืืื ืืฉืคืขื ืฉืืืื ืขื ืืฉื ืืืื ืื , ืจืืข ืืจืื ืื ืืชืืื ืืื" :ืืฉืืจ ืชืืืืจ
ืขื ืงื , ื ืงืืืืืืื ืขืื .ืืืื ืืืฉืืื ืื ืืืฉืคืืข ืขื ืืจืืื ืฉืื. ืืืืื ื/ืืืืื ืืช ืืืจืืืืืคืืืข ืืืจืืืืชื ืื ืืืฆืื . ืืคืืืข ืืืืฆืืขืื ืืคืื ื ืกืืื. ืืฉื ื-ืชืขื ืืืื, ืฉืืจืืชืื/ืืืฆืจืื
ืืฆื ืฉืืืคืืกืืช ืืืฆื ืืืื ืฉืืืืช ".ืืงืืืื ืืกืืื ืืืกืืืื ืืืื, ืขืืืืื, ืฉื ืฆืจืื ืืืืชืจ ืืจืืจ ืืืื ื. ืฉืืืืืืืื ืืชืืื ืืช ืืืจืขืื ืื ืืืฆืืื ืืืช ืืฉืืจืฉืื ืื. ืื ืืืื/ืืื ืืืืื
ืื ืขืืืจ ืืื . 90(Augustine, 2000) ืืชืืืื ืื ืืชืืืื ืขื ืืฉืืจ, ืฉืื ืืจืืื ืืชืืืื, ืืื, ืืจ ืื ืืืืืฉ ืืืงืืข ืืืืื ื/ืืื ืฉืืื ืื ืืืจืืื. ืจืืข ืืืงืื ืืืฉืืืืืื ืฉืืชืจืืฉ ื
ืืื , ืจืืขืื ืืขืื ืคืืื ืฆืืื ืืกืืืื .ืืืชื ืืืืฆื ืืงืจื ,ืืืคืืื ืื ,ืกืื ืืืฉืืจ -ืืฉืืืืช ืื ืื ืืฉืืจ ืืืืืืช ืื ืคื ืืงืกืื Union Carbide91/ื ืฉื ืืืจืช ืืื ืืื ืงืจืืืืืืฉืืจ ืืืคืื ืืืื
ืฉื ื ืืฉืืจืื ืืืืืืื ืืช . 92ืฉืขืืชื ืขื ืฉืจืืื ืืกืืื ืืืืคื ืืืกืงื Exxon Valdez/ืืืืื - ืื ืื ืืขืฉืืช, ืืขื ืืืช ืืขืืืช ืืืืืช. ืื ืื ืืขืฉืืช, ืืืืืืืืืช ืืืกืื ืืขืืื ืืขืกืง
ืชืื ืฉืืื ืืืืืื ืืืื , ื ืืืฆื ืืื ื J&J/ืื ืกืืโืืื ืกืื ืื ื โืฉืืืจืช ื Tylenol/ืืฉืืจ ืืืืื ืื .93ืื ื ืืืืืชืืช ืืืงืืืืชืื ืืืืืืืืช ืืงืื ืืืชื ืืื ืื ืืืชื
90 Augustine N.A. (2000), 'Managing the crisis you tried to prevent', Harvard Business Review on Crisis Management, Harvard Business School Press, 2000, ISBN 1-57851-235-2
ืืื ืืืชืจ ืืืกืื ืืชืขืฉืืืชื ืืืื , ืืืืคืื ืฉืืืืื ืืืืงืืื ืืื ืืื ืงืจืืืื ืืืืจืืงืืืชืืคืขื ืืืืจื ืืืืืจื ืฉื ืืืจืช ืื 1984-ื. ืืฉืืจ ืืืคืื 91ืืงืืจืืช ืืืืคืืื ืขื ืคื(ืืืฉ ืืืืฉื 50,000- ืฆืืขืชื ืฉื ืืืชืจ ืืืืค 2,500- ืืืื ืืืืชื ืฉื ืืืชืจ ื, ืืืจ ืืืืฉืืื ืจืขืื ื ืคืื ืืืชืคืฉื ืืขื ื. ืืืืกืืืจืื
ืื ืืืช ืืืืจื ืืฉืื . ืืชืืคืงื ืืชื ืื ืชืคืขืื ืืืืืืืช ืืงืืืื, ืืื- ืืคืขื ืกืื ืืืืกืืจ ืืืืืืืชืืงืืจืื ื ืืฆื ืฉ). ืืกืคืจ ืื ืคืืขืื ืืื ืืืื ืืืจืืืฆืืืช ; ืืืกืจืช ืืืืื ืืช, ืืืขื, ืชืงืฉืจื ืืืชืืื ืช ืื ืืกืคืงืช ;ืฉื ืืื ื ื ืชืื ืืืืื ืืืืืฅ; ืืื ืชืืื ืืช ืคืขืืื; ืื ืืืืื; ืื ืืืืื -ืื ืืืื ืืืฉืืจ
, ืืืืฆื ืืืืืจ ืืืง ื ืืืจ ืืืืืืืชืื ืืจืืืืืืช, ืืืืจื ืขืืจื ืืฉืชืืืืช ืขืืื ืช, ืืขืงืืืช ืืืฉืืจ. ืฉืืื ืืืื ืืืืื ืืืฉื ืืืืฉืื ืืืฆืืื ืืฆืืืืชืืงืืจ . ืืืืจืืืืืื 470ืงืฃ ืฉื ืื ืชืืขื ืืฉืื ืืื ื ืืืงืื ืืงืืจืื ืืช ืืืกืื ืืื, ืื ืืฆืืืื ืืฉืงื ืืช ืชืืืืชื ืืฆืืืืจืืช
Union Carbide Corporation, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=76213; Bhopal, Encyclopedia Britannica Article,<www.britannica.com/eb/print?eu=81208>, viewed 12th December, 2003; <www.bhopal.net/oldsite/backwhy.html>; <www.ou.edu/deptcomm/dodjcc/groups/02C2/Union%20Carbide.htm> viewed 16th December, 2003
- ื. 1989- ืืืืจ ืืขืืืจื ืืืืื ืฉืืืืื ืช ืืืืกืงื ื ืคืืข ืืืืืืืช ืื ืคื ืืงืกืื ืืืืื ืฉืขืืชื ืขื ืฉืจืืื ืืืคืจืฅ ืื ืกืื ืืืืืืื ื. ืืฉืืจ ืืงืกืื ืืืืื 92. ืืืื ืืืกืื ืืืืข ืืงืฉื ืืื ืืชืงืืคืืช, ื"ืืจืืืืืื ืื ืคื ืืืืื ืืชืืืืืช . ื ืื ื ืคื ืืืืื ืืจืื ืืื ืืืืืื ืืืคื ืงืืืืืืจืื ืฉื ืืืคืืืืืืืื ื ืืื 10.9
ืืฉื ืจื; ืขืงื ืขืืืคืืช ืืขืืืก ืืชืจ - ืืืืืืฆืจืืืฉื ืืืฉ ืืฆืืืช ืืืฉืืช ืืืืืืืช :ืขืืืืจืืกืืืืช . ืืกืืืืืื ื ืคืืขื ื ืืขืื 250,000- ืืขืจืืืื ืื ืืืขืื ืืืฉื ืืฉืืจืช ืืืืคืื ืื ืืืื ืชืขืืืจืช ืืืื ืืืช ; ืืืื ืื ืฆืืืช ืื ืชืฉืืฉ ืืืืื ืื ืขื ืจืืืฉื ืืืจืช ืืงืกืื ืืคืืง; ืขืงื ืฉืืืจืืช -ืื ืื ืืืื ืืืืืืืช ืืื
ืื ื ืขื -ืืชืืืฉืืช ืืืืจืืืช , ืืฉืื ืฉื ื. ืืชืขืืืืช, ืืฉืื ืจืืฉืื. ืื ืืืช ืืืจืช ืืงืกืื ืขืฉืชื ืืช ืื ืืฉืืืืืช ืืืคืฉืจืืืช ืื ืืืื ืืืฉืืจ. ืืืคืจืฅ. ืฆืืืืจ ืืจืืืืืชื ืืืืช ืฉืืฆื ืืช ืืืชื ืฉืืช ืืืคื ืืืฆืขื ืืชืงืฉืืจืช ื, ืืฉืื ืจืืืขื. ืืืกืจ ืืืื ืื ืืง ืฉื ืืจื, ืืฉืื ืฉืืืฉื. ืืืืืคื ืืืขืืืืืจืืช
ืชืชืืืืชืืืคืืืขื , )ืืืืจืช ืื ืคื ืืืืืืื ืืขืืื ืืฉืืืฉืืช ืืืืงืคื ืคืขืืืืช(ืืืืืื ืื ืืืืืช ืื ืชื ืฉืืง , ืืืจืืื ืืืืืจืืช, ืฉืืืืืื ืืืืื ืืืจื ืฆืจืื ืืืืืฆืข . ืืืืจ ืฉืกืคืื ืืืงืืจืช ืืฉืชืชืคื ืืืืืฅ ืื ืืงืื ืืืืืื ืืืฉืืงืื ืกืืืืช ืืืืื ืฉื ืืืืืจ ืฉื ืคืืข. ืฃ ืืืืืืคื ืืืจื ืืื ืืืช ืืืืจืืืืืกื, ืงืฉื
.ืืื ื ืืืงืื ืืืืจ ืืืืืืืืฉืื ืืืขืื ื ืืืืื, ืื ืืกืฃ. ืืืืจ ืืืืืื 2.1- ืฉื ืืฉื ืืืชืจ ืืืจืืข ืงืืฆืื ืืขืื ืValdez, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=76627; Exxon Corporation, Encyclopedia Britannica Article, <www.britannica.com/eb/print?eu=34065>; Prince William Sound, Encyclopedia Britannica Article, www.britannica.com/eb/print?eu=62969; <www.oilspill.state.ak.us/facts/qanda>, viewed 12th December, 2003
ืฉืืขื ืื ืฉืื ื ืคืืจื . ืืืกืคืจ ืืจืืืืช ืจืขื ืืฆืืื ืื, ืื ืกืืโืื ืกืื ืื ื ืโืืชืืฆืจืช ืืืจืช ื, ืืืืืจื ืืืืื ืืงืคืกืืืืช ืืืืื ืื 1982-ื. ืืฉืืจ ืืืืื ืื 93ืืืืืืื ืื ืืืฉืื ,ืงืจืื ืืืืืจืช ืื ืืืจืืืืช ืืืืื. ืืืืจื ืคืขืื ืืืืืจืืช. ืืืืจ ืืื ืืื ืืืืข ืขื ืืืงืฃ ืืชืืคืขื, ื"ืืจืืืืชืคืฉืื ืคืื ืืงื ื
ืืกืื ืืจืืื ืฉืืคื ืืจืืืช ืืืืื . ืกืืืจื ืืฉืืืฉืช ืืจืืืืช ืืืงืืืงืื ืืืงืืคืกืืืช: ืืคืชืจืื. ืืื ื ืืืืืืช ืืืืฆืจืืช ืืชืจืืคื ืืืืคืื ืขื ืฉืชืฆืืข ืืืืจืืื . ืืืชืืฉืืง ืืืช ืืืืืืืฉืืื ืืขืฆืื ื ืชื , ืืฉืืจ ืืื ืฆืืชืืืืืจื ืืฆืื ื, ืคืื ื ืกื ืืืืื ืืงืฆืจืืืจืืช ืื ืืง ื. ืืงืืื ืืฉืืืืง ืชืจืืคืืช ืืืืืืื ืื
ืืืืืื ;ืืื ืืขืช ืืืฉื ืืช ืืชืืคืขื ืืืืืขืฉืชื , ืขืฆืจื ืืช ืืกืื ื ;ืืฉืคื ืืช ืืืื ืืืชืจืืฉืืืืช ;ืจื ืคืขืื ืืืืืจืืชืืื :ืืืฆืืื ืื ืืืื ืืืฉืืจ . ืืฆืจืื ืื ืืืืจืืฆืืืืจ ืืฆืจ ืืช ืืืกืืก ืืืืื ืืื ืฉื ;ืืืืื ืงืฆืจ ืืืืืช ืืืืื ืืฆืจืื ืื ืืืื ืืช ืืกืคืื ื ืืง ืคืื ื ืกื
<www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm> , viewed 16th December, 2003
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
33
ืืฆืืฆืืื ื ืืง ืืคืืืขื , ืืคืื ืงืฆืื ืืื ืื ืืืฆื ืืฉืชืืืื ืขื ืืฉืืจ" :ื ืืืื ืืฉืืจืื ืืืืจืช ืืืชืืจ -ืืจืืื ืจืืฉืื :ืืืื ."ืชืื ืืจืืคืช ืืชืจืื ืืช ืืืืฆื, ืืืืื ื/ืืฉืื ืืืื ืฉื ืืืจืืื
ืืืืฉืืช ืืืชืคืจืฅ ืืื ืืข ื .ืืชืจืืฉืืช ืืืฉืืจ ืื ืืขืช -ืืจืืื ืฉื ื . ืืืจืืื ืืืืฉืืชืืืขืจืืช ืืจืืื .94(Hastings, 2000) ืืฉืืจืืงืจืืช ื ืืืื ืชืื ืื - ืืจืืื ืฉืืืฉื . ืืืฆื ืืื ืฉืืืื
ืขืืืื ( ืชืืืื ืืืฉืืจ ืขืฆืื ืืชืืืื ืืืืื - ื ืข ืืฉื ื ืืคืืงืื ืืืงืืื . ืืืฉืืจ ื ืืืื -ืจืืืขื .ืืกืืื ื ืืืืจื ืชืฉืืืช ืื -ืฉืื ืจืืฉืื . ืืชืืืง ืืืกืคืจ ืฉืืืื. )ืขืืืืืจืืืขืฆืื ืืช ืืืงืฃ
ืืขืื ืืืคื ืฉื ืืช ืืืชืืืืช ืื ืืจืฉืืช ืืืื ืขืืช ืืืขื, ืืฆืืื ืืืชืจ ืืช ืกืืื ื ืืืืืจืืืื ืืงืจื ืืืจื ื ืืง .ืืืืจ-ื ืงืืืช ืืื :ืืชืคืจืฅืชื ืืฉืืจ ื ืืืจื -ืฉืื ืฉื ื . ืืืฉืืจ ืืืื
ืฉืื . ืขืืืืจืืขื ืืฉืชืืืืช -ืื ืฉืืืฉื ืฉ. ืืืฉืืจ ื ืืืืืืื ื ืืง ื ืืกืฃ ืืืชื ื ืืืืืืช , ืืืืืืจืืฉืืจ ืื ืคืืขืื ื, ืฆืจืื ืื ืคืืื ืฆืืืืื, ืืชืืืงืื, ืืขืืืืื, ืืืืจืืืืขื ืชืงืฉืืจืช - ืจืืืขื
, ืืืืื ืื, ืืคืืฆืื, ืกืคืงืื, ืื ืืืกืืื, ืืขืื ืื ืืืช, ืืืจื ืืืขืฆืช ืื ืืืื, ืืื ื ืืฉืคืืืชืืื, ืืื ืืืฉื ืืคืืืืืืงืืืืคืง, ืืืจืื ืฉืืืื ืืืืง, ืืฉืคืืืช ืขืืืืื, ืืจืืื ื ืขืืืืื, ืืืจืืช ืืืืืืฉืื . 95(Sonnenfeld, 2000) ืืืืืื ,ืืืจืฆืืช ืืืฅ ืชืืฉืื ืืกืืืื, ืื ืฉื ืืช, ืื ืืืื ืงืืืื
. ืชืคืงืื ืืืจืืื ืืขืจืืช -ืฉื ืืฉืื ืฉ. ืืคืงืช ืจืืืืื ืืืคืืืช ืืืฉืืจ ืืืืืื ืืช, ืคืชืจืื -ืืืืฉื -ืื ืื ืืฉืืจืื ืืจืืื. ืฉืืืืจ ืฉืื ืืืื ืืืืื ืืชืืืืจืืื ืืืืฆืขืืช ืืืกืื -ืฉืื ืฉืืืขื
ืืขื ืฃ ืืฆืืืขืื ืขื ืืืืฉื , ืืืฆืจืื ืคืื ืืงื, ืืืขื ืขืืืื ืืืื ืืื, ืืืืืื ืืืืืื ืืื ืืืืื ; ืืืืชื ืขืืืจืื ืืขืช ืืจืื ื ืืืื ืชืคืขืื ืืฉืืจืื ื ืืฆืื ืืื ืฉืืืืฉื. ืื ื ืืฉืคืื ืืืืื/ื
ืืฉืื ืื ืื ืืขืืืช . 96(Hill, Wetlaufer: 2000) ืื ืคืืืช ืืืืืคืจืืื ืฉืืฉ ืืื ืืืชืจ ืืืื . ืืืื ืืข ืืื ืืืชืคืจืฅ ืืกืืืืืฆืืืช ืืจืืช ืืกืื ืืืืจืืืช ืื ืืง ืืืชื ืืคืื, ืืืจืืืืืืชืขืืจืจืืช
ื ืืืจืืื ืืืื ืืืจืื "ืืืืืฅ ืฉืื ื. ืืืชืจ ืงื ืืืคื ืืืฉืืจ ืืฉืื ืืืงืืื ืืื ืืืจ ืฉืืชืคืจืฅ . ืืืืื ื ืื ืื ืืืืจ ืืืจ ืืืืจืื ืืคืขืืืืช ืืฉืืืคืช, ืื ืืืื ืืืฉืืจ
ืืืืื . ืืืืื ื/ืขื ืงืฉื ืืชืืืืช ืืืจืืืืคืื :ืชืืฆืืืช ืืคืฉืจืืืช ืฉื ืืฉืืจ ืฉืืื ื ื ืื ืืื ืืืืืช
. ืืจืืื ืืจืืืืื. ืืืืจืืช ื ืืืืืช. ืขืืืืื/ืืืจืืืืืืืื ื ืืื ืืช . ืืืื ืืืืืื ืืฆื ืงืืื ืืืขืืืืกื /ืืืืื ืืืขืฆื ื ืืืื ืืฉืืจืื, ืืืฆืืืช ืืฉืคืืืืช, ืงื ืกืืช -ืืืฆืืืช ื ืืจืฉืืช ืืืืืื ื ืืงืื
, ืขืกืืงืื ืืืฉืืจ - ืจืืืืื/ืืจืืื ืืชืคืืงืช ืขืืืืื. ืืืืจ ืืกืืจื, ืคืจืกืื ืืืืงื, ืฆืืืืจ. ืืื ืืฉืืื ืืืื ื/ืืืจืืืืืืกืจ ืจืฆืื ืืืฉืงืืข ืืืืฅ , ืืคืืฆืื ืฉืืืขืืช, ืืจืืืื ืขืืื/ืืืืจืื
. ืืืขืืืช ืืืงืื - ืืืคืจืืข ืืคืขืืืืช ืืขืกืงืืช ืืฉืืืคืช , ืขืืกืืง ืืืืืจ ืืืชื ืคืชืจืื ืืืฉืืจ, ืชืชืืกืคืช ืขืืืื -ืฉืืจืืช /ืฉืื ืื ืืจืืื ืืืืฆืจ. ืืืื ืืืืืช ืืคืืืืืืช ืืืืืคืื ืืื ืืื ืืืืืจืืื ืืืช -ืฉืื ืื ืฉื ืืชืืืื . ืืืชืช ืืืชื ืื ืืืชืืจ ืขื ืคืื ืฉืืง, ืฉืื ืืืื ืืคืขืืืืช ืืฉืืืืงืืช
.ืขืงื ืคืืืขื ืงืฉื ืืฉืื ืืืื, ืชืืืืช ืืืฉื ืืืจืืื
ืืฉืืคื - ืืจืืฉืื . ืืืกืคืจ ืืชืจืื ืืช ืืืืื ืืืืื ื/ืืฉืืฉืืจ ื ืืื ืืืืื ืืืืขืืืืช ืืืจืืืืื -ืืืคืื ืืืฉืืจ ืืืฉืื ืืืืื โโ: ืื ืฉืื ืืืืจื .ื ืชืคืก ืืงืืจืื ืื ืกืืืืช ืืื ืืืืจื .ืืืืืจืชืืืืืื ืืื ืืืืื ืื ืืืื. 97(Mitroff et al.,1996) ืืืืื ืืช ืืืืืื ืื ืืืืืช - ืืฉื ื . โโืืืขืืืืช
ืืืืืืื , ืืืืืจืืช ืขืืืืจืืืืคืืื - ืืืคื ืืืืืืจืื ืขื ืืกืืก ืชืคืงืืื ืืืืื ืืฉืืจ ืืืืขืื ืืืื , ืฆื ืืืคืืื ืื ืืืืื ืืืืืจ ืื ืฉื, ืืืืืืืช ืืืืชืืช ืืคืชืืจ ืืช ืืืขืื ืืืืืืช
ื ืืืงืืื ืข, ืืืืืืืืืื ืฉืืื ืืื ืืฉืืคื , ืืืฆืขืื ืฉืื ืืืื ืืืืืื, ืื ื ืืื ืฉืื ืฉื ืคืืขืืืืกืื ืืืฆืืืื -ืืฉืืืฉื . ืขื ืืืื ืืืงืจื ืฉื ืืฆืืื ,ืืืชืืืงืื ืืงืจืืื, ืขืฆืื ืืืจืืืช
ืืืจื ืืื ืื , ืฉืชืืงืฉืจื ืืืชื ืขื ืืืฆื ืืชื ืื, ืืืื ื/ืืืจืืื ืืชืืืืื ืืืจืืืืขื .ืืืชืจ, ืืืืขื ืืืงืจื ืื ื ืขื ืืกืืืข, ืืชืืืืกื ืืืืื ืืืืื ืืืืจื ืฆืืืช, ืืื ืืืื ืื ืืฉืื ืืฆืคืื
94 Hastings D.F. (2000), 'Lincoln Electricโs harsh lessons from international expansion', Harvard Business Review on Crisis Management, Harvard Business School Press, 2000, ISBN 1-57851-235-2 95 Sonnenfeld S. (2000), 'Media policy - what media policy', Harvard Business Review on Crisis Management, Harvard Business School Press, 2000, ISBN 1-57851-235-2 96 Hill L., Wetlaufer S. (2000), 'Leadership when there is no one to ask - Interview with ENIโs Franco Bernabe', Harvard Business Review on Crisis Management, Harvard Business School Press, 2000, ISBN 1-57851-235-2
97Mitroff I.I., Pearson C.M., Harrington K.L. (1996), 'The Essential Guide to Managing Corporate Crises', Oxford University Press, 1996, ISBN 0-19-
509744-0
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ื ืืืขืื ืืืืฉืืจ .ืืืฆืืข ืฉืื ืืืื ื ืืจืฉืื - ืืจืืืขื . ืืืชื ืื ืืืื ืขื ืืืชืจืืฉ ืขืืื ื .ืืืืื ื/ืืืืืงืื ืืช ืืืจืืื
ืืช ืื ืืชืืืืก. ืืืกืจ ืืื ื :ืืขืช ื ืืืื ืืฉืืจืื ืืืขืืฉ ืืืื ืืช/ืฉืืจืืื ืืืืืขืืืืช ืืืจืืืืืช
ืื ืืื ืช ืืืืจ . ืืฉื ืืชืงืฉืืจ ืขื ืื ืงืืื ืืืขื. ืงืืืช ืืืืืืช ืืืืืช ืืืื. ืืกืืื ื ืืืืจืืกื , ืืืกืืืจืื, ืืืฉืื/ืืืจืืืืืคืื ืืกืืงืจืื ืืช ืคืขืืืืช -ืืืืืข ืืืคืฆื ืืจืืฉ
ืืืกืจ ืืชืืืืกืืช ืืื ืฉื ืชืงืฉืืจืช ืืืืื ; ืื ืืืืจืช ืคื ืืืช ืืืคืื ืืืช ืืืืื. ืฉืืจืืชืื/ืจืืืืืฆืื . ืืจ ืืช ืืืืชืืื ื, ืืืืืื ืฉืืื, ืืฉืงืจ. ืืขืจืช ืืืฉืืจืขืืืืื ืืืืืื ืื, ืืืืขืจืื
ื ืื ืืืืข ืืืขืื ื, ืืืฆืืจ ืจืืฉื ืืืชืืืง; ืืฉืืืืช ืืืืื โโืืื ืชืืืืโโ-ืืชืงืฉืจ ืืืืฉืื ืืืืจื ืฉืืืืืขืื ืขื . ืจืขืืช ืืืจืื ืืืคืืืคืื ืืืืจื ืืืื ืืชื ืื ืืืืฉืืช . ืืชื ืขืจ ืืืืจืืืช
, ืืืืืื ืฉืชืงืฉืืจืช ืกืืืืช ืืคื ืืืืช. ืืชืงืฉืจ ืืกืจืื ืืืืืืื. ืืืืฉืืช ืืืืจืื ืืขืกืงืื ืืจืืืืชืืืืืช ืื ืฉืืืืช , ื ืืืกืืฃ ืืืืขื. ืืืงืฉืื ืืื ืฉืื ืืื ื ืืื ืื. ืืื ืืื ืกืืืืช ืืคื ืืืืช
ืืืืคืฉืจ ืืื ืืฉืืื ืชืืืืงืืจ, ืืฆืขืืช, ืจืขืืื ืืช -ืื ืืืงืื ืขืจืืฆืื ืืงืืืช ืคื ืืืช ; ืฆืืืืจืื, ืืกืคืืช, ืืืืืคืืฉืื ืงืืืฆืช, ืืืืืข ืืืืฆืขืืช ืคืืืฉืืช ืืื ืขื ืืืืืช ื ืืชื ืืืกืืฃ (ืฉืืืืช
ืืืกืจ ื ืืื ืืช ืืืฆืข ืฉืื ืืืื . )ืืืืจ ืืืงืืจืื ื ืืฉืืืืช ืืืงืจ, ืชืืืช ืืฆืขืืช, ืงืืื ืืืคืื ืืื ืืืืฉืืื ืฉืืฉืืจ ืืื Fortune500, 89%-ืืกืงืจ ืฉื ืขืจื ืืงืจื ืื ืืื ืืืจืืช ืขื ืคื. ื ืืจืฉืื
ืืฉืื ืฉืื 97%, ืืืจืืช ืืืช. ืืืื ืฉืืื ืืื ืชืืื ืืช ืื ืืืื ืืฉืืจืื 50. %ืืคืงืื ืืช ืืขืกืงืืืืืื ืื ืืืื :ืืคื ื ืืงืืืช ืขืืจื ืืืืจื ืืืฆืื ื %70 .ืืชืืืื ืืืื ืขื ืืฉืืจืืืืื ื .13(Caponigro, 2000) ืฆืืืืจ ืืืกื ืืืืืื ,ืืืขืฆื ืืฉืงืขืืช, ืขืืจืื ืืื, ืืฉืืจืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
35
ืืืื ืืืืชืื ืืืื ืืช .2.3
ืืขืืกืืง ืืขืืื ื ืืืืชืื ืืืื ืืช .2.3.1
ืืืืืืฉ ืชืืืืชื , ืืขืืจ ืืืืคืืืืืื ืฆืืืืจืืชื ืืฉื ืื ืืืืจืื ืืช ืืขืกืืง ืืืืจืืืช ืืืฉืืืช ,ืืจืืื ืื, ืืืืื, ืืกืืื ืื, ืืืกืืจืืื(ืืืืจื ืืคืชื ืืช ืืืื ืืชืืื ืืืืชืืื ืืืืืืืืช
, 101ืืืื, 100ืงืืจืืืืืจืื , 99ืืจืื ืืคืจืืงื, 98ืืืื, ืงืจืืืืื, ืคืืืื, ืกืืืื ืื, ืืืื ื- ื ืื, ืืืืืก โืืืืชื ืืืืจืช ืชืืื ืืขืืกืืงืฉื ืืช ืืชืฉืขืื ืฉืืช ืืจื .105)104ื ืืืจืื, 103ืืืืื, 102ืืืืืืื
Place Marketing ]106] ืฉืืืืง ืืงืืืืช(Kotler et al., 1993). ืขืืจื 20- ืืงืจืืช ืกืืฃ ืืืื ืืืืืฆื ืืืืจื , ืืืืืจืื ื ืื ืืกืืื ืืืื ืืื ืืฉืชืืื; ]ืืืชืื ืืืื ืืช[ Nation Branding - ืืืืฉื
ืืืื ืื ืืื ืืืืืจ ืื ืืจืง ืืืืชืืจ ืืืื ืืจืืจ ืืื]. ืืืชืื ืืงืืืืช[ Place Branding โืืืืคืืช ืืื ืืชืืืื ืืกืืจืืื , ืื ืืฉืืืืงื ืืืืื ืืืืฆืจื ืืืฃ ืืกืืคืจืืจืงื, ืขืืืจ ืืืืื ื ืืืกืืกื
ืคืจืกืื ื ืืืืฆืขืืช ืืืืื ืืืืจ( ืฉืืงืืข ืืืฆื ืืืื ืืช ืชืชืืจื ืื ืืื, ืืืืืืขืืืง ืืืจืื .107(Anholt, 2001; 2004; 2005-2) ืฉืืืคืืชืืื ืืคืืืืชืื , )ืงืืืกืืื
โืกืืกืืช ืืงืืคืืื ืืืจืืื ืื ( ืืจืืชืืืืชืืช ืฉื ืขื ืฃ ืืชื ืืืืคื ืชืืืืืฆื ืืกืืจืืืืืงืจืืืืื
"A new welcome. An old friend"( ; ืืฉืื ืืืงืืจื ืืืจืืืืชืืืื ืืกืืืืืชโ Hrvatska ;. 108(Martinovic, 2002) ืฉืืืืืช ืชืืืืช ืขื ืชืืืืืจ, ืชืืืืืช ืื ืืืืจ ืฉืขืืืฃ ืืชืคืืกืืชืืช
ืืืขื ืฉื ืืืื ืืช . 90-ืืฉื ืืช ื ืืืืืงื ืื ืืืืืช ืชืชืืื ,ืฉืืืืืืื ืืืืคืืื ืืืืืช ืืขืงืืืช ืื ืืืช ืืืื ืืงืื ; ืืื ืืืชืจืืง ืขื ืืื ืฉื ืืชื ืืืืฉื ืืืืงื ืืื ืืืืืงื ืืืืืกืืืื ืืฉืขืืจ
ืฆื " โืขืฆืื ืชืืืื ืชืืช ืืกืืกืื ืืชืืืกืืืื ืื .109ืืช ืฆืืจืืคื ืืฉืืจืืช ืืืืืื ืืืืจืืคืื- ื 90-ืืื ืืืกืจ ืฉืื ื ืืชืืืืช ืฉื ืืช ืืื ืขืงื ืืชื ืืืืช ืืื; ''ืฉืืืฃ ืืฉืืฉ ืฉื ืืืืคืื
98 Risen C. (2005), 'Re-branding America', boston.com, 13th March, 2005, <http://www.boston.com/news/globe/ideas/articles/2005/03/13/re_branding_america>, cb0142 99 Jones G. (2005), 'Nation-branding: a tool to tackle China's dragon and India's tiger', Marketingweb, 12th September, 2005, cb1031 100 Yong-Shik C. (2005), 'Dynamic tug-of-war: Korea is not winning', The Korea Times, 5th December, 2005, <http://times.hankooki.com/lpage/biz/200512/kt2005120516031611860.htm>, cb0947 101 Gentlemen A. (2006), 'India wants the world to see it as it sees itself', International Herald Tribune, 26th October, 2006, <http://www.iht.com/articles/2006/10/26/news/letter.php> 102 Lapedus M. (2006), 'Taiwan launches $61M branding campaign', EE Times.com, 22nd August, 2006, <http://informationweek.com/outsourcing/showArticle.jhtml?articleID=192202948>, cb2107 103 Ismail R. (2005), 'Standing out clearly above the herd', New Strait Times Online, 9th December, 2005, cb0949
Nigeria Image โืฉื ืืคืจืืืงื ืืชืืืื . ืืืืืื$ 4 โืืชืงืฆืื ืืืืงืืฉ ืืืฉืืื . ืืืืืข ืืขื ืืืฉืืื ืืืื ื ืืืฉืจื ืืคืืจืื .ืืืชืื ื ืืืจืื 104Project ;ืฉืื ื ื - The heart of Africa project .
Ezurike N., 'The challenge of branding Nigeria', allAfrica.com, 11th July, 2005, cb0615; Nworah U. (2005), 'Hurricane Katrina and Nigeria's image', globalpolitician.com, 15th September, 2005, <http://www.nigeriavillagesquare1.com/Articles/Nworah/2005/09/hurricane-katrina-and-nigerias-image.html>, cb0828 105 Rendon J. (2003), 'When Nations need a little marketing', The New-York Times, 23rd November, 2003, <http://www.beyond-branding.com/placebrands_NYT_WhenNationsNeedALittleBranding.pdf>, viewed 4th February, 2005, cb0101; Canning S. (2005), 'Desperate for an image', The Australian, 25th August, 2005, cb0752; Cromwell T., Kyriacou S. (2006), 'The concept and benefits of nation branding', diplomatictraffic.com, 15th February, 2006, <http://eastwestcoms.com/Concepts-and-benefits-of-nation-branding.htm>, cb1209 106 Kotler P., Haider D.H., Rein I. (1993), 'Marketing Places', The Free Press, ISBN0-7432-3636-x, cb1521 107 Anholt S. (2004), 'Editors forward to the first issue', Place Branding, vol. 1, 1, pp. 4-11, 2004, cb0707; Anholt S. (2005), 'Editorial: Some important distinctions in place branding', Place Branding, vol. 1, 2, pp. 116-121, 2005, cb0712; Anholt S. (2001), 'Nation brands of the 21st century', Market Leader, warc.com, cb0845; Rendon J. (2003), 'When nations need a little marketing', New-York Times, 23rd November, 2003, cb0715; Wreden N. (2005), 'Brand USA', fusionbrand.com, 24th August, 2005, cb0748; Place Brands (2005), 'Place Branding', placebrands.net, 2005, <http://www.placebrands.net/placebranding/placebranding.html>, cb0749; PDO (2005), 'Roundup: Nation branding highlighted ad Asia cultural co-operation forum in HK', Peoples Daily Online, 10th November, 2005, cb0920; Risen C. (2005), 'Branding nations', The New York Times, 11th December, 2005, cb1033; Ray A. (2003), 'National Identity', Design Week, 20th February, 2003, p. 26, cb1109 108 Martinovic S. (2002), 'Branding Hrvatska โ a mixed blessing that might succeed: The advantage of being unrecognizable', Brand Management, vol. 9, no. 4-5, pp. 315-322, April, 2002, cb1113 109 Vatahov I. (2006), "Media market matters: Episode 2: Branding a country', The Sofia echo, 27th March, 2006, <http://www.sofiaecho.com/article/media-market-matters-episode-2-branding-a-country/id_14216/catid_23>, cb1316
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืืืช ืืฆืืืื ืืืจืื ื .(Hall, 2002-4; 2002: 111-127)110 "ืืืืงื ืืืจืืงื ืฉื ืืืจืืคื"ืืืฉื , ืืกืืจืชืืช ืืงืชืืืืช ืื ืืจ ืงืืื ืืขื ืืืืื, ืฉืื ืื ืืงืืฃ ืืชืืืืชื ืืืืื ื ืืคืจืืช
ืืช ืืืืชื, ืคืจื ืงืืคืจื ืกืืกืงื ืฆื ืืื ืจืืืกืืื ืกืคืจื ืืฆืืืื ืืืกืืจ ืืขืืื ืืช .ืืง-ืืืืฉืงืขืืช ,ืชืืืืคืืืืืฆืขืืจื ,ืืชืืขืฉืช, ืืืืงืจืืืช, ืืืืื ืืืืจื ืืช ืืงืืืื-ืืชืืืื ืคืจื ืขืฆืื ืืืืฉ
ืฉืื ืืฆืจืื .111(Gilmore, 2002) ืืืจื ืืืืื ืืืืืืืืื ืฉื ืืฆืืืจ Espanaืฉืืืืฉ ืืืืืจ ืชืื ืชืืืืช ืืืื ื ืืชืงืืืช ืืืื ืืฉืืจืช , ืฉืื ื ืืื ื ืืื ืืืฉื ืฉื ืื, ืฉื ื 5000ืืืชื ืื ืืืืฆืขืืช ืงืืคืืื ืืืกืืื ืืชืืื ืืชืืืจืืช, )ื ืืืืืื ืืื ืืืืช ืืชืืืืืฉืื ( ืืืืืงืจืืืช
ืืืื ืืืกืจ , ืืืชืจืื ืืืกืืืจืืื ืืืคื ืื, ืืชื ืืืื โืืกืชืืจื ืืื ืืืกืจ ืืคืจืกืืื ืืืจืืช (ืืืืชืงืคืื ืืคืืื ืื ; ืืชืงืคืืช ืืจืืจ ืืืืืื ืืืฉืืช, ืฉืืืืืช ืชืคืืืืื ืืืืืจื โืืืืฉืืชื
ืกืืืืืฆืื ; ืงืฉืื ืฉืืืืืืชืืืืืื ืืื ืืฆืื ื ืืฆืขืืจืื 25%- ื 10%ื ืขื ืืื ืืืืืื , ืืงืืืจ .113ื ืืืื ืืืชืืื ืืกืืืืืื ืืืื ืืช ืืคืงืืกื .112)ืืืขืช ืืฉืงืืขืื ืืจืื ืชืฉืืื ื ื ืืขืืื
,ืืืื ืืช ืืืืืืจืืชืื ืืืื ื. 114ืืืืืื ื ืกืืืืืืช ืืืคืจืฅ ืืชืืืืื ืขื ืืืืจืช ืฉื ืืืืคื ืืืจืฆืืฉืืคืืจ ืชืื ,ืืืชืืืืืืชืืืืชื ืืงืืืื 2004-ื ืืืื ื ืืฉืื ืืืื ืืฃ ืืฉืืงื ืืืืืืืคืืืื
.115ืืกืืจ ืืืื ืืืืื ืืืืฉืงืขืืช, ืืชืืืื ืืชืืืจืืช ืืขืืื
ืืืื ืฉืืืืืืฆืจืคืช ืืชืงืืคืช . ืืื ื ืืื ืขืชืืง ืืืืื, ืืืื ืืชืืฉ ืืืืืื ืืืืจืกืื ืื ืืื ืืืชืื ).ืืื ืืฉืืฉ(Le Roi Soliel โ ืช ืืืืืืืกืืกืืฉืืืฉืคืขื ื, ื ืชืืืืช ื ืชืื ืืืืืช 14-ืืืื ื
La โืืืฉ ืืืืื ืืืืฅ ืืื ืื .ืชื ืืืืืช ืืืืชืืืืคืื ืืฆืจืคืชืืช ืฉืื ืืชืงืืคืช ืืMarseillaise ,ืืชืืืฉื ืกืืกืืช ืืืื , ืืืื ืืืืืฃ
ืฉืืืืื , ืืืคืฉ( liberte, egalite, fraternite โืืืฉื ืืืื , ืฉืืืช ืืฉืงืืื ืฉืื ืชื ืืฉืืื ืืืืจืืช, )ืืืืืื
ืืฉื ืคืืืืื ืืื ืคืจืื ืืฉืชืื. ืฉื ื ืืืฉ ืืืื ืก ืืฉืืืืฉืืื ืคืจืื ืืื ื .ืืืืฉืื ืฉืื ืชื ืืื, ืขื ืืก ืืฉืืืืืืืขืจืืืช , ืืืื, ืื ืืืื, ืืืืฅ ืชืืจืื, ืืช ืขืฆืื ืืงืืกืจ
ืืชืงืืคืช , ืชืืช ืฉืืืื ืืฉืืจ ืืืฉื. ืืฉืคื ืืืื ืื ืืืฉืืืืืื . ืฉืื ืฉืื ืชื ืืืืืื, ืืืืืช ืืขืืื ืืฉื ืืื
travail, famille, patrie-ืกืืกืืช ืืืืื ืืืืืคื ื, ืชืืงื .116(Ollins, 2002)] ืืฉืคืื ืืืืืืช, ืขืืืื[
110
Hall D. (2002), 'Brand development, tourism and national identity: The re-imaging of former Yugoslavia', Brand Management, vol. 9, no. 4-5, pp. 323-334, April, 2002, cb1112; Hall D. (2002), 'Brand and national identity: The case of central and eastern Europe', Destination Branding, Elsevier, pp. 111-127, 2002, ISBN 0-7506-5669-6, cb1506 111 Gilmore F. (2002), 'A country โ can it be repositioned? Spain โ the success story of country branding', Brand Management, vol. 9, no. 4-5, pp. 281-293, April, 2002, cb1118; Leonard M. (1998), 'It's not just the ice-cream โ Cool Britannia in the UK โ includes brief history of Cool Britannia', New Statesmen, 3rd July, 1998, viewed 20th February, 2005, cb0120
ืืฉืืืืช . ืืชืืืืช ืืืืื ืืื ืืกืืืืืช ืืืชืื ืืจืฆื) ื''ืืชืขืฉืืื ืืืกืืจ ืืืื , ืืชืืืจืืช, ืฉืจืื ืืืฉืงืขืืชืืืืฅ ืืฉืืชืฃ ืฉื ื( ืืืืฉืื ืืืฆืจืืช 112ืืืฉืื ืืขืืช ืืืื โืื ืืืกืืืืช ืืชืืืืช ืืชืืืื ืงืืืืื , ืืืืจื ืืืืืืื. ืืง-ืื, ืืืฆืืจ, ืืฉืืฉ ืืืืืืฉื, ืืคืืจืืืืืช? ืืื ืืฆืจืื โืืืืขืืืช
, ืฉืืง ืื ืืืช ืืืื, ืืฉื ื 6%ืงืฆื ืฆืืืื ืืืืื ืืฉืืขืจ ืฉื , ืืืืช ืจืคืืจืืืช ืคืืืืืืืช, ืฉื ืื 5-ืืช ืืชืขืฉืืืช ืชืืืจืืช ืฉืืืืคืื ืืคื, ืืืืคืฉืช ืืฉืงืืขืื .ืชืจืืืช ืืืืกืืืจืื, ืืื ืกืคืืจ ืืชืจื ืืืจืฉืช, ืชืืื ืืืช ืืืืืืืช ืืขืจืืืช ืจืคืืจืืืช ืืืคืจืื
BTE (2005), 'What is Egypt', businesstodayegypt.com, 24th July, 2005, cb0701; BTE (2005), 'A little bit of love', businesstodayegypt.com, 7th August, 2005, cb0729; Barnett J. (2005), 'Outside view: the antidote to terrorism', United Press International, 9th June, 2005, <http://www.washtimes.com/upi-breaking/20050607-095538-5384r.htm>, cb0510; BTE (2006), 'New Egypt', Brand Egypt - Mark ll, businesstodayegypt.com, 9th April, 2006, cb1333 113 Jamil-ul-Haq Y. (2005), 'Branding Nations II', chowk.com, 4th February, 2005, <http://www.chowk.com/show_article.cgi?aid=00004556&channel=civic%20center>, cb0132; Harare E. (2005), 'Pakistan looks to its image', AsiaTimesonline, 26th August, 2005, <http://www.atimes.com/atimes/South_Asia/GH26Df01.html>, cb0803 114 Fakhreddine J. (2005), 'A nation in search of a name', strategiy.com, 26th July, 2005, <http://strategiy.com/report.asp?id=20050726104637>, cb0705 115 Kyriacou S., Cromwell T. (2005), 'The concepts and benefits of nation branding', Branding Nations, eastwestcoms.com, <http://eastwestcoms.com/Concepts-and-benefits-of-nation-branding.htm>, viewed 4th February, 2005, cb0133 116 Ollins W. (2002), 'Branding the nation โ the historical context', Brand Management, vol. 9, no. 4-5, pp. 241-248, April, 2002, cb1111
ืืืชืื ืืืฆืจืื ืืืชืื ืชืืืืืื
ืชืื ืืืืจืื ืืขืจืืืื ืื ืขื ืคืืื-ืืืชืื
ืืืชื ืืืืื ื ืืืืื- ืืืชื ืืขื
ืชืืง ืืืชืื ืืืืื ื.2.3.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
37
,117ืืฉื ื-ืชืืืืืืื ืืชืืื ืืกืคืจ ืจื ืฉื ืืืชืืื ืืื Meta-Brand/ืขื-ืืื ื ืืืชืืืืืื ื ืืืชื Papadopoulos et al., 2004; Dooley)118] ืชืืง ืืืชืืื[ืฉืืืืืฆืื ืื ืืื ืืฉืืืช ืืคืืจืืคืืืื
et al, 2005) .ืคืงืืืื ืืืืืกืื ืืช, ืืืืงืฃ, ืืืื ื ืืืคืืืืขืืกืง ืืืืืื ื ืืืื ืชืืง ืืืืชืืืืืืืจืืช ืืืื ืืฃ ืืชืื , ืื ืืืช ืืืืจื ืืืฆืจ ืกืื ืจืืืื. ื ืืืกืืจืช ืืืืื ืืืคืืขืืืืื ืืืืชืืื
ืืืื ืืช ืื . ืื ืืื ืืืื ืืืืืชืืืืืืืืื ืืื ืจืืืืืช , ืืืื ืืฉืืืจ ืขื ืจืืืื ืืืืช, ืืชืืงืืืฉื ( ืืืชื ืืืืื ื, ืืขื ืืืืืื- ืืืชื โืืืืชืืื ืืคืืขืืื ืืืกืืจืช ืชืืง ืืืชืื ืืืืื ื
, ืืืืจืื ืืขืจืื ืืืืชื, )ืชืจืืืชืืืืจื ื, ืืฉืงืขืืช, ืืฆืื, ืชืืืจืืช( ืื ืขื ืคืืื- ืืืชืื, )ืืืืื ืืืชืืืืืช ืงืืืช ืืืืืืช , ืืืกืืจืืืื ืื ืืืื ืชืืง ืืืชืื ืืืืื ื. ืืืชืื ืชืืืืืื ืืืืชืื ืืืฆืจืื
ืืฆืขืช , )ืฉืืืงืื ืฉืืืื ืืขืืืคืืช ืืฉืืืงืื ืฉืืืื ืื โืืืื ืชืชื ืื ืืชืืจืืช (ืืืฆืจ -ืขื ืืจืื ืฉืืง ืืชืืืื, )ืืืชืจืื ืืืกื ืืืืืืืืคืืื ื โ ืืื ืืฉืืจืืชื ืื/ืืืืฆืจืฉืืขืืืฃ ืืช ืืื (ืืืืจ ืืืงืื
). ืืืืจื ืืืื ืืกื ืืืชื ืืืื ืื ืืชืจืื ืืืกื (ื ืืกืื ืืกืืจืืืืื
ืืจืืฉืื ื . ื ืืืืืช ืื ืชืืืื ืฉืืื ืืกืืจืืืืืช 4ืืช ืชืืง ืืืชืื ืืืืื ื ื ืืชื ืื ืื ืขื ืืกืืก Brand :ืืืืื[ ืืกืจื ืงืฉืจ, ืขืฆืืืืื, ืืืืืช ืกื ืืืชืืื( House of Brands/ืืืช ืฉื ืืืชืืื โ
USA[ .( ืืืชื ืืกืืช โืืฉื ืืื/Endorsed Brand ) ืืืชื ืืืืื ื ื ืืชื ืืกืืช ืืืืชืืื ืืงืืืื ืื ืื ืืืืคืฉ ืชืืจืื ืืืืคืฉืจืื ืคืืชืื ืืกืืฆืืืฆืืืช ; ืืืกืืช ืืืืืื ืฉืืขืืื ืืืฆืืจืืชืืื
โืืฉืืืฉืืช . )]Made in Japanืงืื ืกืคื : ืืืืื[ืืืฆืจ ืืืืฉืืืช ืืืชื ื ืืืืื ืืืืชื ืืืืื ื -ืืืืชืืื ืืื ื ืืืชืื- ืขื ืืชืชื- ืืืชื ืืืืื ื ืืชืคืงื ืืืืชื( Sub-Brands/ืืืชืืื-ืชืชื
ืชืขืฉืืืช : ืืืืื[ ืืืฉืืืช ืื/ื ืืชืจืื ืืช, ืืืคืืื ืื( ืืชืืืืืืื ืืืืกืืฃ ืื ืืืจืืข ืืกืืฆืืืฆื, ืืฉื ืืืืชื ืืืืื ื ( Branded House/ืืืช ืืืืชื โืืจืืืขืืช . )]ืืฉืขืื ืื ืืขื ืฃ ืืื ืงืืืช ืืฉืืืืฆืจื
ืืืืฉืจืื ืงื ืขื ืื ืกืคืืืื ืืืชืื ืืืฉื ืืืื ,ืกืคื ืืืืืืืคืชื ืงืื , ืขื ืืืืื-ืืชืคืงื ืืืืชื ])Pure New Zealand 100%ืืืื ื -ืืืชืื ื ืืืืกืืจืืืืืช : ืืืืื[ืืืืืื ืงืื ืกืคื ืืืืืื
(Aaker ,2004: 46-64)119.
ืืืงืจืื ืืืจืกืื ืื . ืื ืืชืืฉืื ืืืืื ื ืขืฆืื ืืฉืืืืช ืืืจืขืช ืืืืืืฉ ืชืืืืช ืืืชื ืืืืื ืืื ืืืื ืืืืืช ืชืืืื ืืื ืื ืฉืืืชื .ืืืชื ืืืื ื ืืืขืืฃืืืืืืช ืืืื ืงืืื ืงืฉืจ ืืฉืืจ ืืื ืืืืืืืงืืคืืื ืืืืชืื ,ืืื ืื; 120(David, 2004)ืืืื ืื ืฉืืฉืื ืืชืืฉืืื , ืืืืื ื ืืืืฆื ืืืคื ืืืฅ
. 121(Anholt, 2002) ืืชืืฉืืื ืฉื ืืืืื ืืืืืืืืืืืฉืืืืืช ื ืชืขื ืชืืืฉืืฉืคืขื ืืฉืืจื ืจืฆืื , ืืืืืืืืืืืืืืืื โืืงืืจืืชืื .ืจ ืืืืื ืืืืืืชืืืืก, ืืืืชื ืืจืืกื ืืืฉืืืืืกืืืจืื ืืช
ืืืืืข ืืืืื ืืื ืื ืืงืืื ืื ืื ืืขืืจ ื ืฉืงืืขืืืืชื ืืืจืื ื .ืืืืื ืืืืืืื ืขืฆืื, ืืืืืืื ืืืืืชื ืืืืื ื ืืฉ. ืืืืฉืืื ืืืืืืืืช ืืืืื ื, ืืืืืื ืืื ืืืื ืืืืื ืืืืฉืืจืื. ืืืืืืช
ืืืฉืงื ืืื ืฆืจืื ืฉืืืื . ืืืืจืืืืืืืื ืฉื ื ืืื ืืช ืืืืืืืืช ื, ืืขืืืชื ื ืื ื ืืจืืช ืืืืืืืืื ืื ืืื ื ืืืงืืจ ; ืืกืืก ืืืคืงืืืืืืช ืืืืื ืืกืืฆืืืืืื ื ืืืืืืฆืจืื ืืื ืืืืื ื . 122(Mackay, 2004) ืืืืืืชืืืืืืื
ืืืืฆืขืืช ,ืืืงืฆืืขืืืช ืขืฆืืืืช ืืืืฉืืช ืืฉืืืงืื ืืืื ืืช , ืืืืจืื, ืขืจืื, ืขืกืงืื, ืืืื ืคืจืืื
ืฉื ืจืข .123ืืืกื ืฆืืืืจืื ืืืชื ืืืืื ื ืื ื ืื ื ืืคืจืกืื ืื ื, ืืื ืืงืืช ืืืืจื ืืืจืกืืืืืชืืืืืืืืืฆืื . ืคืฉืืืช ืืืืจื ืืืืืืืืืชืชืืจืืช ืืืืืื ื ืืืืื ืงืฉื ืืืืื ื ืืืขืื ืืื ืช ืื
117 Cromwell T. (2005), 'Why nation branding is important for tourism', Travel Daily News, 14th November, 2005, cb0943; Wasiak H. (2006), 'Madison avenue's take on brand America', Ripon Forums, June-July 2006, cb1967 118 Papadopoulos N., Supphellen M. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403; Dooley G., Bowie D. (2005), 'Placebrand architecture: Strategic management of the brand portfolio', Place Branding, vol. 1, 4, pp. 402-419, 2005, cb2307 119 Aaker D.A. (2004), 'Brand portfolio strategy', Free Press, 2004, ISBN 0-7432-4938-0, pp. 46-64; cb2305 120 David S. (2004), 'Looking at life in a different light: The Branding of Australia', Screen Education, iss. 36. pp. 22-25, cb1106 121 Anholt S. (2002), 'Forward', Brand Management, April, 2002, vol. 9, no. 4-5, pp.229-239, cb1107 122 Mackay S. (2004), 'Nation Brands โ National identity', Brand Strategy, June 2004, cb1102; BS (2005), 'Eurovision: How national identity affects consumers', Brand Strategy, p. 48, 10th May, 2005, cb1104 123 Schneider P. (2005), 'Canada capable of swimming with the sharks', Embassy, 15th June, 2005. <http://www.embassymag.ca/html/index.php?display=story&full_path=/2005/june/15/swim_with_sharks_canada/>, cb0518
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
38
ืืื ,ืืืืืคืื ืืชืงืฉืืจืชืืช ืืคืื ืืช ืืืืื ืืช ืืืืชืจ ืืืืขืืช ืืืฉืืืืช ืชืืืืชื ืืฉืื ืืืืื ื ืืฉืคืขื ืืฉืืจื ืขื ืชืืืืช ืืืฆืจื ืืืื ืฉื ืืืืืฉื .ืืคืื ืืืจืืื ืืจืืื ืื ืืกื ืืืืื ,ืืืื ืืืฆืืื ืืขืชืื .made inโฆ" (Lewis, 2002)124" โืืืฆืื ืืืฉืืืงืื ืชืืช ืืืืชืจืช
ืื ืืืื ืืช ืืืืชื ืืชืืจื ื ืืชื ืืื ืื. ืคืืืืืืงืืื ืืืจืฉื ืืงืื ืืืฉืจื ืืงืฆืืขืืช ืืชืืจืช ืืืืชืื Anderson et al., 2000(125(ืขื ืืชืืืืื ืืงืืืืื - ืืืชืื ืืืืืื ืื , ืื ืจืง ืืื ื ืืืื ืขืฆืื
โ CNN ,ืืฆืื โืืขืืช ืืืืื ืืืืืจ ืืขืืื [ืืื ืกืืื ืืงืชืืืืช , ืืืงืจืืกืืคื.[
ืืืื ืขื ืขืืื ืืืืคืืืืืื ืืงืจืืืื ืขื ืชืืจืช ืืืชืื ืืืืื ืืช ืืขืจืื ืืืจืืช ืืจืืจ ,ืื ืืืืกืชืืืืชื ืขื ืืืกืื ืืจื ืืขื, ืืจืืื ืืืืคืืืืืื, ืืชืืจืช ืืืืคืืืืืื ืืฆืืืืจืืช ืืคืจื
ืขื ืชืืืื ืช ืืืืจื, ื ืืชืงืืืช ืฉื ืืืคืืืืืื ืืืืจื ืืชืืขืืื ืช ืืืื ืืืชืขืืื ืื. ืืื ืืืืืืืื ืืื ืืขืืฉืื ืืจื ื ืืฆืื .ืื ืจืฉืืืื ืงืืื ืืขืื ืืคืื ืื ืื ืืืคืืืืืืืืืื ืืืชืคืชืืืช
. ืืฉืขื ืฉื ืืื ืืขืจืื ืืื ืืืจืฆืื ืืืืืืช ืืื ืืื, ืืืช ืืืฉืงื ืืื ืฉืชื ืชืืืื ืืืชืืืืชื ืงืืืจืฉืื ืืจื ืกืคืืจืืฆืื ืืขืืืืช ืืืื ืชืืืืชืชืืืื ืื, ืื ืงืืืช ืจืืืช ืืกืืืื ื ืืืืคืืืืืื
ื ืืืช ืขื ืืืคืืืืืื ืข .126(Mellissen, 2004)ืืืืคืืืืืื ืืกืืืื ืืืจืืืช ืืชืืจืืชืืช ืืืืคืืืืืื ืฆืืืืจืืช ืืื ื ืจืง , ืขืืืจ ืืืคืืืืืื ืืขืืื ืืื ื ื ืฉืืง. ืฆืืืืจืืช ืืืืืจ ืืืืืืืชืื
ืืชืคืืกืช ืืืชืื ืืืื ืืช ืืืชืจืื ืืืจืืื. ืืืง ืืืืืื ืืขืจืืืช ืืืืกืื ืืชืงืฉืืจืชืืื ืืื ืืืื ืืชืช ืืืืื ืฉืืจืื ืืกืจ ืืืจืืืื ืืืฉืืื ืืงืจื ืืืจืื ื ืืืืืชื ืืขืื, ืืืืกืืืชืืื ื ืืจืืื ืื
. 127(Lodge, Melisseal: 2006)ืืืฉื
1%-ืขืจื ืืืื ื ืฉืืื , ืืืืื ื ืืืชืืืชืงืฆืื ืืืืืืฅ ืืืฉืงืืข ืืชืืืื ื ืฉืืืืืื ืืืจืกืืืชืงืฉืืจืช ืฉืืืืงืืช ืืืืืืืืช ืืืฆืขืช ืื ืื ืืืืืกืกืช ืขื ืืืืฆืื ืื[ ืืืชืืฆืจ ืืืงืืื ืืืืืื
, 2005ืืจืืืืื ืืฉื ืช $ 61ืืฉืขื ืฉืืชืืฆืจ ืืขืืืื ืืืืืื ืขืื ืขื ืกืืื ืืืื ืฉื - ืืชืืืืืื] GWP128-ืื 1%- ื, ืืืืืื$ 570ืืืืฆืื ืขื ืคืจืกืื ืืืืชื ืฉื ื ืืืืขื ืืกืืื ืืืื ืฉื
129(Booth, 2003). ืืงืืืื ืงืฉืจ ืืืืื ืืื ืืืงืฃ ืืืฉืงืขื ืืืืงืจืื ื ืืฆื , ืืืืืืง ืืืขืื ืื .(Fall, Lubbers: 2002, 141-155)130 ืืชืืจืื ืืืื ืกืืช ืืืืงืืจื ืืืืืืื, ืชืืืจืืช
ืืืืงื ืืืืจื ืืื ืืฉืืช , ืืืืฉ ืืืืฉืช ืืืชืืืืืฆืื ืืืืื ืงืืคืืื ืืืืืื ืืืืจืืคืื
ื ื ืืืืืช ืืืื ืืขืื ืืคืื, ืืื ืืืจ ืืืืืืจืืืืืืจื ืืืืืืื ื 12ืืื โืืืื ืืืืืื . ืืืฉืืฉืื ื"ืืจืื. ืืจืื ืืืืืื ืื .131(Van Ham, 2001: 2005-2) ืืขืืืืช ืชืงืฉืืจืืื ืืืืืื ื
European-ืืืืืืื ืืืืืฆืื ืืืฆืื ืืช . ืืืืืคื ืืฆืื ื, ืืืฃ ืืืืคืืื ืืืกืืื ืืืืืื ืืชืืืืช Dream ,ืฆืืืืชื ืืฆืคืืื ืชืื ืฉื ื ืขืฉืืจืื ืื - ืืืืืจืื ืืืืืขืืงืจ ืืชืื ืืืืืื ืขืฆืืช ืืช-
ืกืืืข , ืจืืืื ืืืืจืืืืืืช ืฉืื ืืช ืืืืืืื ืืฉืืฉืื ืืืกืืื ืกืืจ ืขื ืืืื , ืืืืืื ืืืจืืื 600ืขื , ืืขืืจ ืืื. ืืฉืืื ืืขืืื ืืฉืืืืจืืืืืื ืืืืขืกืงืื ืืืฉืืืืช 100,000, ืืืฅ ื ืืื
124 Lewis E. (2002), 'National pride and prejudice', Brand Strategy, June 2002, pp. 20-22, cb1105
$ 2.08 โืืจืื ืื ) 3(, ืืจืืืืื$ 4.39 โืืคื ) 2(, ืืจืืืืื$ 8.4 โื "ืืจื) 1( โืืืืจืืช /ื''ืชื โืืืืื ืืื ื ืชื 51ืืืืืืช ืืืืืืืช ืืขืืื 100ืืชืื 125 . ืืืืืื$ 99 โืืฉืจืื ) 46(, ืืืืืื$ 163 โืืืืืื -ืืงืกืื) 26(, ืืืืืื$ 166 โืืืืืจื ) 25(, ืืืืืื$ 176 โื ืจื ืืืืืจืก 'ื โ) 23(, ืืจืืืืื
Anderson S., Cavanagh J. (2000), 'Of the world's 100 largest economic entities, 51 are now corporations and 49 are countries', Institute for Policy Studies, Report on the top 200 corporations, December 2000 , <http://www.ips-dc.org/downloads/Top_200.pdf>, viewed 14th April, 2005, cb0136 126 Mellissen J. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403; Terdiman D. (2006), 'Real diplomacy from the virtual world', News.com.com, 3rd May, 2006, cb2046 127 Lodge C., Melisseal J. (2006), 'How has place branding developed during the year, that Place Branding has been in publication', Place Branding, vol. 2, 1, pp. 6-17, cb2315, cb2316 128
CIA (2006), World Economy, GWP, World Fact Book, < http://www.cia.gov/cia/publications/factbook/geos/xx.html>; Brandweek (2005), 'Global ad spending expected to grow 6%', Brandweek, 6th December, 2005, http://www.brandweek.com/bw/news/financial/article_display.jsp?vnu_content_id=1001615315 129 Booth H. (2003), 'Nations should establish a brand, says Wolf Ollins', Design Week, 10th July, 2003, p. 7, cb1108 130 Fall L.T., Lubbers C.A. (2002), 'The challenge of public relations financial accountability; The case of the USA', Destination Branding, Elsevier, pp. 141-155, 2002, ISBN 0-7506-5669-6, cb1508 131 Van Ham P. (2001), 'The rise of the brand state: The post modern politics of image and reputations', Foreign Affairs, September-October, 2001, <http://www.foreignaffairs.org/20010901facomment5564/peter-van-ham/the-rise-of-the-brand-state.html>, cb0135; Van Ham (2005), 'Branding European Power', Place Branding, vol. 1, 2, pp.122-126, 2005, <http://www.clingendael.nl/publications/2005/20050400_paper_vanham.pdf>, cb0749
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
39
ืืืช ืืืฉืคืืกืืืืืืช โืืืืคืกืืง ืืืชืืงื ืื ืืฉืืื ืฉืืืืื ืืคืจืืืืืืืืืืฉืืจ ืืืืจืืคืืื . ืืืืจื ืืชืืืืื ''ืช ืืืืืืืื, ืขืื ืฉ ืืืืช, ืืืกืื ืืื ืืขืช ืืคืฆืช ืืืงืฉืื, ืืืื ืืืืื ืืืื
ืืจืืืช ืื, ืืคืืืช ืจืฆืืขืช ืขืื ืื ืก ืืืืืื, ืื ืืืช ืขืืจืืงืืืกืืืข ืืืชืืงื ,ืืืงืื ืืืช . (Moruvesik et al., 2005; Van Ham, 2005-11)132ืชืืืื ืืช - ืืืจื-ืืฉืืชืคืืช ืืืืจืืคืืืช
Cool Britannia โืกืืื ืฉื ืืจืืื ืื ืืื .2.3.2
Rule-ืืืชื ืชืง ื ,133ืืขืืฉืืืืชืื ื ืืื ืืืจืืช ืืืชืงืคืืช ืขื ืื ืืกืืื ืืืชื ืืช ืืจืืื ืื
Britannia ืืืืคื ื-Cool Britannia, ืืงืื 1997- ืฉืืืฉืง ืืืขืจืืื ืฉื ืืกื ืืงืืคืืืโ ืขื . ื ืืืขืื ืขืืืง ืืืืกืืืจืื ืืืชืจืืืช ืืืจืืืืช โืืืืื ืชืจืืืชื ืืคืชืืืืช ืืขืืื , ืงืจืืืืืืืืช
ื ืืจืืืืื ืืื ืืืฆืจื ืชืคืกืื ืืฆื ืื ืฆืจืื ืื ืืจืืื ืืขืืื , ืืืื ืืืืก ืขื ืืืืืืงืจ ืฉื ืขืจื ืคืืืงื ืฉืกืืขื ืืื, ืืชื ืืืช ืืกืืจ ืืืคืฉื, ืืจืืื ืื ืืืื ื ืืชืงืืขื ืืขืืจื ืจืื; ืืืืืชืืืืืืืฉื ,ืื ืืกืฃ ืืื ืืื, ืืืืื ืืืืื ืืช ืืคืจืืงื; ืืขืืืชืืื ืืืืื ืืืืืจืขื ืืื , ืขืืืืื
ืื ืื ื ืืชื ืืฉืืืง ืืืขื ืืืืืืงืจืื . 134ื ืืฉื ืืืืื ืืืขื ืฉืืืื ืฉื ืืืืคืจืืืืืื' ืืจืืื'ืืืืช ืืืืืืช โื ืืื ื ืืืกืืกื ืืขื ื .135ืืื ืืื ื ืืจืืช ืชืืจืืช ืื ืืืืฆืจ ืฆืจืืืืืืื ื ืืื
ืคืขืืืืช ืืื ืืื ื ืืืื ืชืืืืช ืืืื ื ,ืืื ืืืื ืื ื ืืชื ืืืกืืง; ืืื ื ืจืขืืื ืืืจืื ืืืชืืืืืืงืืืื ืชืืืืช ืืจืืื ืื ืืืืืื$ 1.3 ืกืืื ืืืื ืฉื ืืืฉืงืข 1997-ื. ืืขืืช ืืฉืืืืช ืื ืืื
ืืงืืฅ ืืืืื( ืืืืขืฆื ืืืจืืืืช, ืืืืืงื ืืืกืืจ ืืืชืขืฉืืื, ืืืืฅ ืืืืฆืขืืช ืืฉืจื, ืืขืืืืืจืฉืืช ืืืจืืืืช , ืชืฉืงืืข ืืืจืืื ืื โืืกืืื ืืช , )136ืืืืงืืจืืช ืืืืจื ืืคืจืืื ื 2006
ืกืืจืืืืืืคืืช ืฉื ืชืืืืช ืืืขืื ืฉืื ืืืืกืืืช ืืืื ืืืืงื .ืืขืืื BBC-ืืชืืืจืืช ืืฉืืจืืชื ืืืืืชืื . ืืช ืืกืืจ ืืขืืืืืืืืืืช ืฉืืืจื ืืืืื ืืื ืชืขืจืื, ืืฉืืืืช ืืืคืืืืืืืช ืืืืงื ืืช
ืคืืจ ืื ืืืกืืฃ ืืขืงืืืช ืืื ืก, ืืจืืื ืื ืืืจืืืืชืืช ืฉืืืืืฉ ืืืืคืื ืืกื ืืืฆืื ืกืืคืืจ ืืืืฉ .2001137- ืืชืงืคืืช ืืืืงืืจืืช ื ืื ื ื
โืืจืขืืื . UK OK โืชืืช ืืกืืกืื , ืฉื ืจืฉืืช ืืชืืืจืืช ืืืจืืืืช ืืชืืงืืงืืคืืื ื ืืฉืฃ 2002-ื
, ืืจืืื ืืช, ืืชืื ืืืกืืืจืืื, ืจืืืชืืชืืืจืฉืช ืช โ ื ืจืืืืืฉืืื ืฉืืืืจ ืืจืืื ืื ืชืืช ืืขืื ืืืงืื ืืืืขืฆื ,ืืืงืืื. 138ืชืืืืจืืื ืืืจืืื ืื ืฉืกืืื ืืช ืืืฉ ืขื ืื ืื , ืื ืื
ืจืืฉ ืขื ืืื, Public Diplomacy Strategy Board/ืืืกืืจืืืื ืฉื ืืืคืืืืืื ืฆืืืืจืืชืืืฉืืช ืืืืืืื 'ืฉืืจืืช ืืช ืืื ืืฉืืจืืคืขืื ื .98ืืืืืขืฆืช ืืืืฉื, ืืื ื ืืืืืจ ืืืืฉืืืืจื ืืืื ืืืืื ืืืช , ืฉืืจืืชืื, ืืืืืฆืจ(ื ืืจืืื ืื ืืืืืจื ืืช ืืืืืืช ืฉืืืงืื ืชืืืืช ', ืืืจืืื .139ืืืจืฆืืช ืืืฅ) ืืงืืื ืืืืืืชืคืืืืืืงืืื ื, ืขืืชืื ืืื(ืืืื ืืขื ืืงืจื ืื ) ืืืฉื
132 Moruvesik A., Nicolaids K. (2005), 'How to fix Europe's image problem', Foreign Policy, May-June 2005, <http://users.ox.ac.uk/~ssfc0041/fixeuroimageprob.pdf>, cb0321; Flamini R. (2005), 'Corridors of power: Spreading the EU word', United Press International, 30th October, 2005, cb0913; Van Ham P. (2005), 'I Heart Europe', Foreign Policy, November 2005, cb0941; Bounds A. (2006), 'Brand experts study EU identity crisis', FinancialTimes.com, 1st May, 2006, <http://www.nationbrandindex.com/docs/FT_5106.pdf>, cb1414 133 Hemingway W. (1998), 'How to kill off Cool Britannia: invite Mick Hucknai and Alan McGee to cocktails at no. 10', New Statesman, 13th February,1998, viewed 22nd February, 2005, cb0122 134 Pink D.H. (1999), 'The Brand Called UK', Fast Company, 22nd February, 1999, p 172, <http://www.fastcompany.com/online/22/branduk.html>, viewed 22nd February, 2005, cb0123; Sorrell S. Sir (2002), 'Branding the nation', Brand Strategy, May 2002, p. 13, cb11101
.2006, ืืืคืจืื 5, ืืืื ื; ืืืืืืช ืืชืงืฉืืจืช ืฉืืืืงืืช ืืืืืืืช, M.K. De Mooij/ื ืื ืืืืจ ืืจืืง"ืขื ื ืฉืืื, )2006. (ืื ืืื ื 135136
Guardian (2006), 'Council's work put under microscope', Guardian Weekly, 26th May, 2006, <http://education.guardian.co.uk/tefl/story/0,,1783715,00.html>, cb2053 137 Smith C. (2003), 'Beyond Cool Britannia', Locum Destination Review, Summer 2003, <http://www.locum-destination.com/pdf/LDR12BeyondCoolBrit.pdf> viewed 22nd February, 2005, cb0124; Harkin J. (2005), 'What is brand Britain?', Times online, 11th June, 2005, cb0614; See 111 for reference. 138 McLaughlin E., 'Rebranding Britain: The life and times of Cool Britannia', Faculty of Social Sciences, The Open University <http://www.open2.net/newbrit/pages/features/features_mclaughlin.htm> viewed 22nd February, 2005, cb0121 139 PT (2005), 'FCO awards 4.5 million contract for British satellite news to world television', Central Government, PublicTechnology.net, 13th January, 2005, <http://www.publictechnology.net/modules.php?op=modload&name=News&file=article&sid=3052>, cb0529; IRNA (2005), 'UK foreign office urged to improve public diplomacy', Islamic Republic News Agency, 15th December, 2005, cb1023
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
40
ืืืื ืืช ืืขืืืช ืชืืืืช ืฉืืืืืช .2.3.3
ืฉืกืืขืืช ืืชืื ืืืืืช , ืืืืื ืกืืืืชื โืืืืช ืืืขืืืช ืืืืชืืืช ืืกืืื ืงืืืฆืช ืืืื ืืช ืืืื ืืช ืืขื ืืืืืืกืืื ืื ืืื ืชืฉืชืืืช ืืกืื, ืงืืื ืฉืืืื ืืืืง-ืื, ืืชืืืืืืืช ืืขืื ื ืืืืกืก, ืืืจืืื ืืื ืืืืช ืืืื ืืืช; ืชืขืจื ืื ืืชืจ ืจืืื ืืืฉืงืขืืืงืื ืฉืืื ื ื ืืกืืื ืืืฆืจ ืืืจ ืืขื ;ืืืืืืชืืช
;(Anholt, 2002; 26-39)140 ืืืืคื ืฉืื ืืชืื ืืืจืกืืืืช ืืืกืจืช ืืืจืืืช, ืืืฅ ืื ืืชืืฉืืชืืฉืื ืืืืืื ืืื ืชืืืืช .141ืืืืจืืช ืื ืืืจืงืืืืืืช ืืืฉืคืืช ืืขืืื ,ืชืืฉืคืื ื ืืจืื
ืืืื ืืช ืจืืืช ืืืืฉืช ืืคืจืืงื . ืืชืืืืช ืฉืืืืืช ืืกืจืช ืืฉืืขืืช, ืฉืืืืืช ืืขืืช ืืฉืืขืืชืืช ืืืื ืฉืืืคืืื ืื ืฉืืืืืื ืฉื ืืืืื ื ืืื ืคืืืช ืืชืงื, ืกืืืืืช ืืชืืคืขืช ืืืชืื ืืืืฉืช
ืื ืงืืจื ืืืฉืจ ืืืฃ ืืืื ื ืืื ืืืืช ืขืฆืืืืช . ืืืืืจ ืืืฉืืืื ืขื ืื ืืืืื ืืช ืืฉืื ืืช ืืืงื ืืฃ ืืจืืืื, ืืืจืื ืงืืืื ืืืืื ืืืืื ื ืืืชืื ืืืืืงื ืขืืืจ. 142ืืืืงื ืืืืืช ืืืืฉืช
ืกืืืื ืื ืก ืืื ืืืืื ืฉืืืงืืฉ ืืืืื -ื- ืืืฉืืช ืื ืื ืื ืืืจืื ืืืืจ. ืืช ืืืคืคื ืืืืจืื ืืืืื ืชื ืืืชืืื ืืขืืื ืขื ืขืืืืฉืืช ืืืืกืืืื ื ืืืจืืื . ืืืืชืืืืืกืืจืืืืืช ืืืืจื ืืืืืืช
WIPO โ World Intellectual/ื ืืฉืืืืจ ืืืืืืช ืืืฆืจืื''ืืื ืืช ืืืืก .ืืืชืื ืืืืื ืคืจืืืงืProperty Organization ืืื ืืืืชืื ืืืืจืื ืช ืกืื ืืืช ืืกืืืขืช ืืืืื ืืช ืืชืคืชืืืช ืืช
ืชืืืืชื ืืงืจื ืชืืฉืื ืืืืืื ืืืจืงืื ืขืืฉื ืืืืฆืื ืืืืจืื ืืฉืืคืืจ .143ืชืืืืืฉืชืืื .144ืืืืงืจืืช ืืืืืฉ ืืืื ืชื ืืืฆืืจืฃ ืืฉืืจืืช, ืืืืจืืคืื
ืืืืืื ืืื , ืืชืขืฉืืืช ืืืืืืจ ืืืืืื ืชืคืงืื ืืืืชื ืืขืืฆืื ืชืคืืกืืช ืื ืฉืื ืขื ืืงืืืืช
ืืื ืื ืืืืชื ืืื ืฉืืืื ืขื . ืฉืืืชืืืืืืช ืืืื ืืืื ืืขืืืชืืช, ืฉืืื ืชืืืืช ืฉืืืืืชืืื , ืืขืืชืื ืื ืกืื ืืชืงื ืืช ืืชืืืืช. ืชืืืจืื ืืืฉืงืืขืืืืจืืืืื ืกืืืืชืืื ืืืืืืื ืืืจืืืง
ืืืกื ืฆืืืืจืฉืื ืงืืคืืื ืคืจืกืื ืื . ืชืืงืื ืืืงืืจ ืืืขืื ืฉืืืืื ืืืืืืฆืจืืช ืืชืืืืช ืืฉืืืืืช, ืืืฆืจ ืืกืืฆืืืฆืืืช ืืืฉืืช ืืืืืืืช, ืืคืชืจืื ืืืืืืฅ ืืืฆื ืื ืืื ื. ืื ืืืคืื ืืชืจ ืืืืื ืืืชืจ
.145(Kotler, Gertner: 2002) ืืช ื ืืืืืืชืืืงืื ืื ืกืืช ืืืชืืืื ืืื ืืกืืฆืืืฆืืืช ืฉืืืื
ืืืืงืืืคืื ืืืืืืืื ืื , ืืืชืขืื ืืื: ืืจืืื 3-ื ืืชื ืืืชืืืจ ืขื ืืืคืืื ืื ืฉืืืืืื ืืืจืขืืื ืืช ืืืชืืืฉืืช , ืชืืืืช ืืืื ื ืืืืคืืื ืช ืขื ืืกืืก ืืืืื ืืช. ืืืคืืื ืื ืืืืืืื ืืืืคืืื
ืืฉืชื ื ; ืืจืืืื ืืืืข ืืืืืืกืืฆืืืฆืืืช ืืืืฆืืช ืืคืฉืืช ืืกืคืจ ;ืฉืืฉ ืืื ืฉืื ืขื ืืงืื ื ืชืืืคืฉืื ืืช ืืืขืืช , ืืจืื ืืขืืืชืช; ืขื ืจืืื ืชืืืงืืืืืื ื ืชืืืืช ืกืืจืืืืืืค . ืืืื ืืืื
. ืื ืืืฉืจ ืืืืืช ืืชืงืคืืชื, ืืืื ืจื ืืขืช ืืงืืื ืชืงืขืช ืืชืืืขืช ; ื ืืืื ืืืืืืช ืื ืฉืืืืืช (Wood; Ooi, 2002)146ืืืืื -ืคื-ืคืจืกืืืืฉืืืื ื ,ืืืืืจืืช ืืืืื ืชืืืืช ืืืืื ืืืฉืชื ืืช
ืืืชืืื ืช ืืจืืฉืื ื ืืืชืืืืืืช ืขื . ืืงืืืชืคืฉืืืช ืกืืคืืจื ืืืฉืืช ืืืืืืื ืขื ืื ืืืืืืืืจืืืช ืขื ืืืืืื ืืืืฉื ืืืืืืฆืช , ืืืชืขืื ืืื ื ืืืงืืืช ืฉืชืขืื โืชืืืืช ืฉืืืืืช
ืขื ืืืืื ื ืืืืืืช ืืืืฆื. ืื ืืืืืืช ืืืืื ืืืื ืืืืชื ืืชืืืืช ืืืชื ืืืืื ื. ืืืืื ืืชืืืฉืงืืข ืืฉืืืื ; ืืืืื ืืืื ืืืืืฅ ืืืงืจ ืืืืกืืืจ ืืืืื ืืืืจ, ืืืืืืจ ืืช ืืืืงืจืื
. ื ืขื ืืชืงืืืืชืืืืื, ืืขืืื ืืื ืืืืฆืื ื ืขืฉืื ืืฆืืฆืื ืืืขืื, ืืฆืืฆืื ืืืจืืขื ืืืืืืืช
140 Anholt S. (2002), 'Nation brands and the value of provenance', Destination Branding, Elsevier, pp. 26-39, 2002, ISBN 0-7506-5669-6, cb1503 141 Kyriacou S., Cromwell T. (2005), 'Corporate strategies for a nation's success', Branding Nations, eastwest.coms, <http://eastwestcoms.com/Corporate-Strategies-for-a-Nation's-Success.htm>, viewed 4th February, 2005, cb0134; Martinez A. (2005), 'Re-branding Beijing', latimes.com, 4th August, 2005, cb0725 142 Anholt S. (2006), 'On South Africa', GMI Announcements, Branding Places, Q1 2006 newsletter, May 2006, cb2051 143 Gumbel P. (2005), 'Brand aid, not brand-aid', TIME Europe, 17th July, 2005, <http://www.time.com/time/europe/html/050606/africa/viewpoint.html>, cb0624 144 Kurt S. (2005), 'More French people should discover Ankara's pavements', Zaman Online, 25th December, 2005, <http://www.zaman.com/?bl=international&alt=&hn=27944>, cb1006 145 Kotler P., Gertner D. (2002), 'Country as brand, product and beyond: A place marketing and brand management perspective' Brand Management, vol. 9, no. 4-5, pp. 249-261, April, 2002, cb1117 146 Wood L.J. (2002), 'Western Australia: Building a state brand', Destination Branding, Elsevier, pp. 185-206, 2002, ISBN 0-7506-5669-6, cb1511; Ooi C.S. (2002), 'Brand Singapore: The hub of New Asia', Destination Branding, Elsevier, pp. 242-260, 2002, ISBN 0-7506-5669-6, cb1513
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
41
. ืืืจืืื ืืฉืืืื ืืืืืืืืืืืืช ืืืขืื ืืืืคืื ืืช ืืืชืืืืืืช ืืืืืกืืจืืืื ืืืช ืืคืฉืจืืช ื ืืกืื ืื ืืื , ืืืืืื( ืฉืืืืง ืืืงืื ืืืืฆืขืืช ืืืงืื ืื ืืืืืืจื ืชืจืืืช โืืกืืจืืืื ืืืืคืืช
ืืืืจืช ืืชืจ (ืืืืชืืช , ืชืืืืช ืืงืื ืืคืงืืืืืช ืืืืืช ืืืืืช ืืขืืช ืชืืงืฃ. )ืืจืื ืืคืจืืงืืืืขืืช ืืฉืืื , )ืืืืืื ืืืช ืืืืืืืจืืืื ืชืืืืืืชืจ ืืืื (ืคืฉืืื , )ืืจืืืืกืืื ืช ืืืืื
ืืคืืฆื ืืกืจ ืฉืื ื[ืืืืืืืช ื, )ืืืงืื ืืขืืืจืื ืืืงืจ, ืืืกืืืจ ืืื ืฉืื ืฉืื ืืจืฆื ืืืืืช( .147(Kotler, Gertner: 2004)] ืืงืืืืช ืืชืืจืื ืกืจืืื
ืืื ืืืชืื ืืืื ืืช .2.3.4
ืื ืืชืงืฉื ืืืชื , ืื ืืขืชื ืขื ืืืื ื ืืกืืืืช โืคืฉืื ืืช ืฉืืื ืืคื ื ื ืืืืืืืฉืืฆืืืื
ืขื ืืืฆืจืื ืื , ืืขื ืขื ืกืขืืคื ืืงืืงื โืืืชืจ ืืืืฉืืช ืืืฉืืฉืืื ืืืคืืช , ืืขืืืช ืืืช. ืืขื ื ืืืชืืืืืืืืืื ืืืกืืก .Anholt, 2005-3148)( ืื ืืืจืืจืื ืืืื ืืืขื ื ืืื, ืขื ืืขืืื ืชืืืจืืชืืื
ืืืฆืจ ืืืืืื ืืืจืืื ืืืืชืื ืืืื ืืช ืกืืืืื ืื ืืืื ืืืืจืช ืืืืช , ืืกืงืจ ืืื ืืืชืื ืืืืื ืืชืชืืืืช ืืชืืฉืื ืขืฆืืชืืืื ืืืื ืืช .GMI (Global Market Insite)ืืืืงืจ ืืืื ืืืืืืช
. ืืช ืืืคื ืืืืคืืื ื ืืืฉืืืช ืืืืชื ืืืกืืืจ ืืืฆื ืฆืจืื ืื ืืจืืื ืืขืืื ืจืืืื ,ืืืชื ืืืืื ืืืืืืช , ืืืืื ื ืืืชืจ ืชืืืจืืชืืืจืงืืืืืืช โืืืชื ืืืืื ื ื ืืื ืขื ืืกืืก ืฉืืฉื ืคืจืืืจืื
ืชืจืืืช , ืืฉืืื ืืืืงื ืืืฉืงืขืืช ืืืืืืจื, ืชืืืืช ืืฉืืืื ืืืืืฉื, ื ืชืคืกืช ืืฆืื ืชืขืฉืืืชืื ืฉืฉืช ืืื ืืืชืื ืืืืื ืืช ืืฉืงืื ืืช ืืขืืื ืื ืชืคืก ืขื ื. ืชืืืืช ืชืืฉืื ืืืืื ืืืืจืฉืช ืื
. ืืคืจืืืจืื ืืืืื
ืืจืืขืื , ืืคืืชืืืกืงืจ ืืื ืืืชืื ืืืืื ืืช . ืืืืืจืืืื ืืืฉ ืืืชื ,2005ืืจืืฉืื ืืฉื ืช
ืืืฉ 1000ืืืืงืจ ื ืขืจื ืืงืจื ืืืื ืืืืฆื ืฉื ืืื ืืืช ืืขืฉืจ ืืืืื ืืช ืื ืืืืืช , ืืืืฉื
, ืืจืื ืงืืจืืื, ืื ืืจืง, ืืจืื ืื, ืืจืืื ืื, ื"ืืจื( 10,000ื ''ืืกื). ืฆืจืคืช ืืงื ืื, ืกืื, ืืคื, ืืืื
ืืืชืื 11 ืืืกืืจืช ืืืืงืจ ื ืืืงื ืขืจืื. ื ืืืืืืืจืื , ืืจืื ืื, ืืจืืื ืื, ื"ืืจื, ืืืืืื(ืืืื ื ). ืืืืืืจืืกืื ืืฉ, ืกืื, ืืคื, ืืืจืงืื, ืืืื, ืงืืจืืื
ืืืจืื ืืช ืืืื ืชืืืืจืื ืืืืื ื ืื ืืืืช ืื (Anholt-GMI, 2005-1)149. ืืชืืจืจ ืื ืืืื ืืช ืฉืื
147 Gertner D., Kotler P. (2004), 'How can a place correct a negative image?', Place Branding, vol. 1, 1, pp. 50-57, 2004, cb1402 148 Anholt S. (2005), 'Editorial: Nation brand as context and reputation', Place Branding, vol. 1, 3, pp. 224-228, 2005, cb0706
ืืื ืืืืื ื ืฉืืืืื. ืืืชืื ืืืืื ื ืื ืืืจืื. ืืืจืงืื, ืจืืกืื, ืืจืื ืงืืจืืื, ืืืื, ืกืื, ืืคื, ื"ืืจื, ืืจืื ืื, ืืืืืื, ืืจืืื ืื, ืฉืืืืื :ืืืืจืื 149ืืื ื ืชืคืกืช ืืืฉืขืืืช ืื , ืืชืจ ื ืืืจ ืืืฉืงืขืืช, ืืืชื ืืืฆืืืืฆืื ืชืจ, ืชืืฉืืื ืืืื ืื ืืืืื ืื, ืฉืืืื ืืื ืืืฉื ืืฆืื ืืืืจืื. ืืืื ืขื ืคืืื ืขืจืฆืช
ืืชืืจืจ ืื ืืืืืืจ ืืื ืืจืืื ืื ืืืื . ืืืืชื ืืคืชืขื ืืืืืืช ืืืืงืจืื, ืืขืืืื ืื ืืจืืื ืื ืืฆืื ืืืงืื ืฉื ื. ืืื ืืืงืื ืืื ืืื ืืฆืขืืจ ,ืฆืคืืื ืืจืืฉืื ''- ื'' ืืกืืื''-ืื ืืืื ืืืืจ ืืืืฉื ืืืืจืืงืื ืืืชืืืจ ื, ืืืืืืืฉื ืืืจืืื ืืืืคืืื ืืื โืง ืื ืคืืข ืืชืืืืชื ืืืื ืืืืืืช ืืืืืืื ืขื ืขืืจ ื"ืืจื
ืืืช ืืืจืืช ืงืืฉืืจ ืืืืชื ืืืืคืืื ืื . ืืืืืื ืืื ื ืืืช ืืืืื ืืช ืืืืชื ืืืืืืืช ืืื ืขืจืฆืืช ืืขืืื. ืืืจืืืื ืื ืืก ืืืื ืืืืชื ืืืจืืื ืืื . ''ืืืืืืืืืคืืื ื ืืืืืช , ืืืขื ืืื ืืืืฅ, ืืืืืื ืฉืืืืืื ืืชืืืจืช. ืืืืจืื ืชืคืฉืข ืืืืจืื ืืืืจื ืื , ืฉืืืชืืช, ืืจืืืกืงืื ื ืจืืฉ ืืืืฉืื ืฉืืืื - ืืืขืืืชืืืืชืืืืช ืืืจืืขื ืืชืืืืื , ืขืืืจ ืื ืฉื ืืงืฆืืข ืืื ืฉื ืขืกืงืื ืืืืืงืื. ืืื ืชืืื ืชืืื ืืืืจืื ืืืื ืืื ืืืื ืืคื ืื, ืขืืฉืจ ืชืจืืืชื ืืืืคื ื, ืืืื
ืฉืืืื ืื ืืคืฉืจืืช ืืืชืืืืก ืื ืืชืืฉืืื ืืื ืืืืจืืื ืืขืกืงืืื , ืื ืืืงืืืคืืื ืืืืคืฉื ืืชืืืืช ืืืืชื ืืืืืืงื . ืืื ืืืืืืื ืืขืกืงืืื ืืืืื ืืกืจืื . ืืืจืืฆืื ืื ืืืืืื ืื, ืืจืฆืื ืืื
ื ืืืืื ืฉ, ืืกืืื ืืคื ืื ืจืื. ืืชืืช ืืกืื ืืืืืื, ืืฆืื ืืืงืื ืื ื ืืื ืืจืื ืงืืจืืืืืคืชืขื ื ืืกืคืช ืืขืืืื ืื . ืืืชืื ืืืืื ื ืืื ืคืืืช ื ืืฉืงืืืืื ืืืชื ืืืืจ, ืืืื ื ืืืืืืืจืงืื ืืืจืื . ืืืชืื ืืืืื ื ืืืฆืืืื ืืงืฉืืื ืืจืืืื ืื ืจืืกืื ืืืืจืงืื. ืื ืงืืจืืืืืืืื ืืช ืจืืืช ืืชืืืืืื ืืื ืืจืื ืืฆืค
ืืืื ืจืืกืื . ืืืฆืจืื ืืืงืืืฉืื ืืขื ืืืื ืืื ืืืฉืื ืขืืื, ืชืืฉืืื, ืืืขื ืืืื ืื ืฉืื ืืืจืืช ืืฉืืจื ืขื ืืืืื ื. ืคืจืืืจืืืืืืจืื ืืืื ืืืฃ ืืื ืืืืื ื ืฉืืืจืืืช ืืื ืฉืื ืืื ืืืื , ืื ืืชืื ืื ืชืื ืื ืืืจืงืื ืืฆืืืืจืช ืืืชืจ ืืืฃ ืืืง. ื ืืืื ื ืืืืื ืืืกืคืจ ืงืืืืจืืืช ืงืจืืืืืชืฆืืื ืืืืืจืืื ืื ืืื ื ืืืข
ืชืืืื ืฉืืืื ืืชืืืื ืขืฆืืื ืขื ืืฆืืจืคืืชื ืืืืืื , ืืืืจืงืื ืืจืื ืื ืืืืืื. ืขื ืจืืกืื ืฉืืืืืช ืืืขื ืืืืื ืืขื, ืืขืืืช ืืืช. ืืขื ืขืืื .ืืื ืืืฉืื ืขื ืจืืืฉืช ืืืคืืื ื ืืืชื ืืืืืืื ืฉืชืืืืืคื ื , ื ืืืื ืืช ืืืืืืืช ืืฉืืืืืืชืืืืื ืขื ืจืืกื; ืืืืจืืคืื
, ืืืืืืืช ืืจืืื ืื ืืชืืื ืืคืื ื ืกื ืื ืืืืืช. ืืฉืืคื ืืื ืืช ืืขืงืืืชืื, ืขืืืื ืชืืืืช ืืจืฅ ืืืืฆืืจ ืืืืขืืคืช ื"ืืจืื. ืืืฉื ืืชืืฉืืื, ืืืคืืื ืื ืขืกืงืืื. ืืฆืจืื ืื ืงืฉื ืืืฉืื ืขื ืืืฆืจ ืื ืฉืืจืืช ืืืฉืื ืฉืืื ืจืืืฉืื ืืชืืฆืจืช ืจืืกืื. ื"ืืจืืืจืืช ืืชืขืฉืืืช ืืืืชืจ ืงืจืืืืืืืืช ืืื ืคืจืกืื ืืืืืจืืช ืฉื
, ืฆืคืื ืืืื ืืฆืืืืืืฉื ืืืืื ื ืชืคืก ืืืืชื . ืืืคืชืขื ืื ืชืืฆืื ืื ืื ืืื ,ืืืื ืืืชื ืืืืจืื ืืืื ื ืืื. ืืืืืื ืืฆืคืื ืืชืืืจืช ืืขืืงืจ ืืืืื ืืืืืคื ืืชืืฉืื .ื"ืืจืืืืืฅ ืืืืจืืงืืืช ืืื ืืืื ืื ืืืืื ืืช ืืืืืืจืืช ืืืืืืืชืืืช ื ืกืืื ืขื ืืืื ืืืชืืืกืจ ืื. ืืืืจื ืงืฆืช ืืขื ืืืืฉื ืืจืืกืื ืืืกืื
ืืืื ืืฆืืื ืืืื ืขื ืฉืืืืื. ืืื ืื ืืชืืืจืื ืืืฉืขืืืื ,ืืืืื ืื ืืืื ืืืืื ืืื, ืืืื ืื, ืื ืืืกืื, ืืจืืื ืื ืืืืื ืืืืจืื ืืืื ืืืืืคืืื ืื ืืืืื ืืื ;ืืชื ืื ืืืืจืงืื ืฆืืื ืืืื ืืืืจืืืืืืช ืืืจืืช ืฉืืืฆืืช ืื ืืืืื ืืืจืื ืื ื . ืงืื ืืืื ืืืืจืื ืืืื ื ืืื ืืชืืฉืืืืืืจ. ืืืจืื ืืืืืืื ืืืืขื ืืืงืื ืฉื ื
ืชืืืจืืช
ืืฆืื
ืืฉืงืขืืช ืืืืืจื
ืชืจืืืช ืืืืจืฉืช
ืืืฉื
ืชืืฉืืื
ืืงืกืืื ืืืชืื ืืืื ืืช. 2.3.4.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืช ืืืชืืื ืช ืฉืืืืื ืืช ืืฉืืืจืืช ืื ืฉืื( ืกืืฆืืืืืกืื ืืื ืขืืคืืืช ืืืืจืืช ืื ืชืคืกืืช ื, ืืจืืืงืืชืืื ืขืงื ืืืงื ืืก ืืืืกืืจืืืช ืืืจืืืช ืืฉืฉืืืจืืช ืืขืืืืืช . ืืืืืช ืืืืื ืจืื ืืขืืื )ืฉืืื
ืืจืื ื ืงืื ืืคืืืช ื ืฉืื ืืื ืื, 20%-ืฉืืืืืื ืืืืืชืืช ืขืืืืช ืขื ืฉืืขืืจ ืฉื ื, ื ืืงืฉืืืืช ืจืขืืื ืืืชืื ืืืืงืจืืืืฉ .ื ืืืืชืืื ื ืจืืื, "ืืืืืืืืืื ืืื ื ืฉืื ืื ืืืืืืจืื ืฉ"ืืืืขื ืช ืื ืืงืืื ืืืก ืื ืืืืืจื ืืืชืงืคืื ืฉืื ืืืืืชืืืขื -ืืืืขื ืื ืื ืืืืงื ืืชืงืืคื ืฉืืืชืื, ืืืืื ืืช
ืืชื ืืื ืืืืชืื ืืืขื ืื ืื ืืืชืื . ืืืชื ืืช ืขืฆืื ืชืจืฆื ืืฉืืืื ืืช ืื ืืจืืจื ืืกืืื, ืืฉืื . 150ืฉื ืชืืืืืื ืืืืฆืื ืืืืืืขืืงืจ ืืืฉืืฉ , ืืื ื ืืื ืืืื
ืืงืจื , ืืืชืื ืืืื ื 25 ืขืจืื ืืืกืืจืชื ื ืืื ื 2005-ื ืืืื ืืช ืืฉื ื ืื ืืืชืื ืืกืงืจ ื ืืื ื , ืฉืื ืขืืื ืื ืืืื ืืช ืืขืืืช ืขืจืื ืืืชื ืืืืงืืช ืืืืชืจ , ืืืื ืืช 10-ื ืืืืื ื 10,000
ืืืืืฆืจืืช ืืกืคืจ ืืืชืืื , ืืืืงืจืืืืช ืืขืจืืืืช ืขื ื ืืืขื ืื ืืืจืืืืช , ืืืืจืืืืช , ืืจืื ืืฆืืืืช ืืืืื ืืช 15. ืื ืื ืืจืื ืืขืฉืืจืืช ืืืชืจ . ืืืืืช ืืืงื ืืืืื ืืืืืืืื ืืืืจืื ืื ืื ืืช ืื
ืืขืฉืืจืืื ืืชืืชืื ื ืืืจืืช . ืืืขืื $ 23,000ื ืฉื ืชื ืืืืฆืข ืื ืคืฉ ืฉื '' ืืืืืืืืช ื ืื ืืช ืืชื , ื ืืืกืืจืืื ืืงื ื โืืืืงื ืืืื ืืช ืืืืชื ืืืืืืืืช , ืืื ืืืจืืช . ืื ืคืฉ $ 19,000-ืืชืืช ื
ืืื ื . ื ืืื ื ืืืืฆืจืืช ืืืชื ืืืืืื ืืืืื ืฉืชืื. ืืฉืื ืืชืืืืชืื ืืฆืืืืืช ืืืืฉ ืืช ืคืืื ืฆืืื , ืืื ืืืช . ืื ืืกืจืืช ืืฉืคืขื ืชืจืืืชืืช ืืฉืืขืืชืืช . ืืืืช ืคืืืืืืช ืืืืจืช ืขื ืืื ืืื ืืืืช
ืืฉืชืืื ืืืคืืื . ืืจืืืงืืช ืขื ืืกืคืจ ืชืืฉืืื ืืฆืืืฆื , ืืคืืช , ืฉืชืืื ืืจืฆืืช ืจืืืืช ืืืืื ืืฆืืืืช ืืืจืื ืืืืงื ืืืืื ืืช ืฉืืื ื . ืืฉืืื ืืงืืืื ืืืื ืฉืื ืืขืืื ืืืจืืช ืืฉืืจื ืืืชื
ื ืืืชื ืฉืืืืืื ืืชืืืจืื ืืืืคืืื , ืงื ืืืชืจ ืืืฉืื ืืืจืื ืืืื , ืืขืืื ืช ืืืืืื ืืคืืืืื ืื ืืกืืื ืืืฉื ืืฉืืจ ืืืืื ืขื ืืืื ื ืขื .ืืืฅ ืื ืคืืคืืืืจืืช ืืคืืชืืืช ืืชืืฆืื ืืืืื ืืืชืืืืื ืืช
ืืืคื ืืืืฆืจืื โืืฉืคืขื ืืืืืืช ืขื ืฉืืจ ืืืืืืื , ืืืงืืจ ืืืฆืื โืืืื ืืื ืืืื ืื ืืืคืื ืืื ืืื , ืืืกืงื ื ืื ืืืขืช ืืื . ืืชืจืืืช ืื ืืชืืฉืืื , ืื ืืืืฉื , ืจืช ืฉืืืืฆ
ืขืืื ืื ืืืืืืืื , ืื ืืกืฃ . ืคืืืช ืืขืื ืื ืืืื ืืืื ืืืช ืืืืื , ืืขืจืื ืืืชื ืืืืื ื ืื ืคืจื ืืฉืคืขื ืืขืืจ ืืืืืจืช , ืื ืื ืื ืืขืงืืืช ืงืืคืืื ืื ืืงืืืื ืชืืืจืืช ืื ืกืจืื ืงืืื ืืข ื ืืืืืืืื
ืชืืื ื ืืืืื ืืช ืืืฉืคืืขื ืขื ืืจืืฉืชื ืื ื ืืืื ื ืืชืืืขืช ืื ืืืฆืจื . ืืืคืฉืืช ืื ืงืืืืช .ืืืืืืืช ืืืคื ืืืืื ื
ืขื ืืืื ืืช . ืืฉืคืขื ืืืขืจืืช ืขื ืืชืืืขื , ืืืฆืืืช ืืื ืฉืชืืื , ืืคืขืืืืช ืชืงืฉืืจืชืืช ืืืืื
ืืืืฆืขืืช . ืืืืฆืขืืช ืืืืจืื ืฉืืืืื ื ืขืืฉื ืืืืฆื ืืื ืขืืฉื ืืืชื , ืืืจืืืื ืืช ืฉืื ืืืื ืื ืืืฆื ืื ืฉืื ืืืฉืืื , ืืืจื ืฉืืื ื ืจืืืช . ืืืืฆืจืช ืืืชื ืืืืจืื ืฉืืื ืืืืฆืจืช ืืืืฆื ืืื
ืืืจื ืื ืืืืื ื ืืืืจืช ืขื , ืืืืกืืฃ . ืืืจื ืฉืื ืฉืื ืืืจืื ืืืืจืื ืขืืื . ืฉืืื ื ืจืืืช ืืืืฆืขืืช ืงืืคืืื ืืืืื ืื ืืจืง ืื ืืช ืื ืชืืืืช ืืืื ื ืืืืื ืื , ืงืืืืช ืื ืื ืืืืขืืช . ืขืฆืื
, ืขืืื ืืืืืื ืื ืืชื ืช ืืฆืจืื ื ืฉื ืืืื ืืืืืจ ืืืฆืจ ืฉืืื ื ื ืืืืื ืืืกืข ืคืจืกืื . ืืืืื
ืืืชื ืืืืื ืื ืืื , ืืจืืกืื ืืืืคืืื ืื ืืืืืืื. ืฉืืืืืืช ืืืืืชืืฆืืืช ืขืืืจ ืจืืกืื ืื ืืชืืื ืื. ืืืืคืฉืืช ืืืจืืืืช ืืืืจืงืื ืชืชืืฆื, ืกืืืจ ืืื ืื
. ืขืืืื ื ืืืขื ืืืง'' ืืืืจืืงืื ืืืืืขืจ''ืช ืชืืืืืืืื ืืช ืจืืืช . ืืฉืจืืืื ืืฆืืื ื ืืื ืขื ืคืืื ืฆืืื ืชืืฉืื ืืืืื ืืช ืืฉืื ืืช ืืืืืจ , ืกืื ืืืืื ืืื ืืืืจืื ืืืื ืืืืจืฉืช ืชืจืืืชืืช. ืืืคืืื ื ืชืจืืืช ืืคืืคืืืืจืืืช ืืืชืจ ืชืืืจืืช
ืชืืฆืื . ืื ืฉืื ืืืคืฉื ืื ืืจืืฉื ืืช ืืืฆืจืื ืืฉืืจืืชืืืื ืืืงืื ืจืืฉืื ืืชืจืืืช ืฉ, ืืจืืื ืื ืืืืจืืช ืืืืฆืข ืขื ืืืจืฉืช ืชืจืืืชืืช. ืืืคืืื ืื ืืื ืืงืจืืื ืฉืื ืืืขืื . ืื ืืขื ืืื ืช ื"ืืจื ืืืชืืืืกืืช ืืืืจืฉืช ืชืจืืืช. ืื ืื ืืืืืื. ืืฉืืืื ืชืจืืืช ืขืืฉืืืืช ืคืืคืืืืจืืช, ืืืจืฉืช ืชืจืืืชืืช ืืฉืืืงืช ืืืืืืืฉืืจื
ืืืืื ื ื ืืืืช ื"ืืจืืื ืืขืื ืืื ืกื ืืืืื ืืืคืืื ืื ืืช ืืืืื ืืืจืื ืืฆืจืคืช, ืืขืฉืืจื ืืชืืื ืืชืจืืืชื ื"ืืจืืืื ืกื ื ืืืื ืฆืจืคืชืืื ืืืคืืื ืื ืืช ืืืืื ืืฉืคืืขื ืขื ืืืื ืขืชืืงืช ืืืื. ืื ืืฆืืื ืืืื ืืชืจืืืช ืฉืืช ืืืฆืจืื ืืจืฆื ืืจืืืฉ, ืืืื ืืืืจืื ืืืื ื ืืื ืขื ืืืจืฉืช ืชืจืืืชืืช ื"ืืจื. ืชืจืืืช
ืืชืจื . ื ืืชืืืจืืช ืืืืืื ืืืชื ืืืืจืื ืืืืื ืืืืคืืื ื ืืจืืื ืืืชืืชืื. ืงืืจืืื ืื ืืืกืื ืื ืืืจืื ืืืื ื ืืื ืืช ืืืจืฉืช ืืชืจืืืช ืืืคื ืืชืืืจืื . ืืชืืฆืืืชืืฆื ืืื ืชืืืจื ืืืจืชืงืช ืืืฆื ืฉื ื ืืื . ืืื ืฉืื ืจืืฉืืช ืืขืืจืืื ืขื ืืืงืืจ ืืืืื. ืืชืืืจืืช ืืืืืจืื ืืืืชืจ ืืขืืื ืื ืืืืื ืืกืื ืืช ืืคืกื ืืืืจืืช
ืืืงืื ืืืืขืืฃ ืฉืืืืืืื , ื ืชืคืกืช ืืืงืื ืื ืืืจ ืืขืฉืืช ืื ืขืกืงืื ื"ืจืื. ืื ืืกืืื ืืืืชื ืืืื, ืจืืื ืืคืืื ื ืืช ืืืจืงืื ืืืชืจ ืชืืืจืืช ืืจืชืง. ื ืขืืื .ืืืจืงืื ืฆืืื ื ืืืงืื ืฉืืืืคื ืืืืื ืืื ืืงืื ืืขืฉืืช ืื ืขืกืงืื. ืืขืืื ืืืืืืช ืืื ืฆืืื ืื ืืืืฉื ืืืคื ืื, ื ืืืข ืืขืืงืจ ืืชืืฆืื ืืืืื ืืืช ืืืืฅ ืืืืจืืงืืืช, ื"ืืจืืืืืจืื ืืื ืืืืื ืฉื ืืืืงืจืื ืืกืืงืื ืื . ืืืงืจืืกืงื ืืช ืืืื ื
ืื ืื ืชืืฉื ืืืจืืืื ืืชืืืืช ืืืืชื ืืืืจืืงืื ืืื ืชืืื ืืืื ืืืืื , ืืืขืจืื ืืื .ืชืจืืืช ืคืืคืืืืจืืชืืืฉืงืขืืช ื, ืืืฆืื, ื ืืชืืืื ืืกืืจืืืืืื ืจืืฉื ืขืืฉ. ืงืฉื ืืืื ื ืฉืืืืืืืื ืืืืชื ืืืืง ืฉื . ื"ืืจืืืืคืืื ืืืืื ื, ืชืจืืืช ืืืจืืงืืืช, ื"ืืจืืืจืืช ื ืืื ืืช ืฆืจืื ืื ืืจืืืฉ ืืืฆืจืื ืชืืฆืจืช
ืืืืื ืืช ืืืืจืงืืืืืืช ืืืืชืจ ืื ืืื ืืืฉืืจืืช , ืืชืืืืืื ืืื ืืืืืื ืืืชื ื ืชืคืกืื ืืืืกืจ ืืฆืืืืช ืืืืืืช ืืคืืืืืืช ืื ื ืืืืืืฉืจ , ืื ืืืืืช ืฉืืชืงืืคื .(Hassman, 2005-7)ืืืฉืจ ืืฆืืง ืืืจืชื , ืืืืื ืืช, ืืฆืืืืช http://www.globes.co.il/serve/globes/printWindow.asp?did=938873 .2005, ืืืืื 27, ืืืืืก', ืืฉ ืืืจ ืืื. ืืืชืื ืืืื ืืช, ')7-2005. (ืืกืื ืจ
Anholt-GMI Nation Brands index โ How the world sees the world, <http://www.nationbrandindex.com/allreports.phtml>, cb0613; Sweden (2005), 'Sweden the world's top nation brand new poll says', Embassy of Sweden, Washington, 14th June, 2005, cb0612 150 Foster P. (2005), 'Who visits Sweden?', Financial Post. Canade.com News, 21st June, 2005, cb0531
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืื , ืืืื ื ืืื ื ื ืืืืื ืืื ืืช ืืช ืฉืื ืืืื ืืืืฆืขืืช ืืขื ืงืช ืฆืืื ืื ืืืืืื ืืขืฆืื ืืื ืืืืืช ืงืืื ืื ืืืืื ืืืชื ืื . ืืขืืจืช ืืืืข ืขื ืืืืฆืจืื ืืืืืืืื ืฉืืืืฆืจืช ื
.ืืืชืืื ืช ืืงืืืืช ืืืืจื ืืืืืืืืช
; ืืฉืงืขืืช ืืืืืจื , ืชืืืจืืช , ื ืฉืื ืืืืืืืช ืื [ ืืืงืื ืจืืฉืื ืืืจืื ืืืกืืจืืื ืืืกืืจืช ืืกืงืจ ืืืคืจืืช ', ืื ืื ื ืงืจืืงืืื ', ' ืืืฆืื ืืช ื ืืื ' ืกืจืืื ืืืืืืช โืืืคืืื ืื ืฉืชืจืื ืืืืจืื ืืืืืื
ืืืืืจื ืชืจืืืช ; 151(Brown et al., 2002: 279-303) ืืืืืืคืืืืช ืกืืื ื , ืืกืืื ืืืืืืืืืื ืืืช ืงื ืื ืืืงืื . ] ืชื ืืืืจืืงืืืื ืืืจืืช ืฉืจืืื ืืืืื ืื โ ื ืืงืื ืงืืืื ืืื ืืืืกืื, ืืงืืืื ืืื ืื
ืืขืืืื ืืืืืจืื ืื ืืืืื ืืชืืื ืืืืจืื , ืืืฉื , ืืืจืื ืืื ืืชืืืื ืืืชื ืืฆืืื ืื ืืื ( ืฉื ื ืืขืฉืืจืืื ืืคืืชืืช ืืืจืื ืืืื ื -ื ืื ). ืืืืืื ืืื ืฉืื ( ืืจืืื ืื ืืืจืื ืืืืงืื ืจืืืขื .)ืชืจืืืช
ืจืชื ืืืชืจ ืืฆืืืืื ืืืื ; Pure New Zealand 100% โืืืืืช ืงืืคืืื ืืืืชืื ืืืืื ืืงืฆืืขื ( ; ืื ืฉืื ืืืืจืื ืฆืจืคืช ืืืชื ืืืืจืื ืืืื ื ืืื ืขื . 152) ' ืฉืจ ืืืืขืืช ' โืืงืืื ืืขืืช ืืืจืืืืืื
ืืืืจืื ืืืื ืืชืจืืืช ืืืืจืื ( ืืืื ืืืจืื ืืืืงืื ื ืืื . ืื ืืืืจืื ืืืื ืขื ืฉืืจ ืืคืจืืืจืื ืื , ืจืฉืช ืืฆืจืื ืืืจืื ืืืืงืื ืืืืื ืขื ืชืจืืืช ืืื . ืื ืืคื ื ืกืื ืืจืืกืื , )ื ืืื ืืกืขืืคื ืืืฉื
ืกืงืจ ืื ื ืขืืื ื . ืกืื ืืืจืื ืืืืงืื ื ืืื ืขื ืคืจืืืจ ืืฆืื . ืืืืจืื ื ืืื ืขื ืฉืืจ ืืคืจืืืจืื . 153(Anholt-GMI, 2005-2) ืืืืื ืืช ืืืืฉืืจืื , ืืืฉืจ , ืืืงืื ืืืืืื ืขื ืืืืจ ืืืชืื ืืืื ื
ืืืืืจ ืื ืืืืชื ืื ; ืืืื ืืช ืืืื 10-ืืืืื ื ืขืจื ื -ืืกืงืจ ืืื ืืืกืคืจ ืืืงืืจืืช ืืื ืื ืืืกืืก ืื ืฉืฉืช ืืคืจืืืจืื . ืขืืื ื ืืืื ืืช ื % 95ื ืชืืฉืื ืฉืื ืืชืืืืกืืช ืืื ืื
ืืื ืืืกืืก , ืืื ืื ืฉืืคืจืืืจืื ื ืืื ืื; ืื ื ืืื ืืช ืืืื ืืชืขื ืคืืื ืืื ืืืืคืืื ืื , ืื ืืืงืื .154ืขืจืืืืชืื ืื ืื ืืื ื ืฉืืื , ืืืฉืงื ืืืืกื ืฉืืฉ ืืชืช ืืื ืืืืืืงืจื ืืงืืืข ืืื
ื ืืืฉ ืขื ืืืื ืช ืชืคืืกืืช ืชืืฉืื ืขืฉืจืช ื ืืช , 2005-ื ืืกืงืจ ืืื ืืืชืื ืืืื ืืช ืืฉืืืฉื
ืืื ื ืขืจื ) ืืจืืื ืืกืื , ืืืกืืจืืื , ืืจืื ืื , ืฆืจืคืช , ืืจืืื ืื , ืืคื , ื " ืืจื - ื ืืื ืื ( ืืืืื ืืช ืกืงืจ ืืืืื ืื ืืฉืืขืืช ืื . ืืืืื ืืช ืื ืืื ืืช ืืกืงืจ 24-ืืืฉืืืื ื , ืืช ืืืื ืชื ืืืืื
, ืืฉืงืืขืื ืืืื ืืืขืจืื ื , ืชืฉืืืช ืืื ืืืื ืืช ืืชืืจืืช ืื ืืื ืขื ืฉ ืืื ื ืืืืืืืืืฆืื ืืกืืจืืื ืืืืชืืื . ืืจืืช ืืฉืืืช ืืืื ืืช ื ืืชืงืฉืืจืช ื ืืื , ืืืืจืื , ืชืืจืืื , ืฆืจืื ืื , ืชืืืจืื
ืืฉืืจืืจื ื ืชืืฉืื ืืืืื ื ืืื ื ืื , ืขืืื ืขืื . ืืืืืืช ืชืจืืื ืืฉืืขืืชืืช ืืื ืืืช ืชืืืืช ืืืื ืชืืฉืื ืืื ืืืื ืงืฉื ืืืฉืื ืืช , ืืืืชื ืืืืื ื ืืืื ืืืื . ืฉื ืืจืฆื ืืืฉืืืื ืืืืชืจ
ืืชื ืืืืืืช ืืชืงืฉืืจืช , ืชืืืื ืคืขืืืืช ืืืืื ืกืืกืืื ืืืชืื ืืืืื ื ืืื ื ืชืืืื . ืืจืฆืืช ืืืฅ ืชืืืื ; ืงืืืื -ืกืืื ืืกืืจืืืื ืืจืืจื ืฉืืืจืชื ืืืืื ืืืฉืืช ืืชืจืื ืชืืจืืชื ืืจ , ืืืืื ื , ืขืฉืจืืช ืชืืฉืื ืืืื ื ืืืช ืืช ืจืขืืชื ืืชืืืฉืช ืืืืจื ืช ืชืคืืก . ืฉื ืื ืจืืืช , ืืจืื ืื ืืฉื
ืืืงืจ ืืืฉ ืืฆืืืข ืื . ืืช ืืืขื ืืชืจืืฉืืช ืืืืจืืขืื ืืจืื ืืืืจืช ื ; ืืืืื ืืคืืื ืืืืช ืฉื ืื ืืืฉื ืืช ืืืืข , ืืฆืืืื ืืช ืืกืคืืจื : ืืืคืืื ืื ืืฉืคืขื ืืจืืืืช ืืขืืฆืื ืชืคืืกืช ืืืืื ื 5-ื
ืืืืื ืืืืืืช ืืืื ืฉื , ืืืืืืืช ืืื ืืืืฉืืื ืืืืจื ืืืฉืืื ืืชืืื ืืืื ืื , ืืืืื ืืืืืื .155(Anholt-GMI, 2005-3) ืขืื ืืื ืืืืืืช ืืกืืืื ืืืืืืง ืชืชืจืืื, ืืืจืื ืืืืื ื
151 Brown G., Chalip L., Jaga L., Mules T. (2002), 'Developing brand Australia: Examining the role of events', Destination Branding, Elsevier, pp. 279-303, 2002, ISBN 0-7506-5669-6, cb1514
/http://www.newzealand.com/travel -ืืืื ื -ืจืฉืืช ืชืืืจืืช ื ืืืจืื ืงืืฉืืจ ืืืชืจ 152153 NBI (Nation Brand Index) Q2 (Quarter 2) 2005 Overall Rankings: Australia, Canada, Switzerland, UK, Sweden, Italy, Germany, Holland, France, New Zealand, USA, Spain, Ireland, Japan, Brazil, Mexico, Egypt, India, Poland, S. Korea, China, S. Africa, Czech R., Russia, Turkey. Anholt-GMI (2005-2), 'How the world sees the world', The Anholt GMI nation brand index second quarter 2005, <http://www.nationbrandindex.com/allreports.phtml>, cb0716; Alphonso C. (2005), 'A great place to do business', globalmail.com, 1st August, 2005, cb0708; CTV (2005), 'Canada's brand voted second best in global poll', CTV.ca, 2nd August, 2005. cn0710; Anholt-GMI nation brand index: World loves Canada โ voted second best nation, cb0713; Stuff (2005), 'Pure image sees NZ in top 10 nation-brands', stuff.co.nz, 2nd August, 2005, cb0714; TV (2005), 'Brand India scores over China, Russia', television.com, 2nd August, 2005, cb0714; DN (2005), 'Britons rated the greatest asset of brand Briton', dailynews.com, 3rd August, 2005, cb0719 154 Ritsonon M. (2005), 'Branding: You're stuffed if you believe thus turkey', brandrepuclic.com, 10th August, 2005, cb0926 155 Anholt-GMI (2005-3), 'How the world sees the world', The Anholt GMI nation brand index, third quarter, 2005, <http://www.nationbrandindex.com/allreports.phtml>, cb0852; Anholt-GMI (2005), Nation Brands Q3 2005 Newsletter, 30th October, 2005, cb0849
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
44
ืกืืืืื ื GMI ืืืจืชืืืฆืจ ืืืืช , ืืจืืฉืื ืืื ืืืชืื ืขืจืืื ''ืืืืฆื ืืืืจ 2005ืืจ ืืืฆื; ื ืืืืืช โืืจืืฉืื . ืืฉื ืคืจืืืจืืืืืชื ืืขืืจ ื ืืื ืขื ืืกืืก ืฉืืืืงืจ ืงืืืข ืื . ืื ืืืื โืืฉื ื ). ืชืจืืื ืืขืืื, ืืื ืืขืืจ ืืคืืจืกืืช, ืืืงืืจ, ืืืจืืช(ืืขืืจ ืืืืจื ืืืืืืืืช ืกืกืืืืืืืืื ืืืืช ; ืคืืื ืฆืืื โืฉืืืฉื ). ืืืืืจืืื , ืืคื, ื ืขืืืืขืืจ (ืชืคืืกืช ืืืคืืื ืื ืคืืืืื ; ืืงืื
ืืฉืืืช ืกืื ืื ; ืืืคืง โืจืืืขื . ืืขืกืงืื ืืืืืืจืื, ืืื ืืืืืช ืฉืืขืืจ ืืฆืืขื ืืืืงืจืืืืืืืืืช ืืืืื ืื ืขืืืื ืื ; ืชืืฉืืื โืืืืฉื ). ืงื ืืืฆืื ืื ืื ืืขืฉืืช, ืืงืื ืืืคื( ืืืืจืืื ืืืื
ืืื ืื (ืืืืืืืช ืืกืืกืืืช ; ืืจืืฉืืช ืงืื โืฉืืฉื . ืชืืืฉื ืืืืื; ืืืืช ืื ืื ืืจืืืืขืื ืืขืืช ืงื โ ืืืืกืืกืืฉืืจืืชืื ืฆืืืืจืืื ืชืจื, ืืืืจืืืจืืื ืืืื ื ืืชื ืืืฆืื ืืงืืืช ืืงืื , ืืขืืจืืืืืช
17,502ื ื ืฉื ื ืขืจื ืขื ืคื ืืกืงืจ ).ืืชืงื ื ืกืคืืจืืชืืืืจื ืฆืืืืจืืช ื, ืืชื ืืืืื, ืืชื ืกืคืจืืขืจืื ืขืฉืจืช ืืืจืื . ืืืชืื ืขืจืื ืืืขืืื 30ื ืืช ืขืจืื ืืื ,156ืืจืฆืืช 18-ื ืืืืื ืืืืจืื , ืืก'ืื ื- ืืืก, ืืืจืง-ื ืื, ืืืกืืจืื, ืืจืฆืืื ื, ืจืืื, ืกืืื ื, ืคืจืืก, ืืื ืืื -ืืืืืืืืช
ืืชืื ืืฆื .ืื ืืื ืฉืื ืฉืื ืืืืจืื ืืื ืืื, ืืืืืืืืืืืืจืืืช ืืืืงืืืื ืืขืจืื . ืืืจืืืื ืืืข ืืงืืื ืืืกืื ืชืคืืกืชื ืืื , ื ืืืืื ืืืืจืื ืืืช ืขื ืคื ืืฉืืืจืื ืืืชื ืืขืืจ ืืืื ืขืืืฃ
. ืืืืื ืืงืฆืจ ืื, ืืขืืจ ืืืืืืืืชืงืคืืช ืืจืืจ ืืืืื ืืช ืืฉืคืขื ืฉืืืืช ืขื ืชืืืืช . ืืฉืชืืื-Anholt)ืืืืคืช ืืืืง -ืกืืืืืช ืืคืฉืืขื ืืืืืืืืช ืืื, ืืืืืืขืจืื ืืืืจืืืช ื ืืื ืขื ืืืคืืื ื
GMI 2005-5; Anholt, 2006)157.
ืืืจืื , ืฉืืจืืชืื ืืกืืกืืื, ืชืฉืชืืืช, ืืจืืืื ืขืืฆืืืืชืจืื ืืืกื ืืขืืจ ื ืื ื ืขื ืืกืืก ; ืืืืืืช ืืคืชื ืจืขืืื ืืช; ideopolis-ืืขืืจ ืืืืืจืืคืืืืก ื[ืืชืขืฉืืืช ืืืข ืืืจืงืฆืืืช/ืืฉืืื
, ืคืชืืืืกืฆื ื ืชืจืืืชืืช ืืืืื ืืชืืช โืืขื ืืงื ืืฉืจืื ืืชืืืืื ืงืจืืืืืืืื ืืกืืืื ืชืืืืช ืืฆืขืืช ืืื ื ืขืฉื ืื ืืขืืจื ืงืืื .(Gilmore, 2002)158] ืืืขืจืืช ืืื ืื ืืืขืืืืช ืืืฉืจ ืืืฆืื
ืืจืื ,ืืืจืืขื ืชืจืืืชื ืขื ืง ืืืืจืืข, ืืขืื ืืืื ืืชื ืืืืจืืืฉืืคืืจ , ืืืืืคืืชืื ืคืืื ืจืื , ืคืจืกืืืืืืืืื , ืชืจืืืช ืืชืืืืช, ืืืชื ืืขืืจ ืืืจืื ืืื ืื ืืืืื. ืคืจืืืช- ืฉืืชืคืืช ืฆืืืืจืืช ืืืกืืจืช
-ืืืชื, ืขืื ืขื ืืืืคืื ื ืืืืืื ื .ืืืืืช ืืกื ืืจื ืื ืื ืขื ืื ืืืื ืืืฆืจ ืืืชื ืขืืจ ืืขื ืขืฆืืืชืืืืช ืืขืืจ ืืืกืืจืช . ืืืขื ืืืืื ืืืืืืช, ืืืงื ืืืฉืืื ืขืจืื ืืืจืืืช ืืืจืชืืช, ืืืืฉื
ืืืืืชื ืืจืื ืืืฆืืืืชืืืืฆืขืืช ืืงืฉืจ ืืื ืืืฆืืืืช ืืชืคืืกืชืืืจืื ืืืื ืืืืืืืืงืืื
ืชืืืืืจืื ืืืืืืืื , ืงืืืืืชืืขืืช ืขื ืืืืกืก(ืชืงืฉืืจืช . )ืืงืืืงืืืื ืืืืืืจื ืืชืืื ืชืืืงืืืื
: ืืืืข ืขื ืืืืชื ืืขืืจ ืืขืืืจืืช ืจืืฉืื ื, ืขืืฆืื, ืืืืจืืื ืชืื ืื (ืืกืืจืืืื ืกืืืืชืืช
, ืชืคืจืืืงืื ืชืฉืชื, )ืืงืื ืืฉืืื ืฆืืืืจืฉืืืื ืืจ, ืืืื ืืื ืืืืื, ืจืฉืืืืช ืื ืื ืืขืืจืืขืืืืช
ืชืงืฉืืจืช ืฉื ืืื ืืช . ืื ืืืืจืืขืืืืชืืจืืฆืื ืคืื ื ืกืืืืืืื ืื ืชืื, ืืืืื- ืคื-ืขื ืคืจืกืื ื ืฉืขื ืช ืืขืืงืจ
ืืื ืืืฉืืช ืืชืจืื ืชืืจืืชื ืืื ื ืืขืืจืืืชืื . ืืืืื, ืคืืชืื ืงืืืืชื, ืชืืืจืืช, ืืืื ืืงืื ืืฉืงืขืืชืืกืืจืืืืืช .ืืชืืฉืืืืฉื ืืืืืืง ืืืืช ืืงืืืืช
ืืืชืื ืืืฉืืืช : ืืืชืื ืืงืืืืืช ืืงืจื ืืชืื ื ื ืขืจืื
.ื"ืืจืืืจืืื ืื ื, ืกืคืจื, ืจืืกืื, ืคืืืื, ืืืื ื, ืืงืกืืงื, ืืืืื, ืืคื, ืืืืืื, ืืืื, ืืจืื ืื, ืฆืจืคืช, ืื ืืจืง, ืกืื, ืงื ืื, ืืจืืื, ืืืกืืจืืื 156
157 Anholt-GMI (2005), 'How the world views its cities โ The Anholt-GMI City brand index', December, 2005, <http://www.citybrandsindex.com/report.asp>, cb0945; Anholt S. (2006), 'The Anholt-GMI city brand index: How the world sees the world cities', Place Branding, vol. 2, 1, pp. 18-31, 2006, cb2312 158
Gilmore F. (2002), 'Brand Shanghai: Harnessing the inner force of people and place', Destination Branding, Elsevier, pp. 169-184, 2002, ISBN 0-7506-5669-6, cb1510
ื ืืืืืช
ืืงืื
ืืจืืฉืืช ืคืืื ืฆืืื ืืงื
ืืืคืง
ืชืืฉืืื
ืขืจืืืืงืกืืื ืืืชืื . 2.3.4.2ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
45
). ืคืกืืืื ืืืื ืืืจื(ืืืชืื ืืืจืืขืื , )ืืจืื ืคืืืคืืื ืืคืจืื(ืืื ื ืืื , )ืืคืงื ืืืืื ืืืจืฆืืื ื( ืืื ืืชืืฉืืื ืจืืืืชืืช ืืฉืืจื ืืชืืชืื ื ืืงืื ืืืชืื ืืขืืจ ืืฉืืืืงื ื ืืขืืื ืืช ืืืกืืก ืื ื
159(Kavaratzis, 2004) .
35ื ืืื ื ืขืจืื ืืืืชื ืฉื ,2005- ืืฉื ืขืจื ืืจืืขืื ืืืืจืื ืืกืงืจ ืืื ืืืชืื ืืืื ืืช ืืจืืืขื ื ืืืืื 200-500ืืคื ื ืื , ืืืื ืืช ืืืืืืืช 20- ื ืืืืื ืืื ืืืช ื 1000ืขื ืคื ื ืื ; ืืืื ืืช
ืืืืื , ืืืจืงืื, ืืฆืจืื โืื ืืจืืขื ืืืื ืืช ืืืกืืืืืช ืืคืขื ืืืื (ืืจืฆืืช ื ืืกืคืืช 15-ืืืืืืืื ืืืขืฉืืจืืืืืขืงืืืชืื , ืืืจืื ืืืงืื ืจืืฉืืืืจืืื ืื : ืชืืฆืืืช ืืกืงืจ). ืืืื ืืื ืืื
ืฉืื . 161ื"ืืจืืืืกืืจืืื ื, ืฆืจืคืช, ืืคื, ืืจืื ืื, ืืืืืืฉ, ืืืืืื, 160ืงื ืื, ืฉืืืืฅ โืืกืืจ ืืืจื -ืืขืจืืืืช ืขื ืืกืืจืช ืืืืจืืืช, ืขืฉืืจืืช โืืืืืืช ืืืืจืื ืืืื ืื ืืจืื ืขืืื ืื ืืืื ืืช ืืืชื
ืขืฉืจืช ืืืืื ืืช ืืืืืืืืช ืืืืืคื , ืืื ืืจืืขืช ืืกืงืจืื. ืืืืงืจืืืช ืืืืื ืืืช ืจืืืื ืืงืืคืืืื ืฉืื , ืืคืืืืืืงื, ืืขืกืงืื, ืืืชื ืืืื ื ืืืง ืืชืืืื ืืชืจืืืช. ืืงืืืืช ืืื ืืื
. ืืืฉืงืขืืช ืืืืกื ืชืจืืืช ืืืืฉื, ืืืฆืื ,ืืืชืืื ืช ืืืฆืืช ืืขื ืคื ืืชืืืจืืชืชืืื ืืืืจืงืืืืืืช ืืฆืืื ืืช. ืืจืื ืืกืจ ืืืืื ืืช ืืชืคืชืืืชืฉ, ืืื ื ืืจืืื ืืจืืื ืืืืชื ืืืืื ืืงืื ืกืืกืื ืืืืช
ืืืืืืืชื ืืืืื ืืืืคื, ืืชืืืืช ืืืชื ืืืืื ื ืืฉืื ื ืืกืฃืืจืืื ืืื ื ืกืคืืจื ืืืืืื ืขื ืคื ืืชืืืื ืืืืข ืขืฆืื ืื ืื ืืืื. ืื ืืืขืื ืืืืชื ืืืืจืืช ืื ืืื ืืืฉืืืืช, ืืกืืคืืจ ืืืืชื ืืืฉืืืืืืืขืืงืจ ืืงืจื ืฆืขืืจืื , ืชืืจืืชืืชืืืืืคืืื ืื ืืืื ื ืืืืืจื ืืช ื, ืืืืื ืืืืืื
(Anholt-GMI, 2005-4)162. ืืกืงืจ ืืืฆื ืืจืืฉืื ื ืืืื ืืืชืืืืจ ืืืขืจืื ืืช ืขืจืื ืืืชื .(Sinclair, 2004)163 ืืจืื ืืคืจืืงืืคืืชื ื ืืงืืืืืืื . ืืืื ืืื ืืกืคืืืืืืืื ื
ืืืฉื ืืืฉ ืืืืื , 2006ืฉื ืขืจื ืืจืืขืื ืืจืืฉืื ืืฉื ืช ืืื ืืช ืืืืืฉื ืืกืงืจ ืืื ืืืชืื ื
ืกืงืจื ืืกืงื ืช .164ืืืืื ืงืจืืงืืืจืืชืืขืงืืืช ืกืขืจืช , ืื ืืชืื ืืคืืืขื ืืชืืืืช ืืืืชื ืืื ืืืื ืื ืืชืจืืฉ ืืืจืืข , ืื ืขืืืืช ืื ืฉืื ืืืคื ืืืื ืืช ื ืฉืืจืืช ืืฆืืืืช ืืืืจื ืืื ,ืืืืืฉื
ืืกืงืจ ืืื ืืืชืื ืืืื ืืช ืืฉืืฉื .165(Anholt-GMI, 2006-1) ืืืฆืืช ืืืคื ืืขื ืืฉืืขืืชืืฉืื ืืืชืื ืืืืื ื , ืืืจื ืืืชื ืืืจืืคื ืืืงืื ืจืืฉืื, 2006ืฉืืืฆืข ืืจืืขืื ืืฉื ื ืืฉื ืช
ืืืืื , ืืงืื ืืื ืืืืืช; ืืฉืงืขืืช ืืืืืจื, ืื ืฉืื, ืืืงืื ืืืื ืืชืืืื ืืฆืื .ืฉืืืฆืื ืื ืืืืื ืืื ืืืืจืืคืืืืื. ืื ืืขืจืื ื ืืืื ืืืืกื, ืืฉ ืืืืจืืคื ืืขืจืื ืืืืื ืืืืฉืช. ืืืขืืื ืื
159
Kavaratzis M. (2004), 'From city marketing to city branding: towards a theoretical framework for developing city brands', Place Branding, vol. 1, 1, pp. 58-73, 2004, cb1408
ืืืืืื . ืชืืืืชื ืืขืืื ืชืคืืข, )ืืืชืจ ืืืืืื ืืคืืืช ืืืฉืืืืช ืฉืืืืจ ืฉืืื(ืืืืืื ืืืคืื ืืกืื ืืืฉ ืืืืจืกืื ืืื ืฉืงื ืื ืชืืฉืื ืืช ืืขืืจืืืช 160ืงื ืื ื ืืฉืืช . ืืืืื ืงืืืช ืคื ืื ืืื ืืืขืืจ ืืืื, Maple Leaf/ืขืื ืขืฅ ืืืืจ โืงื ืืื ืืืืขืื ืืขืืืื ืื ืืื ืืงืื ืฉืืกืืืจื ืืขืืื ืืืืื ืืืืืื
).ืืขื ืืืืืกืกืช ืืขืืชืื ืขื ืืืจืืช(ืืืืืืช ืืืขืจืื ืืืืชืืจืืชืืช ืืขืืื , ืืืืช ืืืืื ืืช ืืืืืืืชCobb C. (2006), 'A nation of warriors?', The Ottawa Citizen, Canada.com, 26th March, 2006, <http://www.canada.com/ottawacitizen/news/story.html?id=707f0114-b8f0-4b1d-be8b-a9cc22d7d429&k=74302&p=1>, cb1328
, ืกืื ืืคืืจ, ืืจืืื, ืืื ืืจืื, ืจืืกืื, ืกืื, ืคืืจืืืื, ืืืจืื ื, ืืืืื, ืืืื ื- ื ืื, ืื ืืจืง, ื ืืจืืืื, ืืืื ื, ืกืคืจื): ืืกืืจ ืืืจื( 35ืขื 11ืืืจืื ืืืงืื 161 . ืืืจืงืื, ืืื ืืื ืืื, ืืกืืื ืื, ืืจืื ืืคืจืืงื, ืืืืื, ืคืืืื, ืืื'ืฆ, ืืฆืจืื, ืืงืกืืงื, ืืืื, ืืจืื ืงืืจืืื, ืืจืื ืืื ื
162 Anholt-GMI (2005-4), 'How the world sees the world', The Anholt GMI nation brand index, forth quarter, 2005, <http://www.nationbrandindex.com/allreports.phtml>, cb1220 163 Sinclair R. (2004), 'A brand valuation methodology for nations', Place Branding, vol. 1, 1, pp. 74-79, 2004, cb1409
ืืื ืืฆืืืจ ืื ืืื ืงืจืืงืืืจืืชืขืฉืจื - ืฉืืื ืืขืงืืืช ืฉืชืื, ืืืกืืืืขื ืืขืืื ื ืื ืืจืงืืื ืฉืื ืฉื ืืฉืืจ ืจืืชื ืืืืกื ืคืจืฉืช ืงืจืืงืืืจืืช ืืืืื 164ืืืืจ ืืื ืื ืืืคืืขื ( 2005 ืืกืคืืืืจ 30- ื )Jyllands-Posten(" ืืืื ืืก ืคืืกืื"ืืื ื ืื ืคืืฅ ืขืืชืืืฉื ื ืกืืืืจืื ืชืจืืืชืฉืืืคืืขื ืืืืืจ ื, ืืืืื
ืืชืืืืืช ืืคืจืกืื ืืฆืืืจืื ืืื ืืขื ืืืขืืจ ). ืจืืืื ืคืืกื'ืืฉืื ืืืคืืขื ืืงืจืืงืืืจืืช ืืขืืชืื , ืืฉืจืืืืื ืืื , ืฉืื ืืช ืืื ืืชืื ืขืืชืื ืื 20ืืงืจืืงืืืจืืช ืืืขื ืืคืื ืืชืื ืืจืง ื ืฉืืจืืจืืืืชืจืืคืช ืืงืจืืงืืืจืืช ืืขื ืืฉ ืฆืืืจืืขื ืืืืชืืื ื ืืืืชืืื ืืืืืื ; ืืืื ืืืจืืคืืืืืฉืช ืื ืืจืงืืืฆืืคื ืืื ืืชืคืฉืื ืื ืืขืืจ ื
ืืฃ ืขื ืคื . ืืชืืืืืืชืืฉืืืช ืืืืขืืืื ืืืคืฉ ืืืืืืืขืืื ืืืื ืืืฉืจ ืืืืืืืช ืื ืืืจืืคืืืืื ืื ืืจืืื ืขืืจืจื ืืคืจืฉื , ืื ืืกืฃ. ืืืืืืช ืืจืืื ืืขืืืืืขืงืืืช , 2006 ืคืืจืืืจื ืื ืืืจืชืืืืืช ืืกืืขืจืืช ืืคืจืกืื ืืงืจืืงืืืจืืช ืืืื ืจืง ืืืืืฉืื ืืืืืืืืช ื, 2005 ืกืคืืืืจืงืจืืงืืืจืืช ืคืืจืกืื ืืืจ ืืืฉ
ืืืืืืช ืื ืืื ืฉืื ืืจืืื ืืขืืื ืืชืืฆืื ื 1,000- ื ืืจืื ืืืขืื ื, ืืืืืกื . ืืืืื ืืืืชื ืฉืงืื ืืืกืืช, ืขื ืื. ืคืจืกืื ืืงืจืืงืืืจืืช ืืขืื ืขืืชืื ืื .wikipedia.org/wiki/http://he .ืฉื ืืกื ืืืจืืืข ืืช ืืืคืื ืืช ืืฉืืจืื ืฆืืืืืช ืืื- ืืชืืืจืืช ื, 11-ื 10-ืืื ืฉืื ื, 18- ื 15- ืืชืจืืืช ื, 6-ื 4-ืืืืฉื โืื ืืืืชื ืืจืืื ืืกืืืืื ; 14ื ืฉืืจ โืืืืื ืืขืืื ืื ื ืคืืข ืืืจืื ืื ืืจืง 165- ื 20-ืืชืจืืืช ื, 35- ื 7-ืืืืฉื ื, 31- ื 19-ืืฆืื ื; 35-ื 15- ืืจืืื ืืืืจืื ืืืื ื. ืืืฆืจืื ืืืฆื ืืืืจ ืืืจืื. 13- ื 11-ืืืฉืงืขืืช ื, 21- ื 18, 29- ื 22- ืืชืจืืืช ื, 12- ื 7- ืืืืฉื ื; 26-ื 19ืืืืจืงืื ืืืืจืื ืืืื ืฉื . 26-ื 14-ืืืฉืงืขืืช ื, 34- ื 17-ืืชืืืจืืช ื, 35-ื 14- ืืื ืฉืื ื, 34
12%ืืจืืื ืืืืฆืขืช ืืช ืืืืชื) ืืืืื ืืืืจืงืื, ืืื ืืื ืืื, ืืฆืจืื(ืืืืื ืืช ืืืืกืืืืืช ืื ืืืืืช 4ืืื . 18-ื 15-ืืืฉืงืขืืช ื, 33-ื 32- ืืื ืฉืื ื .ืื ืฉืืคืืจ ืงื ื"ืืจืืืืืื ื; ืืฉืืจ ืืขืืื ืืืืจืื ื ืฉืืจ ืืฆืื; ืืขืจืื ืืฉืืืืช ืืืจืืืืืช
Anholt-GMI (2006-1), 'Special Report โ Denmark's international image', The Anholt GMI nation brand index, first quarter, 2006, <http://www.nationbrandindex.com/allreports.phtml>, cb1416
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
46
ืืงืืงื ืงืื ืื ืืช , ืืืจืืงืจืืื ืฉืืฉืชืืขืื, ืืืฉืืช, ืื ืืชืคืงื, ืืืืื ืขื ืืืคืืื ืื ืืืขืืืฃ . (Anholt-GMI, 2006-2)166ื ืืืืืืืืืืืืช ืื ืืขืืื
ืืืื ืืืืชืื ืืืื ืืช .2.3.5
ืชืืืืชื ืืืฉืคืขืช . ืืืืืืชืืื ืืกืืืืืืืื, ืืืืชื ืืืืื ื ืืชืืคืืื ืืืชืจืื ืืช ืคืื ืงืฆืืื ืืืื
ืชืจืืืช ืืืฆื , ืืืืืืจืคืื, ืืืืื ื ืืชืืืืช ื ืชืคืกืช ืฉื ืชืืฉืืืืฉื ืขื ืืชืขืจืืืช ื ืืกืืื ืืืืืื ืืช , ืืืงืืงื ืืืืข, ืืืืื ืืกืืฆืืืฆืืืชืืกืืืื ืคืฉืื ื .ืื ืืืคืืืืื ืืฉืืจืจืืืจืชื ื, ืืืืื
ืืชืื , ื ืืกืืื ืฉื ืืชืืืขื ืืขืื ืืืืจืืจ ืืืืข ืืืื ื. ืืืชืจืฉืืืืืช ืฉืืฉ ืืื ืฉืื ืขื ืืงืื ืืกืืื, ืืคืฉืืืช ืฉื ืืืฆืืืืช โืจืืืช ืืจืื ืืกืืจืืืืืืคืื ืชืืืืช ืืืืื ื ืื. ืฉืื ืคืจืื ืืืืข
ืื ืฉืื ืืจืื ืืชื ืืืื ืืืชืืื ืื ืืขืจืื ืฉืื ืื . ืฉืืื ื ืืืื ืืืฆืืืืช ืืืืืชืืช ืืื ืื ืงืฉืจ-ืฉื- ืืืืฆื-ืืืคืงื ืืจืฅ. 167(Blichfeldt, 2005) ืืืืจืื ืืืืข ืงืืื ืืืืื ืื ืงืืื ืืืืืื
PCIโ ืชืืืืช ืืจืฅ ืืืืฆืจ โืื ืืืืืจื ืืืืคืืช ( COO โ Country-Of-Origin-Effect/ืืืฆืจืืProduct-Country-Image (ืืืื ;ืืฉืคืขื ืืขืืงืจ ืขื ืฆืจืื ืื ืฉืืื ืืืืืืฆืืืช ืจืืืฉื ื ืืืื
ืฆืจืื ืื ืืงืื ืื ืื ืืืืื ืืืชืจ ืขื ืจืืืฉืืชืืืืื ืืฆืคืื , ืืช ืืืืื ื ื ืืืชื ืืืชืจืฉืชืื(Nebenzahl, 2004)168 . ืื ืืืืื ืืช ืืืชืคืชืืืช ืกืืืืืช ืืืคืงืCOO ืืชืืืขืช , ืฉืืืื
ืืจืฆืืช ืขื ืชืืืืช ืืืฆืจ .169(Amine, Chao: 2005)ืืฉืืืงื ืืขื ืืืืื ืืช ืืืชืคืชืืืช ืืฆืจืื ืืืืืจื ืืืืืช ืืชืืืืืช ืืืฆื ืฉื, ืืืงื ืืชืืืืช ืืืืื ื ืืืืฆื ืืืชืืืื ืืื ืืืงืืฉ ืืืฉ ืืืชืจ
ืืืืืืช ืืื ืฃ , ืืืฆืจืืืช ืชืืืืช ืืืื ื ืืืงื ืืชื, ืืขืช ืฉืืจืฆืืช ืืืฆื ืืคืื; ืืืื ืืช ืืฆืจืืืืืืงืจ ื ืืฆื ืื ืชืืืืช ืืืื ืช ( ืืืจืช ืืฉืืืงื ืืขื ื ืืืจืืืืืื ืืืฉืื ืืืืจื ืืืืช ืชืืืืชื
ืฆืจืื ืื ืืขืืืคื โืืืฉืืขืืช ; ืืฉืจืื ืืืืื ื ืืจืืขื ืืืชืจ ืืชืืืืช ืืืืฆืจืื ืืืชื ืืฉืืืงืชืืืืกืก ืืจืื ืขื ืกืืจืืืืืืคืื PCI-ื .)ืืืืจื ืืืืืช ืืืืื ืืช ืืชืืจืืช ืืื ืืืืื ืืช
ืืืืืื ืืืจื ืื ื ืืืืืืืขืื ืืืฉืจ ืืืจ, ื ืืชื ืืฉื ืืชื ืืืืจื ืืื .ืงืืื ืืฉืื ืื ืืืฉืจืฉืื ืฉืืื ื, ื ืืฆื ืื ืจืื ืืงืืคืืื ืื ืืืืฉืืชืืื ืื ืืขื ืคืืื ืื ืืื ืืคืงืืืืืื. ืืชืืืืืืช ืืืื
ืขื ืืชืืื .ืื ืืืืืืืจืืื ืืงืฆืืขืืช ืืชืืื ืืฉืืืืง ืืฆื ืืขืืงืจ ืืชืืฆืื ืืืืกืจ ืืื ื ืจืื ืืกืืจืืืืืช . ืืจืืช ืืขื ืืืื ืืืข ืืงืฆืืขื ืืืืืืื ืฉื ืืืชืื ืืืื ืืช ืืืืงื ืืืฉืงืขืืช
ืืืจืืช .ืคืื ื ืกืืื ืืืฉืงืืข ืจืืฆืืืืืื ืืช ืืขืืืื ืืฉืงืขืืช ืืชืืกืกืืช ืขื ืืชื ืืืืืช ืชื ืืืืงืฉืืกื , ืืืืืช ืืชืจ ืืืขื ืืชืืื ืขืืกืืงืืืชืืืืช ืืืชืจืฉืืืืงืจืื ืขืืื ืื ืืฉืงืืขืื ืืืฉืคืขืื
ืืชืืื ืืชืืืจืืช ืืืฉื ืืืฉ .ืืืืฆืขืื ืืื ืืชืืจืืฆืื ืื ืืืืฆืืืช ืขื ืชืฉืชืืืช ืืฉืืจืืชืื ,ืืืื ืืชืืื ืืืฆืจื ืืืฆืืื ;ืืืฉืืืช ืืืืคืื ืขื ืคืืื ืขื ืืืืืืื ื ืฉืืืืง ืืืขืืงืจ ืขื ืงืืคืืื ืื
ืชืื ืฉืืืืฉ ืืขืืงืจ ืืืื ืืืืจื ,ืืจืื ืืคืจืื ืืช ืืืืจืืช ืืืฆืืื ืืืช ืืจืื ืืืืืืฉืืืืง ืืชืจืื .170(Papadopoulos, Heslop: 2002) ืฉืืืืง ืืืื ื ืืคืืืช ืืืื ืืืฉืืื
ืชืื ืืืืืจ ืืื , ืืืืืื ืืืืชืืืฉืืฉ ืืืืฆืขื ืืืืื ืืืกืืืข , ืืืืืืช ืืืืชืื ืืืกืืกืืชืคืงืื
ืืืชื ืืืื ื ืืขื ืขืฆืื ืืืืื . 171(Supphellen et al., 2002)ืฉืื ืืชืจืื ืืชืื ืืืืคืืื ื ืืืืื ืืืืจืืช ืืฆืจืื ืชืื ืืืืืช , ืืื ืืืคืืื ืื ืืื. ืืฆืจืืืืกืคืจ ืืืคืืื ืื ืืืืืืืื ืื ืงืืืช ืจืืืช .197ืืืืื ืื ืืืื ืืจืืช ืืืืืื ืืื ืืืชืื ืืืื ื ืชื
166 Anholt-GMI (2006-2), 'The Anholt nation brand index, special report, Europe's international image', Q22006, viewed 8th August, 2006, <http://www.nationbrandindex.com/allreports.phtml>, cb1968 167
Blichfeldt B.S. (2006), 'Unmanageable place brands', Place Branding, vol. 1, 4, pp. 388-401, cb2301 168 Nebenzahl I. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403 169 Amine L.S., Chao M.C.H. (2005), 'Managing country image to long-term advantage: The case of Taiwan and Acer' Place Branding, vol. 1, 2, pp. 187-204, 2005, cb1211 170 Papadopoulos N., Heslop L. (2002), 'Country equity and country branding: Problems and prospects', Brand Management, vol. 9, no. 4-5, pp. 294-314, April, 2002, cb1119 171 Supphellen M., Nygaardsvik I. (2002), 'Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model', Brand Management, vol. 9, no. 4-5, pp. 385-395, April, 2002, cb1110
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
47
,ืฉืืืงื ืืขื ืืืืฆืจื ืืืฆืื ืืืืชืจืื ืฉืื ืืืืฉืจืื , ืืืจืืช, ืืคืขืืื, ืืืื ืืืฉืื ืชืืืจืืืฉืื ืจืืฉืื ืืชืืืื ืขื . ืืืื ืืช ืืืืฅ ืืช ืืฉืืืืฉ ืืืื ืฉืืืืง ืืกืืจืืืืื ืืืืืชืืื ืืจืฉืืช
ืฉื ืืืืื ืืืื ื ืืืกืืืืขื ืืงืื ืืชืจื ืืืืืืืืืืฆืื ืืืคืืื ื ื ืืืื ืืืืืจ ืืจืฉืืืืช ืืืืื ื ืื ืืืช ืชืื ืชืืืื .172(Quelch, Joez: 2005) ืืืืฆืจืช ืืืืื ืืืฆืจืื ืืืืืื ืืืืืจ , ืชืืืื
ืืืจืืืืื ืืืกืืืืืืื ืืืื [ืฉืืืื ืืืขืืจืืืช ืืชืืืื ืืืืชืื ืืืืช ืืคืขืืืืช ืืื ืฉืื ืกืืื ืื ื ืืชืื ืชืืืืช ืืืืชื ืืืฉืืืืชื ืืชืืืืช ืืชืืจ .173(Florek; Dzenovska, 2005)] ืืืฆืืื
ืืืืื ืืืืช , ืืืืฉืืช, ืืืชืืจ ืขืืฆืืืช(ืืืื SWOTืืืกืืจืช ื ืืชืื , ืืชืืืื ืฉื ืืืื ื ืฉืื ื ืงืืืืช ืฆืืื ืืืืจืืขืื ืืืกืืืจืืื , ืืืืืจืื, ืืืืจ ืืื ืืืืจืช ืืืืื ื ืืกืคืจ ืชืขืฉืืืช ).ืืืืืืื
,ืชืื ืฉืืืจื ืขื ืงืื ืกืืกืื ืืืืช, (Johnston, 2004)174 ืืืืฆืืื ืืืืชื ืฉืืืื ืืืกืืก ืืกืืคืืจ, ืชืืืืช ืืืืฆืขืช ืืืืืช ืืืืืช ืงืจืืื ืืืฆืืืืชื .ืจืืื ืืคืขืืืืช ืืืืชืื ืืืงืฆืืช ืชืงืฆืื
awareness set/ืืืจืช ืืืืื ื ืืืืืื ืืงืืืฆืช ืืืืืขืืช .ืชืืขืืจืจืช ืืืืืืื, ืคืฉืืื, ืืืื ื choice/ืืืฉื ืืงืืืฆืช ืืืืืจื, consideration set/ืืฉื ืืงืืืฆืช ืืืชืืืืกืืช, ืฉื ืงืื ืืืขื
set ; ืจืืฉ ืืืืืืื ื, ืืืื, ืืืืจืื, ืืช ืืคืขืืืง[ืืคืขืืืืชื ืื ืคืืื ืฆืืืืืืืืชืจ ืืืืืืืืืื, ืืคืชืืขื(ืืกืืจืืืืืช ืืืชืื ืืืฆืืืช ืืื ืืจืื ืงืจืืืืืืืช .106(Kotler et al., 1993)] ืืืฆืจืื
ืืขืืจืจืช , )ืืืืงืืช ืืื ืื ืจืืช(ืืื , )ืืืืืืืช ืืืืืื ื(ื ืืชื ืช ืืืขืืืช , )ืืืืจื, ืขืืฆืจืช ื ืฉืืื) ืืขืืช ืืฉืืขืืช ืืฆืจืื(ืจืืืื ืืืช , )ืืืืื ืช ืื ืฉืื ืื ืขืืจ ืืชื ืืืืช ืฉืื ื(ืืืืืืฆืื . 175(Anholt, 2006)] ืคืจืงืืืช ืืืฉืืื[ ืชืืืืื ืืืจื
, ืืจืฉืืช ืืืืฉ ืืืื ืืืช ืืืฉืืชืืช ืืชืืื ืืืชืื ืืืืื ืืช. ืชืจืืืช ืืืืง ืืืืชื ืืืืื ื
ืืืฉืืืื ืืืืื , ืชืืืืจืืืช, ืืืงืจืื ืืืคืืจืืื, ืขืืืืื ืืฉืขื ืื ืืขื ืืืื ื ืืชืืื ืืืจืืขืืืื . (Rainisto; Lodge, 2004)176ืืืื ื ืืชื ืืืืื ืจืืืืืืช ืืคืงืืืืืืช ืืื ื ืืชื ืืืืขื
ืื ืืืชืืื ืืืืืื ืืช ืืืจืืื ืืืจืืื , ืืืืงืจืื ืืงืฆืืขืืื ืขืืื ืืืฆื ืืกืืกื, ืขื ืืืชืืงืื ืืื ืื ืืขืืื ืื ืืฉ. ืืืืฆืขืืชื ืื ืฉืื ืืืืฉืื ืชืคืืกืืช ืืืคื ืืืืช ืืืืืืช ืฉื ืืืื ืืช
ืืื ืจืง ืืฆืืื ืืช )177ืกืคืืจืืืฉืืื ืืืืื (ืฉืืืื ืืช ืชืชืืจื ืื ืืื ืื ืขื ืืฆืืื ืืช ืชืจืืืชืืช ืืืืฉืืจ ืืชืจืืืชื ืืืืื ืืืืชืืจ ืืชืืื ืืืืืจืช ืืืชืืื ืช ืืจืืืื ืืืฆืืช ืืืฉืื . ืืืืืืชืืืจื . ืืฆื ืืืงืืืื ืืืืืจื ืืช ืืืคืืคืืืืจืืช ืืืืชืืืช ืืขืืงืจ ืืงืืื ืืขื ืฆืขืืจืื, ืืืขืืจ
ืืื ื ืฆืขื ืจืืฉืื , ืื ื ืฆืื ืืจ ืืืืื ืืืืืืื ืืงืืืื ืชืืืืช ืืืชื ืืืืื ืื, ืืขืืืื ืื ืชืจืืืชืื ืขื ืื ืืืืื ืืช ืืขืืื ืืืืืคื ืชืจืืืช ืืื ืื ืืื , ืืืกืงื ื ืื ืืืขืช ืืจืื ืืืืืืืช ืืื. ืืืืืื
(Anholt, 2005)178 . ืืืฆืื ืืชืจืืืชื โืืืืื ืงืืืกืืช ืืื ื ืืืคืจืืช ืืกืืื ืืืืื ืืืช ืืืื ืืืืืชืจืืกืื , ืืืื ืืคืืืื(ืฆืืคืื ื ืืื ืื ืืจืืื ืืืืืืืก ืืืืืื 2ื ืืกืืืฃ ืฉืืฆืืื, ืืืจืืงืื-ืืืจืื
ืืืืืคืืื ืืช , "ืืืคืืื ืืืืื ืื"ืืื ืืืื ืื . ืืืชืืืืืืช ืืื ืขื ืงื ืืืืืืจ ืืืืืืืื, )ืืืื ืืื ืืืืืืืืช , ืื ืืื ืืกืื ืขืื ืืื ืจ ืืฆืื ืืืืง ืืืืืจืื ืืกืจื 'ืื. ืืืืืคืจืืืืืื ืชืจืืืชื ืืืืืคื
. (Martinez, 2005)179ืืกืืืช ืืขืืืืช ืืืืกืจ ืืฆืืืืช ื
172 Quelch J., Joez K. (2005), 'Positioning the nation state', Place Branding, vol. 1, 3, pp. 229-237, cb2103 173 Florek M. (2005), 'The country brand as a new challenge for Poland', Place Branding, vol. 1, 2, pp. 205-214, 2005; Dzenovska D. (2005), 'Remaking the nation of Latvia: Anthropological perspectives on nation branding', Place Branding, vol. 1, 2, pp. 173-186, 2005, cb1214 174 Johnston Y. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403 175 Anholt S. (2006), 'Why brand? Some practical considerations for nation branding', Editorial, Place Branding, vol. 2, 2, pp. 97-107, 2006, cb2309 176 Rainisto S. (2004); Lodge C. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403 177
Sya L.S. (2005), 'Young talented andโฆ Helping to build brand Malaysia', New Straits Times Online, 25th December, 2005, <http://www.nst.com.my/Current_News/NST/Sunday/Features/20051225085215/Article/indexb_html>, cb1019; Lukuz J.Y.T. (2006), 'Brand Ghana: A golden experience - Part VI', ghaneweb.com, 7th July, 2006, <http://www.ghanaweb.com/public_agenda/article.php?ID=5493>, cb2031; Lukaz J.Y.T. (2006), 'Brand Ghana โ A golden experience โ part VII', allafrica.com, 31st July, 2006, <http://www.ghanaweb.com/public_agenda/issue.php?PUBLISHED=2006-07-31&CAT=4>, cb1950 178 Anholt S. (2005), 'Journal of Brand Management's special issue: Nation Branding', allaboutbranding.com, viewed 8th June, 2005, <http://www.allaboutbranding.com/index.lasso?article=242>, cb0616 179 Martinez I. (2005), 'Romancing the Globe', Foreign Policy, November-December 2005, pp. 48-56, cb0912
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืกืืืืื ืื ืืืจื ืื ืืื ื ืืืืื ืืฉืื ืื ืขืืืืช , ืืขืช ืืืืืืืืืืืง ืืชืื ื ืืชื ืืืฆืื ืืืืืช ืืื ืืืืฆืขืืช ืฉืืืื , ืืื ื ื ืืืืฆืขืืช ืืืืงืช ืืจืืฉืืจืื ืื ืฉืืืืจื ืจืืื, ืืงืจื ืงืืื ืืขื ืืจืื
ืืืืจื ืื ). ื ืืกืคืจืืช'ื ,ืงืืื ืืข, ืจืืงืื, ืืืื ืืช(ืืกืจ ืชืงืฉืืจืชื ืืืกืืจืช ืืื ืืืืืจ ืคืืคืืืืจืืื ืืงืื ืืืขืืจืช ืชืฉืืืช ืืืื ืืืจื ืื ืืื ื ืืชืคืืก ืืช , ืฉื ืืช ืืืืกืืืจืื ืืืื ืืืจืื ืืืืืื
ืืฉืื ืฉืื ืฆืืืงืื ืืืืืื . ืฉืืจืื ืืืจืื, ืืืกืืงื, ืืืืืจ, ืืื ืืืืฆืขืืช ืกืืคืืจืื, ืืกืจ ืืฉืื ืข. ืืืืชืืืืืืืืื ืชืคืงืื ืืจืืื ืืืกืืจืช ืืืืืฅ ืื, ื"ืืจืืืืืจ ืืืช ืืืงืจื ืฉื . ืื ืืืืืื
โืืืจื ืืืืืืฆืช ืืืคืขืื ืืช ืชืขืฉืืืช ืืชืจืืืช ืืคืืคืืืืจืืช ืืื ืืืืฆืขืืช ืืืืก ืืืืฆืจืื .180ืืื ืืืืฆืขืืช ืคื ืืื ืืืขืืืช ืืจืืฉื ืืขื ืฃ; ืขืืจืืื ืืฉืืงื ืื, ืชืกืจืืืืื, ืืืืืื
ืืืื ืืืืชืื ืืืกืืจืืื .2.3.6
ืืชืืจืช ืืืืชืื ืืขืืื ืืช ืืฉ ืฆืืจื ืืืืืจืช ืืกืคืจ ืืืฉืื ืืืชืขืืงืืช ืืืกืืจืช .101ืืืชืื ืฉืืฉ ืืืืืืจ ืจืืฉืืืืืืฉื ื. ืืืืคืฉืจืื ืืืืฉ ืืืงืฆืืข ืืืชืืื ื ืื ืชืื ืืจืืืื ืืืืชื, ืืกืืืืืืืขืืื ืืฉืืฉ , ืขืืฆืื ืื ืฉืืืื ืฉืืื, ืกืื, ืฉืื, ืืื ื, ืฉื: Brand/ืืืชื ืืื โ ืฉืื
ืืืืื , ืืืฆืจืื ืื ืฉืืจืืชืื ืฉื ืืจืืื ืืื ืื ืงืืืฆืช ืืจืืื ืื, ืืชื ืืืืืืช, ืืืืืื ืืจืขืืื ืืชืืชืจืื ืืช , ืืืคืืื ื ืืืืฆืจ: ืืกืืจืช ืืจืืืืื ืืชืืืง ืืืืชื .ืืืืชื ืืืื ืฉื ืืืชืืจื
ืชืจืืืช , ืขืจืืื ืฉืืืืฆื, )ืืืืืืฆืืื ืืืื ืืคืื ืงืฆืืื ืืืื( .ืืฉืชืืฉ/ืฆืจืืืืืฉืืืช ืืืืชื ืืืืคืืื ื , ืืจืืื ืืช
ืืื - ืืืืชื ืื ืงืืืช ืจืืืช ืคืื ื ืกืืช ืชืืืืืจ ื ืฉื ืืืืฉื ืืืืืช ื ืืกืื ืืืชืืืืืืืืช : Brand Equity/ืืืืชื
ืืืืกืืคืื ืื ืืืจืขืื , ืืกืื ืืืืชืืืืืืืจืื ืืฉื ืืืืฆืจ ืื ืฉืืจืืช , ืืชื ืืืืช, ืจืขืืื ืขื ืืืืืขืจื ืืืกืืคืง
. ืื ืืืงืืืืช ืืืชื ืืจืืื/ืืืจืืื ื
ืจืืช : Brand Assets/ืืืชืืื ืืกื ืืคืืื โ ืฉืืืฉืืืืฉื ืืืืจื ; ืืืืจืืช ืืืืื โ Recognition/ืืืืื(ืืืืขืืช ืกืืื (ืืืืืช ื ืชืคืกืช , )Recall/ื ืขืืจืช- ืืืชื/ื ืขืืจืช
ืกืื , ืืฉืืขืืช(ืืกืืฆืืืฆืืืช , )ืืืืื ืืืืืจ, ืืืืืฅื โืืจืืื ; ืืฉืืืขืืช ืจืฆืื ืืืืื โืฆืจืื (ืื ืืื ืืช , )ืืืืืจืืื ืืชืืจืืืื ). ืชื ืื ืกืืจ ืืืชืจืื ืชืืจืืชื, ืคืื ื ืกื ืืจืืื
ืืืขืจืืช ืฉืืื ืืืฉืืฉืื ืืืืชื ืืื ืขืฉืจืช ืืืืืืืืืจ ืคืจืืืื ืฉืฆืจืื ืื ืืืื ืื : ืืืืืืื ืืืืชื ืืืื ืืื
ืืืืืช , ื ืืื ืืช/ืฉืืืขืืช ืจืฆืื, ืืชืืืฉืื ืขื ืจืืืฉืช ืืืืืฉืืืช , ืขืจื ื ืชืคืก, ืคืืคืืืืจืืืช/ืื ืืืืืช, ื ืชืคืกืช, ื ืชื ืฉืืง, ืืืืขืืช ืืืืชื, ืืืคืืื ืื ืืจืืื ืืื, ืืืืชื
. 181,256ืืืืจ ืฉืืง ืืืคืฆื
ืืืื ืืืืืช ืืืคืืื ื ืืืชื ืืืื: Brand Identity System/ืืืืชื ืืืืชืืขืจืืช โ ืจืืืขืืืืฉื ืขืืื ืืืืฆืืื ืืช ืืจืขืืื ืืช ืืืืืจืืื ืืืืชื; ื ืกื ืืคืชื ืื ืืฉืืจืืฉืืกืืจืื ืืืืชืื
. ืืฆื ืืืจื ืืืจืืื ืืืฆืืืขืื ืขื ืืืืืื ืืฆืจืื
180 Teicholz N. (2002), 'Privatizing Propaganda', Washington Monthly, December 2002, <http://www.washingtonmonthly.com/features/2001/0212.teicholz.html>, viewed 4th February, 2005, cb0127; Riding A. (2005), 'Entr'acte: An old weapon revived: US cultural diplomacy', International Herald Tribune, 27th October, 2005, <http://www.iht.com/articles/2005/10/26/news/entracte.php, cb0914; Hughes J. (2005), 'Cultural diplomacy is key to winning hearts and minds' Christian Science Monitor, 26th October, 2005, <http://www.csmonitor.com/2005/1026/p09s02-cojh.html>, cb0915; Snyder A. (2006), 'Public diplomacy 10,000 pound gorilla: it's everywhere' USC Center on public diplomacy, 4th August, 2006, <http://uscpublicdiplomacy.com/index.php/newsroom/johnbrown_detail/060807_pdpbr>, cb1939 181
< http://www.interbrand.com/best_brands_2005_FAQ.asp>
ืืจืืืื ืืืืชื. 2.3.6.1ืืจืฃ
ืืืคืืื ืื
ืืชืจืื ืืช
ืขืจืืื
ืชืจืืืช
ืืืฉืืืช
ืืฉืชืืฉ
ื ืืกื ืืืชื . 2.3.6.2ืืจืฃ
ืืืืขืืช
ืืืืืช ื ืชืคืกืช
ืืกืืฆืืืฆืืืช
ืืกืืฆืืืฆืืืช
ื ืืื ืืช
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
49
Brand Identity/ืืืืชื ืืืืชืืื ื โ ืืืืฉืืืืฉื Structure ืืืคืืื ื ืืืืชื ื ืืืืชืืขืจืืช ืืืืง ืืช
, ื ืฉืืช ืืืืชื, ืืืืช ืืื ืกืืคืืช(ืงืืืขืื Core/ืืืื, ืืืืืืืช ืืืจืืื, ืื ืืืจืืื ืืืืฆื, ืืืื ืืช ืืขืจืื ืืกืื
Value/ืืืจืืืฆืขืช ื) ืืืืืืืื ืืืขืื ืขืจืืืืคืืื ืื Proposition ืืจืืืืื , ืืืฉืืืช ืืืืชื, ืคืจืืื(ืืฉืชื ื
). ืืืืจืื ืืืชืจืื ืืช
Brand Identity/ืืืืชื ืืืืชืคืจืกืคืงืืืืืช - ืฉืืฉืืืืฉื Perspectives ืขื- ืืจืืืื 4- ืืืืืชื ืืืืืช ืืช ืืืืืง
, ืืืคืืื ืื, ืงื ืืืชืื(ืืืืชื ืืืืฆืจ : ืืจืืืืืืืืจืืื , )ืืจืฅ ืืืงืืจ, ืืฉืชืืฉืื, ืฉืืืืฉืื, ืขืจื/ืืืืืช
, ื ืืกืื ืืืืฉืืจืื, ืชืืื ืืืช, ืื ืฉืื, ืขืจืืื ืืชืจืืืช(ืืืื , ืืืฉื ืืช, ืืืืืช ื ืชืคืกืช, ืงืืืืืืืก ื[ืืืคืืื ืื
โืื ืืช [ืืืืฉืืืช , ]ืืืงืื/ืืืืืื, ื ืืืืืช ืืืฆืืื, ืืฆืจืืืืขื , ืืขืืืื, ืฉืื โืืชืืืืืช ;ืืฉืื ืืืื ,ืืืืชื ;ืืฆืืืื ืืื, ืืืืื โ ืืฉืจืื ;ืืืืืื ืืืืื, ืชืขืืื
ืืืืืืจ ืืืืข ืงืฉืื โ ืืืกืคืืก ;ืจืื ืืงืกื โืชืืืื 182(Opoku, Hinson; 2006) ;ืชืื ืืชื ืืขื ื ืืฉืืืืช :ืืืื ืื ืืืจ ? ืืื ืืกืื? ืื ืืฆืจืื ืืฉ ืืืคื ืืืืชื
ืืืืื (ืืืกืื , ]ืื ืืื ืืืืจ ืื ืืืื ืืื ืืืืจ? ืืื .)ืืืจืฉืช ืืฉื ืืืืชื, ืืืคืืจื, ืืืืืืื
ืืืืจืจืืื ืฉืืืช โืืจืืฉืื ื . ื ืืฆืืืช ืืกืคืจ ืืืืืืช ืืกืืจืืืืืช ืืืืื ื ืืคื ื ืื ืื ืืืชื
ืืืืืชืื ืืืื ืืืื ืืื ืืจืืืื , ืืืืื ื ืืืจืืื ืืืืืื ื ืื ืืืืชื ืชืืืืืื . ืืืืชืืืชืชืืืื /ืืืฉืืืื/ืืื ืฉืื ืื ืืืืืจืืืื ืฉืืคืืชืื ืืืช, )ืืืชืื ืืืืื ืืื ืืืื( ืืืืฆืจ ืืืืืื
ืื , )ืืฉืงืขืืชืืฆืื ืื, ืืชืืืจืืช ืื ืืื ืืขื ืคื, ืืื ืืืืจ ืืืืืจ ื ืืืืืืชืื ( ืคืขืืืืช ืืืืืจืืืืืคืืื ื ืขื ืคืืื , )ืืื ืืฉืื ืืืฉืื ืืืื ืขื ืฃ ืืขื ืฃ( ื ืืืจืืืื ืืืืื ืืืืชื ืฉืื ื ืืื ืื
. )ืืชืืืจืืช ืฆืืืื ืืช, ืืช ืืืขืชืืืจ, ืืืชืื ืฉืื ื ืืชืืืจืืช ื ืืคืฉ, ืืืืืื, ืืขื ืฃ ืืชืืืจืืช( ืืืขืืืืืคืืฆื ืืืฆืจ , ืืืืื ื โืืืื ืืืจื ื ืืชื ืืกืืช ืืืืชื ืื ืืืจืืืืื . ื ืืชื ืืืกืืช โืืฉื ืืื
ืืื ืืืืจ ืฉื ืืืชื ืืื . ืฉื ืืืืชื โืืฉืืืฉืืช .ืื ืืืจื ืืืฆืื ื ืืืจ, ืืืืื ื ืืืจืฆืืช ืืืฅื ืืื ืื ืฉื ืืืชื ื ืืื ื, ืืืื ืื ืฉืืืื ืฉื ืืืชื ืืืืื ืืื, ืืื ืืืื ืืืืจืืืืื
ืื , ืืื ืืขืฉื ืืื ืืฃ ืืืืชื ืืืืื ื. ืืื ืืฃ โืืจืืืขืืช . ืชืืืื ืคืขืืืืช/ืืืืจืื/ืขื ืคืืืืืื ืืืืืคืื ืืื ืชืืืืฅ ; ื ืืืื ืืืืจ/ืขื ืฃ/ืืืืจืื ืืชืืื ืคืขืืืืช/ืขื ืคืื/ืืืื ืืชืืืื ืืคืขืืืืช
โืืืืืฉืืช , ืืืืกืืฃ. ืฉืืชืืฃ ืคืขืืื ืขื ืืืชืื ืืืื ื ืื ืืืชืืื ืขืกืงืืื ืืงืืืืื ืืืืคืฆืื ืฉื ื ืืชื ืืกืืช โืืืกืืจืช ืืืชื ืืืืื ื ืืืืจืืืืืื ืืืื ืืืื ืืชืคืงืื ืฉื ืื . ืชืคืงืื
ืฉืืืืื ืืช ืื ืืืชื ืืืืจ ืื ืืืืื ื ืืชืจืื ืืช, ืืืชื-ืชืช, ืืืชื ืืกืืจืืื, ืืฉื ืืืืืชืื .Silver Bullet โ ืืืืืื
ืขืฉื ืืืืฆืขืืช ืงืืืช ืืืืื ืขื ืืืฆืื ื Brand Identity Implementation/ืืืืชื ืืืืชืืืฉืื โืืืืฉืืช ืืืกืื , ืืืจืืื, ืืืืชื ืืืืฆืจ โืืฉืื ืืจืืืื ืืืืชื .Brand Position/ืืืืชื
ืืืืืชืืืืืจื ืืื ืืืืคืืื ื ;ืงืื ืืขืืืืืืจ ;ืืืืืืื ืืืืชืงืืืฆื ืฉื ืืืคืืื ื - ืชืืืจ ืชืชืืืืื ืจืืืืืฆืืืจืช , ืื ื ืืชื ืืฉืื ืืืชืจ ืืืื ืืจืืืืื(ืืฉืืืื ืืืกืืจืช ืืืกืจ ืืชืงืฉืืจืชื
182
Opoku R., Hinson R. (2006), 'Online brand personalities: An exploratory analysis of selected African countries', Place Branding, vol. 2, 2, pp. 118-129, 2006, cb2308
ืืืืชืืืื ื ืืืืช . 2.3.6.3ืืจืฃ
ืืืื
ืืฆืขืช ืืืจ
ืืืืช ืืืืชื' ืคืจืกืค. 2.3.6.4ืืจืฃ
ืืืื
ืืฆืขืช ืืืจ
ืืืฆืจ
ืืืฉืืืช ืืจืืื
ืกืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
50
ืชืชืงืืื ื ืืืืืืช ืขื ืืชืืื ืช , ืืืืกืืฃ ;ืืืกื ืืื ืืืชืืจืืืืชืจืื ืฉืืขื ืืงื ืืืืชื ,)ืืืกืจ .12,183(Aaker, 1996; Kotler, 2003: 418-436)ืืืืฆืืข
ื ืืชื ืืืคืืื ืืจืืข , ืื ืืชืื ืืืกืืืจื ืฉื ืืชืคืชืืืช ืชืืจืช ืืืืชืื. ืืืืืื ืืชืงืืืื ืืืืชืื
ืื ืื ืื . 70-ืฉื ืืื ืืฉื ืืช ื Mind-Share Branding/ืืื- ืืืชืื ื ืชื โืืืจ ืจืืฉืื .ืืืจืืชืืื ืชืคืงืืื ืืืจืืื ืืืืืฉ ื ืชื , ืืขืืจ ืืืืคืืื ื ืืืฆืจ ืืกืืกืืื, ืืืืชื ืืืืฆื ืืืืช ืืืฉืื . 35(Ries, Trout: 1986)ืืืื ืฉื ืืืฆืื ืืืืืื ื ืคืืชืื ืืชืจืื ืืืกื ืืชืืืขืช ืืฆืจืื ืืืืฆืขืืช
ืื ืื ืื ืืืืชื ืืขืืจ . 90-ืฉื ืืื ืืฉื ืืช ื Emotional Branding/ืืื ืืืืืืฆืืืืชืื โืืืจ ืฉื ื
ืืืชืคืงืืื ืืืคืฉืจ ืืฆืจืื ืืคืชื ืขืืื โ ืื ื ืืืืืืืื ื โืืืืืช ื ืชืื ื ืืืคืืื ื ืืืฉืืืช ืืขืจืื , ืฉืืืืืช, ืืืืืืืืกืื ืจืืฉืืช ืื ืืชื ืช ืืขื ื ืืฆืจืื ืืขืจืืช. ืืขืจืืช ืืืกืื ืจืืฉืืช
ืืืกืืจืช ). ืืกืืืืืจืจืืืืช ืืฆืจืืื ืฉื ืขื ืืกืืก ืืืื(ืืืฉืืช ืืืืฉืื ืขืฆืืืช ืฉื ืืืงืื ืืืืืืื โื ืืจืงื ืืืื ืืืืืืจ ืฉืื ืงืื ืกืคืืื ืืงืฆืืขืืื ืืืชืคืชืืืช ืืืืชืื ืืืืืฆืืื ืื
ืืชื ืืืฉ (ืืกืืจืืืืืื ืืืชืืืืช , )ืืฆืจืื ืืืืืืืช ืืืืื ืืฉืืคืืจ ืืขื ืขืจื ืืืฉืืขืืช(ืืืชืืืืช ืชืจืืืช ืืืืชื ืืฉืืขืืช (ืืืชืื ืืืืคืืื , )ืกืืืืชืืืืืืืื ืืืืืืช ืฉื ืืฆืจืื ืืืืืชื ื, ืืฉื ืืืฉ ืขื ืืืืืจ ืืืืจืืช(ืืืชืื ืืจืืืื ืืกืื , )ืืืืืืืช ืืืคืขืืืืช ืืฆืจืื ืืื ืืืจื ืืืื
ืืืืจื ืืืจืืืืช ืืื ืืคืฆื ืืช ืืงืื ืืื ืื ืฉื ( DNAืืืชืื , )ืืืืขืื ืืืืฆืืืืช ืืฆืจืืืื ืื ืื ืืื ืืฉ (ืืืชืื ืกืืืืชื , )ืืืืชื ืืืืืฆืขืืชื ืืืคืฉืจ ืืฆืจืื ืืืืืืจ ืืืืื ืื ืืื
.28)(Bedbury, 2002] ืจืืืื ืืืืช ืืื ืืฉืืืช, ืฉื ืืืฉ ืขื ืคืฉืืืช[ ืืืชืื ืขืจืื ืืกืื, )ืืฉืืขืืช
ืื ืื ืื ืืขืืจ ืืืืืช . 2000ืฉื ืืื ืืฉื ืช Viral Branding/ืืืชืื ืืืจืืื โืืืจ ืฉืืืฉื ืฉืจืื ืืกืืืื ืืืจืช ืืื ืื ืกืืืื ื, Cool & In โ ืืจื ืืืืืืืคืืื ื ืืืฉืืืช ืขื ืืืืชื ืืืืืช
ืืืฆืืืืืืช Cool Hunt-ืืขืกืืง ื, ืื ืื ืืืืชื ืืขืงืื ืืืจ ืืืืืชืชืคืงืื . ืืืืจื ืืชืชืืจืืชืืช ืฉืืืืง ืืืช ืืืืจืช ืืืืชืื ืืืืืจืืื ืืืืืชื ืืืคืื ืืืื . ืืชืจืื ืืชืื ืืืฉืืืช ืืืืชื
Buzz Marketing โ ืืืืฉื ืืืช ืืืืื ืืชืืงืฆืืขืืืช ืืืชืจืืช ืืืงืืืืืื ืชืืช ,ืืืืขืืคืื(Hughes, 2005: 2)184, ืืืืื-ืคื- ืคืจืกืื/WOMA โ World-of-mouth-advertising Silverman),
Viral/ืืคืจืกืื ืืืจืืื Viral Marketing (Gladwell, 2002)186/ืืืืื ืฉืืืืง ืืืจืืืื 25185 :2001)Advertising187.
, ืื ืื ืื ืืขืืจ ืืืืืช. 2004- ืฉื ืืื ื Cultural Branding/ืืืชืื ืชืจืืืชื โืืจ ืจืืืขื ื
ืืืื Cultural Icons188/ืชืจืืืช ืืืืืืขื ืืืืชื ืืืชืืจืืช ืืื , ืืืช ืืืจื ืืืืชืืืืคืืื ื ืืืฉืื ืืืคื ืืืืชื ื, ืืชืืจืืืชืงืฉืืจืชืืื ืื ืืกืจืืขืืื ืจืืื , ืืฆืจืื ืืืืืืืช ืืชืฉืืืช
183 Kotler P. (2003), 'Marketing Management', Prentice-Hall, 2003, ISBN 0-13-033629-7, chp. 14, pp. 418-436, cb1605 184 Buzz Marketing. Captures the attention of consumers and the media to the point where talking about a brand or company becomes entertaining, fascinating and newsworthy (Buzz starts a conversation). Web Buzz tools: Talkbacks, Chatrooms, Community websites, Blogs, Vlogs, e-mails and Mash-ups. Hughes M. (2005), 'Buzzmarketing', Portfolio, 2005, ISBN 1-59184-092-9. p. 2, cb1607; Goo S.K. (2006), 'Art and marketing all mashed up', washingtonpost.com, 2nd August, 2006 185 Word-of-mouth Marketing. Communication about products and services between people who are perceived to be independent of the company providing the product or service, in a medium perceived to be independent of the company. Silverman G. (2001), 'The secrets of Word-of-mouth Marketing', Amacom, 2001, ISBN 0-8144-7072-6, p. 25, cb1607 186
Viral Marketing. Ideas, products, messages and behaviors spread just like viruses. The three characteristics of epidemics โ one, they are contagious; two, the fact that little changes can have big effects; three, that change happens not just gradually but at one dramatic moment (rise or fall). Epidemics are a function of the people who transmit the infectious agents (based on the law of the few, categorized as connectors, mavens and salesmen), the infectious agent itself (the message and its ability to stick), and the environment in which the infectious agent is operating (the power of context in the market). See 38 for reference; pp. 7, 9, 34, cb1607
ืืืืฆืขืืช ืืืืจ ืืืงืืจืื ื ืืจืฉืืืืช ืชืคืืฆื ืฉื ืชื ื ืืช , ืืืืคืงืื ืืขืืืืืช ื ืืืืืช ืืืขืืชืื ืืืชืืื ืช ืืืชืืช, ืืขืืจืช ืชืฉืืืจื ืคืจืกืื .ืคืจืกืื ืืืจืืื 187ืชืฉืืืจืื . ืืืืืืื ืืืืฆืชื ืื ืืชืฉืืืจ ืจืืื ืืฆืคืื) ืืืืฆืขืืช ืจืฉืืืช ืชืคืืฆื ืืืฉืืช(ืืืื ืืืืจืืื , )ืื ืกืคืื(ืืกืืืชื ืืจืืฉ ืืงืืืช ืืชืฉืืืจืื
ืชืฉืืืจ . ืืืจืช ืืชืงืขื ืืฆืื ืืจ ืืคืจืกืื ืืืืืจืืื, ืืืืจืื ืืจืืืืื ืืืขืืจื ืืื ืืืจืื, ืฉืื ืื ืืื ืืจืื, ืคืจืืืืงืืืืืื, ืช ืืืฉื ืืืืืืืืื ืืืื ืืืืจืืืืืืคืจืกืืืื ืืืื ืืขืงืื ืืืจ , ืืืืฆืขืืช ืืื ืืืืืืืช ืืืฉื. ืืืืื ืืงืฆื ืืชืคืฉืืืช ืืืจืืกืื ืืืืืืืกืืื, ืืฆืืื ืืชืคืฉื ืืืืจ ืืืืืืืจื ืืจืฉืช ืืืื ืืจื ื
. ืืจืื ืืจืฉืช ืืื ืืงืื ืืืืื ืคืชื ืืช ืงืืืฅ ืืชืฉืืืจ ืืฆืคื ืืืงืฆื ืืคืฆืช ืืชืฉื188 Cultural Icon. A person or thing regarded as a representative symbol, especially of a culture or a movement; a person or an institution considered worthy of admiration and respect. Holt D.B. (2004), 'How brands become Icons', Harvard Business School Press, 2004, ISBN 1-57851-774-5, cb1605
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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โืฉืื ืจืืฉืื . ืฉืืืื 4- ืืืืฉืื ื ืชืืชืจืืืชื ืืืืชืืืืช ืืกืืจืืืืืช .Iconic Brand/ืืืืื ืืชืื -ืฉืื ืฉื ื ). ืกืคืืจื ืืืืืืืืื, ืืืกืืงื, ืกืคืจืืช, ืงืืื ืืข( ืืืกืืฃ ืืืืข ืขื ืฉืืง ืืืืชืืกืื
ืกืชืืจืืช ืืืืื; ืืืืืืช ืืืืืืจื ืืืืืื ืืืฆืืื ืืืืืืืืืืืืืคืืื :ืฉืืง ืืืืชืืกืื; )ืฆืืจื ืืืืชืืกืืืื ืืข ืืชืจืืืชื ืืืขืืจืจ ืืชื ืืข ืืช ื(ืืื -ืืืื ืืืื ืืืืืืืืชืจืืืชืืืช ืืื
, ืชืจืืืืืช ืฉื ืฆืขืืจืื- ืชืช ]:ืืืืจืืฉืืื [' ืชืจืืืช ืขืืืืช ืืคืจืื ื(ืืคืืื ืืขืืื ืืคืืคืืืืกืื ืขื ืืกืืก ืืืคืืื ื [ืคืืืื ืืืจืชื , ืฉืื ืืืื ืืืจืชืืื( ืชืจืืืชืืืืข ืืืืืฉ โืฉืื ืฉืืืฉื ). ืืืืืืืฉื ืขืจื ื, ืืืืื ืืื ื ืืชื ืืฉืืขืืช ืืืื, ืืืืื ืืืืกืืืจืืืืืชื ื ืืชืื , ]ืืืฆื, ืืื, ืืขืืืช ืืกืืคืืจ ืืืืชื ืฆืืคืื( ืชืจืืืชืืช ืืคืืืืืืช ืฉื ืืืืชืืืืืจืช ืกืืืืช ;)ืชืชืจืืืชื ืืืืช
ืืืืก ืืขืืื ืืชืจืืืชื ืืคืืื ืฉืืืืช ื; )ืืจืฉืช ืืืจืชืืชืืคืืขืืช ืื ืืื ืืช ืืืชื , ืืงืืืงืืืืืืืจื ืืชืืืงืื ื(ืืกืืื ืืืืชื ืืืืชืืื ืช ; )ืืงืืืืืกืืื ืชืจืืืชืืื ืืืืืืืื ืฉืื ืื(
, ]ื ืืื ื ืืืืชื[ Followers/ืืืกืืืื, ]ืฉืืืจื ืืกืฃ ืฉื ืืขืืื ืืคืืคืืืืกืื[ Insiders/ืืงืืืฆืืืืืจืช ืืกืชืืจื : ืชืจืืืชืืืจืืฃ ื ืืกืื โืฉืื ืจืืืขื . )]ืืืฆืืจืคืื ืืืืืื[ Feeders/ืืืืื ืื
ืขื ืืกืืก [ืืชืืืช ืกืื ืืคืกืืก ืืกืืคืืจ ืืืืชื ; ืื ืืืจ ืืืชืืกื ืืืขืืืชืจืืืชืืช ืืืชืืงืืช ืืฉืืง , }ืกืืคืืจ ืืืื =ืขืจืื ืืืืชื { ืืกืจ: Storytelling-ืืืฉืช ื
} ืชืืื ืื ืื ื, ืืกืืืข, ืืจืื, ืืืืืจ{ืืืืืืช , ืงืื ืคืืืงื, ืืืืจ- ื ืงืืืช ืื, ืืฆืืช ืงืื ืคืืืงื, ืคืชืื{ ืืืืืขื
;Simmons, 2001)] }ืกืืคืืจ ื ืืื, ืฉืื, ืงืื ืคืืืงื ืืืืืจFog et al., 2005)189; ืืคืืื ืืืืฆืขืืื ืืืืคืืื
ืชืจืืืช ืคืืคืืืืจืืช , ืืืืฆืขืืช ืชืืื ืืืช ืืืืืืืื( ืืืชืืกืืืจืืืื ืืคืืื ; )ืืืืคืช ืืืืืืช ืืืืชืืกืชืื , ืืืฉื ืืช
, ืงืืืื ืืืจืืื ืืืืืื โืฉืคื ( ืืืื ืืืืช ืคืืคืืืืกืืืชืืืืจืช ; )ืืืชืืก ืชืื ื ืืื ืืช ืืกืื ืคืืคืืืืจืืืช ื ืืื ืืช
, ืืืืจ ืืืืื[ ืืกืืืืื ืืืืชื-ืืืคืืื ืื ืืจืืืืืืื .188(Holt, 2004) ]ืชืจืืืชืืืืื ืืคืงื ื, ืืืฆืืข ืืืคืื ื
ืื ืืกืืื ืืืืฉ ืืืื . ืืืื ืืื ืืืจืืืื ืืืืชืื ืืืื ืืช
. ืฉ ืืคืขืื ืืืื ืืืจืืืืืืจืืืื ืืืื
, ืืืืชื ืืืืชืืืืฅ ืืช ืงืื ืกืคื ืืื ื ืืืจื ืจืืฉืืืืื ืื ืื ืืืืชื ืืืจืื ืืืืคืืื ื ืืืื ืงืืืขืื
). 1.3.7.3ืืจืฃ ืจืื (ืืืืฆืขืช ืืืจ ืืฉืชื ื
ืืืืชืืืืฅ ืืช ืงืื ืกืคื ืคืจืกืคืงืืืืืช ืืืจื ืฉื ืืืขืืจ ืืืืคืืื ื โืืืืชื ืืืืชืืชืืกืก ืขื ื, ืืืืชื
ืืืืชื ืืชืืืง ืืืจืืขื ืืจืืืืื ,ืืืื ืืืืฆืขืช ืืืืจืจืื ืืจืฃ (ืืืืฉืืืช ืืืกืื , ืืืจืืื, ืืืืชื ืืืืฆืจ โ
1.3.7.4 .(
ืืช ืืืืชื ืืืืชืืืกืืฃ ืืคืจืกืคืงืืืืืช ืืืจื ืฉืืืฉื .ืืชืจืืืชืืืื ืืจืืื
ืืืืชืขืืจื ืืื ืืืจืฆืื ืืื ืคืจืกืคืงืืืืืช ืืืจื ืจืืืขื
ืขื ืืืื ืืืงืกืืื ืืืืืื ืืืชืื ืืืื ื ืืืชื ืืชืจืืืชืขื ืืกืืก ืงืื ืกืคื ). 1.3.4ืืจืฃ ืจืื( GMI-ืฉื ืื ืืืื ื
189 Simmons A. (2001), 'The story factor', Basic Books, 2001, ISBN 0-7382-0671-7; Budtz C., Fog C. (2006), 'Storytelling: Escaping the price war', Advertising Age, 10th July, 2006, <http://adage.com/abstract.php?article_id=110443>, cb2032; Fog K., Budtz C., Yakaboylu B. (2005), 'Storytelling brand in practice', Springer, 2005, ISBN 3-540-23501-9
ืืืืื ืืืืชื ืชืืืขืช ' ืค. 2.3.6.7ืืจืฃ
ืืฆืื
ืื ืฉืืืืืฉื
ืกืื ืชืืืจืืช
ืืืืขืืช
ืชืจืืืช ืืืืจืฉืช
- ืืืื ืืจืคืื
X
VIRTUAL
REAL
ืืชืจืืืช ืืืชืืืืืช ' ืค. 2.3.6.5ืืจืฃ
ืืฆืขืช ืืืจ
ืจืืืฆ
ืืืฉืืืช ืืจืืื
ืกืื
ืืืื ืชืจืืืช
ืืืืื ืืืืชื ืืืืช ' ืค. 2.3.6.6ืืจืฃ
ืืฆืขืช ืืืจ
ืืฆืื
ืื ืฉืืืืืฉื
ืกืื
ืชืจืืืช ืืืืจืฉืช
ืชืืืจืืช
ืืืืจื/ืืฉืงืขืืช
- ืืืื ืืจืคืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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,ืชืืืจืืช โืืจืืื ืฉื ื , ืืฆืื - ืืจืืื ืจืืฉืื : ืืจืืืืื- ืื ืืืฆืจ ืืืืื ื ืืชืืืง ืืฉืืืฉื ืชืชืืชืืจืื ืืจืืื ืืืืื ืืชืจืืืช. ืชืืจืื ืืืืฉืืืืจืืื ื. ืืืืจื/ืืฉืงืขืืช - ืืจืืื ืฉืืืฉื ื
ืืกืฃ ืฉื ืืืืื ืืืกืืคืื ืืจืืื ื .ืืืฉืืืช ืืืืชื ืืชืืจืืืช ืืื ืฉืื. ืืชืจืืืช ืืืืจืฉืช ืืืชื ืืืืื ื ืืชืืืงืืช ืืืืชืคืจืกืคืงืืืืืช ,ืืกืืืื .(Gudjonsson, 2005)190 ืืืืืืจืคืื ืกืื, ืื ืฉืื, ืชืจืืืช ืืืืจืฉืช, ืืืฉื, ืืฉืงืขืืช ืืืืืจื, ืชืืืจืืช, ืืฆืื: ืืจืืืืื ืืฉืืื ื
. ืืืืืืืจืคืื
MINDSPACEืืืื ืืืื , ืืืชื ืืืืื ื ืืืืชืขืืจื ืืื ืืืจืฆืื ืืื ืคืจืกืคืงืืืืืช ืืืจื ืืืืฉื-ืืืื ื, Virtual-ืืืื ื โืืืืืง ืืช ืชืืืขืช ืืฆืจืื ืืฉืืืฉื ืืืืืื ) 1.1.4.1ืืจืฃ ืจืื (
Real ืืืืื ืคืงืืืจX . ืื ืืขืืจ ืืขืืืื ืื , ืืืคืฉืจืช ืืื ืื, ืืืืืืืืฉื ื ืืืื ืืืจืฆืื ืืืืฉืืขืช ืืืืืืช ืืืืชื ืืชืืืงืืช , ืืฉืชื ื ืืืจืืืืฆืขืช ืงืืืขืื ืืืืชื ืืืจืื ืืืืคืืื ื ืืืื
ืืื ืฉืืืฉืืคื , ื ืืฉืฃ ืืืืื ืืืืฆืขืืช ืืืืื ืืืืืจืืืืืืืื ืฉืืฆืจืื : ืืฉืืืฉื ืืืืืืืืืื ืื ืืืขืื , ืืืฉื ืคื ืื ืืืืกืืจืช ื ืืกืืื-ืื- ืคื ืื โืืืืื ืืืืื ืืืืืชืืื ื ืขืฉืชืืืืืื
ืืืืืข ืฉื ืืฉืฃ ืืขืืจ ืืืืขืืช ืงืืืืืช , ืฉื ืื ื ืื ืืกืืื ืืืฉื ,ืขืืืง ืืชืืืขืช ืืฆืจืื . ืืกืืจืืืืืืคืื
ืืืืฆืจ ืืืืืื .2.3.7
ืื ืืื ''ืืื ?'', ืื ื ืืชื ืืขืฉืืช ืืืืคืฉื'': ืืืื ืื ืฉืืื ืืืชืจืืชืืืจ ืฉื . ืืืฆืจ ืืชืืืจืืช
ืืืืชืจ ืืืืืฉ ืืฆืจ ืืืืืืืื , ืคืืืช ืืืคืฉืื ืืจืืื ืืฉืืจืช ืืืืื. ?''ืืืื ืืืืืช ืืืืคืฉืืืืกืื , ืืืฆืขื ืชืืืืจื, ืืืจืื ืืฉืืื โืืืฆืจ ืืชืืืจืืช ืืืจืื ืืืขืจืืช ืืืืืช ืฉื . ืืืืืืืชืืืจืก ืื ืืฉ ืืืชืืืืก , WTO โ World Tourism Organization/ืืจืืื ืืชืืืจืืช ืืขืืืื. ืืืืจืื
ืืขืื ืขืจื ืกืืืจืืืื , ืืืื ืืืืืืืืืืืื ืืคืจืืื ืืืคื ื ืืกืืื ืกืื ืื ืื ืืืืื ืืืขืืื ืืขืืืืืชืืืจ , ืขืฆื ืืืืืจื ืืืขื ื ืกืืขื. (Morgan et al., 2002: 3-16, 60-78)191ืืืฉืืื ืจืืฉืืช
ืงืืขืืช ืกืืื ืืืื ืืืขืื ืฉื ืืืฉืืืช ืืขืืื ืืฉ WTO-ืืืขืจืืช ื. ืืฆืืืจ ืื ืืื ืืื ืืืืืืื ืืช 50ืืืืืื ืฉืืฉืงืืขื $ 538ืืืช ืืขืืืช ืกืืื ืืืื ืฉื . ืืืืืื ืืฉืืืืง ืืขืื ืชืืืจืืช$ 350ืืืื ืืชืืืจืื ืืขืืื 70%- ื. ืืืื ื"ืืจืืืฉืืืืง ืืขืื ืชืืืจืืช ืืชืื , 1999ืืฉื ืช ื"ืืจื
ืื ; ืจืืช ืืืืืืืืืจืืื ื ืชืื 103-ืืขืืื ืคืืขืืื ืืืื ื. ืืืื ืืช ืืืขื ืืืืืืืืช 10-ืืืงืจืื ืืชื ืืขืช ืืชืืืจืื . ืืืืื ื 0.3%-ื; ืืืฉืืง 30%ืืืื ืืช ืืืชืืจืืช ืขื ืืชืจืช 93ืฉืืฉืืืจ
- ื, ืืืืืื$ 623ืขื ืืืฆืื ืืืืืช ืฉื , ืืืืืื ืืืฉ ืืืืฉื 763ืขืืื ืขื 2004ืืขืืื ืืฉื ืช ืืืื ืืจื ื ืืคืื ืืืืจืช ืกืืจ ืจืฉืช ืืชืจืืฉ ืืฉืขื ืฉ ืืื. 192ืืืืืฆืข ืืืืืืช ืชืืืจ$ 816
ืืืืืื 143- ื ืืืืฆืขืื ืจืืืฉืืช ืืื ืืชืืืืื ืืขืกืงืืื ืืจืฉืช ืฆืื ืืืกืคืจ ืืื ืฉื. ืืจืืืืช. ืืจืืืืื$ 5ืขื ืืืฆืืืช ืฉื , 2005-ืืืืืื ื 446-ื, ืืืืืื$ 634ืขื ืืืฆืืืช ืฉื , 2001ืืฉื ืช
, ืืืืจืื ืืืืื ืืช, ืืืืืช ืืฉืืืืช ืืชืงื ืื, ื ืืืืืื ืืืชืืจ ืืืืื ืกืคืงืืืืืืคืืื ื ืืืคืืฉ ืฆืจืื ื .193(Palmer, 2002: 128-140)ืื ืืขื ืืืืคืืฉ ืืจืฉืช ืืื ืืฉืชืืืื ืขื ืฉืืคืืจ ืืขืจืืืช ื
ืขื ืืขืื ื ืืฉื ืืืชืืื ืืื . ืืืฆื ืื ืชืื ืืื ืืงืืช ืกืื ืืจืืืืช ืฉื ืฉืืืืง ืืืื ื ืืื ื ืืขืืืืช
ืชืื .Share-of-Voice (Shultz et al., 1984: 208)194/ืืืชืืงื ืืืกืืจืืืืืช ืืงืกืื ื ืชื ืงืืืืกืืจืืื ืืื ืืืื ืืืช ืชืงืฉืืจืช ืืคืชืจืื ื. ืืืฆืืช ืชืงืฆืืื ืขืชืง ืืืื ืืืชืืืื ืืื ืืชืืจืื
. ืชืื ืืงืกืื ืชืืขืืช ืืืืฆืืืช ืืืืื, ืืชืงืฆืื ืืฆืืืฆื, ืชืฉืืืช ืืืืืฉืืช , ืฉืืืืงืืช ืืืฉื ืืช
190 Gudjonsson H. (2005), 'Nation branding', Place Branding, vol. 1, 3, pp. 283-298, cb2104 191 Morgan N., Pritchard A., Pride R. (2002), 'Introduction', Destination Branding, Elsevier, pp. 3-16, 2002, ISBN 0-7506-5669-6, cb1502; Morgan N., Pritchard A. (2002), 'Meeting the destination branding challenge', Destination Branding, Elsevier, pp. 60-78, 2002, ISBN 0-7506-5669-6, cb1502 192 WTO (2005), 'Tourism highlights, 2005 edition', World Tourism Organization, <www.world-tourism.org> 193 Palmer A. (2002), 'The internet challenge for destination marketing organizations', Destination Branding, Elsevier, pp. 128-140, 2002, ISBN 0-7506-5669-6, cb1507
ืฉืืชืืืจื ; ื ืืื ืื ืืืขืืคื ืืชืืืขืช ืืฆืืคืืืข, ืืชืืจืื ืืืืืช ืชืฉืืืช ืื, ื ืชืงืฆืืื ืืคืจืกืื ืืงืืืืจืื''ืืคืจืกืื ืืืืื ืื ื ืชื ืกื ืชื ืงืื 194 . ืืืืืกืช ืื ืชื ืฉืืง ืื ืื ืชื ืืืืจืืช ืืื ืืืื ืืืืชื
Shultz D.E., Martin D., Brown W.P. (1984), 'Strategic Advertising Campaigns', Crain Books, Determining the advertising budget, p. 208
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
53
ืืฉ ืืื , ืืชืืืจ ืชืืืชืื ืืชืืืจืืช ืืื ืฆืืื ืื ืืืชื ืืงืืืืช ืืขืฉืืจืื ืืืฉืืขืืช ืืืืฆืืื ืืืืฉืืื - ืืจื ืืงืืืืช ืืขืืืชืืื ืืื ื ืืืชื ืืชืจืื ืฉืื. ืขืจื ืฉืืื ืืืื ืืืืฆืจืื ืฆืืคืืืช ืืืืืืช
ืจืืืงืื ืืืืืฆืจ ืืฉืืื ืืืืฆืืื ืืืืช ืืืืืื ืืคืืขื ืชืืืจืื , ืืืื ืืกืืืืช ืืื ื ืืื ืืชืืื โืืืฆืจ ืืชืืืจืืช ืืืื ืืฉืืฉ ืื ืืืื ืืืื ืืฃ ืืจืืืื ืืืฆืจ ืืืืื ื ืื ืืกืคืื . ืคืืื ืฆืืืืืื
.195(Groth, 2002)ืืฆืื ืืจืืืื ืฉื ืชืืฆืจืช ืืืฆืจื ืืืฆืื ืืชืืืจ ืืืืงืจ , ืืฉืืจ
. ืืืื ืืชืืืืืช ืขื ืืืชืืจ ืืืกืืกื ืฉื ืืืชืืจ ืืชืืื ืช ืืืืืื ืืืชืืจืืืืืื ืืช ืืืชื ืจืืืช ืข ;"Live it, Love it" โืงืื ื -ืืื ื: ืืคื ืฉืืฉืชืงืฃ ืื ืืชืื ืืืืื ืกืืกืืืืช, ืื ืชืืื ืืืฆืืื ืจืื
;"A national inspiration" โืืื 'ืฆ ;"Live a different life" โืืืจืื ื ;"Live it" โืกืงืืืื ื โืืืื ื -ื ืื ;"As pure as it gets" โืืื ืกืืืฉื ;"A theatre of inspiration" โ) ืืืื(ืงืจื ืชืงื
"100% pure New Zealand"; ืฆืคืื ืงืคืจืืกืืโ "Pure Mediterranean"; ืืืืืโ "Truly Asia"; . Real Africa" 196(Pride, 2002: 160-168)" โืืืืื ;"Authentic Africa" โืื ืื ืื
ืืืืืื 1.7- ืืืืื ื. ืืขืกืืงืื ืืืืืืื ืืืฉืงืืขื ืคืื ืืืืื ื ื ืชืขืฉืืืช ืืชืืืจืืช ืืืื ื- ืื ืื
ืืืคืชื . ืืืืืฆืข ืืืืืืช ืชืืืจ$ 1,600-ื; ืืืืืื$ 2.7ืขื ืืื ืกื ืฉื , ืชืืืจืื ืืืื ืฉื ื. Pure New Zealand 100%"" โืขื ืืืกืจ , 1999-ืืืฆืืื ืืื ืงืืคืืื ืืืืชืื ืฉื ืืื ื
ืฉืืืจืชื ืืืืชื ืื ืื ืืืืืื ืขื , ืืืชืืืืช ืชืืืื ืืขืืืื ื ืขืจืื ืกืืจืช ืืืงืจื ืฉืืง ืืืืืชืืืขื ืืกืืก ืืืืงืจืื ืืืคืืื ืืืืฆืื ืืืืขืืฃ ). ืืฆืจืคืช ืืืืจืืื ืื, ืืืจืื ืื(ืืฆืจืื ืืคืืื ืฆืืืื
ืขื ืืืืื ืื ืืืืช , ืืชืขืฉืืื ืขื ืืืืืจืฅ ืฉืื ื ืืืืงื โ 21-ืืืื ื ืืจืืฉืืช ืืืื ื- ืื ืืืืื ืคืฉ ืืืืืืื ืฆืขืืจืื ืืืืฃ( ืืืืืืืื ืืื ืืจืืงืืืืื โืงืื ืืขื ืืจืืื . ืืืืืช ืืขืจืืืื
-e-ื e-browsersืืืคืื โืืืจืช ืืงืืคืืื ). ืืืคืฉื ืืืืืืช ืื ืื ืื ืืืขื ืืืฉ ืืืืชืืจ, ืืืืืbuyers . ืืชืืืื โืืืืชื ืืขืืื ืื ืชืคืกืื ืืืืชืืื ืื ืฆืืื ืืกืคืจ ืืืคืืื ืื ืืฉืืชืคืื
ืืืฉืจ ืื ืืื ืืืืจืืืืื , ืฉืืชืืกืก ืขื ืืืฆืื ืืืงืจืื, ืืืกืืจืืื ืืื ืืืืืืฉ ืืืืืื ืฉื ืืฉืืืืง ื ืฆืืื , ืืจืืข ืฉืืืฉืืืช ืืืืชื ืืืืชื. ืชืืืจ ืืชืืืืช ืืืืชืืืืืืืช ืืืืฆืจ ื
ืืืชืืงืืืช ืืืืืื ืืืืช , ืชืื ืขืืืื ืืืืฅ ืืืกืืจืืช ืืคืจืกืื ืืืงืืืืืช; ืืืืืช ืืืืชืืืฉืืืืฉ ืืืืืจ ืืืื ืืืื ; ])'ืฉืจ ืืืืขืืช'ืฆืืืืื ืืจืืืืืืืช [ืืืจืืขื ืกืคืืจื ืืชืจืืืช (
ืืืืืื $ 45ื ืืืกืืจืช ืชืงืฆืื ืฉื ื ืืจื ืืื (VOD) ืชืืืืืืืื ืืืืืืืื, ืืืื ืืจืืงืืืืืMorgan et al.; Lodge; Ryan et al., 80-110; Piggot et al., 2002: 207-22)(197 .
ืชืืืจืืช โืชืื ืืชืืงืืืช ืืืกืคืจ ืืกืืจืืืืืช ื ืืฉื , ืฉืื ืืืฉ ืขื ืืฉืืง ืืืืจืืคืื ืืืืืืื
). ืื ืืฉื ืืืืืืื ืชืืืจ 17.4(ืกืคืืจื ืืจืืื ืืช , Eco-Tourism/ืกืืืืชืืช, ืืืืช, ืกืคื, ืืจืคื โ 2007ืืงืืืช ืชืืกืคืช ืืฉื ื , "Malaysia Truly Asia" โืืกืืกืื ืืืืืื ืฉื ืื ืืช ืืงืืคืืื
"Visit Malaysia Year 2007"198.
ืืืืืื ืืืืงืจื ืืขืงื $ 6.2ืงืืืฆืืช ืืืงืื ืืืฉืงืขื ืืช 86ืืืจื ืชืืืกืืจืืืืืืขืฆืช ืืชืืืจืืช ืืืืืจ 2006ืืื ืืฉื ืช ืืื, )ืจืืืื ืืช ืขืืืง, ืืืงืจื ืคืืืื( ื"ืืจืืืืจ ืืืืชื ืืืืกืืจืื ื
ืงืื ืกืคื ืฉืื ืืืื . ืืื ืืกืื ืื ืืืกืืจืื ืืฉืืจ ืืืืื, ืืืืืืื ืืืื ืฉืื ืชืืืจืื ืืืจืืงืืืืืืืืฆืขืืช ืืืืืจ ืืืืืืืืืื ; "?Where the bloody hell are you" โืืืืื ืืกืืกืืช ืืงืืคืืื
195 Groth J. (2002), 'Leveraging export brands through a tourism destination brand', Brand Management, vol. 9, no. 4-5, pp. 262-280, April, 2002, cb1120 196 Pride R. (2002), 'Challenger brand Wales, golf as it should be', Destination Branding, Elsevier, pp. 160-168, 2002, ISBN 0-7506-5669-6, cb1509 197 Morgan N., Pritchard A., Piggott R. (2002), 'New Zealand 100% pure. The creation of a powerful niche destination brand', Brand Management, vol. 9, no. 4-5, pp. 335-354, cb1114; See 151 for reference; Lodge C. (2002), 'Success and failure: The brand stories of two countries', Brand Management, vol. 9, no. 4-5, pp. 372-384, April, 2002, cb1116; Ryan C., Zahra A. (2002), 'The political challenge: The case of New Zealand's tourism organizations', Destination Branding, Elsevier, pp. 80-110, 2002, ISBN 0-7506-5669-6, cb1505; Piggot R, Morgan N., Pritchard A. (2002), 'New Zealand and the Lord of the Rings: Leveraging public and media relations', Destination Branding, Elsevier, pp. 207-225, 2002, ISBN 0-7506-5669-6, cb1512 198
Kamini R.S. (2006), 'Beautiful Malaysia woos Europe', New Strait Times online, 27th March, 2006, cb1321
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
54
ืืงืื ; ]199(Morgan, 2004) ืงืื ืกืคื ืืขืืืชื ืืืืืจ ืืืจืื ืืืื ืงืืคืืื ืื[ืฉืืฉ ืืืื , ืืื ืืืชืื ืืฉืขื ืืช ืขื ืืจืืืืื ืฉืืืกืืจืืื ; ืฉืื ืฉืื ืืืืื ืืืืคืฉื ืืื ืืืื ืืืจืืื ืืช ืืืคืงืืื
ืชืขืฉืืืช ืืชืืืจืืช . ืืืื ืืื ืืืืก ืืืืืืชื ืืฆื ืืชืืฉืืื, ืกืคืืจื โืืืื ืืื ืืืืจื ืืฆืืื ืืฉื ืื , ืืืืืื$ 50ืืื ืืกื ืืืฉืง ืืืืืื , ืืืืกืืจืืืช ืืขืกืืงื ืืืฆื ืืืืืื ืขืืืืื
ืื ืืกืืช ืชืืืจืื : 2005ืขื ืืกืืก ืืงืืจืืช ืืืืคืืื ืืฉื ืช ( ืืืื ืฉื ื 5%ืืจ ืฉื ืืืืจืื ืืช ืืฉืืข, ืืืจืืงืืืงืืคืืื ืืคืจืกืืื ืืฆืคืื . )200ืืืืืื$ 15 โืืื ืกื ืฉื ืชืืช ; ืืืืืื ืืืงืจืื 5
experience/ ืคืื ื ืืขืืงืจ ืืืืคืฉื ืืืืืืช, ืืืืืื ืืฉื ืชืืื ืืืฆื$ 20ืืืฉืงืขื ืืืืืช ืฉื seekers .ืืืืกื ืืืืขืฆื , ืืืกื ืฆืืืืจืืืกืืจืช ืืืืฆื ืืฉืื ืืงืืื ืืืื ืงืช ืืงืืคืืื ื
ืืชืื ืื ืื ืฉืืืข ืืฉืืจ ืืื ื ืืื ืืืืืจื , ืขืืชืื ืืืื ืืืคืืงืื ืืืืงืืจ ืืืืฉืช 750ืืืืกืืจืืื .201ืืขืืืงืจื ืื ืืืื ืืืขืื ืืืืชืจ ืืื ืืืช ืืืื
ืืกืืจืืืื ืชืืจืืชืืช ืืืชืจืื ืชืืจืืชื ืฉื ืืืื ืืช .2.3.8
ืง ืืขืงืจืื ืืช ืืืกืื ืฉื ืืชืคืืกื ืืืื ืืคืชื ืืืื ืืื ืืืจืืืื ืืืืชืื ืืืื ืืช ืืืื ืืืชืขื
ื ืฉืขื ืช ืขื ืืืืืื ืืชืืจืช ืืืฉืืงืื ื, ืืกืืจืืืื ืชืืจืืชืืช ืืื ืืืื ืืช ืืืงืฆืืขืืช ืืคืืชืื(Neuwmann, Morgenstern: 1944)202 . ืขืืื ืืืชื ืื ืชืืช ืงืื ืกืคื ืืงืจื ืจืืฉืื ืืื ื ืฉื
, ืื ืื ืื ืืืืช ืืืงืืจืืช ืืืืืืื ืืืฉืขื ืฉืฉืืงื ืืื ืื ืฆืื, Zero-Sum/ืืคืก- ืืฉืืง ืกืืืืงืื ืกืคื ืื ืืืืื ืืขืืื ืชืืจืืชื ืืืืืืงื ืืืืืช ืืื ืืืื ืืช . ื ืืคืกืื ืืช ืืืชื ืกืืืืืฉื
ืขืืื ืืืชื ืื ืชืืช ืงืื ืกืคื ืืงืจื ืฉื ื ืืื ื ืฉื . Hard Power/ืืืฉืืืืฉ ืืืขืื ืืขืฆืื ืงืฉืืื ืื ืื ืืฉ ืฉืคืข ืืงืืจืืช ืืืืืื ืืืืืืฆืจ ืกืืืืืฆืื ืฉืื ื, Win-Win/ืื ืฆืืื-ืืฉืืง ืืืื
, ืืืืืื ืืื ืืืื ืืชืืกืืืข ืืืชืืืื , ื ืืืืื ืืฉืืชืืฃ ืคืขืืืืงืื ืกืคื ื. ืืฆืืืื ืืืื ืืืฉืืงืืชืืจืืช ,ืืืืื ืืืืกืืืจืื. Soft Power (Nye, 2004)58/ืจืืืืขืฆืื ื ืืืฉืืืืฉ ืืืื
ื ืขื ืืื ืฉื ื ืงืื ืกืคืืื ) ืืืืคืจืืืช ืืืืื ืืช, ืืืืืืช, ืขืจืื, ืฉืืืื(ืืืืืงื ืืืืืืช ืืื ืืขืืื ืืช ืชืืจืช ืืืืคืืืืืื ื ืืชื ืืืืืืจ ืืืื ืื ืืืื ืืฉืืจืื . 203(Wing, 1988: 45)ืืื ืงืืฆืื ืืื
ืืืืฉืืจ , ืืขืงืจืื ืืช ืืกืื ืื ืืืื ืืกืืจืืืื ืชืืจืืชืืช ืืื ืืืื ืืช, ืื ืืืืืคืื, ืืื ืืืื ืืช .9(Kissinger, 1995)ืืืืื ื ืืืคืืืืื
ืชืืช ืืื ืื ืื ืชืืจืืช ืืื ืืืจืืช ืขืกืงืืืช , ืฆืืืืื ืชืืจืช ืืฉืืืืง ืืืืฆื ืขืงืจืื ืืช ืืืืื
, ืื ืืืืช ืืฉืืง -ืืจืืฉืื ื . ืงืืืืจืืืช 4- ื ืืืชืืืงืช ,ืืคืก-ืืชืืกืกืช ืขื ืขืงืจืื ืืช ืืฉืืง ืกืืื. ืืืืจื ืืฉืืจ ืืช ืื ืืืืืชื ืืกืืจืืืืืช ืืื ื ืืชืืืฅ , ืฉืืง ืืืงืืจืืช ืืืืืืืืืืขืืช ื ืชื
ืจ ืืืืคืื ืืืืจื ืืืกืื ืืื ืงืช ืืืชืืื ืืงืืื ืืืฆ(ืชืงืืคื ืขืฆืืืช ืืืขืืืช ืืกืืื - ืืฉืืื ืืืจืชื ืืืจืกื . ืืกืืจืืืืืช ืชืงืืคืืืฉืืง ืชืืืฅ 3ืื 2ืืกืคืจ โืืฉื ืืื ). ืืืจืืช ืืชืืจืืช
ืชืื ืคืชืืืช ืืืืช ืืืืื , ืืืืฆืขืืช ืชืงืืคื ืืืืงืืช ืื ืงืืืืช ืืืืฉื, ืืื ืืืืืช ืืืืืืืืืืจืชื ืืืืืฉ ื ืชืื ืฉืืง . ืืกืืจืืืืืช ืืืืืฃืืฉืืง ืืืืฆื 5ืื 4ืืกืคืจ โืืฉืืืฉืืช . ืืืืืืช. ืืขืืงืจ ืืืืฆืขืืช ืืคืชืขื ืืงืืืช, ืคืขืืืืช ืฉืื ืืืืืช ืืฉืืง ืืจื ืืืจื ืืืืื ืืชืืืื
ืืืืื , ืืืืงื'ื, ืืืจืื ื, ืืื ืืืชืืื, ืืื ืืืื, )x2(ืืืกืืจืืื , ืืืื ืื: ืชืฉืืืจื ืคืจืกืื ืืงืืืื ืชืืืจืืช ื ืืฆื ืืืฉืืจ ืืืืกืจ ืืืืืื 32ืื ืืชืื 199
- ื ืื, )x2(ืืฆืจืื , )x2(ืืืืื , ืืื ืื ืืจื, ืืืื, )x3(ืืื ืื , ืืืื, )x3(ืืฉืจืื , ืืืจืงืื, ืกืื/ืืื ืืืฆื, )x2(ืงืจืื /ืืืื, ืืืืืืืืืืืืื , )x3(ืืืืืจืืื .ืจืืื ืื, ืงืจืืืืื, )x2(ื ืื ืืืจืง , ืืืื ื
Morgan N. (2004), 'Where is place branding heading?', Place Branding, vol. 1, 1, pp. 12-35, 2004, cb1403 200 WTO (2006), Tourism Highlights 2006 edition, UNWTO*OMT*IOHBTO, P. 7, <http://www.unwto.org/facts/menu.html> 201 Cuneo A.Z. (2006), 'Australia asks โ where the bloody hell are you?', Advertising Age, 6th March, 2006 <http://www.australia.com/home_us.aust?JSESSIONID=GhjNpW9v%21850780499%211151427469203&country=US&enter=enterEnhanced&L=en&C=US>, cb1232; TSMH (2006), 'So who the bloody hell are we?', The Sydney Morning Herald, 30th March, 2006, cb1307 202 Neuwmann J.V., Morgenstern O. (1944), 'Theory of games & economic behavior', Princeton University Press, 1944, <http://en.wikipedia.org/wiki/Theory_of_Games_and_Economic_Behavior>, <http://en.wikipedia.org/wiki/Game_theory>, <http://www.britannica.com/eb/article-9109420?hook=386139#386139.hook>, cb1606 203 "The execution of an Artful Strategy. Thus, those who win one hundred triumphs in one hundred conflicts, do not have supreme skill. Those who have supreme skill, use strategy to bend others without coming to conflict. The ideal strategy, therefore, is to thwart a Plan. The next best is to thwart a negotiation. The next best is to thwart a strategy. The inferior politic is to attack a fortified area. Those who are skilled in executing a strategy, bend the strategy of others without conflict; Uproot the fortifications of others without attacking; Absorb the organizations of others without prolonged operations. Such is the Art of the Plan of Attack." Wing R.L. (1988), 'The Art of Strategy - Translation of Sun Tzuโs The Art of War', Dolphin-Doubleday, 1988, ISBN 0-385-23784-7, p. 45
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืจืชื ืืืืืฉ ื ืืฉื ืืขืืช ืืืคืืื ืื . ืืกืืจืืืืืช ืืจืืืืืืจืืช ืงืื ืืช ืืืืฆื โืืจืืืขืืช . 204(Ries, Trout: 1986)ืชืื ืืื ืฉืืืจื ืขื ืืืืฉืืช ืืฉืืืืช ืืืืืฆืขื ืืืืืื , ืืืืืืืื
,)ืฆืจืคืช, ืืคืื ืืืื ืืื ืื ืขืกืงืื ืก"ืืื( INSEAD-ืืฆืืื ืฉื ื ืืจืฆืื ื 2005ืืฉื ืช
ืื ืงืื ืืจืื ืื ืืืืืืจื ืงืื ืกืคื ืืืฉื ื ืื ืืืื ืืกืืจืืืื ืชืืจืืชืืช ืืื ืืืจืืช 'ืฆ ืืคืจืืคืกืืจืื Blue Ocean/ืืกืืจืืืืืช ืืืืงืืื ืืก ืืืืื: ืืื ื ื ืืชื ืืืฉืืื ืื ืขื ืืืื ืืช ืขืกืงืืืช
Strategy .ืืคืก ืืืืืื -ืืืืื ืืขืืื ืืคืืขื ืขื ืืกืืก ืงืื ืกืคื ืืฉืืง ืก ,ืื ืืช ืืกืื ืืืืืืื ืืืชืืจืื (ืจืืื ืื Red Oceans/ืืืงืืื ืืกืื ืืืืืืืืฉ ืจืง , ืืชืืจืืช ืืืจืกืืืืช ืืื ืืืจืืช
ืืืงืืืืช ืืช ืืืืืืช , ืืืกืืจืชื ืืืจืืช ืืชืืจืืช ืืื ืืื ืขื ืจืขืืื ืืช ืงืืืืื). ื ืคืืขืืืืขืืื ืืคืืขื ืขื . ืฉืื ืืืืื ืืฆืืจื ืืืชื ืืชืคืฉืจ ืื ืฆื ืืช ืืืืื, ืืฉืืื ืฆืืืืช: ืืืืืืืืฉ ืฉืคืข ืืงืืจืืช ืืฉืืืงืื ืืืืื ืืขืืืฃ ืฉืืืจืืช ืชืืชืจื ื , ืื ืฆืืื- ื ืกืคื ืืฉืืง ืืืืืืกืืก ืงื
ืืืืืืื , ืจืขืืื ืืช ืืืฉื ืืื ืืืืืคืืื ืื ืืฉืืืงื ืืขื ืื ืืืืืฉืื ืืชืืื. ืืืงืืื ืืกืื ืืืืืืื ืืชื ืืขืืจืจ , ืืื ืืชืืจืืช ืื ืจืืืื ืืืช ืืืืจืื, ืืืืืืฆืจ ืืชืื ืื ืืืืฅ ืืืืงืืื ืืกืื ืืืืืื
ืฉืืืืฆืขืืช ืืืจืืช ืขืืืืืช ืืืฆืืจ ืืืขืืืช ืขืจื ื, ืงืืจ ืืืืฉืืื ืืจืืืืืืืืืื ื, ืืื ืืืงืืฉ . Value Innovation/ืฉืืจืืช ืืฆืจืื ื ืืชื ืืืฆืื ืืืืืฉ ืขืจืื/ืืืืฆืจ
. ืืืืจื ืืืืฉ ืฉื ืืืืืืช ืืฉืืง โืฉืื ืจืืฉืื . ืืฉืืืื ืืคืืชืื ืืกืืจืืืืืช ืืืงืืื ืืก ืืืื
ืืฉืจืฉืจืช , ืงืืืืืชืืงืืืฆืืช ืืกืืจืืืืืช ื, ืืืืฆืขืืช ืืชืืื ื ืืช ืืจืขืืื ืืช ืืืืจื ืืืืืืืืคื ืืืช , ืืืฆืขืืช ืฉืืจืืชืื ืืืืฆืจืื ืืฉืืืืื, )ืืฉืคืืข, ืืฉืชืืฉ, ืจืืืฉ(ืืฆืจืื ืื ืืชืืงืืืช โืฉืื ืฉื ื . ืืืชืฆืคืืช ืขื ืืืืืช ืืฉืืง, ืชืืืืืฆืืื ืืืืืช ืืืืจื ืืืืื ืชืคืื ืงืฆืืื ืืืื
ืืืฉ ืืืืฆืขืืช ืืคืืชืช ืคืงืืืจืื Value Curve/ืคืืชืื ืงื ืขืจื. ืืชืืื ื ืืืืืื ืืื ืืคืจืืืืืืกืื ืคืงืืืจืื , ืืืขืืืช ืคืงืืืจืื ืืืจืื ืืขื ืืกืื ืืจืืื ืืืงืืืืื ืืฉืืงืืกืืืืื ืืชืืช
โืฉืื ืฉืืืฉื . ืฉืืฉืืง ืืืงื ืืืืื ืื ืืืืืื ืืืฆืืจืช ืคืงืืืจืื ืฉืืฉืืง ืืขืืื ืื ืืฆืืข ืืขืืจืืชืืืงืื ืืฆืจืื ืื (ืืืืฆืขืืช ืืฉืืืช ืฆืจืื ืื ืืืฉืื ืืชืื ืืืขืื , ืคืืชืื ืืืงืืฉ ืืขืืจ ืืงืืืืฆืจืื ืื ืฉืื ื ืืฉืคื ืืขืืื ืืื , ืฉื ืืกื ืืขืืจ ืื ืืื ืฆืจืื ืื ืกืจืื ืื, ืืืจื ืืืืื ืื ืืืฆืืจืฃ
ืืคืืื : ื ืืืื ืกืืกืืื ืฉื ืืชืืืื ืืืกืืจืืื โืฉืื ืจืืืขื ). ืืฉืื ืืขืืจ ืขื ืฆืจืืืช ืืจืขืืืืืืืจ โืืืฆืจ ืงืฉื ืืืืงืื (ืชืืืืจ , )ืืืฃ ืืชืืืืช, ืกืืืื, ื ืืืืช, ืคืฉืืืช(ืืชืืขืืืช ืืฆืจืื
ืขืืืืืช , )ืืืืจ ื ืืื โืงื ืืืืงืื ืืืฆืจ ; ืืืืจ ืืื ืืื โืืืฆืจ ืื ืื ื ืืืื ื ืืกืืืืช ; ืคืจืืืืืืชืืืจืืช ืขื ืืกืืื , )ืฉืื ืื ืืื ื ืืืื ืืืืฆืืืช ืืฉืืง, ืฉืืชืคืืืืช, ืืืฉื ืืช ืืืืฆืืืช(
ืืื - ืขื- ืืฉืืคื ืืืืฆืืขืื ืืืฉืืื ืืคืืืฉืืช ืืื โืงืืื ืืืืื (ืืชืืืื ืืชืืืื ืืืืืฅ ืืฉืื ืื ืืืืืืฆืื ; ืืจืืืืืืืืคื ืืงืืจืืช ืืื ืงืืืฆืืช ืืชืื ื โืืงืืจืืช ืืืืืืื ; ืขื ืืงืืืืช ืื ืืจืืฆืื
ืคืืืืืืงื ; ืืฆืืช ืืืื ืืืืฆื ืืจืืืื ืืคืืฆืื ื ืงืืืืช ืืชื ืืืืช, ืืชื ืืืฉ ืขื ืืืื ืืืืฆื โ). ืชืื ืงืืืื ืชืืืืื ืืืฉืชืงืช ืืชื ืืืื, ืฆืืจืืฃ ืืขืื ืขืืืืช ืืื ืืืจืืื ืืื ืืื โืืจืืื ืืช
ืืชื ืืืจื ืืื ืืืงืืืืืืช โืืืข [ืฉืืืื ืืืฆืืข ืืชืื ืืชืืืื ืืืกืืจืืื โืฉืื ืืืืฉื ืืืืืจืช ืฆืืคืืืช ืืืืฆืขืืช , ืื ืืืช ืืืื ืืืืืืืืช ืืฆืืื โืืกืืจ , ืื ืืืืช ืืืืจื ืืืจืืืืืืืืฆื
. 205(Kim, Mauborgne: 2005)] ืฉืืชืืฃ ืคืขืืื ืืชื ืืืืชื ืืืืฆืืข
ืืงืื ืืืืช ืืืื ืขืช ืืืฉืชื ืื ืืฉืขืจื -ืืชืืคืขื ืืงืจื ืืชืจืื ืชืืจืืชื ืฉื ืืืื ืืชืืฉ ืืื ืชืืื ืช ื ืื ื ืืฆืืืื ืืืืจื ืืจืืช ืืืืื ืืื ืืืื ืืช ืจื. ืฉืขืจื ืจืืืืช ืืืจืขืื ืืืฉืืชื, ืืืืคืื
, )ืืจืื ืื ืืฉืืืืืฅ(ืืืกืืฃ ืืืืข ืืงืืื , )ืืืืืื ืืืจืื ืืงืืจืืื, ืืคื(ืืืจืืช ืืืจืขืื ืืช ืืืฉืืชืืื - ืืืจืื ืืืจืกืื ืฉืชืืจืืชืืืช ืืื ื ืคืื ืงืฆืืช ืืื). ืืืืืื ืืืจืื ืงืืจืืื(ืืฉืขืจื ืจืืืืช ืืืืืื ืืืืฅ ืืฉืืืืื ืฉืืฉืื ืืืจืืช ืจืืืช ืฉื, ืืืจืืช ืืืช ืืืื ืืช ืืืืืืช ืืจืื ืื. ืืื ืืื ืืืืชื ืืืืื
ืืืืืืช ืืืชืืจืืช ืืืจืืช ืชืฉืืื ืฉืืจ ืืืื ืืกืื ืืขื ืืืืื . ืืื-ืฉืืจ ืืืืืืช ืืืืกืืจ ืืืืืืืจืืช ืืืช . ืืืฉื ืืืจืช ืืืจืกืช ืื ืืชืจืื ืชืืจืืชื ืืชืืกืก ืขื ืืืฆืจืืช ืืืข. ืืืชืจ ืืืขืืฃ
ืกืจืืช ืืืฆืจืืช ื, ืงืืจืืืืืืืืื ืืืจืื , ืฉืืืืืฅ, ืืคื, ืื ืืืืจ โืืืื ืืช ืืกืืจ ืืืืฆืืืืช ืืืืชืจ
204 Ries A., Trout J. (1986), 'Marketing Warfare', McGraw-Hill, 1986, ISBN 0-07-052730-x 205 Kim W.C.. Mauborgne R. (2005), 'Blue Ocean Strategy', Harvard Business School Press, 2005, 1-59139-619-0
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
56
ืงืืืื ืืืฆืื , ืืืืืช ืืื ื โืืืจืื ืืืจืกืื ืื ืืชืจืื ืชืืจืืชื ื ืืืข ืืืืื ืืืช ืืืฉืืชืืช . ืืืข(Hassman, Bar-Ilan: 1990)206 ืืกืงืืจืช ืืืชื . ืืกืืืกืืืืืช ืืืจืืื ืืืฆืืื ืืื ืืืืืืช
ืืื ืืื ืืชื ืขื ืคืื ืฉืื ืฆืืื , ืชืขืฉืืืช ืฉืืื ืืืขืจืืืช ืืื ื ืืืฉืืชืืืช ืืืืื ืืช ืฉืื ืืชืขื ืืืช . ืขืืืืื- ืืืืืื ืืืืฉืืช ื ืืืื ืืืืกื ืืขืกืืงืื, ืืกืืจ ื ืืกืฃ. ืืืืืืืืืฉืืจ ืืืื
ืืคืจืืืื ืืืืืืจืื ืื ืืืชืืื ืช ืื ืืกืืืจืช ืืืืืืกืื ืืช , ืืงืื ืื, ืืขืกืงืื ืืืฉืคืืชืืืืืขืกืงืืช ืชืชืืฉืืืื ืืืืืืื ืื ืืืงืืจ ืืืืืืช ืืืืื ืืืืืื, ืืืงืกืืื, ืชืขืฉืืืช ืืื ืขืื
ืืืืงืจ . ื ืจืืืื ืืืกืืก ืืคืืชืื ืืชืจืื ืชืืจืืชืืื ืืืกืืจืื ืืืื ืื ื ืืชื ืื ืชืฉืื. ืืืืื ืืืืื ืืืจืกืืืช ืืจืืืืจื ืขื ืขื ืคื ืชืขืฉืืื ืืื ืื ืขืกืงืืืก ''ืืฉืขืจื ืคืจืืคืกืืจ ืืืืงื ืคืืจืืจ ืืื
, ืืืืืื( 1985ืฉืืจืืชื ืืืืฆืื ืืขืืื ืืฉื ืช /ืืืืงืืจ ืืืืฆืจื 50%- ืฉืืืื ื, ืืืื ืืช 10-ืืขืื ืื ) ืฉืืืืื ืืฉืืืืืฅ ,ืกืื ืืคืืจ, ืืคื, ืงืืจืืืืืจืื , ืื ืืจืง, ืืจืื ืื, ืืจืืื ืื, ื"ืืจืืืืืืื , ืืื ื ืืจืืื ืืจืืื ืืืฉืคืืข ืืืืื ืืืจืื ืขื ืจืืช ืืืืื ืืืืื ื Productivity/ืคืจืืื
ืขืืื ืืจืืช ืืืื ืืืชื ืืช ืืืืืืช ืืืืจื ืืขืกืงืืช ืืืฉืื . ืืช ืืืกืืก ืืืื ืกื ืืืืืืช ืื ืคืฉืขื ืจืืืช ืืืืชืืจืืช ืืขื ืคืื ืืชืืืืืื ืืืืืคืืื ืื , ืืฉืคืจื ืืืืจื ืืื, ืจืืืช ืคืจืืื ืืืืืืช
ืืขื ืืืืื ื ืืื ื ืืชืืื ืืจืืืช ืฉืืจ ืืืืืืช ืืชืืืืื ืืืืจืืฉ ืืืืจื ืคืจืืืื . ืคืจืืื ืืืืืืช .ืขืืืจ ืืืฆืจืื ืืฉืืจืืชืื ืืฉืืืงืื ืืืื ืืืืืืื
ืืืืชื ืขื ืคืื ืืคืืื ืฉืืง ืฉืืื ืืืจืืช ืืฆืจื ืืืช ืืืืจืืช ืฉืืจืืชืื ืืืื ื ืืืืื ืืืชืืจืืช
ื ืืช ืืืชื ืืืฆืจืื ืืฉืืจืืชืื ืืืืคืงืื ืืืืื, ืืงืืืืืช ืืืชืจ ืืขืืืืช ืืืชืืจืืชืืื ืืืจืฆืืช ืืืฅืืื ืืืขืืืช ืืช ืจืืช ืืคืจืืื ืืืืืฆืขืช , ืืืจืืช ืคืืืช ืืขืืืืช ืืืชืืจืืชืืื ืืืจืืช ืขื ืืื
ืืจืขืืื ืืืืืื ืืื . ืืืื ื ืื ืืืืื ืืืื ืืช ืืืชืจืื ืชืืจืืชื ืืื ืืขื ืคืื. ืืืืืืช ืืืืื ืืื ืืืขืืจ . ืืืชืจืฉืืงืืจืืช ืืืืื ื ืืืืื ื ืืืืฆืืจ ืืืืชื ืชืืืืื ืฉืืชืขืฉืืื ืืืงืืืืช ืืขืืื
ืืื ื ืืจืื ืืขืื ืืืฉืืจื ืืชืืืืช ืืืืืื , ืืฉืืื ืื ืืฉ ืืืืจืืขืื ืืชืืจืืช ืืื ืืืืืืช, ืืืืื (ืืชืจืื ืชืืจืืชื ืืชืืงื ืืขื ืคืื ืฆืจืื ืืืขืืชืื ืืคืืื ืืคืืื ืขื ืคืื ืขื ืื. ืืขื ืคืื ืืืืืจืื
ืืืืืืื ืื ืืืืฆืจืื ื, ืืืืื ืืืื ืืืืื ืืืืืจ ื ืืื, )ืจืง ืืขื ืคื ืืืฆืืจ ืืื ืื ืืขื ืคื ืฉืืจืืชืืืืืืืคืืช , ืืืื ืืช ืฉืืชืจืื ืชืืจืืชื ืฉืืื ืืื ื ืฉืืจ ื ืืื. ืฉื ืืชื ืืืจืืฉ ืืขืืืจื ืืืืจ ืคืจืืืื
ืืขืงืืืช ืคืืชืื ืืื ืืืืื , ืืืงืืจ ืืื ืืืืฆืจ ืืืข ืืืื ืืืขืื ืื ืืืื; ืืืืจืืช ืฉื ืืืืจ . ืืืฆืืข ืืงืืจ ืืืืจื ืืืื
ืืจืืขื ืืจืืืืื ืืชืคืืกืช ืคืืจืืจ ืืืื ื ืืืืื ืืืฉืื ืืฆืืื ืืื ืืืืืืช ืืขื ืฃ ื ืชืื ืขื ืืกืืก
ืืฉื ื ). ืคืืกืืื ืืชืฉืชืืืช, ืืื, ืืืข, ืืฉืืื ืื ืืฉ(ืชื ืื ืืืจื -ืืจืืฉืื ). ืืืื ืืืืืื(ืขืืงืจืืื ืชืขืฉืืืช ืงืฉืืจืืช โืืฉืืืฉื ). ืฉืืจืืชื ืืขื ืฃ/ืืืคื ืืืืงืืฉ ืืืงืืื ืืืืฆืจื(ืชื ืื ืืืงืืฉ โ
ื ื ืื, ืืกืืจืืืื โืืจืืืขื ). ืืืืืื ืืืืื ื ื ืืืืืช ืกืคืงืื ืืขืื ืืชืจืื ืชืืจืืชื(ืืชืืืืืช ืื ืืืื ืืืืคื , ืืชืืจืื ื, ืืชื ืืื ืืืืื ื ืืงืืืขืื ืืืฆื ืืืจืืช ืืืงืื(ืืชืืจืืชืืืช ืฉื ืืืจืืช
ืืืจืืช ืืฉืืืืช ืืชืจืื ืชืืจืืชื ืืขื ืคืื ืฉืืกืืก ืืืืช ืืืื ืืกืคืง ืืืชืจ ืืืืข ). ืืชืืจืืช ืืืงืืืืชืืฉืงืขืืช ืืขืืืืื ืชืืืืื ืืืืืืืืช ืืืืื ืืืื ื, ืืืฉืจ ืืขืื ืืืขืืื; ืืชืืื ื ืืฆืจืื ืืืืฆืจ
ืืืืขืืืืช ืืืจืืช ืืฉืืจื ืืืฉืคืจ ืืชืจืื ืืชืื, ืืืชืืจืช, ืืกืืืื ืืืืชืืช ืืื ืืืืช; ืืจืืื ืืืื, ืืืืืื ืขืกืงืืื โืืืจืืื ืืืืจืื ืืืฆืืืช ืืืืื ื ืืื ื ืืืื ืืืช ืืืืฉื . ืืืืจื ืืื
ืืฉืืื ืืืืืืื ืืืฆืืื . ืืฉืงืขื ืืืื ืื ืืจืืฉ ืืืฉืืชื, ืืืืืืช ืืชืงื ืืช ืขื ืืืจืืชืฉืืืืง ืืืฆืจืื ืื ืืื ืืชืืืืืื ืืืขืื ืืจืืฉืืช ืฉืืจืืชืื ืืฆืื ืืจืืช /ืืชืืกืกืช ืขื ืืืืจืช ืืืฆืจืื
ืขืืืื ืขื ืกืคืงืื ืืืืืืื ; ืืชืืืืืืช ืขื ืงืฉืื ืคืืงืื ืืืจืืฉืืช ืืืฆืจ ืืืจืืืืช; ืืืืืืชืืชืืืืกืืช ืืขืืืืื ืืื ืืืจื ืงืืืข ืืืขืจื ; ืืชืืืื ืืืขืื ืืืจืืื ืืฆืื ืืืืืืืช ืืืกืืก ืืืืช
ืืืจืช ืืืืืืฆืื ืคื ืื ืื Benchmark/ืชืื ืืืืืฅ ืืชืืจืื ืืฆืืืื ืื ืืืืจื ืืฉืืื; ืืืืฆืืจ .207(Porter, 1990: 1-30, 69-130)ืืจืืื ืืช
ืืืืฉืจื ืืืืฉ ืืืฉืจื ืืชืขืฉืืื ืืืืกืืจ', ืชืฉืชืืช ืืงืืืื ืืืฆืื: ื ืืืจ ืขืืื ืืกืืจืืื ืื ืืฉื, ืืงืจื ืืงืืืื ืืฉืืืืง, ')1990. (ืืืื ื- ืืจ, .ืืกืื ืจ 206 1990, ืืืืืกื, ืืืฃ ืืชืงืฆืืืื โืืืืฆืจ
207 Porter M.E. (1990), 'The competitive advantage of Nations', The Free Press, 1990, ISBN 0-0-925361-6, chp. 1, A need for a new paradigm, pp. 1-30; chp. 3, Determinants of National competitive advantage, pp. 69-130, cb1603
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
57
ืคืืชืื ืืืื ืืืืื .2.3.9
ืืืื ืืคืชื ืืชืจืื ืชืืจืืชื ืืืืื ื ืขื ืืขืฆืื ืืืืื ืืืช . ืืืจืชื-ืืฆืืจืช ืืืฉืืื ืืืื ืืืื ืืฉืืกืืืื , ืจืื ืืขืื ืืขื ืืื ืืจืฆืื ื ืืขืฆืื ืขื ืืืืืืื ืฉืืืืืฅ . ืืืืืข ืืงืื ืฆื ืืืก ืฉื ืืืื ืืืืื
ืื ืืืืช ืืขืื (ืื ืืืืฆืขืืช ืื ืืืืช ืฉื ืืื ื ื ืืืืื ืกืืืืชื , ืืื ืืืืืืืชืืชืืื ืืืกืืจื, ืืฉืืื, ืืืื. 209(Anholt, 2005)] ืืกืืื ืฉืืชืืคืืช[ 208ืืื ืืื ื ื ืืืืื ืืืืจืื) ืืื
ืืืืฆืขืืชื ืืืืืจืื ืืืชืืืื ืืืืืื ืืฆืืจืช ืืืื ืื ืื /ืขืจืืื ื, ืืชืขืงืจืื , ืืกืืจืืืืืืืืื . 210(Abrahams, 1999) ืื ืืืืืื ืืืืืฆืืจื ืฉืืืช ืจื. ืืจืืื ืื ืืช ืขืชืืืื ืืืืืช
, ืืกืข ืฆืืื ืืืืืืื ืฉืืืืืจื . ืืืืกืืืจืื ืฉืืืฉ ืืืฉื ืืืืื ืืืื ืืืืืืฉ ืืืืฉืืช ืืขืืืืืงืืืื ืื ,โืืืืืช ืืขืฆืืืืช ืฉื ืืจืฆืืช ืืืจืืชโืืืืืืช ืืืกืืจืช ืืืฆืืจื ืขื ืขืฆืืืืช ืืืืืืช
โ ืช ืืืืืืช ืืืื ืืืืืจืืืฆืืจโืืืืืืช ืืืืืืช ืืื ืืืืกืืก ืื ืืืื ืืืคืืืชืื ืืื ืืฉืืืจื ืขื ืฉื โ ืืืืื ืงืืฃ' ืื ,โืืงืืืื ืืกืื ืืื ืืคืกืโืืืกืืก ืืฉืื ืื ืกืืจื ืขืืื ืืืจืชืืื ืืื . ืืฆืจืคืชืืช
.ืืืืืฃ ืืืืืจ ืืืจืืช ืืืื ื ืฉืืื ืืืจืืืืื ืืืจืืืืื ืืืื . ืขืืื ืืืืื ื ืืขืืื ืืขืกืงืื ืืืืืจื ืื
ืืช ื ืืื ืจืืฆืื ืืงืืช ืืืื ืืืืฆืขืืชื ืืืืืจื. ืืื ื ืืื ืืฆืืจืช ืืืฉืืื, ืืชืื ืื ืืืกืืจืืืืฉืืื ืืืจืืื ืืช ืืืกืืจืช ืกืคืจืื ืืช ืืฆืืจืช ืื ืืฉ ืืืฆืืืื ืืขืืื ืืขืกืงืื ืืืืืจื ื. ืืืจืืื
โ ืืืกื ืโืืืฆืืื ืืืืจืช ืจืืืื ืืืชืขืืงืืช ืืืืื. ืืืกืืจืช ืืฉืคื ืืื ืืืืืื ืจืกืืขืื ืืืืื ืืช 4-ื ืชืืฆืช, ืืกโืืืืกื ืืืงืื ืชืขืฉืืืช ืืืกื ื ืืืืก ืื ื, ืืืื ืืืกื ื. ื"ืืจืื
ืฉื ืื ]. ืืขื ืืขืฉื, ืืืื, ืืืื[ Dream-Believe-Dare-Do - ืืืจืืื ื ืื ืืขืกืงืืชืืืกืืจืืืขื ืืื ,Mickey Mouse Management-ืืขืงืจืื ืืช ืขื ืคื ืฉื ืืืื ืกื ืืืืืืจืช ืขื ืืืืื
ืืกืคืง ืืช ืืืืืืจ - ืชืืฆืืช ืืฆืืจืช ืืืฉืืื ืฉื ืืืจืช ืืืกื ื. ืืฆืืื ืงืฉื ืืืชืืืื . Fun family entertainment (Capodagli et al., 1999)211/ืืืฉืคืืชื ืืืื ืืืืชืจ
ื ืืชื ืช ืืจืื ืืืกืืจืช ืืืื ื/ืืชืฉืืื ืขื ืฉืืืช ืืืื ืืืจืืื ื. ืืืกืื โืืฉืืื ืืฆืืจืช
, ืืืืืืืช, ืจื ืืจืืืช ืืืืืืฆื .Mission Statement/ืืฆืืจืช ืืฉืืืืืคื ืจืืื ืืกืื ืฉืงืจืื ืืืื ื/ืืืจืืืืืกืืืขืช . ืืืกืืจ ืขืืืคืืืืชื ืืืฉืงืคืช ืืช ืขืจืื, ืืืื ื/ืืืขืื ืืืจืืืืืืืืจืช
ืืื ืขื ืืฉืื ืืขืืื ืงืฆืจื ื, ืืืืืืช/ืืื ืืช ืืืืืืช ืืจืืื ืืช, ืืขืืจืจ ืืืืืืฆืื, ืืงืื ืืืืืืชืืช ืืจืื ืืฆืืจืช ืืืฉืืื ืืืจื. ืืืืืืช/ืืจืืื ืืช- ืชืงืฉืืจืช ืคื ืื ืืขืืื ืืจืืื ืืืื ืืืงืื
,ืืืื ืขืชืืื ืืืฉืื ืืืื ื/ืืืืช ืฉื ืืืจืืืืชืืื ื ืืื. Vision/ืืืื - ืืจืืฉืื . ืืืืืฉื ืืืงืื -ืืฉื ื . ืืืื ืืืชืจืืืืจืขืืื , ืืืืืช ืคืืืฉืื ืืืื ื/ืื ืฉืืจืืื ,ืคืขืืืืชืืืืื ืืืืื ืืืืืืจื
ืืกืืื , ืืืื ื/ืืืจืืื ืืืืืืจื ืืืืจืืจ ืืช ืืืขืื, ืืืืืืืืฆืืจื ืืืฉืืฉืช . Mission/ืืฉืืืืืฉืืืฉื . ืืืช ืคืขืืืืช ืืืืื ืื ืืืื ื/ืืืืืืขื ืืืจืืื ืืืื ืืืจ ,ืืฉืื ืฉืจืืฆืื ืืืฉืื ,ืืืงืืื
208 A holarchy, in the terminology of Arthur Koestler, is a hierarchy of holons โ where a holon is simply a part of a hierarchy which itself is a complex system. The term was coined in Koestler's 1967 book The Ghost in the Machine. The term is also used extensively by new age writer Ken Wilber. The "nested" nature of holons, where one holon can be considered as part of another, is similar to the term Panarchy as used by Adaptive Management theorists Lance Gunderson and C.S. Holling. The universe as a whole is an example of a holarchy, or holarchical system, and every other holarchy we are aware of is a part of this larger holarchy. A heterarchy is a network of elements sharing common goals in which each element shares the same "horizontal" position of power and authority, each having an equal vote. A heterarchy may be independent or at some level in a hierarchy. Each level in a hierarchical system is composed of a heterarchy which contains its constituent elements. Both a hierarchy and a heterarchy are systems in which multiple dynamic power structures govern the actions of the system. They represent different types of network structures that allow differing degrees of connectivity. In a hierarchy every node is connected to at most one parent node and zero or more child nodes. In a heterarchy, however, a node can be connected to any of its surrounding nodes without needing to go through or get permission from some other node. Socially, a heterarchy distributes privilege and decision-making among participants, while a hierarchy assigns more power and privilege to the members high in the structure. Heterarchy can be defined as an organizational form somewhere between hierarchy and network that provides horizontal links that permit different elements of an organization to cooperate whilst individually optimizing different success criteria. In an organizational context its beauty is the way in which it permits the legitimate valuation of multiple skills, types of knowledge or working styles without privileging one over the other. <http://en.wikipedia.org/wiki/Holarchy>; <http://en.wikipedia.org/wiki/Heterarchy> 209 Anholt S. (2005), 'Nation brand as context and reputation', Editorial, Place Branding, vol. 1, 3, pp.224-228, cb2302 210
Vision statement, business philosophy, goal, objectives, values, strategies, pledge, purpose, promise, beliefs, standards, code of ethics, idea, call to action, guidelines, direction, focus, commitment, policy, discipline, standards of performance, credo. Abrahams J. (1999), 'The Mission Statement Book', Ten Speed Press, 1999, ISBN 1-58008-132-0, p,13
211Capodagli B., Jackson L. (1999), 'The Disney Way', McGraw-Hill, 1999, ISBN 0-07-012064-1
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืื ืคืจื ืคืขืืืืช ืื ืืื ืืื ืืช ืืืฉืืืช ืืืืืืื ืืืืืืืขืงืจืื ืืช ืืงืืืงืืื .Values/ืขืจืืื -ืืชืืจืื ืืืขื ืื ื ,ืืืื ื/ืืืจืืืืืืคื ืืืืืจืื ืืช , ืืืื ื/ืื ืงืืืฆืช ืคืจืืื ืืืจืืื
ืืืืืืื ื ืืจืฉืืืืืชืืื ืืืืฉืืื . Goals/ืืืขืืื - ืืจืืืขื . ืืืืงืื ืืืื ื/ืืืจืืืืื ืช ืืืฆืืื ืืืืฉืื ืืช ืืืืื ืืืขืืื ืขื ืฉืืืฉ/ืฉื ืชืืื/ืืืืืข ืชืื ืฉื ืืืืื ื /ืจืืืืื
ืืชืคืงืืืื ืขื ืคืืืืงื ืืคืขืืืืช . ืืืืืืช/ืขืกืงืืชืคืืืืกืืคืื - ืืืืืฉื . ืืืืฉืืื ืฉืืฆืืืืืืื ืื ืืืื ืืืืฉืืืืชืจืื ืืช ืืขืจืืื ืืืืืจืืช ืืขืฉืืืช ืืืกืืืจ ืืืฆื . ืืืื ื/ืืืจืืืืืฉืื ืืจืืืื ืื ืื. ืืื ืกืขืืคืื ืืฉืื ืืืื ืืื ืืืืืืจ ืืืื ื/ืื ืืจืืื .ืืฉืืืฃ ืืืื- ืืืื
, ืืืื -ืืืืื ืืืจืื ืืืื ื/ืืืฆืืจืช ืืืฉืืื ืื ืืจืง ืกืขืืคืื ืืขืืกืงืื ืืคืขืืืืช ืืืจืืื .ืืฉืืื ืืขืจืืื
ืขื ืืช ืืจืืืืืช ืืขืืื ืืขืกืงืื ืืชืคืชืื ืืกืคืจ ืืกืืื. ืฉืืืืช ืืืื ืช ืืฆืืจืช ืืืฉืืืืืฉื ืืื ืขื , Gast Law/ืืจืืฉืื ื ืืชืืกืกืช ืขื ืืืงื ืืกื. ืืืชืืื ืช ืืืืืืฉ ืืฆืืจืช ืืฉืืื
ืืื ื ืืกืื ืืืื ืืฆืืจืช ืืืฉืืืืื ืืืจืกืช ืืืฉืช ืืกื. Hoshin Planning/ืื ืื ืืืฉืืืฉืืืช ืชืฉืื ืจืืฉืื .ืฉืืืื 4-ืืชืืืง ื ืชืืืื ืคืืชืื ืืฆืืจืช ืืฉืืื. ืืกืื ืืืจืืืืืืืืืจ ืืช ืืขืื
ืื ืช - ืขื, ืืงื ืืกืืขื ื ืืชืืกืกืืช - ืฉืื ืฉื ื . )ืืืจืื ืืื ื ืฆืืื ืืืจืืื(ืืงืืช ืฆืืืช ืืฉืืื -ืฉืื . ืืฆืืจืช ืืฉืืื ืืืืืฉืืชืื ืืขืื ืืืกืื - ืฉืื ืฉืืืฉื . ืืจืืืืืกืื ืืืืืืืจ ืืช ืืขืื
ืขื ืคืืชืื ืืืงื ืืกื. ืืฆืืจืช ืืืฉืืื ืืชืืืื ืืขืืืื ืืืกืืจืืื ืฉื ืืืจืืื ืฉืืืื -ืจืืืขื ืืืืขืืื . ืืืืฆืข ืฉื ืืช ืืืืืฉืื, ื"ืืจืืืืก ืืืืื ืืืจืกืืืช ืกืืื ื ืื, ืคืจืืคืกืืจ ืืืืืจ ืืกื ืืื
ืืืืจืื , 212(Angelica, 2002) ืืชื ืกืคืจ, ืืกืืืช ืืชืจืืื ื-ืืืื ืช- ืืจืืื ืื ืืื, ืขืืืจ ืืืจืืชืืจืืื ืืื , ืืขื ืืื ืืช ืขืงืจืื ืืช ืืฆืืง ืืืืจืชืื ืืืื ืืฉืื ,ืื ื ืืื ืขืืกืงืื ืืฆืจืื. ืืืฉื
. ืืฉ ืื ืืืืืช ื ืืกืคืื ืืขืืจ ืืขืฉืืืช ืจืืืืืขืืืื ืฉืืืืงืฉ ืืฉืจืื ืืืืจื ืืื ืืืื ืืืืืจ
. ืฆืืจื ืืชืืฉื ืืืฉืชืคืจ ืฉื ืืฆืจืืื ืื ืืชื ืืขื ืืฉืืจืืช /ืืืืฆืจ ืืืฆืจ -ืืืง ืจืืฉืื . ืืืงื ืืกืืืืฉืื ืืช ืืืืื ืฉื ืืืืจื ืืืื ืืืืฆืขืืช ืฉืืืืฉ ืืืืื ืืืืืืจ ืืช ืืขืืฉืจ ืืืื -ืฉื ื ืืืง
-ืจืืืขื ืืืง . ืืืื ืืช ืืชืขืกืืงื ืืืฆืจืช ืฉื ืื ืฉืืืืกืคืง ื -ืฉืืืฉื ืืืง . ืขืืืืืืืื ืืืืื ืขืืช ืื ืฉืื ืืฆืคืื ืืขืกืืง ืืขืืืื ื ืืขืืจ ืืฉืืจ(ืืกืืคืืง ืฆืืจืื ืชืขืกืืงื ืืกืคืง ืืืืื ืืช
ืืืืื, ืืืจืืื ืขื ืืืืงืืื , ืืชืืจืื, ืืืื ืืช, ืืืฉืจื ืืงืฆืืขืืช, ืืืืืช ืืืืจื, ืืฉืืขืืชืืืคืฉืื ืืงืื ืฉืืกืคืง ืืืืืช ืืื ืขืืืื ; ืฉืืชืคืืชืช ืงืืืื ืืชืืืฉ ,ืืืืื ืืช ืืืฆืืจืชืืืช, ืคืืกื
ืืกืคืง ืฉืืจ ืืืื ืืขืืืื - ืืืืฉื ืืืง . )ืืืื ืืืงืจืืงืื ืฉืืืื ืฉืืืื ืืืืืข ืืืื ; ืืืืืืืืขืกืงืื [ืืกืคืง ืืืืจ ืืืื ืขื ืืืื - ืฉืืฉื ืืืง . )ืืฉื ื ืืกืคืงืื ืืืงืืื ื, ืืืืืืื , ืืืืืืืข(ืืืชืืจืืื ืืืืกืืืช , ืืกืืืื ืืื, ืืืฉืคืืืช, ืืชืืืืื ืืคืื ื ืกืื -ืืืืกื ืืื ืืื ; ืืืฉืงืืขืื -
ืืชืืจืืื , ืืกืืชืื ืืชื ื -ืจืืื -ืืืื ืช- ืืืจืืื ืืื; ืืืฉืืื ืืืืกืื - ืืกืืื ืืช ืืืฉืืชืืช ; ืืืงืจ .213(O'Hallaron, 1999) ]ืืชืฉืืจืื ืื ืื ืืชืืืงืืืื
ืืฉื ืื ืืืืจืื ืืช . ืื ืืืืชืืืื ืืชืื ืื ืืื ื ืืืฉืืื ืืืฉืืื ืืืืชืจ ืฉืืืช ืืืฉืืืืชืคืืกืช
ื ืชืคืก ืืชืืืื ื ืืงืฉื :ืืกืืืืช ืืืฉื. ื ืจืข ืืืืื ืืช ืืืขืจืืืฆื ืืชืืืื ืืชืื ืื ืืืกืืจืืื ืฉื ืืืืขืื ืืื ื -ืืชืฃ ืืื ืืืื ืืฉ ;ืฉืื ืืืื ืืืฆื ืื ืื ืชืืืืื ืชืื ืืืฆืืืชื ื ืืืื ;ืืคืืจืืืื
;ืฉืืื ื ืืจื ืืฉืืื ืื ื ืืื ืื, ื ืืกืจื ืืฉืืขืืช ืืืืืืชืืืืจืช ืืขืืื ืืืืื ื ;ืืืจืืื ืืืชืจืืื ืชืืืื ืืงืจื ;ืืืืืืช ืืื ืงืฉืจ ืืืขืืื ืืืกืืจืืืืืืคืขืืืืช ืืื ;ืชืจืืืืืืชืืืืืช ืื
ืืขืจืืช ืชืื ืื ืืกืืจืืื ืืขืืื ื ืืจืฉืช . ืืืืืื ืืืืืืื ืฉืงืจ, ืขืืื ืขื ืขืืงืจืื ืืืขื ืฉื -ืืืกืืจ ืฉืืืช . ืืืคืฉืจืช ืฉืืคืืจ ืชืืืื ืืืฉืืืช ืืฆืืจืชืืืช, ืืขืืช ืืืฉืจ ืืชืืื, ืืืช ืืืืฉืืื
. ืคืืชืื ืืืคื ืืฉื ืืช ืืฉืืฉืื )ืืืื ืืืฆืคื; ืืชืืช ืืืจืืงื - ืืืฉืื ืืืคื ืืช( Hoshin/ืืืฉืืืืืืื ืืขืืืช :ืืขืื ืฉืืืช ืืืฉืื .ืืจื ืืคืขืืืืช ืืืจืืื ืคืจืืฆืช ื ืืจืฉืชืืชืืงืืช ืืืฆืืื ืืื
ืฆืขืื ืืืืืืจ ืืช ืืื ;ืืจื ืืจืฉ ืืืจืืื ืืขืจืื ืฉืื ืื ืคืืจืฅืืจืืืืื ืืชืืื ืื ื ืืืืืื ืืืืช ืืกืคืง ืื ืื ืื ืืงืจื ;ืืคืชื ืชืืื ืืช ืืคืืจืืช ืืืืฉืื ืืคืขืืืืช ;ืืืขืืืื ืืืืชืจ ืืืฉืืช ืฉืื ืื
212Angelica E. (2002), 'Preparing a Vision Statement', Futurist, July-August, 2002, vol. 36, iss. 4, p. 59
213 OโHallaron R., OโHallaron D. (1999), 'The Mission Primer: An Effective Mission Statement ', Mission, 1999, ISBN 0-9676635-0-4
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืฉื ืืื ืื ืืืงื ืืช ืชืืืื ืืฉืื ืื ืคืืจืฅ /ืืืจืืื ืืืื ืชืืื ืืื :ืื ืืช ืืืกืื. ืืชืืืื ืืชืื ืืืขืงืจืื ืืช . ืขื- ืืืืฆืขืืช ืืืื ืืจื ืืืื ืข ืืฉืืื ืืืงืืช ืืช ืืืจืืื ืื ืขืืจ ืืขื ืคืืจืฅ. ืืืจื
ืืืจืฉื ืืืืฉ ืฉืืืืืื ืืช ืืื -ืืื ืืืจืืื ืืืจืืื ืืืืฆืืจืชืืืฉืืืื ืื ืืืืืืช :ืืฉืืืืืืืื ืืืชืืกืก ืขื ืืจืชืืืื ืชืื ืื . ืืชืืืื ืื ืืชืื ืืืชืื ืื ืืืกืืจืืื - ืืช ืืฉืื ืื . ืื ืืื ืืฉืืืช ืืงืื ืฆื ืืืก ืืืฉืื ืฉืืคืืจืื ืืืืจื ืืื, ืขืืืืืช ืืืื
ืืืฆื ื ืืชื ืืืฉืื ืืืืื ืช ,ืืืืื ืืืจืืืืื ืคืืจืืง. ืืืืื ืืืืืฉ - ืฉืื ืจืืฉืื :ื ืืขืืืืืชืืื. ืืืืจืื ืืืื ืืจืืืืื ืืืืืืื ืืืืฅ ืืช ืืจืืื ืืฉืื ืื. ืืจื ืืื ืืื ืืืืจืืืืื ืคืจืืฆืช
ืืกืืื ืฉืืืืื . ืืืจืืื ืชืืฉืืืืืืจืช -ืฉืื ืฉื ื . ืืืืื ืืื ืืจืืืช ืืฉืื ืื ืืชืจืืืื ืืืข. ืงืืืื ืื ืืื ืืืืื ืืืชื ืคืืชืื ืขืจืืื - ืฉืื ืฉืืืฉื . ืืืื ืขืจื ืืืงืืืืชืืืงืืื ืืืจืืื ืืืืฆื
ืฉืื . ืคืจืืืืืจืืื ืืืชื ืืืืช ืช ืขื ืชืืืื ืงืืืช ืืืืืืืช ืืืืืื ืืช ืืืกืืกืืืช ืืืฉืคืืขืืขื ืืกืืก ืืื ืืืืื ืืืขืจื ืืืจืืื ืขื ืขืืืื ืืกืืื ืืจืืฉ. ืคืืชืื ืืืื ืืฆืืื -ืจืืืขื ืืืืืืช ืชืืืืืื ืืื ืฉ ,ืืจืืื ืขืืืื ืืืชื ืืืืฉืื ืฉืื ืชื ืืกืคืืง ืืื ืืชืืืื ื. ืืืืขืื ืขืืืืจืืืืืืืจ ืืืืื ืฉืืื ืืืืืจ ืืืืกืืฃ ,ืืืฉืชืชืฃ ืฉืืขืื ืืืืืื ืื ืฉืืชืืคืฉืจ ,ืืืคืื .214(Cowley, Domb: 1997) ืืื ืืชืืืื ืืงืฆืืขื ืืืืื ื ืืืฆืืืช ืืืจืืื ,ืืืืงืื
214 Cowley M., Domb E. (1997), 'Beyond Strategic Vision: Effective Corporate Action with Hoshin Planning', Butterworth-Hienemann, 1997, ISBN 0-7506-9843-8
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ื"ืืจืืืืชืืจ ืฉื .2.4
119/ืืืจื โืืืชืืื .2.4.1
ืืืืื ืืืื ืขื , ื"ืืจืื ืืืืื ืืฉืื ืฉืืชืงืื ืืืืืืชืืืืช ืืขืฉืืจ ืื ืืืื ืืชืืจืจ ืชืขืฉืืืช ืืคืจืกืื 9/11- ืืืจื ืืชืงืคืช ื. Freedom/ืืืคืฉ โืฉืืืืื ืจืืื ืืขืืื ืืชืืืืื ื
ื ืชืืฉืื ืืื ืขืืื ืืืืื ืืืง ืืชืืืื ืขืืฆืื ืืขืืชืืื ืฉ โืืืืจืืงืืืช ืฉืืื ืืช ืขืฆืื ืืื ืื ืืจืฉืื ืืื ืืืืฉืืจืื ืืืงืฆืืข? 215ืืงืจืืืช ืืืืฉื ืชืืขื ืืืื ื"ืืจืืืืฅ ืขื ืืจืฆืืช
ืืชืจืื ืืช ืืืชื ืืื ื ืืชื ืืืืืก ืืช ? ืคืืชืื ืืกืจื ืคืจืืคืื ืืืืืืื , ืืคืืชืื ืืืื ืืืืืจืช ืกืืืืื ืงืืงื ืงืืืืืืื ืืืืฉื ืืืื ืืฉืืืงื ืืืืื ื ,ืฉื ืืืช 30 ืืืืจืืืชืื ืชืฉืืืจ ื"ืืจื
ืืคืจืืคืื ืื ืืขืจืืืืืื ืืืืืช ืืขืืื ืืฉื ืืื ืืื ืื ืขืืชืื ืื ืฉื ืืื ืืช ? 216ืืงืืื ืืืกื . 217ืืฉืจื ืืืืืข ืืืืืชืื, ื"ืืจืืฉื ืืืฉืืช
ืื ืืืกืืจื ืืืฉืืื ืืขืืืืช ืืงืืืืืช ืืขืืื ืืคืจืกืจืช ืื ืืกืืื ืืืืฅ ืืืฉืืช ืืงืฆืืขืืืช ืืืกื
ืืืืืจ ืืืืื ื - ืชืชื ืืื ืชื ืืจืืื ืืืืฉืช ืืคืจืกืื ืฉืจ, ืืืืฉื ืืขืจืืืช ืืืคืืืืืืืชืืื ืืื ืืืืฆื ืืืื ืืืฉื .ืืืืืจ ืืืืื ื ืงืืืื ืคืืืื ืขื ืืื ,2001-ื ืืืืคืืืืืื ืฆืืืืจืืช
. ืชืฉืืืจื ืคืจืกืื โืืืกืืจืช ืืืืืื ื ืื ืืืจืืจ ,ืืขืืื ืืืืกืืื ืืืืฉื ืืืขืืจืช ืืกืจื ื"ืืจื; ืืืื ืืื ื ื ืืฆืื ื ืืื ืืช ืืงืืจืื- ืืื; ืืื ื ื ื ืืืืช ืืืกืืื ื"ืืจื โืืืกืจืื
ืืืืฆื ืืืืฉื ืืืจื ืชืืจืจ ืื ืืืง ื ืืื ืขื ืืืช . 218ืืคืืขืืช ืืงืืืื ืืื ืืจืกืื ืืืื ืืืืจืืืืืจืืช ืืืืงืืจืช ืืงืฉื ื, ืืืืฉืื 17-ื ืืฉืจืชืืืฉืืืฉื . 219ื"ืืืจืืื ืืืืื ืื ืคื ืืื ืืชืื
ืื ืืื ืืืืืจื ืืขืืกืืืื ', ืืงืืจืื ืฉืืืขืื ืืคืจืกืื ืืืืืจืืืืื ื ืืืื 68%, 44ืชืคืงืืื ืขื . 220ืืืจืืืื ืืงืฉืืืืืืจืืช ืืืฉืืืชืืืฆืืืื
ืืืืืงืช ืืงืืืืืืืชื ืืงืืขื ืืชืืืืื ืขืืืื ืืฉืื ื โ ืืืืขืื ืื ืืืจืืืืื ื ืืื ืืื
ืืืืื ืืงืฆืืขื ืฉื ืขืืื ืืคืจืกืื ืืื ืจืงืข ,ืืืืขื ืกืคืงืืช; ืืืงืื ืืจืก ืืืช ืืืืื, ืืืืื ืืืื ,ืืื ื ื ืฉืื ืืขืืื ืืืื ืืืชื ื"ืืจืืื ืืืจืช ; ืื ืืืื ืืืคืืืืืื ืฆืืืืจืืช ืจืืืืืกืืก
ืืืช ืืืืื ืืฆืืืืจืืช ืืื ืืื ืื ืืืงื ืื ืื ืื ืจืฉืื ืืชืืืื ืขืืืืช ืืืืคืืืืื; ืฉืืืื ื ืืืชืืืขืืื ืืืืกืืื ืื ื ืืชื ืืชืืงืื ื"ืืจืืื ืืืชืืจ ืืคื ืื ื ืืฆืืช , ืืืืกืืฃ; ืืืื ืืืืงืช ืืืืื ืืจืืฆืื ืืืขื ืืืื ืืื ืืื ืื ืืืื ืื ืื ืงืื ื ืืขื ืื. 221(Lewis, 2003) ืืืืฆืขืืช ืืื ืคืจืกืื
ืื ืืืื ืื ืื ืืืืจืืงืืื''( ื"ืืจืืขืจืืื ืืืืื ื- ื ืฆืคื ืืืกืืืื ืืืืกืืจืช, ืืื ืืชืฉืืืจืืืืช ืื ืืืจืืื ืืืืกืืืื ืื ืขื ืืื ื"ืืจืืืฆืืช ืืืกื ืฉื ; )"?ืืืื ืืื ืืื ืื ืื ื ืื ืขืจืืื
โืื ืื ืื ืฉืื ืื ืืื ืฉืืืืช ืืจืืื ืืช ืืืืกืืืื ืืืขืจืืื , ืืืกืืืื; ืชืืฉืื ืืขืืื ืืขืจืืืคืจืกืื ืฉื ื ืืืงืจืื ืืืื ืืืจืกืืืช 2006ืืืจืืช ืื ืืืืงืืจืืช ืืฉื ืช . 222ืืืฅ ืืืืฉื ืืืื ืืืช
215 Teinowitz I. Linnet R. (2001), 'Ad Agencies heed the call of Uncle Sam", Advertising Age, 12th November, .2001, <http://adage.com/abstract.php?article_id=53343>, viewed 4th February, 2005, cb0105 216 Pappas C. (2001), 'The selling of America', Advertising Age, 17th December, 2001, viewed 4th February, 2005, cb0111 217 Crain R. (2001), 'Selling idea of freedom is most important assignment for Beers', Advertising Age, 11th May, 2001, viewed 4th February, 2005. cb0102 218 Teinowitz I. (2001), 'Government eyes ad attack', Advertising Age, 15th October, 2001, viewed 4th February, 2005, cb0106 219 Teinowitz I. (2001), 'The USA's commercial Pitch', Advertising Age, 17th December, 2001, <http://www.adage.com/abstract.php?article_id=53102>, viewed 4th February, 2005, cb0107 220 Voted & Quoted (2003), Advertising Age, 17th March, 2003, <http://www.britannica.com/magazine/article?query=voted+and+quoted&id=35>, viewed 4th February, 2005, cb0104 221 Lewis E. (2003), 'Branding war and peace', Brand Strategy, January 2003, pp. 26-28, cb1103; Teinowitz I. (2002), 'Beer draws mixed review after one year', Advertising Age, 23rd September, 2002, viewed 4th February, 2005, cb0109 222 Tan P. (2003), 'Brand USA: Tarnished?', brandchannel.com, 3rd February, 2003, <http://www.brandchannel.com/features_effect.asp?pf_id=142>, viewed 4th February, 2005, cb0129
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืืจ ืืืื , ืืกืืืื ืื ืืืืชื ืื ืืขืืช ืืขืฆืืจ ืืช ืืงืืคืืื ืืคืจืกืืื, ืืืื ืืืงืจ ืฉืขืจืืืืืงื . 223ื"ืื ืืช ืืคืืื ืฆืืื ืืฉืคืจ ืืช ืชืคืืกืืช ืืขืช ืืงืื ืืืืื ืืช ืืืืกืืืืืช ืขื ืืจื
ืงืืืืืื ืืขืืจื .2.4.2
ืคืขืืืืช ืืืืคืืืืืื , ื ืืื ืืช ืืืขืจืื ืืชืงืฉืืจืชืืช ืืืืืื ืืขืืจืืง ืคื ืืืืืืฉืืฉืขื ืขื ืฉื ื ืืืื ืืขืืื ืืจืื, ืจืืขืืช ืืฆืื ืฉืืื ื ื ืืืืื ืืืืืื ืืืฉืืืืืจืืช ืืืขืืจื ืื ืืืฆืื
ืืงืจื Psychological Warfare โ Psyops/ืืืืื ืคืกืืืืืืืืช โ ืืชืงืฉืืจืช ืฉืืืืงืืช ืืจืืืืืืืขื ืืจืื ืืื ืืื ืืช ืืืืืืช ืืืืืข ืื ืงืืื. ื"ืืจืืืงืื ื ืืขืช ืืงืจื ืืืกื ืฆืืืืจืืืืื ืืฉื ืืืืฉื ืืืืงืช ืืืืื ื ืืืขืงืืืช ืืืืฉืืื ื. ืืืจืืงืืื- ืืช ืืจืืฉืืช ืืื ืื ืกืืืืืก
ืืืืฉื ืืชืืืื ืืืฉื ืฉืชื ืื ืืช ืคืขืืืืช ืืืขืืชื ืืืจืืฉื ืืืงืืช ืืจืืขืืืื ื ืืืืงืช .44ืืืคืืืืืื ืืฆืืืืจืืชื
ืืืืฉื . ืืืกื ืฆืืืืจืืื ื ืืชืื ืืืจืืข ืงืืืกื ื 2003-ื ืืขืืจืืง ื ืืชื ืืืชืืืืก ืื ืืืืืื. ืชืืืื ืืืืจื ืืืืืข ืฉืืืื ืืืืจืช ืงืืื ืืืขื, ืืขืืจืช ืืืืข ืืืืื โืชืืืืื 3- ืืฆืืื ื
ืืืืฉื ืงืืื ืืช ืืืช ืืืืืืืช . ืืืืืืจืื ืืชืื ืื ืขืงืืืืช, ืืืฉืจ ืฉื ื ืืฉื ืืคืงืืืจืืืืืืืื ืืฉืื ื ืขื ืฉืืืื ืขืืชืื ืืื ืืฉื โืืืืืื ืชืงืฉืืจืชืืช ืืืกืืจืืืืืช ืืืฉืืืืช
ืื ืืืช ืืขืจืืืช ืืืกืื ืืืฉืืืช ืืื ืื ืฉื ืืืืื โืชืืฆืืืช ืืืืืืืช ืืืกืืจืืืื ืืื ืฉืชื . ืืงืจืืื ,ืืืืื ืืืืขืื ืืืขืืจ; )ืืืืืืืืืื ืขื ืืฉืืคืช ืกืืคืืจื ื ืชื ืืืฉ ืืื(ืืืืืืช ืืืืืืื
ืชืงืฉืืจืชื ืืื ืืืืชื ืืชื ืืืฉ ,ืืืืืืืืืขืืช ืืืจืืืืช . ืืฆืื ืคืืขื ืชืืช ืืกืืช ืกืืืืืช ,ืืื ืืืืขืื ืืืืืชืืจ ืืขืืืืืช ืื . ืขืืจืืง ืืืืื ืฉืง ืืืฉืืื ืืืื ืืช ืืื ื ืืืื ืืืืืืื ืขื ืงืื
ืืืช ืืฆื ืืชื ืืืืช ื ืืจืฆืช .224 (Lordan, 2003)ืืขืืื ืืช ืืืืฉื ืืคื ื ืืฉืืจ ืืืื ืืช ืงืฉืืืงืจื ืืงืืืืืื , 2004-ื Pewืืกืงืจ ืฉืขืจื ืืืื . ืฉืืืืขื ืืืืืื ืืืืื ืืงืืืืืื
ืืื ืขืื ืื ืืฉ 87%-ื ืืืืืืช ืืืืืื ืืืืขื ืืชื ืืืืช 80%, ืืืชืืืื ืืืืกืื ืืื ืืืืืืื .(Tierney, Maliniak: 2005)225 ื"ืืจื ืืืืืืืืงื ืื ืฉืชืืืง ืื
ืืืจื ืืืืืื ืืขืืจืืง .2.4.3
ืืคื ื ื"ืืจื ืื ืืฆื, ืืชืืืื ืขืืจืืง ืืืคืืช ืืฉืืจ ืกืืืื ืืืกืืื ื"ืืจืืฆืื ืชืคืืืฉืืืจื
. ืืื ืืืจืืคืืื ืจืง ืืขืืื ืืืืกืืื ืืื ืื , ืืขืจืืืช ืืืืคืืืืืื ืืฆืืืืจืืชืืืฉืืจ ืงืฉื ืื ืืชืืืื , ืฉืืืจืช ืืขืฆืื ืืช ืืืืืช ืืชืงืืฃ ืื ืืืื ื ื"ืืจืืืืืชื ืื ืืชืืืฉื ืืจืืืืช ืขืชืืืืฉืชืชืงืืฃ ืืืืขื ืืฆืืคืืืืื ืืชืื , ืื ืฉืืื ื ืขื ืกืฃ ืคืขืืื ืืชืงืคืืช, ืืคืขืืื ืืชืงืคืืช
(Mandelbaum, 2006)226 . ืืจืืช ืืืื ืืื ืืืืคืืื ืืกืืืื ืืื ืืช ืืืืฉื ืื ืืชืืืืกืืช ืืืกืจืืืืื ืื ืืืคืืืืืื ืฆืืืืจืืช ืืื ื ืืื ืืืืฉื ืขื ? ืืืคืฉืจืืื ืืคืชืจืื ืืช ืืื ืื. ืืืืชืจ
ืืจืื ืืช ื ืื ืฉืืืืชืืืืก ื ืืื ืฆืจืื; ืืืืฅืืืืช ืืื ืืืจืืืืืช ืืืกืืจืช ืืืื ืืืช ืคืขืขื ืืืืฉื ืืืืื ืื ; ืืืช ืืืืืื ืืืื ืืืช ืืืืืช ืืืื ืืฉืืจืืชืืฉืื ืื ืืืืืื ; ืืืืจืืคืืื
ืืชื (ืืชืงืฉืืจืช ืืืงืืืืื ืื ืืืจืืืืื ืืืืื ืืืฉืืจืืืขืื ืืืื ,ืืืฅืืืืฆืืื ืืืจืฆืืช ืืฉืืจืืจื
223 Fullerton J., Kendrick A.
(2006), 'New book asserts U.S. erred in shutting down the Brand America ad campaign [Advertisings war on terrorism]',
Oklahoma State University, 19th June, 2006, cb2013 224
Lordan E.J. (2003), 'Mixed messages: The Bush administration's public relations campaign in the Iraqi war', Public Relations Quarterly, Fall 2003, <http://www.allbusiness.com/periodicals/article/693119-1.html>, viewed 4th February, 2005, cb0128; Foreign Policy (2005), 'The blame game', November-December 2005. pp. 45-46, cb0910 225 Tierney M.J., Maliniak D. (2005), 'Inside the ivory tower', Foreign Policy, November-December, 2005, pp. 58-64, cb0911 226 Mandelbaum M. (2006), 'David's friend Goliath', Foreign Policy, January-February 2006, p. 53, cb1002
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
62
ืชืคืงืื ืืื ;ืืืืืื ืืืฉืืืืชืงืฆืื ืจืืื ืืืขืืื; )227ื ืืืืื ืืืืจืื ืืงืกืื ืืื ื ืืกืคืงืื ืืืชืจ .(Gedmin, Kennedy, 2004)229 228ืืช ืืืืื ืืืช'' ืืืืืจ''ืจืง ืืืืคืืืืืื ืืฆืืืืจืืช ืืื ื ืืื ืืืคื ื ืืื 17,000ืขืืืืช ,ืืืื ืืช 9-ืืืื ื 2005ืืฉื ืช Pewืืกืงืจ ืฉืขืจื ืืืื ืืืืงืจ
) ื"ืืจื(, 65%) ืกืื( -ืืจืืื ืื . ืืืชืจ ืืืืื ื ืืฆื ืื ืกืื ืืืื ืืืขืจืื ืืืืืืืช, ืืกืื ื"ืืจื, 79%) ืก( - ืคืงืืกืื; 38%) ื(, 73%) ืก( โืืื ืืื ืืื ; 43%) ื(, 58%) ืก( โืฆืจืคืช ; 55%
ืื ืฉืื ืืืฉ ืืืืื ื ืืจืืืช ืื ืืืืื ืจืื ืืืืืจืช. 23%) ื(, 40%) ืก(ืืืจืงืื ; 23% )ื(ืขื ืืกืงืจ ืฉื ืขืจื .230ืชืืืื ืืืืืื ื ืื ืืืจืืจ ืืฆืืืงืืื, ื"ืืจืืขื ืืชืืืืช ืฉื ืืื ืคืื
ื ืืฆื ืื ืื ืจืง , ืืืื ืืช 23-ื ืืืืื ื 24,000ืกืงืื ืืืื ืืืจืกืืืช ืืจืืื ื ืขื -ืืืจืช ืืืื ืืืืืื ืืงืื ืืช ืื ืืืืืชื ืืืืืืืืช ืื ืฉื ืืืืืื ืืื ืืื, ื"ืืจืืืฉ ืืืืช ืืชืจืืงืืช ืืฉ
.231(Kull, 2005) ืืืืจืืคืื ืืื ืฉื ืกืื
ืืืื ืืกืื ื , ืืืคืื ืืกืืืขืืืื ื ืืฆืืช ืืคื ื ืงืฉืืื ืืจืืืื ืื ื"ืืจื, ืืฆื ืืงืฉืืื ืืขืืจืืง ืืจืืืช ืืงืืจ ืคืจื ืกืชืืืืืื ืืช ,ืขืื ืืชืืืจืืช ืืกืืจ ืืืจืืืื, ืฉืื ืื ืฉื ืื ื ืืื ืืืืืื .232ืืืืจืืื ืืงืืฆืื ืืื ืืืืื ื
ืืขืืื ืืืืกืืื ื"ืืจืืฉืืืืง .2.4.4
31% - )ื ืืืืื ืืื ืืืืื''ืื ื(ืื ืืืืื 'ื ืืืืฆื ืขืจืื ืืืจืืงืืื ืืืืจืื ืฉื ืืืฉ ืืืืงืจ
ืืฆืืจื ืืืจืืื ืฉื ; 9/11ืืืืืจื ืืชืงืคืช ืขืืืืืืืื ืื ืื ืืฉืืื ืขืื ืื ืืืื ืช ืืฉืจืื ืื ืืืจื ; ืืืืืช ืืืืื ืืืืืื ืขืฆืื ื ืืืืฆืืจื ืฉื ืืืืกืืืื ืื, ืืืืืืืืฉืจืืืื ืืื ื
ืืื ืขืืื ; ืืขื ืืืืืืื ืืืฆืืื ืขื ืืกืจ ืคืจืกืืื ืืื ืืืืื ืืช ืฆืจืื ืงืื ืืืขื ืืืชืช ืืื , ืฆืืง, ืืฉืคืื, ืืืื ื โืืืฉืช ืืขืจืืื ืืืืืืืื ืืขืื ื ืืกืขืืืื ; ืืฉ ืืื ,ืขืจืื ืืื
ืืืืจื ืืชืืืืืืขืจืืืช ืื ืืืื ; )ืืฉืคืื ืืืืืื - ื"ืืจืืืืื ื ืืืฉืืชืฃ ืขื (ืฉืืคืชื ืืช ืืืืข ืืกืงืจ .229ืืืืืจืืช ืฉื ื ืืืื ืืงื ืืืืืจ ืืื ืชืืืื ืืืืื ืืชืจืืืชืืฉ ืืงืืช ืืืฉืืื ืืช
, ืืืื ืืช ืขืจืืืืช 5-ื ,ืืืื ืืกืืจืืืืื ืืืืฉืื ืืืืืขืืืจ ืืืจืื ืืืื, 2005ืืืืื ืฉืขืจื ืืืืื ืืช ืืืืื ืืืืจื ืืขืจืืืช ืืขืจืื , ืขืืฉืจืืืคืฉ ืืืฉื ื ืจื ืื ืืืืื ืื ืืืขืจื ืืืืืจ ืืขืจืืืืฆืื
ืืกืืกืื , ืืจืืจืืื ืืชืืงืืช ืกืืื ืืืืืจื ืฉื ื"ืืจืืืชืคืืกืชื ืืืืืืงืช ืขื .ืืืฉืคืืืขื ืืืช ืืืืืืช ืืืืืืืืืืช ืืืจืืืืืช ืืืืจืืืืช ืืช .ืืฉืจืืื ืืืืืืื ืืขืืจืืง- ืืขืจืื
ืชืืืืกืืชืืฉื, ืืจืืืืชืืฉืืจืืชื ืืืฉืืื ืชืขืกืืงืืืชืืงืืืช ืืฉืืคืืจ ืชื ืื ,ืืืืืืืกืืื .233ืืคืืกืืื ืืื ืืืจืื ืืืงืื ืฉืืืฉื ืืืื
ืืืื ืืช 6-ื ืืืืื ื 4000ืขื , ืขืืืจ ืืื ืืืจืกืืืช ืืจืืื ื, 2005ืืกืงืจ ื ืืกืฃ ืฉืขืจื ืืืืงืืืืจ
81% ืื ื ืืฆื; )ืขืจื ืืกืขืืืืช ืืืืืื ื ืกืืืืืืช ืืืคืจืฅ, ืืจืืงื, ืืื ืื, ืืจืื, ืืฆืจืื(ืขืจืืืืช ืคืืืช , 78% โืืืชืจ ืืจืืจ , ืืืืื ืืขืืจืืง ืืืืื ืคืืืช ืฉืืืืฉืขืจืืื ืืืืื ืื ืื
ืช ืื ืืืื ืืช ืขืจื ืขืืื ืืืืืืืจืื ืชืืฉ .77% โืืืืจืขื ืืืฆื ืืขืืจืืงืื , 58% โืืืืงืจืืื ืืืจืื ืืืืืืช. ืืืฅ ืืืืฉืื ืืืช ืืขืืื ืฉืืืืืช ืืืคื ืืื, ืืืจืืงืืืืืืืคื ืชืจืืืช ืืขืจืืื
227 Wrong M. (2004), 'Diplomats have the same faults as foreign correspondents: they don't get out enough, they socialize too much with their own kind and they don't know the local language', New Statesman, 12 April, 2004, < http://www.newstatesman.com/200404120008>, viewed 4th February, 2005, cb0110. 228 Fisher W. (2005), 'More Advice for Karen Hughes', Scoop Independent News, 18th April, 2005, <http://www.scoop.co.nz/stories/HL0504/S00151.htm>, cb0304 229
Gedmin J., Kennedy C. (2004), 'Selling America Short', National Interest, winter 2003-2004, <http://www.findarticles.com/p/articles/mi_m2751/is_74/ai_112411720>, viewed 4th February, 2005, cb0108 230 Lester W. (2005), 'US image suffers overseas', AP, Houstonchronicle.com, 23rd June, 2005, cb0534; Hoffman D., Dale H. (2005), 'Winning the war of ideas', The Washington Times, 24th June, 2005, <http://washingtontimes.com/op-ed/20050623-084201-6823r.htm>, cb0535 231 Kull S. (2005), 'It's lonely at the top', Foreign Policy, July-August 2005, cb0604 232 Charles R. (2005), 'The Afghan dilemma', The Washington Times, 26th April, 2005, <http://washingtontimes.com/commentary/20050425-093832-5780r.htm>, cb0314 233 Salem M. M. (2005), 'Bush and the Arab street', ASIA Times online, 2nd June, 2005, <http://www.atimes.com/atimes/Middle_East/GF02Ak01.html>, cb0505
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
63
ืืฆืืื ืืืืืช (ื ืืฉืืืื ืืืช , ืืืืืช ืืขืืืื, ืืฉืคืื: ืกืืจ ืืฉืืืืช ืืืจื ืขื ืคืืืืืฉืืืช . ืจืืื ืืขืืืคืื ืืืืืืืช ืขื ืืจืฅ ืืืฆืื ืืคืืืช ืขื ืืืืชื ืขืจืืื). ืืจืืื ืืจืืช ืืืืจืื
ืืจืืื ืืขืืื ืื ืืืงืืจ ืชืกืืื ืคืืกืืื - ืช ืืกืืกืื ืืืฉืจืืืื ืคืืืขืืจืืง ืืืื ืืืืืืืืื ืจืืฆืื 26%. ืืืจื'ื-ืื ืื ืืชืืืืืืืืืืืืืื ืืื ืฆืืคืื ืืืืฉืืช ืืชืื ืช 45% .ืืขืจืื
.234ืขื ืืืืืื- ืืจืืืช ืืช ืฆืจืคืช ืืชืคืงืืช ืืืขืฆืืช
18%-ืจืง ื โืืืืื ืืช ืขืจื ื ืืฆื ืื , 2002ืืืจืฅ , ืืืื ืืืืืค ืขื ืืืืืืืงืจ ืฉื ืขืจื ืืชืืฉืื ืขืจื ืืกืขืืืืช ืืขื ืืืื ืืืืืืช ืขื 7%- ืื, ืืชืืฉืื ืืืืืืช 11%- ื, ืืืืื ืื ืื
ืืืฆืขื 9/11- ืืืืืฉืื ืื ืืชืงืคืช ื ,ืืชืืฉืื ืืืืืืช 89%- ื ืื ืืืืคืงืืกื 86% ืื ืื; ื"ืืจื .235ืขืจืืื ืขื ืืื
ืืขื ืืืืืืช ืขื ืืื ืืื ืืืืืชืืฉืื 15%- ื ืืฆื ืื ืจืง ื, 2003-ื Pewืฉืขืจื ืืืื ืกืงืจื
ืืกืงืจ ืฉืขืจื .200041ืืฉื ืช 52%ืืขืืืช , 15%- ืืืืจืงืื ื; 2002- ื 61%ืืขืืืช , ื"ืืจืืืฆื ืืฆืืจืืช ( ื"ืืจืืืขืืจืจืช ืืื ื ืืขืืื ืืืคื ื ืืฆื ืื ืืืื ืืืช ืืืืฉื , 2004ืืืืื ืืฉื ืช
-ื ืืชืื 7-ื. )236ืืืจืืงืืืืื ืืืืืืช ืืืคื ืขืจืื ืืืืืงืจืืื ืืืืฆืจืื ืื ืืืืกืืืื ืจืืื ืขื 71% โืชืืืื ืืื ืืื ืขื ืืืื ืืชืืื ื"ืืจืืื , ืืืกืืืืืช ืืืืื ืื ืจืื ืื ืืืืื ืืจืฆืืช 8
ืฆื ื ืืฆื ืื ืืื, 2005ืืกืงืจ ืืืจ ืฉื ืขืจื ืืืื ืืื ืืื ืืฉื ืช .238ืืืื ืื 58%, 237ืืืืจืงืื .239ืืืื-ืืืืื ืืืจืืื ืืจืืช ืืชืืืื ืืืืกืื ืืื, ืืืืื ืฆืื ืคืืขื ืืกืื ื ื"ืืจืืกืืืข
- ืื( ืฉืื ืื ืืืืื ืืืชืฉืื ืืื ื ืฉืืื ื, ืฆืืืืจืืช ืืืืืืืืืืืื ืืืคืืืคืงื ืืฉ ืืืืจืกืื ืื
ืืืชืืืืก ื"ืืจืืขืืืช , ืืคืืืฉื ืืขืืจืืง, ืืชืขืจืืืช ืืขื ืืื ืื ืืคื ืืืืื ืฉื ืืืื ืืช ืืจืืชืืืืก ืืืคื ืืขืฆืืจืื , ืืจืืื ืฉืืขืืจืืง-ืืื ืืืช ืืืืืืขืื ืืืื ื, ืคืืกืืื ืื-ืืกืืกืื ืืืฉืจืืื
ืืืื ืืืชื ืืืืืช [ืืก ืืืคื ืขืจืืื ืืืื ืืื, 240ืืืชืงื ืืืืืื ืืืคืจืฅ ืืืืื ืื ืืื ืฉืืงืืื ืืืืืืช ืืืช โืืืฉื ืืชืืืื ืืืฉืืจืื ืืืืืืงืจืืืืื ืืขืจืืืื ;241]ืืืืขืืจื ืืืืืืืื )242ืืืจืืืืืืืื โ" ืฆืืจ ืืจืฉืข"ืืชืคืฉืจืช ืืืคื ืืืื ืืช ืืขืืื ืืืืชื ื, ืืืืืื ืืกืขืืื
ืขืืื ืืื ื ืืขืจืื-ื ืืฆืจืืืืื ืืขืืื ืฆืืืืืืืฆืืืชืช ืืืืืจ ืืืชื ืืฉืืฉืืื . 243ืืืกื ืืฆืืืืจ
234 MSN (2005), 'Iraq, Israel, brew deep Middle East mistrust of US: Poll', news.ninemsn.com.au, 3rd December, 2005, cb0925; Tate D. (2005), 'Negative attitudes towards US remain in Arab world', Turkish Weekly, VOA, 7th December, 2005, cb0948 235 Muravchik J. (2002), 'Hearts, minds and the war against terror', Commentary, May 2002, <http://www.commentarymagazine.com/Summaries/V113I5P27-1.htm>, cb0112 236 Hoke Z. (2005), 'Less information widens US-Muslim gap', VOA.com, 12th October, 2005, <http://www.voanews.com/english/archive/2005-10/2005-10-12-voa72.cfm?renderforprint=1&textonly=1&&CFID=14470083&CFTOKEN=44881614>, cb0902
ืขืฆื ืืืชืงืคื ืขืืจืจื ืืืืงืืช ืงืฉื ืืคืืขื ืืืืกืื ืืืืืืืื ืืื . ืชืงืฃ ืืืฉื ืืืฉ ืืช ื ืฉืื ืืืจืงืื ืขื ืืืงืืจื ืืกืืจืื 2005ืืืืฆืืช ืืจืืฉืื ื ืฉื 237 .ืืืกืืฃ ื ืืืฅ ืืืืฉื ืืืชืงืคื ืืืกืืช ืืืืจืื. ืฉืชื ืืขืืืช ืืืจืืช
Robins P. (2005), 'Bush's warning to Turkey was stupid', The Daily Star, 19th April, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_id=14376>, cb0303 238 Woodall A. (2005), 'Analysis: Uphill battle for US public diplomacy', United Press International, 23rd March, 2005, <http://washingtontimes.com/upi-breaking/20050322-115243-7788r.htm>, cb0143 239 Ballen K. (2005), 'US diplomacy vs. extremists', The Washington Times, 21st April, 2005, <http://washingtontimes.com/op-ed/20050420-085929-9172r.htm>, cb0306; Farsetta D. (2005), 'America's Indonesian PR blitz', AlterNet, 22nd December, 2005, <http://www.alternet.org/mediaculture/29940>, cb1021 240 Lobe J. (2005), 'Concern grows over Guantanamo detention practices', Interpress Service News Agency, 15th June, 2005, <http://www.ipsnews.net/news.asp?idnews=29070>, cb0516; Brown J, (2005), 'Fear as a foreign policy', tompaine.com, 15th June, 2006, <http://www.tompaine.com/articles/2005/06/14/fear_as_foreign_policy.php>, cb0519 241 Browns J. (2005), 'December 14-2005 exchanges supplement', John Brown's public diplomacy review, USC center on public diplomacy, 14th December, 2005, cb1029 242 Takeyh R. (2005), 'It's not Israel that's driving Teheran to nukes', International Herald Tribune, 25th August, 2005, <http://www.iht.com/articles/2005/08/26/opinion/edtakeyh.php>, cb0807 243 Vlahos K. B. (2005), 'Tough challenge trying to win over Arab world', Fox News Channel, 16th May, 2005, <http://www.foxnews.com/story/0,2933,156595,00.html>, cb0335; McNeel J. M. (2005), 'America spare Arabs the spin', Herald Tribune, 9th June, 2005, <http://www.iht.com/articles/2005/06/08/opinion/edmcneel.php>, cb0507; Buel M. (2005), 'Task force: US support for Arab reform critical to winning war on terror', News VOA com, 9th June, 2005, <http://www.voanews.com/english/archive/2005-06/2005-06-09-voa76.cfm?CFID=14798177&CFTOKEN=55232491>, cb0525; Amr H. (2005), 'American public diplomacy: some lessons from Germany', The Daily Star, 15th July, 2005, <http://www.spinwatch.org/modules.php?name=News&file=print&sid=1261>, cb0623; Khouri R.G., 'Humility should be part of
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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, The West and the Rest" (Huntington, 1993)244" ืกืืืื ืื ืืื ืืืื ืืืฉืื ืขื ืคื, ืืืืกืืื ืืืื ื ืื ืืืคื ืืืกืืืื ืื ืงืืฆืื ืืื, ืืืืคืืื ืื ืืืืืืืืจืื ืฉืื ืืืกืืืืืื ืืืจื ืืกืืื
(Dale, 2005)245 .ืืขืจืืืช ืื ืืื ืจืขืืื ืืืืื ืืืฉืื ืืงืื ืืช ืจืขืืื ืืืฉืืืื ืืชืคืืกื ืืืืืืืฅ ืขื ืืืืฉืืืช ืืขืจืืืืช ืืฉืืืื ,246(Satloff, 2004) ืืขืจืื ืื ืืขืืื ืืืืกืืื ืืืืขื
ืืืืจ .ืืฉื ืื ืจืืืืืกืคืจื ืืืืืื ืืืืคืช ืืืืื ืืฆืืฆืื ืืืจืฉืืช ื ืืืคืืช ืืขืจืก ืืืืกืืืื ืืืขื ืืฉืคืขื ืืืจืขืช )247ืืืืืืื, ืืืืืืื ืืืกืืืื, ืืงืืืืื( ืืืืงืืจืืช ืืืืข ืืงืืืืื
ืืืกืืจืช ืืืืฆื .248ืืืฅ ืืืจืืฉืืจืื ืืืืืขืื ืืืจืฆืืชืืืฉืืืื ืืชืฉืืืจืื ,ืืขืช ืืงืื, ืืชืื ืื ืืขืืื ืืืืกืืืืืจืืื ืจืืงืื ืืืื ืชืืื ืืืกืืืข ืืืืฉื, ืงืืฆืื ืืืืืืชืืืืืืช ืืื
ืืืื ื ืืืงืจ ืืกืื ืืืช , ืืชื ืกืคืจืงืืจืกืื ื, ืืืืืืืื ืืจืืื: ืจืืืชืืื ืืืช ืืืืฆืขืืช ืืืืื ืืืืื ืืืืืื$ 21ืื ืขื ืกืืื ืืืื ืฉื ืฉืขื, UNAIDืืืืฆืืช ืืชืงืฆืื ืกืืื ืืช ืืืืฉื . ืคืืืืืืืช .249ืืืงืืฉ ืืคืขืืืืช ืืืจืฆืืช ืืืกืืื, ืืฉื ื
ืฉื ืืช ืืืื ืื ืฉืื ืฉืืจืฉืื โืืืฉืจืฉืช ืืขืืืงื ื"ืืจืืืฉ ืืืืจืกืื ืฉืืฉื ืื ืืืคื , ืื ืื ืืืืืืื ; (Shah, Toft: 2006)250ืืชืืืงืืช ืืชื ืืขืืช ืืืชืืืช ืืขืืื : ืืงืืจืืชืื. ืืืืืืืืืืืื
ืืืกืจ ืฉืืืืื ืืืช ืืชืืื ืืืื ืืืช ; ืืคื ืืช ืจืฆืื ื ืขื ืืขืืืืืืืืื ืืืืื ืืืืคืจืืืืืกืื ื"ืืจื; ืืงืืืืืจืื ื ื"ืืจื -ืฉืืฆื ืืช ืืืชื ืฉืืืช ; ืืคืืกืืื ืืื ืขื ืคื ืืืขืืคืช ืืฉืจืื โืืืืฅ
, ืืืกืจ ืืชืืฉืืืช ืืืื ื ืืฆืจืืื; ืฆืขืืจืืืืืฉืคืืขื ืืจืขื ืขื , ืืฉืืืชืืช ืชืจืืืชืืคืืืฉื ืืคืชืืืืช ืืืงืืจืืช , ืืืืคืฉ, ืืืื ืขืืฉืจื ื"ืืจืืงื ืื ืขืืืืจืช ื; ืืชืจืืืช ืืืฉืืืคืืช ืขืื ืืขืืื
ืืืืฃ ืืจืืื , ืืงืจ ืืฉืืจ- ืืืืืชืคืืกืช .Ben-Meir, 2005(251( ืกืืคืืืืืื ืื ืืฉืืื ืืืืืจืืื ) ืืืืขืื(ืืืืื ืื - ืืืื) ืืฆืืืงืื(ืืืืกืืืื , )ืงืขืืื- ืื(ืืืื ืืื ืื ืืืกืืืืื ืืืืข'ืื
Hughes' brief', The Daily Star, 15th September, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_ID=18478>, cb0829; LATimes (2005), 'Policy before PR', latimes.com, 3rd October, 2005, cb0841; Pletka D. (2005), 'Why the American reluctance', American Enterprise, Institute for public policy research, 22nd December, 2005, <http://www.aei.org/publications/filter.all,pubID.23622/pub_detail.asp>, cb1020; Cordsman A.H. (2005), 'Security and terrorism: Spin loses war', UPI, 17th December, 2005, cb1028; El-Amir A. (2006), 'The empire's last warrior', Al-Aharam Weekly, 7th April, 2006, <http://weekly.ahram.org.eg/2006/789/op5.htm>, cb1336; Hamdy S. (2006), 'Viewpoint: US soft power deficit', Middle East Times, 7th July, 2006, <http://www.metimes.com/print.php?StoryID=20060707-115932-3707r>, cb2030 244
"It is my hypothesis that the fundamental source of conflict in this new world will not be primarily ideological or primarily economic. The great divisions among humankind and the dominating source of conflict will be cultural. Nation states will remain the most powerful actors in world affairs, but the principal conflicts of global politics will occur between nations and groups of different civilizations. The clash of civilizations will dominate global politics. The fault lines between civilizations will be the battle lines of the future. Conflict between civilizations will be the latest phase in the evolution of conflict in the modern world. It is far more meaningful now to group countries not in terms of their political or economic systems or in terms of their level of economic development but rather in terms of their culture and civilization. What do we mean when we talk of a civilization? A civilization is a cultural entity. A civilization is thus the highest cultural grouping of people and the broadest level of cultural identity people have short of that which distinguishes humans from other species. It is defined both by common objective elements, such as language, history, religion, customs, institutions, and by the subjective self-identification of people. Civilization identity will be increasingly important in the future, and the world will be shaped in large measure by the interactions among seven or eight major civilizations. These include Western, Confucian, Japanese, Islamic, Hindu, Slavic-Orthodox, Latin American and possibly African civilization. The most important conflicts of the future will occur along the cultural fault lines separating these civilizations from one another. The people of different civilizations have different views on the relations between God and man, the individual and the group, the citizen and the state, parents and children, husband and wife, as well as differing views of the relative importance of rights and responsibilities, liberty and authority, equality and hierarchy. These differences are the product of centuries. They will not soon disappear. They are far more fundamental than differences among political ideologies and political regimes. Differences do not necessarily mean conflict, and conflict does not necessarily, mean violence. Over the centuries, however, differences among civilizations have generated the most prolonged and the most violent conflicts." Huntington S.P. (1993), 'The Clash of Civilizations', Foreign Affairs, vol. 72, n. 3, Summer 1993, pp. 22-28 <http://www.alamut.com/subj/economics/misc/clash.html>, viewed 13th May, 2006, cb2104 245 Dale H.C. (2005), 'Anti-Americanism and responses to American power', Heritage lectures, no. 870, delivered 14th July, 2005, <http://www.heritage.org/Research/NationalSecurity/hl870.cfm>, cb0145; Cole J. (2006), 'Think again 9/11', Foreign Policy, September-October 2006, cb2417 246
Satloff R. (2004), 'The battle of ideas in the war on terror', The Washington Institute for near-east policy', 2004, ISBN 0-944029-92-2, cb1516 247 Hassan D. (2005), 'Primakov sees threat of Al-Qaeda redeploying its fighters to Iraq', Arab News, 18th April, 2005, <http://www.arabnews.com/?page=1§ion=0&article=62332&d=18&m=4&y=2005>, cb0302 248 Crock S. (2005), 'Arabs respond to policy not PR', BusinessWeek Online, 9th March, 2005, <http://www.businessweek.com/bwdaily/dnflash/mar2005/nf2005039_1269_db056.htm>, cb0138 249 Pipes D. (2005), 'Washington finally gets it on radical Islam', Israel Hasbara Committee, 3rd May, 2005, <http://www.frontpagemag.com/Articles/ReadArticle.asp?ID=17828>, cb0320; Ahmed A. (2005), 'Interfaith dialogue need of the post 9/11 world', Daily Times, 21st August, 2005, <http://www.dailytimes.com.pk/default.asp?page=story_18-8-2005_pg7_48>, cb0744; Robinson D. (2005), 'US lawmakers push effort to counter anti-Americanism in Muslim world', NewsVOA.com, 10th November, 2005, <http://www.voanews.com/english/archive/2005-11/2005-11-10-voa65.cfm?CFID=5548689&CFTOKEN=13193321>, cb0919 250 Shah T.S., Toft M.D. (2006), 'Why God is winning', Foreign policy, July-August, 2006, pp. 38-43 251 Ben-Meir A. (2005), 'Outside view: Why they hate America', United Press International, 3rd May, 2005, <http://washingtontimes.com/upi-breaking/20050502-102317-8024r.htm>, cb0322
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
65
ืืืช ืืืจืืช . ืืืืจืืฆื ื ืืฆืจืื ืืื ืืืืื ื ืื ืืืืืืื ื'ืื. ืื ืืฉืืืืืื ื ืืืืืื ืืืืืช ืืืืืฆืืช ืืืืืื ื ืื ืื ื ืืชืืช ืืืืกืืืืืื ื ืืชื ืืืฆืื ืคืกืืง ืืื ืืคืืงื ืขื , ืฉืืงืืจืืืืื ืืช ืืืขืจื ืื, ืืชืคืืกืชื ืืืืกืืืื ืื ืืงืืจืื ืืช ืืื ืืืืง .(Atran, 2005)252ืืืจืืช
ืื ืื ืืืื ืื ืืืกืชืคืง ืืคืืืช ืืฉืืืืจ ืืืืืื ืื . ืืืืกืืืื ืืืจืืืืช ืืกืื ืืืืกืจ ืขืฆืืชืกืคืจื ืืืืงืื , ืกืืฆืืืื, ืืื ืืจืื, ืืชืืืคืื, ืงืคืจืืกืื, ืื ืืืืืืจืืืื(ืืืืกืืืืช ืืืขืืจ
ืืืจืกืช . ืชืืืืช ืืชืื ืื ืืืฃ ืืจืืืื ืืืชื ื'ืืืจืืื ื ืคืืืืฆ ืืืืืืืงืืืืขืืชืื ืืืช ).ืืฆืจืคืช ,ืืืคื ืื ืฉืืขืื ืืืืืฉ ืืืื ืืช ืืืจืืคื ,ืืืืืจืคืืช-ืื ืืืื ืืืืืช ืชืจืืืช ืืขืจืืืืื
ืืืจืืคืืืืช ืืขืงืืืช ืืฉืืจ ื ืืื ืืช ืืืฉืืืช ืชืืฆืืช .Eurabia - ื ืืืืฉืช ืืคืืืชื, ืืืืจืืืืืืืขืืื ืืฆืืื ืืื , ืืกืคืง ืืื ื ืฉืง, ืืื ืืืืืจืื ืืืืื ืืช ืขืจื- ืืงืืื ืืื, 1973ืื ืคื ืฉื
.253ืืืื ืช ืืฉืจืื
ืืืื ืืช ืืขื ืืืช ืืืืชืจ 50- ื. ื ืืืืืืื ืืจืืจืืืกืจ ืชืขืกืืงื ืืืืกืจ ืืื ื, ืขืื ืืื ืืืืจื ืฉืืืืื ืืช ืืืืืืืืืืืื. ืจืืื ืืืื ื ืขื ืืื ืืจืื ืืขืื ืืฉืืื ืืื ื ืืจืืจืืกืืื. ืืขืืื ืืื ืืจืืจ
ืืืืจ ืืืืืจื ืืืืจืืกืื ืืกืจื ืืฉืืื .ืืื ืื ืืื, ืืืืื, ืืฉืืืืช ืืืืื ืืืขืื ืืืจืชืื ืืกืืืื ืืืกืจ ืืืืืชื ืืืชืื โืืฉืืฉ ืืื ืฉื ืืจืืจ ืืืฆืืืื ืืืืืื ืืื ืืื , ืืขืจืืืชืืืื ืืช 14- ืืกืงืจ ืฉื ืขืจื ื .ืืฉืืื ืืื ืืืืืืช ืืืืกืจืืฉืืจื ืฉืคื ืืจืื ื ืืืกืจ, ืืขืจืืืช
ืคืืืช ืืชืืื ื ืืืื , ืืืกืืืืืช ื ืืฆื ืื ื ืืืืื ืฉืืืืืื ืฉืื ืืกืจื ืืงืืจืืช ืคืจื ืกื ืจืืืืืืืืืงืจ .ืืืฉืืืื ืื ืืืืื ืฉืืืืืื ืฉืื ืืขืื ืืืฉืืจ ืืืคืื ื ืืื ืืืืฉื ,ืช ืืจืืจืืคืขืืื
ื ืืฆื ืื , ื ืืืจืื ืืคืงืืกืื, ืืื ืื, ืืจืื, ืืื ืืื ืืื โืืื ืืื , ืฉื ืขืจื ืืืกืคืจ ืืืื ืืช ืืืกืืืืืชืืชืืืื ืืืจืืจ ื ืืืื ื . ืชืืช ืืืืืืฆืื ืืกืืืืืฉืืฉืืื ืขืื ืืืื ืืืื 70%- ืื ืืืืข
ืืืฉืืขืืช .ืฆืืง ืืชืืฉื-ืขืืื ืืืืกืืื ืืื ื ืงืืจืื ืืช ืืืืืืืื ื ืฉืืืงืื ื ืืืืื ืืื ืืขืื ืืืฉืืจื .ืืื ื ืืจืืจืืกืืื ืืคืืื ืฆืื ืืืจืืงืืฆืคืื ืืืฉืืืกืืืื ืืืขืกืื ืืืืจืืคื
ืืืช ืื ืงืืืืช ืืืืข .ืืขืจืืืชืืืื ื ืืขืจืืืื ืืืฉืชืืืื ืืืื ืืกืืจืืื ื, ืฉืคืืืืจืืช , ืืืจืืื ืื ืืืืืื. ืืืืืกื ืืฉืืจืืช ืืจืืื ื ืืจืืจ ืืื ื ืืชื ืืื ืชืืคืืื ืฆืืืืื
ืืกืืืจืืืืืืืกืืืช ืืชื 8%ืื ืืืืืื , ืืืืืืช ืืืืืืืืืกืื 2.5% ืจืง ืืืกืืืื ืืืืืืืฉ254(Fair, Haqqani: 2006).
ืืืื ื ืืืจืืื ื ืฉืืืงื . ืืืืืืืืืืืงืขืืื ืืืื ืคืืืช ืืจืืื ืืืืชืจ ื- ืืืกืงื ื ืืืจืืจื ืฉืื
ืืื ืชืคืืกืช ืืขืืื . ืืื ืืืชืจ ืืืงื ืืชืืจืื ืืช ืืจืืื ืืืืืืื ืืื ืืืกืืืื. ืืืคืื ืืกืื ื ืืจืกื ืืืื ื ืืจืืืจืืงื ืฉืืืื ืืืืืืช ืืจืืืงืืืืชืืืืืืืืืืืื . ืงืขืืืืช ืืชืืืงืช ืืืื ืืืื- ืืืืืืืืจืื ื ืืขืื .ืืฆืืื ืืช ืืื ืืืฉืืืช ืืืฉืืช ืืขืงืืืชืื ืงืืืฆืืช ืืืืืื- ืื ืื, ืืขืจืืืช-ืื ืื
, ืื ืืืืฆื ืืงืืืงืืช ืืจืืื ืื ืืืคืื ืืื. ืืกืืืืชื ืืืฉืืจื ืืืฆืืืืืืืื ืื ืืืื - ืืฉืืจืืช ืืืืืืืื ืื , ืืืืกืืืื ืืืืื ืืขืืื ืืืืืื 1.3-ืจืง ืืืื ืืขืื ื. ืืื ืจืืืกืืืืืฉืืืื ืืื
ืืืื ืืืกืืืืคืืกืืื ืื ืื ืืืื ืืืืืื -ืืืฉืจืืืืคืชืจืื ืืกืืกืื . ืงืขืืืืช- ืืืืงืืจืื ื ืืื, ืืืืืืงืืกืื, ืืืฆืจืื, ืืงืฉืืืจ, ื ืื'ืฆ'ืืฆืื ืืืฉืืื ืืืืื , ืื ืื ืืฉืจืื ืชืขืื. ืืงืืฆืื ื
.255(Burke, 2004) ืืจืื'ืืืื ืืื ืืื ืืืืื
ืืืขืจืื ,ืชืืืืืืืืืฉืฉ ืื ืืื ืืขืืื ืืืืกืืื ืืืจืืงืืืื-ืืืจืืื ืืื ืื ืืืจืืชืขืืืื ืืืืืืื ืืช ืฉ .ืืขื ืืืืจืืงืืื- ืืืืกื ืืืชืื ืืคืืขืืื ืืจืืฉืื ืืช ืืืืชื ืื ืืจืืื ืืื
ืืืชืืื 62ืขื (ืจืฉืืืช ืืื ืืื ืืืืชืืื ืฉื ืฉืืืขืื ืืืื ืกืืืืง ืืืืจืช ืืืืงืจ ืืื ืืจืืจื ื ืืืชืืื 51-ื; 2003-ื ืืืืืื$ 70ืฉืืื ืฉืืง ืฉื ืืฉ ืขื ืืืืืื ืืจ ืงืืงื ืงืืืืืฉ, ืืืจืืงืืื
ืืืชืืื ืคืืขืืื ืืฉืืง ืืืืืืื ืืืืง ื). ืฉื ืื 3ืชืื 18%ืืจืืื ืฉื , 2006-ืืืจืืงืืื ื
252 Atran S. (2005), 'To Jihad and back', Foreign Policy, November-December 2005, pp. 78-80 [Abbas N. (2005), 'Membongkar Jammah Islamiyah: Pen Kuan Mantan Anggotta JI', Granfindokhazanah Ilmn, 2005], cb0912 253 Bernhard B. (2006), 'The Fallaci code', LA Weekly, 19th March, 2006, <http://www.laweekly.com/art+books/books/the-fallaci-code/12921>, cb1229 254 Fair C.C., Haqqani H. (2006), 'Think again: Islamist terrorism', Foreign Policy, January, 2006, cb1123 255 Burke J. (2004), 'Think again: Al Qaeda', Foreign Policy, May-June, 2004, cb1124
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
66
ืจืืื ืืฆืืืื ืืืืจ ืืช ืืืชืืืื ืชืืืืืื. ืฉืงืฉื ืืืืืื ืืื ืืจืฆืืช ืืืงืืจ, ืืฉื ื ืืจืืืกืืืื ืืื ืืืชืจืืง ื; ืืชืืื ืืืจืืืืช ืืืืขืืื, ืืื ืื ืื ืืืื ืืงืืืืื โืืชืจืืืช ืืืงืืืืช
ืกืช ืืืง ืืื ืืื ืืชืคื .256(Khermouch et al., 2003) ืฉื ืืืืืจ ืืืจืฅ ืืืงืืจ ืชืืคืจืืืืืืื โืืื ืืช ืืคืืื ืฆืืื ืืืฆืืื ืืืื ืฉืืฉื ืืืืฉื , ืืืืืืืืชืืืืจืืช ืืืจืืงืืืืช , ืืชืืืืืื
ื ืฆืืืืื ืืืืชืืืื ืืืข ืืฉืืจ , ืืืืจืืช ืืืจืืงืืืืช: ืืืืจืืื. ืืืฅืืคื ืื ืืฉืืจื ืืชืืฉืื ืืจืฆืืช ืืืชืจ , ื ืฆืืื ืืืืจืืช ืืืืขืื ืืชืคืืกืืช ืืืืขืืช ืืชืืฉืืื; )ืืืข ืฉืืืืฉื ืืื( ืขื ืืชืืฉืืื
ืงืืืื ืืื ืื ืืืฉืืืื ื ืขืืืื , ืคืขืืืืจืืข ืฉืชืืืืืื ืืืืืืื ื; ืืื ืฉื ืกืื ืืฉืืจืืจืืช- ืืืจืืืืืืชืจ [ ืืืืื ืืืืจืืืืืฉื ืืืืจืืงืื ืืื ื ื ื ืชืคืก , ืืื ืืกืฃ ืืื ืืื; ืืืืืจืืงืจืืืื
]ืืื ืืืืืื ืืื ืกื ืืืืขืืช ืืช ืืขืืื, ืื ืืืื, ืืืืืืฆืจ , ืื ืืืืฉ, ืืืืืชื- ืฉืืฆื(Reinhard; Johansson, 2005)257.
ืืืกืืื-ืืขืืื ืืื ื"ืืจืืฉืืืืง .2.4.5
- ืืืฉืจืืื ืืกืืกืื โ ืืจืืจืืชืกืืืืืช ืกืืื ืื ืืืืชืืงืืช ืืืืจืืคื ื"ืืจืื ืื ืงืืจืช ืืืื
ืืืืงืจ . 245ืืขืื ืฉ ืืืืช ืชื, ืืืืืืืืฆืื, ืืกืืื ืงืืืื ืืืงืฉืจืืกืืืื ืืืืืื ืืืืืช , ืคืืกืืื ืื โืชืืช ืืืืชืจืช , ืคืืืจ ืืืื ืืืจืกืืืช ืืืกืืื- ืืจืืจื ืืืืืืื ืื ืขื ืืื 2002ืฉื ืขืจื ืืฉื ืช
, 258ืืืื ืืช12-ืชืืืืื ืชืืืื ื 1,259ืืืกืืจืชื ื ืืืื ',ืชืืืืช ืืืืจืืงืืืื ืืขืื ื ืืืืจ ืืื', ื ืืฆื ืื ืืชืคืืกืชื ืืืืจืืงืืื ืืืืืื
ืื ื ืืืืื , ืชืืืื ืฉืืืื, ืืืจืืืืืกืืื ืืืืื ืืฉืื ื
ืืกืจื , ืื ืืืืืื ืืขื ืืื, ืืื ื ื ืืืืื, ืืืืืื ื ืจืืืคื ืฉืืื , ืขืจืื ืืฉืคืื ืืืงืืืชืคืืกื ืฉืืชืืืฉื . ืืืขืืจืืื ืืคืืืืื
, ืกืจืืืื, ืืืขืงืืืช ืฆืคืืื ืืืืื ื ืืืืืืืื ืืฉืืงื ืืืืืื ืืืจืืงืืืืืืืืกืืงื ืื
(Anholt, Hildreth, 2004: 148)259. ืืืืงืจ-ื ืืฆื ืื ื, 2003ืืฉื ืช , ืกืคืจืืฉื ืขืจื ื
, ื"ืืจืืกืคืจืืื ืืขื ืืืื ืืืืืืช ืขื ื 3% .41ืฉืืื ืืขื ืืืื ืฉืืืืืช 39%ืืขืืืช
- ืืืจืื ืื ื 59%, ืืฆืจืคืชืื 62%- ื ืืฆื ืื ื, 2004ืืืจืฅ Pewืงืจ ืืกืงืจ ืฉืขืจื ืืืื ืืื
ื ืืฆื , 2005ืืื ืืืจ BBC-ื ืขื ืืืืืกืงืจ ืฉืคืืจืกื . ื"ืืจืืืขื ืฉืืืืืช ืขื , ืืจืืืืื 34%ืืืจื ืืขื ืืฉืคืขื ื"ืืจืืจืืืื ื, ืืจืืืืื 50%- ืืืจืื ืื ื 64%, ืืฆืจืคืชืื 54%ืื
ื ืืฆื ืื , ืืืืกืืจืืื 2005ืืกืงืจ ืฉื ืขืจื ืืกืืฃ .260(Applebaum, 2005) ืฉืืืืืช ืขื ืืขืืืืืจืืื . ืฉืืื ืขืืื ืฉืืืืืช 60%ืืขืืืช , ื"ืืจืืืื ืืืืื ืขืืื ืืืืืืช ืืืคื 29%-ืจืง ื
256 Khermouch G., Brady D., Holmes S., Ihlwan M., Kripalani M., Picard J. (2003), 'Brands in an age of anti-Americanism', BusinessWeek Online, 4th August, 2003, <http://www.businessweek.com/magazine/content/03_31/b3844011_mz046.htm>, cb0336; BusinessWeek (2006), 'The 100 top brands 2006', BusinessWeek, 7th August, 2006, <http://bwnt.businessweek.com/brand/2006> 257 Reinhard K. (2005), 'Testing before the US House subcommittee on National security', Place Branding, vol. 1, 2, pp. 141-152, 2005, cb1212; Johansson J.K. (2005), 'The new brand America', Place Branding, vol. 1, 2, pp. 155-163, 2005, cb1223
.ืืืืืื ืืืจืื ืืื ื, ื ืืืจืื, ืคืงืืกืื, ืชืืจืคืืืืืงื ืืืืืื ืืงืื ื, ืืืืืืื, ืกืคืจื, ืกืื, ืืงืกืืงื, ืืจืื ืงืืจืืื, ืืืจืืื, ืขืจื ืืกืขืืืืช 258259 Anholt S., Hildreth J. (2004), 'Brand America โ The Mother of all brands', CYAN Books, 2004, pp. 148-149, ISBN 1-904879-02-0 260 Applebaum A. (2005), 'In search of pro-Americanism', Foreign Policy, July-August 2005, <http://www.anneapplebaum.com/politics/2005/07_fp_pro-a.html>, cb0610; Trout J. (2005), 'Extreme makeover: America's image', Forbes.com, 22nd August, 2005, <http://www.forbes.com/columnists/2005/08/22/marketing-advertising-branding-cx_jt_0822trout.html>, cb0738; Knapp J. (2005), 'Persuading the Germans', The Washington Times, 12th September, 2005, <http://www.washtimes.com/op-ed/20050911-094106-4853r.htm, cb0831; Weisman S.R. (2005), 'Promoting US proves a tough sell', New York Times, 26th December, 2005, <http://www.iht.com/articles/2005/12/26/news/promote.php>, cb1001; Kohut A. (2006), 'PEW global attitudes survey 2006: Findings on U.S. image, views of Iraq and Iran', The PEW charitable Trusts, 13th June, 2006, cb2007; Kohut A., Doherty C., Wike R. (2006), 'America's image slips, but allies share U.S. concerns over Iran, Hamas', The PEW global project attitudes, 13th June, 2006, <http://pewglobal.org/reports/display.php?ReportID=252> cb2007; OA (2006), 'Negative image of U.S. grows overseas', Oxford Analytica, Forbes.com, 28th June, 2006, <http://www.forbes.com/business/2006/06/27/us-image-world-cx_np_0628oxford.html>, cb2010
ื"ืืืื ืืืจื. 2.4.5ืืืื 2006 2005 2003 2000 ืืืื ื
56% 55% 70% 83% ืืจืืื ืื
39% 43% 43% 62% ืคืชืฆืจ
37% 41% 45% 78% ืืจืื ืื
23% 41% 38% 50% ืกืคืจื
30% 38% 15% 75% ืืื ืืื ืืื
12% 23% 15% 52% ืืืจืงืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
67
ืืื ืืืืื ืฉืืื 40%ืืืกืืจืชื ืืฆืืืจื ืจืง , ืืืฉืืืื ืืกืงืจ ืืืื ืฉื ืขืจื ืืฉื ื ืงืืืืช .261ื"ืืจืืขืืื ืฉืืืืืช ืืืคื
ื ื ืืืืื ืื ืืื ืืช ืืชืืฉืื ืืืืฉืช ืื 61%. ืืืืงืืจืช ืงืฉื ื"ืืจืืืืื ืืืจืืงืืืืจืื ืื
ืืืฉ ืืคืืื ื ื ืื 25,000- ื. ืืชืคืืกืชื ืืื ืืชื ืืืช ืืืจืืื ืืชื ,ืืงืืืื ืืืืืจ ื"ืืจืืืืื ืืช . 2005- ืืืืื ืืก ืืืืจืก ื, ืช ืคืกืื ืืืื ืืช ืืืจืืงืืืืฉ ืืฉืขื ืฉื ืื ืืืืขืื' ืืจื'ื ื"ืืจืื ืฉืื
ืจืื ืืชืขืืืืช ืืขืฆืืื ืฉืจืคื ืืืืื ืขื ืืืืืฉ ืขืืจืืง ื ื"ืืจืืืืื , ืขืืืืืื ื ืืคืฉืืกื ืืจืืฆื ืืืจืืงืืืื - ืืื ืืืืื ืืื ืื ืืืืืืื ืืืื, ืืืื ืฉืืื ื ืฉืื ืืื ืฆืืืื. ืืจืืื-ืืืื ืืืืืืืช ืืืขื ืื ืืืื ืืืชืจืกืงืืช , ืืืจืืงื- ืืจืื- ืืจืื-ืชืงืฃ ืืช ืืกืื ืืกืืจ ืืืืคืฉื ืฆืคืื, ืืืืฉืช
ืืื ื ืืืื ืืืช , ืืชืคืืกืชื ื"ืืจืืชืงืืคื ืืจืืืืช ืฉื . 262ืงืืืืืชืืงืืืืื ืืชืฉืชืืืช ืืืชืืืจื ืืืืื ืืชืืืื ืื ืืืช ืชืืืื ืืื ืืืืืชื ืืืืจืืงื ืืืืื ืืช ืืืชืืคืืื ืช ืืกืืืื ื ืืื ื
(Carrades, 2006)263.
ืืคืืืช ืืืืืืื ืืื ืฉืืฆืืื ืื ืืช ืืฆืืืื , ืคืืคืืืืจืืช ืชืืฆืจืช ืืืืืืืืืฉ ืืจืืืื ืืชืจืืืช ืืืืจื ืืืืื ืชืื ืื ืืืืจืืช . 264ืืืจืืื ืืคืืืขื ืืชืืืืชื ืืขืืืืืืืืจื ืืืจืืงืืืช ืื
ื ืืฆื ืงืฉืจ . ืืืืืื ืืจืฆืืช ืืฉืืืื ืืืื ืืื, ืกืืืื ืืื 105ื ืฉื ื ืขืจื ืืืงืจ ืืืืืชื ืขื ืืืืืืืื ืืื ืืชืืืืกืืชื ืืฉืืืืืช ืฉื ืืืชื ืกืืืื ืืื ืื ืคืจืกืืืืช ืืืื ืืชืืืืกืืชื ืืฉืืืืืช
ืื ื ืืฆื ืื ืงืฉืจ ืืืืืง ืืื ืจืืช ืืืืื ืืืืชืืื ืืืจืืงืืืื ืืืขืืืืช ืืืคื . ื"ืืจืืืืคื ืืืื ืฉืื ื"ืืจืืืื ืกืืืื ืืื ืฉืืืงืจื ืืื ื ืืฆื ืืืื ืืืืืง . ืื ืืืคื ืคืจืกืืืืช ื"ืืจื. )265ืืืืชืืื ืืืฆืืืขืื ืขื ืคืขืจื ืืืื ืืื ืืืงืจืื ืืื ืืืงืจืื ืืกืงืจืืืืืช ืื ืืืื ( ืืืงืจื
. ืื ื ืืฆื ืืืื ืืืืืง ืืื ืืื ืฉืฆืคื ืืชืืื ืืืช ืืืืืืืื ืืืจืืงืืืืช ืืืื ืฉื ืื ืขื ืืื ื"ืืจืืก ืฉืืืื ืืืคื ืื ืื, ืื ื ืืฆื ืื ืชืืืืืื ืืืฉืฉืืช ืืืจืืื ืขืกืงืืื: ืืืกืงื ืืช ืื ืืืขืืช
ืื ืืืืืืืื ืืืืื ืืคืืคืืืืจืืช ืืฉืคืขื ืฉืืืืืช ; ืืืืื ืืืืก ืฉืืืื ืืืคื ืืืชืืื ืืืจืืงืืืืืฉืืขืื ื ืกืืืื ืืื , ืงืฉืจ ืืฉืืจ ืขื ืืขืืืืช ืืืคื ืคืจืกืื, ืื ืฉืื ื ืืฆื. ื"ืืจืืขื ืชืืืืช
, ืืื ืื ืืืชืืงืฉืช ืืื. ืฆืขืืจืื ืจืืื ืืืืฆืืื ืืืคืืื ืื ืฉืืืืืื ืฉื ืงืคืืืืืื ืืืืืืืืืฆืื- ืื ืื, ืชืืืืืื- ืื ืื, ืืืืืืืืฆืื-ืื ืื โืื ืืื ืฉืกืืืื ืืื ืืืืฆืื ืืืฉืืช ืืืชืจ ืื ืจืืืกืืืืช
. 266(Fullerton, 2005)ืืืจืืงืืืืช -ืื ืื ืืืืฆื ืืืฉืืช ืื ืื, ืคืจืกืื-ืืืกื ืืื ืื
. 21-ืืืจืชืืช ืืืืคืืื ืช ืืช ืืขืืื ืืจืืฉืืช ืืืื ื-ืืืืงืจ ืืฆืืืข ืขื ืืืื ืคืืืืืืชืืขืจืืืื ืืืืจืืื - ืงืื ืกืจืืืืืืื-ื ืืืืืืืื ืืืืืช , ืืฆื ืืื .ืืชืืืฉืืช ืฉืชื ืืืฉืืช ืืชื ืืฉืืช
). ืืืจืืงืืืช ืืืคืืื ืืจืคืืืืืงื ืืช-ืื ืฉืืืืืจื ืืืืฆืืช ืืคืืืืืืงื ืืคื ืื(ืงืคืืืืืกืืืื ืืขืจืืืื ืืขืืืืื ืืืจืื ืชื ืืขืช -ืืืืื ืืืืจืื- ืืืืืจืื-ื ืืืืงืืืืืฆืืืช ืืืืืช , ืืฆื ืฉื ื
ืืช ืืืฉืื ื ืคืืขืืืืฉืืืื ืืช ืืืืื ืืช ืืชืคืชืืืจืืื ืื , ืืืืืืช ืืืืืจืืื ื , ืืืืืืืืฆืื- ืืื ืืืืืจืืื ืื ืืืกืืืื ) ืืืจืืงืืืขืืงืจ ืืืื ืืช ืืจืื (ืืช ืืชืืฆืื ืืืชืคืชืืืช ืืืืืื ืืืืืื
ืืืืืืช ืืืืื ืืชืื ืืขืืืง ืื ืืจืืจ ืืืฆื ืืชืื ืืืืืจ ืืื ืืจืืื ื ). ืืชืื ืื ืืงืืฆืื ืืื(ืฉืืจื ืืื ืืืื ืืืงืฉืจ . 267ืื ืืกืืื ืืื ืืื ืืื ืชืฉืืืืืืืืืื, ืืืื ืืจืืื ืื ืืืกืืืื ืจืืืงืืืืื
261 Williams L. (2006), 'US sinks to new low in eyes of Australians', The Sydney Morning Herald, 16th February, 2006, <http://www.smh.com.au/news/world/us-sinks-to-new-low-in-eyes-of-australians/2006/02/15/1139890806499.html>, cb1217 262 Smith G. (2005), 'Why Latin America scorns uncle Sam', BusinessWeekonline, 21st November, 2005, cb0932 263 Carrades J. (2006), 'Hugo Boss', Foreign Policy, January-February 2006, p. 40, cb1001 264 Bayles M. (2005), 'Now showing: The good, the bad and the ugly Americans', washingtonpost.com, 28th August, 2005, <http://www.washingtonpost.com/wp-dyn/content/article/2005/08/27/AR2005082700034.html>, cb0811
ืืขื ืืืืืืช , ื ืืืกืืจืช ืืืื"ืืืืจืื ืืจืฆืืช ืืืฅ ืฉืืืงืจื ืืืจื 54%- ื ืืฆื ืื ื, ืืกืงืจ ืฉื ืขืจื ืขื ืืื ืืืจืื ืชืืืจืืช ืืืจืืงืืืื ืืืขืจื ืืืจืืคื 265ืืงืจื ืืืื ืฉืืขืืื ืื 44%ืืขืืืช , ืืืืืช ืขืืืื ืืขื ื"ืืืื ืฉืืืงืจื ืืืจื 61%-ืืืจืืื ืื ื. ืืืืืฆืข ืืงืจื ืืืื ืฉืื ืืืงืจื 38%ืืขืืืช , ืขืืื
. ื"ืืื ืืขื ืืืืืืช ืขื ืืจื 17%-ืจืง ื โืืืฆื ืืื ืืขืืืชื , ืืฆืจืคืช ืืงืจื ืืื ืืืงืจืื. ืืืงืจื ืืTimes (2006), 'Don't mention the war', Times Online, 11th March, 2006, cb1231
266 Fullerton J.A. (2005), 'Why do they hate us? International attitudes towards America, American brands, and advertising', Place Branding, vol. 1, 2, pp. 129-140, 2005, cb1213
ืืื ืืืกืืื ืืงืืฆืื ื : ืขื ืืฉืืื 78%ืืฉืืื ืืืืื , ืืงืจื ืงืืจืืื) ื"ืืืืืื ืืงืืืื ืืืื ืืืจื(ืฉืืืขืื ืืืืืงืืื - ืืกืงืจ ืฉื ืขืจื ืขื ืืื ืื 267 ?ื"ื ืืืื ืขื ืฉืืืื ืฉื ืืืืืืื ืืืกืืืืช ืืืจืืืืื
Advocate (2006), 'The Advocate poll', The Advocate, 20th June, 2006, p. 20, cb1601
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืชืืืืืื ืืืฉืื ื"ืืจืืคืืืืืืช ืฉื -ืืืืืืชืืชื ืืืืช ืืฉืืชืคืช ืืืืืื ืื โืืืืื ืืืืืจ ืืืชืจ ืืืชื ืืฉืืช ืืืฉืืช ืืืืืืืช ืืคืืืช , ืืฉืื ืื. ืืืจืืงืืืื ืขื ืืจืฆืืช ืืขืืืื
ืฉืืคืืื ืกืืฆืืืืืืืชืกืจืื ืืืฉื ืืืืืง ืืื ืงืคืืืืืื ืืขืจืื ืืืื . ืชืจืืืชืืช- ืืืชื ืืฉืืช ืืื-ืฉืืื ืชืืื ืฉืื ื ืืช ืฉืื ืืชื ืืขืช ืืื ืื -ืจืง ืฉื ืืฉืื ืืืื ืืกืืฆืืืืืกืื , 20-ื ืืช ืืืืืืืฆืืืช ืืืจืืงืืืื ืืืืืจ ืืงืื-ืื ืืืืืจืืื ืื ืืืชืื ืื ืื ืงืืืช ืจืืืช . ืืชืืืคื - ืืืืืืืืฆืื
ืืฆืืคื ืืืืฉ ืืืืืื ืืืืืืืืืืืืืืืืืงื ืืขืืช , ืืืื ืืืฉืืชืฃ ืืืืฉืืืื ืชืชืคืืจืจ ืืจืืข ืฉ, ื ืืืืช . ืช ืืืชื ืืฉืืืืฉืื ืื ืืืคืช ืืืืื
ืืืืงืืืช ืืขื .2.4.6
ืืืืืง ืืช ,ืืื'ืจื'ืืฉืขืืจ ืืืืืืจื ืื ื"ืืจืืืงืื ืืจืก ืืื ื ืืขืื ืืืืขืฆืช ืืจืืฉืืช ืฉืืจืืจ
ืืื ืื ืืขื โ ืืื ืืืืฆืืช ืืืืขืื. 41ืฉืื ืืืื ื ืืจืฉืื ืขืืืขืืืช ืืืืคืืืืืื ืืฆืืืืจืืช ืืืืืืืฅ ืชืืืื . ืืืฅ ืืืืืืืืืชืจืืื ืืืืืืช ืืืื ืืืช ืืืช ืืืืืืฉื ืฉืืกืืืข ืืชืคืงืื ืืืจืืช ืืืจ ื
ืคื ืื ืืืืกืืืช ืืืฉืืชืืื ืื ืืืืงืช ืืื, ืกืืื ืืช ืืืืื ืืืจืืืืช, ืืกืจืื ืืื ืืืืงืช ืืืืื ืื ืืื ืืืขืกืงืื ''ื ืืื ืืจืืข ืืืฆืืช ืืื(ืืชื ืืืฉ ืขื ืืืฉืจื ืืืืืืื ืฉืคืืช ืืจืืช .ื ืืกืคืื
ืืชืืื ืืืื ืืื ืืขืื ืืืฉืืจื ืฉืคื ืจืืืืื 5-ืฉ, ืืืืจื ืขืจืืืช 70-ืืืืืงืช ืืืืื ื ืจืง ืืืงืืช ืืืืืช .ืืงืืืืืชืชืจืืื ืกืคืจืื ืืืจืืงืืื ืืฉืคืืช ).ืืืืืคืขื ืืืื ืืชืงืฉืืจืช ืืขืจืืื .268ืืขืงื ืืืจ ืืืืื ืืขืืื ืืขืจืื
ืคืขืื ืฉื, ืืขืจืืืช Al-Hurraืื ืืช ืื ืืชืื ืืืงืืจืช ืงืฉื ืขื ืชืื ืช ืืืืืืืืื ืืื, ืืื ืื
ืฉืืชืื ื ืชืืืื ืืืืืฆืืืืืงืจืื .ื ืืืืืื ืืฆืคืืื ืืืืจืขื ืฉืืขืืจื , ืืืืฉื ืืืืจืืงืื, ืืคืืืชืืช-ืืงืจืืื ืจืืื, ืชืืื ืืืช ืฉืืงืืื ืืงืจื ืฆืืคืื ืืขืจืืื ืจืขืืื ืืช ืฉื ืืืืจืืช ืืืคืฉืืืช
ืงืืื ืืื , ืืืืืืช ืืื, ืืืคืฉ ืืช, ืฉืืืืจ ืืืืง, ืฉืืืชืืช ืืงืจื ืืืจืื ืืืฉืืืืขืจืช , ืืืงื (Ghougassian ื ืืืืช ืืืื ืื ืืืขืืืืืืฉืืืืื ืืืื, ืฉืืืืื ืืื ืืืื ืื, ืืืืื ืืืคืฉืืช, ืืขืืื- ืจืฉืช ืืืืืืืืื ืืขืจืืืช ืื ืขื ืืืืื , ืืืืจื ืืชืืืืืจืขืืื ืืช ืฉืืืงื ืืืืืื .2005269)
ืืืืฉื ืืืืจืืงืื ืืื ืฉืชืืงืคืช ืืช ืชืืืืช ืขื ืืืืืื ,ืืืจืืช ืฉืื ืืืืฉืืช .270ืืืจื'ื, )271ืืืคืฆืืฅ ืืช ืืชืื ืืืืืจืืงืืื ืืื ืืฃ ืืกืชืืืื ืฉืืืขืืช ืืืจืื ืื ืืืืื ืชื ( ื"ืืจื
ืื ืฉืืฉืืฉืช ื ,ืืจืงืืืื-ืขื ืืืขืืจืืง ืืื ืืืกืืฉืขืืจ ืงืขืืื - ืื ืืื ืงืืืฆืช ืื ืขื ืืืืืื ืื . 272ืฉืืคืจ ืชืขืืืื ืืืื ืืืืจืืงืืืืื
ืชืืคืื ืงืฆื, 1999-ื) US Information Agency/ื"ืืจืืกืืื ืืช ืืืืืข ืฉื ( USIA-ืืื ืคืืจืืง ืืืฆืืืง ื"ืืจืืื ืฉื ืืคืืขื ืงื. ืืืืงืช ืืืืื ื ืชืืืื ืฉืืื ืืฆืืืืจืืช ืืืขืืจืืืืคืืืืืื ื
ืช ืืืฉืืชืืช ืฉืชืชืืงื ืื ืกืืื ื ืืืืืื ืฆืืืืจืืช ืืฆืื ืืงืจืืื ืืืงืืชืืืืขืฆื ืืืืค. ืืขืืืืื , ืฉืชืคืขื ืืืจืืข ืขืฆืืืืช ืืขืืช ืืื ื ืืชืงืฆืื ืืืืื ืืืืื, ืฆืืืืจืืชืืจืง ืื ืืืื ืืืคืืืืืื
.273ืืืืืจืช ืืืืืงืช ืืืืื ื
268 Hanely D.C. (2004), 'Secretary's open forum examines public diplomacy', Washington Report on Middle East Affairs, January-February 2004, viewed 4th February, 2005, cb0119 269 Ghougassian J. (2005), 'Public Diplomacy in the Middle-East', The American Thinker, 11th May, 2005, <http://www.americanthinker.com/articles.php?article_id=4485>, cb0323 270 Wright R. (2005), 'Aljazeera puts focus on reforms", washingtonpost.com, 8th May, 2005 <http://www.washingtonpost.com/wp-dyn/content/article/2005/05/07/AR2005050701031.html>, cb0326; Miles H. (2006), 'Aljazeera', Foreign Policy, July-August, 2006, pp. 20-24, cb2042 271 Khouri R.G. (2005), 'Facts and fantasies about Arab satellite TV', The Daily Star, 24th December, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_id=20988>, cb1012 272 Chaudhry H. (2005), 'Rumsfeld, Al-Zarqawi target Aljazeera', Aljazeera.com, 18th June, 2005. <http://english.aljazeera.net/NR/exeres/70C7FB90-F7DC-47DF-BA7A-69A290F9DEFC.htm>, cb0533 273 Marks L.N., Wick C.H., Gelb B., Catto H.E. (2005), 'America needs a voice abroad', WashingtonPost.com, 26th February, 2005, <http://www.washingtonpost.com/wp-dyn/articles/A54764-2005Feb25.html>, cb0125
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
69
ืืืืฅ ืืืฉืื ืืืื ืืืช ืืืืืืฉ ืืืืฆืื ืงืจืืื ืืืืคื , 2003-ืืืืฅ ืืืืกื ื ืืืืขืฆื''ืืืืืขื ืืืืืจืช ืืฉืืืืชืืื ืืจืืื , ืืช ืืืืก ืืืืฉืจืช ืืกืื ืืืืคืืืืืืืื ืืฉืื, ืืืืจืืงืืืช
ืขื ืื ืืืืจ โ ืืืืื ืืขื ืื ืืืงืฃ ืืืฉืงืขื ืืชืืื ืืืช ืืืคืืืืืื ืฆืืืืจืืช ืืฆืืืฆื .ืืขืืืืืืื ืชืืื ืืืช (ืืืืคืืืืืื ืฆืืืืจืืช $ 0.0025-ื, ืืืืคืืืืืื$ 0.07 - ืืืืืืืืืฉืงืข ื
: ืืฉืืคืืจ ืืขืจืืืช ืืืืคืืืืืื ืืฆืืืืจืืช ืืืืจืืงืืืช ืืืืฆืืช ืืืืืืื). ืืคืื ืืืื ืืืืืืืืืืง ืืื ื ืืจืืื ื ; ืืืืฅ ืืจืืืฉ ืืืจืืืื ืืืคืืืืืื ืฆืืืืจืืชืืคืืืช ืชืืืื ืืืืืฉ ืืืื ืืืช
ืฉืืคืืจ ; ืืืฆืืช ืจืืขืื ืื ืืืื ืืขืจืืืช ืชืงืฆืื ืืืงืจื; ืืืืืฉ ืื ืืืืช ืื ืฉืื ืืชืืื; ืืขืจืืชืืืืืืฉ ืืกืจืื ืืืืืืฉืื ืืช ืืืืื ืืื ืขืจืื ืืชืจืืืช ; ืืจืื ืงืืื ืืขืืืงืฉืื ืืืืืืช
ืืืฉืื ืจืคืืจืืืช ืืืืืงืช . ืืชืืงืืช ืืืื ืืืืฉืจื ืืงืฆืืข; ืืืืจืืงืืืช ืืืื ืฉื ืฉืืจ ืืขืืืืืจืืืช ืืขืื , ืืชื ืขืืืคืืช ืืจืืืืช ืืชืืื ืืขืืืืช ืืกืื ืืืืคืืืืื ืืืฉืืจืืจืืืืช - ืืืืื ื
ืชืืืื .ืื ืืืืฉื ืืขืืชืื ืืื ืืจืืืืืืืื ืืขืืืื ืืืกืื ื, ืื ืฆืืืื ืืืืคืืืืืืื ืืขืืืืืืช ืืืื ืืื , ืืืืืื, ืืืืืฅ ืืืฉืช ืงืฉืจ ืืืืืกืกืช ืขื ืืงืฉืื .ืืืฅืืงืืืืช ืืชืื ืื ืืืจืฆืืช
ืื ืืืช ืืฉืจืื ืืื .ืืืชืืืช ืคืขืืืืช ืืืฆืืืืช ืฉืืืืจื ืืืืื ืืขืืื ืืืื ืืจื .ืืขืจืืืช ืืืกืืืืช , ืืืืจืืืช, ืืืกืืงื, ืืืื ืืช - ืชืืืืจื ืืืืจืืงืืืช ืืืืจืืช ืืจืืช ืืืืฆืขืืช ืืื ืชืจืื
ืชืืืื ืืืืืก ,ืืืืืื ืืืืืืืืืื ืืืช ืืืฉืืื ืืชืจืืืชื ื ืืืชืืืชืืฉืืคืืจ ืชืงืฆืื .ืืืงืืืืืจืฉืชืืช ืชืืืื , ืืืื ื ืืชืืช, ืืฉืคืื โืขืจืืื ืืืืืฉื . ืืืืจืืงืื ืื ืืฉื ืืงืื ืืจืก
ืจืคืืืืืืืข ืื ื ืืชืืืืืฉืืฉืื ืืืืื ืืืืฉืื, ืืืืืื ืื , ืืืคืฉ ืืืืืื, ืืชื ืืืืช, ืกืืฆืืืืืืช(Peterson et al., 2003)274.
. ืืืื ืขื ืืืงืจ ืืืืืชื ืฉื ืขืจื ืืืื ืืื ืืื ืืืืจืืงื, 2005-ื ืืืฅื ืืืืขืฆื ืืืืกื ''ืืื
, ืืืืืฆืืื ืขืื ืืกืงื ืืช ืื ืงืืืืช ืืื ื ืืืคื ืืืื ืืืืจืืงืื ืืืขืก ืืฉืืจ ืืืืคื ื ืื ืฉืื ืืืฉืืชืืืช ืืืืืืืื ืืขืืื ืืช ืืช . ื"ืืจืืื ืืืขืื ืืชืคืืกืช ืืืืืืืกืืื ืืืงืืืืช ืืช ืืชื ืืืืช
ืืืื ืืชืงืฉืืจืช ืืืืจืืงืืืื . ืืฉืืฉืืช ืืืงืืจ ืืืืข ืืจืืื ืืชืืฉืื ืืจืฆืืช ืืืกืืืืืช, ื"ืจืืืืืื ืืืืงืจ ( ืืขืช ืืงืืืืฉืคืขื ืฉืืืืช ืขื - Sawaืืจืืื Al-Hurraืชืื ืช ืืืืืืืืื โ
ืขืืจืืงืื -ืื 46% โืืืคืกืืก ืกืืื ืืืง ืืช ืจืืช ืืฆืคืืื ืืชืื ืืช ืืืืืืืื ืืืืืืืช ืืขืืจืืง , ืขืจืืื ืืกืขืืืืช-ืื 41%, ]ื ืืืืช ืืขืืจืช ืืืขืฆืื ืืืจืืงืืืืืืคื ืืืื ืื ืขื ืืืืืืืืื ืช [
(el-Nawawyืืคืืื ืฉืืืืืช ืืชืื ืื , )275ืืืจื-ืื 14%, ืืืจื'ื-ืื 23%, ืืฉืจืงืื-ืื 39%ืืืืืช ืืืืข , ืืืกืืื-ืืืกืืื ืื, ืืืชืืงื ืืฉืืชืคืืืืช โืืืืงืจืื ืืืืืฆื ืืืืฉื .2006)276
ื ืืืช ืกืืืข ืืืจืืงืืืืช ืืืืงืคืืื ืืขืืื ืืฉืคืจ ืืืกืื ืชืงืฉืืจืชื ืขื ืชืื, ืขื ืืื ืชืงืฉืืจืช ืืงืืืืืืืืืชืืืื ืืื ืกืืจืืืืืืคืื ืืกืืืข ืืืืืื ืืื , ืืืชืจ ืืืืจืื ืืืืื ืื ืืงืืืืื, ืืืืกืืื
. 277(Charney, Yakatan: 2005)ืืืฉืืชืืื -ืื-ืืืคืื
ืขื ืืืฉืืื ืืช ืืขืจืืืช ืืืืฉื ื ืืชืื ืืืงืืจืช ืงืฉื, 2005-ื ื ืืฉืจื ืืืงืจ ืืืืฉื''ืืืืืื ืืืืืช ื"ืืจืืืืืจ ืืขืืืื ืื ,ืชืืฆืื ืืืจืื ืืช ืืืื( ืชืืชืืคืชื ืืกืืจืืืื ืชืงืฉืืจ
274 Peterson P.G., Bloomgarden K., Grunwald H., Morey D.E., Telhami S., Sieg J., Herbstman S. (2003), 'Finding America's Voice: A strategy for reinvigorating US public diplomacy', Council on Foreign Relations, 2003, cb1517 275 Snyder A. (2005), 'Al Hurra struggling for ratings', Middle East Times, 28th November, 2005, <http://www.metimes.com/print.php?StoryID=20051128-093332-6251r>, cb0928
ื ืืฆื ืื ืืืืืขื , ืืืื ืืช ืขืจืืืืช 5-ืกืืืื ืืื ื 394ืขื ืืืื ืฉื , ืืฆืคืื ืงืจืืืืื , ืฉืจืืื, ืืื ืื ืืืื ืืืื ืืืจืกืืืช ืงื-ืืืืงืจ ืฉืขืจื ืืืืื ืื 276 . ืขืืืืชืืื ืืืคื ืืืื ืืืช ืืืืฅ ืืืืจืืงืืืช ื ืขืฉืชื ืฉืืืืืช ืขืื ืืืชืจ, ืืืจื-ืฉืืืื ืืืืืื ืืจืืื ืกืืื ืืืฆืคืืช ืืฉืืืืจื ืชืื ืช ืืืืืืืืื ืื
El-Nawawy M. (2006), 'US public diplomacy in the Arab world, the news credibility of radio Sawa and television Alhurra in five Arab countries', Global Media and Communication, vol. 2, no. 2, pp. 183-203, 2006, <http://gmc.sagepub.com/cgi/content/abstract/2/2/183>; Kaplan D.E. (2006), 'War of ideas: The more you hear, the less you like?', US News & World Report, 17th July, 2006, <http://www.usnews.com/usnews/news/articles/060717/17war.htm> 277 Charney C., Yakatan N. (2005), 'Better communications efforts can significantly improve America's image in the Muslim world, says new council special report', A New Beginning: Strategies for a More Fruitful Dialogue with the Muslim World, May 2005, Council on Foreign Relations, 11th June, 2005, <http://www.cfr.org/publication.html?id=8109>, cb0508; Watanabe T. (2005), 'US trip is positively eye-opening for Muslims', latimes.com, 11th June, 2005, cb0527; Maluf R. 'How to sell America', Foreign Policy, July-August 2005, cb0611; Moeller J.W. (2005), 'America's tattered global image', The Washington Times, 29th August, 2005, <http://washingtontimes.com/commentary/20050827-112005-1788r.htm>, cb0810; Kessler G., Wright R. (2005), 'Report: US image in bad shape', washingpost.com, 24th September, 2005, <http://www.washingtonpost.com/wp-dyn/content/article/2005/09/23/AR2005092301880.html>, cb0820
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
70
ืืขืืื ื"ืืจืืฉืชืืื ืืฉืืคืืจ ืืชืืืืช ,)278ืืคืจืกืื ืืชืขืฉืืืช ืืืืืืจ ืืงืืื ืืขืืช ืืืืืืืืืืื ืืช ,ืืืจืืงืืืืช ืืขืืื-ืืชืืืฉืืช ืืื ืื ืขืฆืืชืืฆืืืขื ืขื ืขืืื ื ืืขืช ืงืืืืืช ืืฉืขื ืฉืกืงืจื (
ืืืืืจ ืืืืื ื - ื ืืืฉืื ืืช ืชืช''ืืื ).279ื"ืืจืืขื ืืจืืื ืืืืงืฃ ืืืืงืจืื ื ืืืืืื-Alืืืงืจ ืืช ืชืื ืช ืืืืืืืืื .ืืืจื ืืืืืืคืชื ืืจืืจื ืืืืืืืืืจ ืฉืจืืืืืืืคืืืืืื ืฆืืืืจืืช
Hurra ] ืืืืืื$ 62 โืชืงืฆืื ืฉื ืชื[, ืืชืื ืช ืืจืืืSawa ] ืืกืืืืืช ,]ืืืืืื$ 35 โืชืงืฆืื ืฉื ืชืืืืืืจ - ืืชืืฉื ืืื ืืกืชื ืืชืคืงืื ืฉื ืชืชืขืืืื ืืืื ืขื .243ืืฉืืขืืจื ืฆืคืืื ืืืืื ื ื ืืืืื
ืื ืืฆืืืช ืืืืคืืืืืื ืืืขืืืื, ืืจืืช ืงืจื ืืืื ืืืฉื ืชื ืืื ื ืคืืืืืืืืื ื ืืืืคืืืืืื ืฆืืืฉืืฉ ืืืื ืืชืืฆืื ืืืืกืจ ืคื ืืืืืืืืงืจ ืืช .280ืืฆืืืืจืืช ืืืืจืืงืืืช ืืื ืืฃ ืืืกืืื
ืืืจืืช 3ืืืชื ืืืืื ืขื ืืื ืืืื ืขืฆืืืืฉ ื ืืืข, ืืืช ืืืืืืืืื ื ืืกืืจืืืืื ืืฆื ืืืืืืืฉ ืืกืจืื ืืืขืจืืืช ืืฆืืืฉืืกืืืขื , ืฉื ืื 5- ืืืืืืื $ 300 ืืืจืืงืืืืช ืืืืงืคืื ืฉื
ืืื ืขืืจืืงืื ืฉืืืคืืกื ืืืืจืื ''ืืืื ืฉืืื ืชืฉืืืืื ืกืืืืื ืืขืืชืื ืืืื ืืื. ืชืงืฉืืจืชืืื ืืื. ืฉื ืฆืื ืืืจืืงืืืืืื ืขื ืืืืืื ืืื ืืืืจืื ืฉื ืืชืื ืืืงืืจื , ื"ืืจืืืืืืื ืืืืืช
ืืฉืืชืืฃ ืจืฉืช 2005-ืืืืื ืืืืืค ืขื ืืืืืืืงืจ ืฉื ืขืจื โืืืืงืืจืช ืงืฉื ืืฆืืืืจ ืืืืจืืงืื CNN ืืืืืืืUSA Today , 281ืจืืืื ืคืกืื ืืืืืื ืืืืืจืืงืืื 75%ื ืืฆื ืื.
ื ืืชืื ืืืงืืจืช ืื ืืขืจื ืืืืคืืืืืื ืืฆืืืืจืืช , Heritage Foundation-ืื ืืืจ ืขืืื ืฉื ื
ืืืช ืืืืฉื ืืจืืช ืืชืืืื ืืื ืกืืื ; ืืืกืืจืืืื ืืืงืื, ืชืื ืื, ืื ืืืืกืจ ืืจืืืืืืืจืืงืื ืกื$ 1.2ืขืืื ืขื , ืืชืงืฆืื ืืฉื ืชื ืืืืงืืฉ ืืฉืื ืคืขืืืืืืช ืืืืคืืืืืื ืืฆืืืืจืืช; ืืืื ืืืื .)ืขืืืืืืืฉืงืขืื ืืกืืื ืืืืช ืืืื ืืืืกืืฃ ืืืืข ื ืืืืืื$ 30- ืืืฉืืืื ื(ืืื ื ื ืืกืคืง ื ืืืืืื
ืืจืฆืืช ืืืกืืื ืืืจืกืื ื ืืืื ืฉื ื ืืืืื ืืฉืืฆื ืื ืจืื ืืื, Pewืืฆืืืื ืกืงืจ ืฉืขืจื ืืืื ืืื ืื ืืชืื :ืืื ืืืืฆืืช ืืืืื .ืืฉืืจ ืืืืงืจืื ืืื ืื ืกืืืื ืืืฆืืื ืืืจืฆืืชืืืืืื
ืงืืืื ; ืฉืืืืจ ืืื ืื ืืกืืื ืืืืช, ืืืืื ืืืืืืืืจ ืืืืขืฆื ื ืืืช ืืืืื ืืืืคืืืืืื ืฆืืืืจืืชืื ืืืื ืืขื ืืจืื ืขืืจืื; ืืื ืืืช ืืื ืืืืืช ืืืฉืจืืชืชืืืื ืืช; ืืืกืืืืืชืืืืืืช ืืืืื ืืืืื ืืช
ืืขืจื ืกืงืจืื ืืงืืช; ืกืืจ ืืืขืจื ืืฉืืืืจืื ืืืจืื ืืืืจืืงืื ืขืฉืืืช; ืืชืืืชื ืชืื ืืืืกืืืืื ืืืืื ืืืฉืืืื .46(Johnson et al., 2005) ืืืงืจืื ืฉืืฉืจืช ืืช ืกืืื ืืืืช ืืืืฉืื
ืช ืืืืจืืืืขืจืืช . ืื ืืื ืืืืื ืืื ื ืืืื ืงืืคืืื ืืืืจืืช ืืืืคืืืืืื ืฆืืืืจืืชืืืืืืฉืื ืคืืขืืช ืืืืืจืช ืืืืขืื ืืจืขืืื ืืชืื ืืืืืจืืช ืืงืืื ืืขื , ืืืืืงืฆืจืช ืืื ื ืชืงืฉืืจืชืืชืคืขืืืืช ืืืคืืืืืื ืฆืืืืจืืช ื ืขืฉืืช . ืกืคืื ืืฉืืืื ืขื ืืืกืจ, ืืืืืืช ืฆืืืืืืืืฆืขืืช , ืืคืืืืื
ืืืืฆืขืืช ืื ืืืช ืงืฉืจืื ืืืฉืืื , ืืืืจื ืืืืขื ืงืืื ืืขื ืืจืื ืืืืฆืขืืช ืงืืืื ืืืกืื ืืืืืืื ืืืืืฆืื ืืืขืืืจ ืืช ืืฉืืืื ืขื ืื ืืขืจืืืช ืืฉืืืืจ .(Johnson, 2005)282 ืืืฉืืคื ืืชืจืืืช
. ืืืืืจ ืืืืื ื ืืืืคืืืืืื ืฆืืืืจืืช-ืืืช ืฉื ืชืช ืงืืจืช ืืืชืืช , ืืืจืืช ืืืืจืืงืืืืช ืืฉืืืืช ืืืขืื ืฉืื ืืกืืื ืืืืช, ืืืชืืฉืืื ืืืขืฆืช ื ืืืื ืขืจืืฆื ืืฉืืืืจ ืืชืืืื ืคืขื :ืื ืืืืงืื
283(Dale, 2005). ืืื ืืืืืืืืืจืืงืื ืก ืืืืืฆื ืขื ืฉืืืื ืืืืข ื ืืืืื ืืืืืื, ืื ืืกืฃ,
278 Spiro Jr. R.H. (2005), 'Diplomatic strength signals', The Washington Times, 18th September, 2005, <http://www.washingtontimes.com/commentary/20050917-104942-6500r.htm>, cb0827 279 Herman (2005), 'Rate of visitors to US decreasing', Herman Trend Alert, The Herman Group, 2nd November, 2005, cb0846; 280 Berman A. (2005), 'Tone Deaf', The Nation, Yahoo News, 26th April, 2005, <http://www.thenation.com/blogs/outrage?pid=2348>, cb0313; Vain B. (2005), '9/11 body attacks White House', Financial Times, 14th November, 2005, cb0942; Wright R., Kamen A. (2005), 'US outreach to Islamic world gets slow start, minus leaders', Washington Post.com, 18th April, 2005, <http://www.washingtonpost.com/wp-dyn/articles/A61213-2005Apr17.html>, cb0301 281 Merle R. (20025), 'Pentagon funds diplomacy effort', washingtonpost.com, 11th June, 2005, <http://www.washingtonpost.com/wp-dyn/content/article/2005/06/10/AR2005061001910_pf.html>, cb0523; Ericson G. (2005), 'Pentagon doles out up to $300 million for Psyops', WP, The Olympian, 19th August, 2005, <http://www.theolympian.com/apps/pbcs.dll/article?AID=2005506120315>, cb0743; Memmot M. (2005), 'Most think propaganda campaign in Iraq wrong', USA Today, 22nd December, 2005, <http://www.usatoday.com/news/nation/2005-12-22-poll-propaganda_x.htm>, cb1011; O'Conner E.M., Hoffman D. (2005), 'Media in Iraq: The fallacy of psy-ops', International Herald Tribune, 16th December, 2005, <http://www.iht.com/articles/2005/12/16/opinion/edhoffman.php>, cb1032; Gerth J. (2005), 'US on the attack in information war', The New York Times, 11th December, 2005, <http://www.iht.com/articles/2005/12/11/news/info.php>, cb1039 282 Johnson S. (2005-9), 'Public diplomacy needs a commander, not a spokesman', The Heritage Foundation, webmemo #869, 30th September, 2005, <http://www.heritage.org/Research/NationalSecurity/wm869.cfm>, cb0844; Johnson S. (2005-12), 'Time for coordinated communications in Iraq', The Heritage Foundation, web memo #943, 15th December, 2005, <http://www.heritage.org/Research/MiddleEast/wm943.cfm>, cb1024 283 Dale H.C. (2005), 'Al-Hurrah television and lessons for US public diplomacy', The Heritage Foundation, Heritage Lecture #909, 18th November, 2005, <http://www.heritage.org/Research/MiddleEast/Iraq/hl909.cfm>, cb0935
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
71
ืืืืื ืืช ื"ืืจืืืืืืจืช ืฉืืชืืฃ ืืคืขืืื ืืื ,ืืืกืืจืช ืืจืกื ื ืืื ืืืืคืืืืืื ืืฆืืืืจืืช .284(d'Arcy, Levi: 2005) ืืืกืืื
ืืืฉื ืืืฉ ืืืืื ื ืืฉื ืืืืืืืคื ืืืืื ืืืช .2.4.7
ืืืืจืืคื ืงืืืื ืื ืืืืื ืืื . 2005ืืื ืืฉื ืช ืจืื ืืคืื ืืืืคื ืชืืช ืืืืฉืื ืืืื ืขืฆืื
ืฉืคื ืืืืื ืืฉืื ืื ืืืื ืืืช ืฉืื ืื ืืื ืืืืชืืืฆืืคืืื . ืืช ืืฉืื ืื ืืืืื ืืืช ืืืืฉื ืืกืคืงื ืืช ืืืืจืช ืืืืืง, ืฆืืฆืื ืืขืื ื, ืืืืจืช ืืืงืฃ ืืกืืืข ืืชืงืฆืืื ืืืจืืื ืื ืืื ืืืืืืื โ 285ืืฉืืืืชืืืขืฆืืช ืขื ; 25%-ืฆืืืืจืืช ืืฉืืขืืจ ืฉื ืืืื ืืืคืืืืื ืคืขืืืืืืช ืืืืืช ืชืงืฆื; ืืืืืืก
ืืืคื ; ืืืืฅ ืืืื ืืืช ืืืกืืจืช ืืืืืฉ, ืชืื ืืชืืืืกืืช ืืืื ืืจืกืื ืฉืืื, ืืืฉืืืช ืืจืืชืืช ืืืฉืคื ืืืื ืืืืื ืืืื ืืืฉืจืืจ ื, ืคืืกืืื ืื- ืืขืืืช ืืืืฉื ืืืคื ืืกืืกืื ืืืฉืจืืื
.286(Nye, 2005) ื ืงืืืืืืกืื ืืืกืืจืช ืืืืจ ืืืจืฅืืื ืืช ืืขืฆืืจืช ืฉืื ืืื ืืืงืืื ื
ืืืืื ืื ืฉืื ืืืฉ ืืื ืืช ืืช ืืืขืฆืช ืืชืงืฉืืจืช ืืืืฉืืช ืฉืื 2005ืืืืฆืืช ืืจืืฉืื ื ืฉื ืงืืฅืฃ ืกืื ืื ืกื ืืชืคืงืื ืืงืจืืช ( ืืืืืจ ืืืืื ื ืืืืคืืืืืื ืฆืืืืจืืช-ืืชืช ,ืงืจื ืืืื ืืืงืกืก
ื ืืื ืื ืืฉืจืืจืืฉืืื . ืืคืฉืจืื ืืคื ื ืืชืืจ ืืืขื ืืืช ืืขืจืืื ืื ืืืขืืืืืืืืื . )2005 ืืืงืฉืื ืืขืืื ืืืืจืืื ืืืจืื ืื ืืืืื ืชื ืืฉืื ืืืฉ ืืจืืื ืขืืื ื ืืช ืืืจื ืืืช , ืื ืืจืกืืง
ืชืื ืฉืืืช , ืืืจืืงืืืืืืขืจืืื ืืช ืืืืช ืืืืื ืืืืืข ืืืกืืืข ืืืืจืื ืืืืื ืืช , ืขืื ืืืฆืืจ ืื โ 4E's-ืืกืืจืืืืืช ื( ืืืฉ ืขื ืืืฉืืจื ืืืืืจืืช ืืฉืืงืืื ืงืืืื ืขืืืื ืืืืงืช ืืืืื ื
Engagement, Exchanges, Education, Empowerment( , ืืืืืืฉ ืืืื ืขืืื ื ืืืืคืืืืืื: ืืงืืืชืื ืืืข ืืืืื ืช ืืืกืื ืืืืจ, ืชืงืฉืืจ ืืืื ืฉื ืชืงืืื โืจืืฉืื ืืืฉ . ืฆืืืืจืืช ืืืจืืงืืืช
ืืืืฆืขืืช ืืฉืืคืช , ืงืืฆืื ืืื ืืฉืืืืืืืืืืื ืืืืืงืช โืฉื ื ืืืฉ . ืืืคืฉ ืืืืืื ืืช ืฉืืื ืืืืืืฆืืง ืชืืืฉืช ืืื ืืจืก ืืืืขืื โืฉืืืฉื ืืืฉ . ืืืืชื ืืช ืื'ืชืืืช ืืืช ืืงืืืื ืืืจืขืืื ืืชืืื ืื
. 287ืืชืจืืืืืช ืืืืืื ืืช ืืจืืื ืืขืืื, ืชืืฉืื ืืืืื ืืชืืืฉืืชืคืื ืืืืจืืงืืื ื ืืืืืจ ืืืืื ื - ืืชืคืงืื ืขืืืจืช ืชืช, ืงืืคืื-ืคืืืื ืืืจืืงืืืช ืืืืฆื ืืฆืจื-ืืื ื ืืืื ืื ืืื
ืืขืืื ืขื ืืชืืืื ืืืืื .288ืขืืจืจื ืฆืืคืืืช ืจืืืช ืืขืืื ืืขืจืื ืื ืื, ืืขื ืืื ื ืืื ืื ืืชืจืืืช, ืืืจืืื โืืืืืคื ืืืืืืืจ ืชืืื ืืืช , ืืืคื ืืืืื ืืืช ืืืืงืช ืืืืืช, ื"ืืจื ืื ืืช ืืจืืช
ืืฉ ืืช ืืืืื ืื, ืืฉืคืจ ืืช ืขืืืืช ืืืืฉื ืขื ืืื ืืืืืืืช ืชืงืฉืืจืชืืืช, ืกืืืื ืืื ืืชืจืืืชืชืื ืืฉืืืืช ืืืฉื ืคืขืืืืช ืืืื (ืืืฆืขื ืืชืงืฉืืจืช ืืืืจืืงืืืื ืืขืืื ืืืืกืืื ืืขืืืืช
284 d'Arcy M.B., Levi M.A. (2005), 'Untapped Potential: U.S. Science and Technology Cooperation with the Islamic World', The Brookings Institution, Analysis Paper #8, April 2005, <http://www.brookings.edu/fp/saban/analysis/darcy20050419.htm>; d'Arcy M.B., Levi M.A. (2005), 'Science and diplomacy', The Washington Times, 17th August, 2005, <http://washingtontimes.com/op-ed/20050816-102614-9417r.htm>, cb0742 285 Fisher W. (2005), 'Propaganda war gets a new general', Inter Press Service News Agency, 17th March, 2005, <http://ipsnews.net/interna.asp?idnews=27874>, cb0140; Tisdall S. (2005), 'Will Bush change US policies as well as their presentation', Guardian, 3rd August, 2005, <http://www.guardian.co.uk/usa/story/0,12271,1541329,00.html>, cb0721 286 Nye J. (2005), 'President Bush goes soft', Taipei Times, 28th February, 2005, pg 9, <http://www.taipeitimes.com/News/editorials/archives/2005/02/28/2003224941>, cb0137 287 Malone J. (2005), 'Bush choice for public diplomacy role faces daunting task', NewsVOA.com, 27th July, 2005, <http://www.voanews.com/english/archive/2005-07/2005-07-27-voa27.cfm>, cb0702; Reuters (2005), 'US senate approves Karen Hughes for diplomacy post', Reuters, 30th July, 2005, cb0709; Weisman S.R. (2005), 'Bush confidante begins task of repairing America's image abroad', The New-York Times, 21st August, 2005, <http://www.spinwatch.org/modules.php?name=News&file=article&sid=1420>, cb0745; Ferguson B. (2005), 'Can Hughes repair US image', Arab News, 26th August, 2005, <http://www.arabnews.com/?page=4§ion=0&article=69032&d=26&m=8&y=2005, cb0809; Harkin J. (2005), 'The PR campaign for brand America', Guardian, 17th September, 2005, <http://www.guardian.co.uk/usa/story/0,12271,1572298,00.html>, cb0824; Gollast D. (2005), 'US public diplomacy chief to visit east Asia', newsVOA.com, <http://www.voanews.com/english/archive/2005-10/2005-10-15-voa3.cfm?CFID=16254642&CFTOKEN=69606454>, 15th October, 2005, cb0904; Friedman M.J. (2005), 'State's Hughes sees public diplomacy as generational challenge', USINFO.State.gov, 10th November, 2005, <http://usinfo.state.gov/usinfo/Archive/2005/Nov/10-339485.html?chanlid=washfile>, cb0918; Fisher-Thompson J. (2006), 'New American envoy will focus on public diplomacy', USINFO.STATE.GOV, 9th February, 2006, cb1203; Friedman M.J. (2005), 'State's Hughes outlines public diplomacy vision', USINFO.State.gov, 4th November, 2005, <http://usinfo.state.gov/scv/Archive/2005/Nov/07-711829.html>, cb0916; USINFO (2006), 'State's Hughes says public diplomacy key in battle against terror', USINFO.STATE.GOV, 3rd May, 2006, cb2050; Maher H. (2006), 'Islam: Muslim Americans to improve U.S. image abroad', Radio Free Europe, Radio Liberty, 16th June, 2006, <http://www.rferl.org/featuresarticle/2006/06/b47f318d-dcef-4b59-ac09-9a9d33a70805.html>, cb2033 288 Fisher W. (2005), 'White House seeks softer, gentler liaison to Arab world', Inter Press Service News Agency, 12th June, 2005, <http://www.ipsnews.net/news.asp?idnews=29030>, cb0524
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
72
ืืืจืืช . 290ืืืืฉืืข ืคืืืช ืฉืืฆื ืืื โืื ืืืช ืชืื ืฉืื ืื ืืืื ืฆืื .289)ืืืืคืืืช ืืคืงืืืืฉืื ืขื -ืื โ ืขื ืชืคืงืืื ืืขืืจืจ ืืืงืืจืืช ืช ืขืืืืชืืืฆืืืื ืืชืืื ืืืฆืืคืืืช ืืืืืืืืช ื
ืืขืก , ืืืงืืจืช ืงืฉื .)ืืืชืื ืื(ืื ืืื ืื ืืืืก ืืืืกืืืื ืืื , )ืืงืืฆืื ืืื(ื ืืื ืื ืืื ืืืืกืืืื ืืืกืืจืช , ืืืืงืืืืืื ืฉื ืชืงืฉืืจืช ืกืืืื ืืื , ืฉืืช ืืงืฆืืขืืืคืืฉืื ืขื ื ืืืขื ืฉืืฆืืืื ืืขืืจืจ
ืืื ืืื ืืื , ืืืจืงืื, ืขืจื ืืกืขืืืืช, ืืฆืจืื(ืืืืื ืืช ืืืกืืืืืช ืฉืขืจืื ืืืืื ืืืงืฉืื ืืกืืืจ .291)ืืืืืื
ืืจืืฉืืช ,ืืืืืจืช ืืืืื ื ืงืื ืืืืกื ืจืืืก ืืืจืืื ืขื ืืืคื ืชืคืืกืชื ืืืืคืืืืืื ืืืืจืืงืืืช
ืคืืืืจ : ืืืืชื. Transformational Diplomacy/ืืขืืจ ืืืืคืืืืืื ืืจื ืกืคืืจืืืืืืช: 2006, )ืช"ืืืื, ืืจืื ืืืืจื ืืกืื, ืืคืจืืงื(ืืืืืจืื ืงืจืืืืื ืืืคืืืืืื ืืืจืืงืืืื ืืขืจื ืืขืืื
ืืืืจ ืฉืืืื ืืช , ืฆืืช ืฉืืืืืชืืืชืืืื ืืืฆืจื ืืืข ืขื ืชืืฉืื ืืจ, ืฉืืคืขืื ืืคืจืฉืื ืืืืืืืืืืืจื ืื . ืืืืจื ืืชืืืืืืืงืืช ืืจืืื ืืืคืืืืืื ืฆืืืืจืืช ืืืืจืืื ืืืืจืืคื ืชืื, ืฉืคืชื
ืืื ืื ืื ืืืืืช ืขืืื ืื ืืคืืขืืื ืืืกืืจืช , ืืืืืืช ืืขืชืื ืื ืืชื ืืื ืื ืื ืืืฉืืืช ืืจืืช . 292ืืจืฆืืช ืืืฅ
, ืขื ืื ื ืืฉืืช ืืืืืื ื ืื ืืืจืืจ ื"ืืจืืื , ืื ืืืช ืืฆื ืืื ืื ืืจืืืืช ืืงืจื ืืืืืื
ืืฉื ืืืืฉื ืืืืฆืื ืืื ืืขืช ืข. 293ืืืจื ืืจืืื ื ืืืจืืจืืืืฉ ืืขืืจืืง ืชืืจื ืืืืืืช ืืืืืก ืืืืืืืื ื ืืชื ืืกืื ืชืืช ืืืื ืืืช ืืขืืจืืง ืื ืืช ืืืืืื , ืืืขืืืจ ืืกืจ ืืฆืืืืจ ืืืืจืืงืื
ืืจืืืจืืงื , ืืืขืื ืฉืืืฉืจ ืืื ืืชืืื ืืื ืืจืืืจืืงื ืืืฆืืืืช ืืฉืื. Victory/''ื ืืฆืืื''ืืืื ืจืืฆืื ืืจืืืช ืืช ืืืืจืืงืืืช ื ืื ืืืืืื ืืขืช ืืงืืืืืืืื ืืขืจืืืื ืื . 294ื ืืืืช .(Odom, 2006)295ืืงืื ื ืกืื ืืืืืืจ ืืืืจ ืืฆืื
(Nowels, Epsteinืืืื ืืืืงืช ืฉืืจืืชื ืืืืงืจ ืืงืื ืืจืก [ ืืืจืืช ืืืืืื ืื ืฉื ืืืคืื ืืืืื ืื
296(Veillette: 2006[ ,ืขื ืืกืืก ืกืคืจ โ ืืืฉืืจ ืืืืฉืงืข ืืคืขืืืืช ืืืคืืืืืื ืฆืืืืจืืช ืืชืงืฆืื
289 TDS (2005), 'US suspends publication of Arab youth magazine', The Daily Star, 27th December, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=4&article_id=21027>, cb1009; Hudson S. (2005), 'US halts Arabic magazine meant to boost US image', Reuters, 22nd December, 2005, cb1022; Latham J. (2006), 'Public diplomacy and international exchange', NewsVOA.com, 24th February, 2006, <http://www.voanews.com/english/archive/2006-02/2006-02-24-voa32.cfm?CFID=24518584&CFTOKEN=61893903>, cb1215; Flakus G. (2006), 'Hughes believes public diplomacy job influences US policy', NewsVOA.com, 30th March, 2006, <http://voanews.com/english/archive/2006-03/2006-03-30-voa29.cfm?CFID=10884311&CFTOKEN=60729381>, cb1311 290 Cowan G. (2005), 'Hughes offers steps, not spin', USA Today, 28th September, 2005, <http://www.usatoday.com/news/opinion/editorials/2005-09-28-oppose_x.htm>, cb0836 291
Drees C. (2005), 'US Muslims feel sidelined in terrorism fight', Reuters, 30th August, 2005, cb0812; Mowbray J. (2005), 'Foggy bottom misstep', The Washington Times, 1st September, 2005, <http://washingtontimes.com/op-ed/20050831-091718-8792r.htm>, cb0813; Jones L. (2005), 'Karen Huges listening tour and its aftermath', Washington Report, December 2005, pp. 24-26, <http://www.washington-report.org/archives/December_2005/0512024.html>, cb1040; Shanon E., Carney J. (2006), '10 questions for Karen Hughes', TIME, 12th February, 2006, cb1204 292 Transformational Diplomacy. "I would define the objective of transformational diplomacy this way: To work with our many partners around the world to build and sustain democratic, well-governed states that will respond to the needs of their people -- and conduct themselves responsibly in the international systemโฆTransformational diplomacy is rooted in partnership, not paternalism -- in doing things with other people, not for them. We seek to use Americaโs diplomatic power to help foreign citizens to better their own lives, and to build their own nations, and to transform their own futuresโฆNow, to advance transformational diplomacy all around the world, we in the State Department must rise to answer a new historic calling. We must begin to lay new diplomatic foundations to secure a future of freedom for all people. Like the great changes of the past, the new efforts we undertake today will not be completed tomorrow. Transforming the State Department is the work of a generation. But it is urgent work that cannot be deferred". Secretary Rice, January 18, 2006. USDS (2006), 'Transformational Diplomacy Fact Sheet', Office of Spokesman, U.S. Department of State, Washington, DC, 18th January, 2006, <http://www.state.gov/r/pa/prs/ps/2006/59339.htm>; Matar G. (2006), 'Rice on top of the world', Al-Aharam Weekly, 12th March, 2006, <http://weekly.ahram.org.eg/2006/785/op2.htm>, cb1230; DS (2006), 'Transformational diplomacy', Office of the spokesman, U.S. Department of State, Washington D.C., 18th January, 2006, cb1938 293 Forbes (2005). 'Where goes the war?', Oxford Analytica, Forbes, 23rd December, 2005, cb1014; Powers T. (2005), 'Bringing 'Em on', The New York Times, 25th December, 2005, cb1018; FP (2006), 'The terrorism index', Foreign policy, July-August, 2006, pp. 49-55 294 Grier P. (2005), 'In victory both power and peril', Christian Science Monitor, 9th December, 2005, <http://www.csmonitor.com/2005/1209/p01s03-usfp.html>, cb1038 295 Odom W.E. (2006), 'Cut and run? You bet', Foreign Policy, May-June, 2006, cb1406 296 Foreign policy budget request โ FY2007 compared with FY2006. Public diplomacy: FY2005 enacted โ $954 million; FY2006 enacted - $1,070 million; FY2007 request - $1,146 million. Nowels L., Epstein S., Veillette C. (2006), 'Foreign policy budget for FY2007 โ Issues for Congress', Foreign affairs, Defense, and Trade division, Congressional Research Service, 10th February, 2006, <http://www.interaction.org/files.cgi/4819_CRSFY07_budget_analysis.pdf>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืื ืืชืืชืืืื; ืืืืฉืคืขื ืขื ืงืืื ืืขื ืืจื ืืืืืข, ืืืขืืฆืืจื ( ืชืงืฆืื ืืืืฉื ืืืืจืืงืืืขื ืกืืื ืฉื ืืืขืื) ื"ืืจืืกืืคืืจ ืืืืื ืขื ืืขืืจืช; ืืืืื ืืืชืืกืื ืืกืืื ืื; ืคืจืืคืื ืื ืขืืื ืช
โืืืฉื ืืืฉ ืขื ืืืืืชืงืฆืื ืฉืืืฆืข 2007ืืฉื ืช .297(Rice, 2005) 2006 ืืืืืื ืืฉื ืช$ 328 .298ืืืืืื ืืืืคืืืืืื ืฆืืืืจืืช$ 351-ื, ืืืืืื ืืชืืื ืืืช ืืืืืืคื ืชืจืืืช ืืืื ืื$ 474
ืืืืกืื ืืืืืืืื ืขื ืืฉืจืื ืชืืืขืืืชืื .2.4.8
ืืืืฉืืืื ืืช ืืงืฉืจืื ืืืืืืืื ืขื , ืืืชืจ ืืืืชืจ ืงืืืืช ืขืืืื ืืืืฉืืืืขืืื ื"ืืจืื
ืืื ืขื , 300ืืืื ืื ืคืขืจ ืขื ืืขืืื ืืขืจืืืืืฆืืจืช ืคืขืจ , (Todd, 2003: 113-118)299 ืืฉืจืืืืฉื ืช ืืืืืจืืช ืืืฆืืื( 301ืืืคืืกืืื - ืืืฆืื ืขืืื ืืืชืจ ืืืืื ืช ืืกืืกืื ืืืฉืจืืื ื"ืืจื
ืื ืื ืืื ืืืืจื ืืืกืืจืช ืืืืจืืช ืืืืงืจืืืืช , ืืงืืจืืช ืื ืืชืืื ืืืจืืื ื ืืจืืจ ืืขืืืืืืื ืืืืจืฉืื ืืืืจืื ืืืืื - ืืืืืืื ืฉืืืืื ืืขืืื ืืืืฆืขืืช ืืืืื ). 302ืืชืคืงืืื ืฉืืืืืืืง ืืืขืืืืช ืืืคืฆืืช ืืืืฆืขืืช ืืื ืขืืื ืืกืืื ืจืืื ืื ืืงืืคืืกืื .303ืืืืืช ืขืืืจื- ืื ืื ืืืืืงืืื ืืืจืืืืื ืกืืืคืืืืื ืื ืืืืงืจื ืื ืกืจืืื ืขืืืืชืืื ืืื ื ืขืจ, ืืืื ืืืจืกืืืืื
, ืืขืจืืื ืจืืืื ืืช ืขืฆืื ืืืืืืจืืช ืืืืฉืืช ืืืฉืคืืื โืืื ืืืืขืื ืื ( 304ืืฉืจืืืืืืคืื ืืช ืืื ืืืจืืขื ืืืืืืช ืืืืฆืขืืช ).305ืื ืฉืื ืืืืืื ืืืืื ืืืื ื ืืจืงืื ืืจืืื ,ืืืชืงืคืืื ืื ืื ืฉืื ืืชืืืืื ืืืืื" โ ืืืช ืืืกืืืืขืฆืืืืช ืืืืืจ ืขืืจืืืืืืช ืืืืืืช ืืื ,ืขื ืืฉืจืื
ืืืจืืงืืืืช โืขืจืื ืชืืืืืช ืืืชืื ืขื ืืจืืช ืชื ืืกืืื ืื, ืื .306"ืขื ืืคืจืืืืื ืืจืฆื, ืืืขื ืืชื .307(Fishman, 2004)] ืืขื/ืจืคืื โ ืืืืกืงืื ืกืื/ืืืืกืื[ืืคืืกืืื ืืืืช
ืืืืื ืืืฉืืชืช ืืฉ ืืืืจื ืืชืืืืืจืขืืช ืืื ืืืืฉืืช. ืืฆืืืืืืื-ืืฉืจืื ืืคืื ืืืขื ืืื
ืืฆืืื ืืช ืืื ื ืื, ืงืืืื ืืื ืืชื ืืืืชื ืื ืืืขืืื ืืขื ืื . ืืืืฅ ืืืืจืืงืืืชืืืื ืืืช ืืืืคืืื ืช .ืืืืจื ืืืจืื ืืกืื ืืืื ืื ืืงืื ืืขืืื ืืืืืืช ืื ืืืืื ื ืืจืขืืื ื, ืืคืื ืืืืืืืืืืื
ืืืืืฅ ืขื - ืขื ืืืืฉื ืืืืจืืงืื ืืืขื ืืฉื , ืขื ืื. ืืื ืืคืืืฉ ืืจ, ืื ืจืง ืืฉืื ืื ืืงืืื
ืืืืืื $ 652ืื ืฉื ืืขืื ืกื, ืืืืื ืืคืขืืืืช ืืฉืืจื ืฉื ืืืคืืืืืื ืฆืืืืจืืช$ 430ืขืื ืขื 2006-ืืคืจืกืืืื ืืืืคืืื ื ืืืจ ืื ืืชืงืฆืื ืืืืืงืฉ ื 297
.ืืขืืื 239ืจืื ). Sawaืืชืื ืช ืืจืืื Al-Hurraืชืื ืช ืืืืืืืืื ', ืงืื ืืืจืืงื'ืืืื ืฉืืืืจื (ืืืืืื ืืืฆืขื ืืชืงืฉืืจืช ืืืจืื ืฉื ืืืืฉื Secretary Rice: President's FY 2006 International Affairs Budget Request, US Department of State, http://www.state.gov, 17th February, 2005, <http://www.state.gov/secretary/rm/2005/42343.htm>, cb0126 298 Nassirinn B. (2006), 'President Bush unveils proposed budget', AACRAO, 10th February, 2006, <http://www.aacrao.org/transcript/index.cfm?fuseaction=show_view&doc_id=3046>, cb1202 299 Todd E. (2003), 'After the Empire', Columbia University Press, 2003, ISBN 0-231-13102-x, pp. 113-118, cb1520
ืืฉืขื . ื ืืขืืื ืืขืจืื ื ืืืขืืช ืืืืื ืืืชื ืืืคื ืืฉืจืื ืืืฉืืืื ืืืืืฉืื"ืืืขืืืช ืชืืืืช ืืจื 80%ื ื ืืื ืคืืื ืืืจืก ืื "ืฉืืจืืจ ืืฆืจืื ืืืจื 300ื ืืื ืืืืช ืืขืื ืืื ืช ืืงืื ืขืจืื "ืงืฉื ืืงืื ืื ืืจื, ื ืืืื ื ืืช ืคืืืขืช ืืฉืจืื ืืืืืืืช ืืื ืืคืืกืืื ืืื''ื ืืืืื ืืื ืขื ืื ืืืืืช ืื"ืฉืืจื . ืขืฆืืืืช ืืฆืืง, ืืืคืฉ
Hanley D.C. (2004), 'Ambassadors examine widening gap in diplomacy between US and Arab world', Washington report on Middle East Affairs, January-February 2004, viewed 4th February, 2005. cb0117; USNW (2005), 'Explosive new study on TV news coverage of Israel-Palestine to be released on Capitol Hill', US Newswire, 8th May, 2005, <http://releases.usnewswire.com/GetRelease.asp?id=46953>, cb0324; Turki F. (2005), 'Of missions and missionaries', Arab News, 5th October, 2005, <http://www.arabnews.com/?page=7§ion=0&article=71183&d=5&m=10&y=2005>, Cb1050 301 Miller A. D, (2005), 'Lawyering for Israel alone will not bring regional peace', The Daily Star, 31st May, 2005. <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_id=15513>, cb0502 302 Gamage D. (2005), 'US shun armed terrorists, even if democratically elected', Asian Tribune, 10th June, 2005, cb0526 303 Aljazeera (2005), 'Malaysia blasts Israel for banning Mahatir', Deutsche Press-Agenteur, Arab News, Aljazeera.com, 19th March, 2005, cb0332 304 Movies: A stone's throw away; Jenin, Jenin; Tragedy in the Holyland; Frontiers of dreams and fears; Ford transit; Crossing Calandia; Rana's wedding; Until when; Peace, propaganda and the promised land. Jhally S., Ratzkoff B. (2004), 'Peace, Propaganda & the Promised Land', USA, 2004. Plot Summary: This video shows how the foreign policy interests of American political elites-working in combination with Israeli public relations strategies-influence US news reporting about the Middle East conflict. Combining American and British TV news clips with observations of analysts, journalists and political activists, Peace, Propaganda & the Promised Land provides a brief historical overview, a striking media comparison, and an examination of factors that have distorted U.S. media coverage and, in turn, American public opinion. <http://us.imdb.com/title/tt0428959> 305 WRMEA (2005), 'Arab studies programs under threat', Washington Report on Middle East Affairs, pp. 59-61, May-June 2005, <http://www.wrmea.com/archives/May-June_2005/0505059.html>, cb0530; Katz K. (2005), 'Debating Israel', Excalibur โ York University's Newspaper, 30th November, 2005, cb0927; Owen L. (2006), 'Israel apartheid week at U of Toronto', Israpundit, 19th February, 2006, cb1218 306 Boston.com (2005), 'Protester's greet hundreds celebrating Israel's 57th anniversary', boston.com, 19th June, 2005, cb0532 307 Fishman J. (2004), 'A case study: Madison, Wisconsin, USA: A battleground for Israel's legitimacy', Jewish Political Studies Review, 16:3-4, Fall 2004, <http://www.jcpa.org/phas/phas-fishman-f04.htm>, cb0703
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืกืื ,ืืืืืืืื ืื ืืืจืกืื . ืฆืืืืืืืืชืื ืืกืืืข ืืืืืื ื, ืืืชืืจืื ืืืืชืจ ืืฉืจืื ืืืกืืืืืืืกืื ืืืืงืืืืจืืช ืืืงืืืืืช ืืืืกืกืืช ; ืขืจืืืช-ืื ืืืืื ืืืืืจืช ืืกืืืื ืืช ืืืื ืืฉืจืื
ืืืื ื -ืชืืืืื ืืจืื ืืขืืจ ืืคืืกืืื ืืืืกื ืืื; ืชืืืฉืื ืืชืืฉืืจืืืืช ืขื ืืืช ืฉืืืื ืืืืจื ืืชืืืืืืืกืจ ืืฉืงื , ื''ื ืืื''ืขื ืืกืืก ืื. ืืืืืื ืืืช ืืืืืืช ืชืืช ืฉืืืืืขืจ-ืคืื
ืืืืืืช ืขื ืืืจื ืืืจืืืช ืืืืคืฉ , ืืืืจืืช ืืืืืืช, ืฉืืืื ืืืืืงืจืืื(ื ืืืข ืืืืกืจ ืืืคืฉ ืืืืืืืกืืื ืืืืื ืืคืืืืืืื ืืืืื ืืชืืืืฉื ืืฉืชืชืคืืช ืืืืืืช ื, ืืืกืจ ืืฉืืื, )ืืืืืื
(Joffe, 2005)308. ืืชืขืจื-ืช ืื ืืืืื ืืืืฉืื ืื ืืื ืืืขื ื ืืืฉ (Klugy, 2005)309. ืฉืืงืืจืืืืืช ื ืขื ืืืืฉืืืจืื , ื ืืฆืจืืื ืืืืช ืฉื ืื ืืื ืืขืืื ืืืืกืืื ืืืกืืกืื ืืงืื ืคืืืงื ื
ืืืืื ืืืืืืฉ ืืืฉืจืืื ืืืชืืื ืืช ืืืืืืืืืืช ืืืืืืืืื ืืืืืืืืช ืขื ืกืื ; ืืืืคืจืืืืืกืืืืืืื . 310(Levine, 2005) ื"ืืจืืจืง ืืืงืืื ืืช ืืื ืช ืืขืจืืื ืืืคื ืืฉืจืื ื, ืืคืืกืืื ืืื
, ืกืืื ืืืืืืฉ ืืืฉืจืืื, ืชืืืื ื ืืื ื ืืืืจืช ืืคืืืืื ืืืชืืืืืกืืกืื ืืืืจื ืื ืืื ืืคืชืจืื ืืืืืืช ืืฉื ื ืืขืืื ืขื ืื ืฉืืื ืคืืกืืื ืืืืกืืืจืืช - ืืืืื ืืช-ืืืื ื ืืืืงืจืืืช ืืฆืืจืชื
(Pappe, 2005)311 ] ืืงืืจื ืืฉืืื ืืืื ืืืงืืืืื ืืขื ืืื ืืืคืืื ืืืืืื ืืช ืืืืืื ืืชืืืืืื , ืืฉืืืื ืฉืืืืื ืืืืืื ืืชืืืื ืืืืืืืืืืช ืืฉืจืื ืืืื ืืืืืืชืืคืจืืช ; ืืชื ืืืชืืืืง ื ืื {ืืจื 'ืืงืื ืกืคื ืืืื, ื ืืกืืื ืคืืกืืื ืื ืืืืื ืืฉืื ืื ืืคืจืืืืืช ืืงืื ืคืืืงื; ืืืืจืืคืืฉืืฉืืขืืชื ืืืจืืืืช }, ืืืืง ืขื ืืืืช ืืืืจื ืืื ืืื{ืืคืจืืงืื ืืงืื ืกืคื ืืืจืื } ืืืืฉ ืืจ
. 312(Sussman, 2004)] ืืืกืื ืืืื ืช ืืฉืจืื
)ืืืืื- ืืืืืื ืืืื( ืืฉืจืืื ืืคืืขื ืืืืฉืื ืืืื-ืืืชืงืคื ืืืืจืื ื ืืชืืงืืช ืืืืื ืืคืจืืฉื ืืื ืืืืืืืื ืืืืงืจื ืืืข ืืืืื ื ืืืืจ ืฉืคืจืกืื ืืืจืืื ืืงืืืื ืืจืืื ืืืกืืจืช
ืชืืืื ืืืจืกืืืื ืืจืฉืืืืืจ 'ืกืืคื ืืืื ืืืื ืืืจืกืืืช ืืจืืืืจื ืืืืคืจืืคืกืืจืื โ ื"ืืจืืืืืืืื ื"ืืจืืืืืืคืช ืืฉืจืืื - ืืคืจืืคืงืืื ืืืืจืืข ืฉื ืืืืื ืืืืืจ ืืืืืจืื ืขื ืช .ืฉืืงืื
. ืืืืืืื ืคืืขื ืืฉื ื ืืืืื ืืืขื ืชื . ืืืจืื ืืืืืืืืคืช ืืืืฉื ืืงืจืืช ืขืืืืช ื, ืืขืืจืืงืืฉืืคื ืืืืืืช ืืืฉืจืื ืืชืงืฉืืจืช ืืืืื -ืืฉื ื . ืืืฉืืืืืฆืื ืขื ืืงืื ืืจืก ื - ืืจืืฉืื
ืื ืืืื ืืจืกืื ืืืืืืงืื ืฉื ืื ืืื ืืช ืืืืฉื ืืคืขืื ืื ืืืืืืื ืืชืคืืกืชื . ืืืืจืืงืืืชืืขื ืืืงื ืขื ืืงืื ืืจืก .ืืืฉืจืื ืืืืืื$ 140 ืชืืืจืืืืืื ืืืฉื ืฉื ืื ืืช .ื"ืืจื
, ืืืืืืกืืืื 3%ืฉืื ื"ืืจืืืืืื ( ืื ืื ืคืืืืืืืืืืืืช ืืืืก ืืกืคืื ืืืืืื ืงืืคื, ืืืืืจืืงืื ืขื, 2004-ืกืงืจ ืืื ืืฉืขื ืฉื; ืืืขืืืื ืื ืฉืืืืชืืืืงืืจืืช ืืืืืื 60%ืืขืื ืืฉืคืขื ืขื
ืืืืื ื ืฉืืืื ืขื ืืืง .)ืืืงื ืจืืฉืืช ืืืฉืจืืืื ืื ืืฉืื ืืืืืืืื 36%ืื ืืืฆืืืืืฉืคืขื ืืืขื .ืืืขืืจืืื ืืืืืืฉ ืืืื ืืืช ืืืืฉื ,ืืฉืืื ืืืืืืืื ืืืืฉืื ืืืืืืืืืงืจ ื
ืืชืคืืกืชื ืืฉืจืื .ืคืืกืืื ืื- ืืืืืื ืืชืงืฉืืจืช ืืืืจืืงืืืช ืขื ืืกืืกืื ืืืฉืจืืืืืืืขื ืื ืืืื . ืืจืืช ื ืืื ืืืืื ื ื ืืชื ืืืช ืืืช , ืืกืืจืืื ืืก ืืกืืจืืื ืืื ื ืืืืื ื ื ืืืชืจ ื
ืืฉืจืื , ืืชื ืื ืืงืืจื ืืืชื ื, ืื ืื ืฉืื ื ืื ืื ืืฉืืืืื ืืืืืืช ืืื ืืื ืงืฉืจ ืืืืขื ื"ืืจืืืืงืืชื ืืืืชื ืืืืืืจ ( ืื ืืืืืืช ืืืืจืืืช ืืืืกืกืช ืขื ืงืฉืจื ืืืืื ื ืืืืืืช ื ืืกืื ืื
ืืืืืื 1.3ืืจืืจ ืื , ืืืืจ ืืืช. )ืืืืืืื ืืฆื ืคืืืจืืืื ืืืขืฉื ืืื ืก, ืืืฆืืืช ืืืืจื, ืืืืื .313(Mearshheimer, Walt: 2006) ืืื ื ืืืจืืื ืืืจืื ืฉื ืืืืฉื ืืฉืจืื ืืืจืืื ืืขืจืืื
ืชืืืื ืืจืืงืืืืืืืจืืืืช ืืืืืื ืืชืงืฉืืจืช ืจืื ืืืืกืื ( ืืืกืืจืช ืื ืืชืืืืืช ืืืืืจ
ื ืืืืื ืืืช ืืจืื ืกืืื ืื ืืื ืืชืืงืฃ ,)ืืืืฉืจืื ื"ืืจืืฉืืืื ืืืืฆืืืฆื ืืืกืื ; ืืืื ืืืืืืช
308 Joffe J. (2005), 'A world without Israel', Foreign Policy, January-February 2005, <http://www.frontpagemag.com/Articles/ReadArticle.asp?ID=16827>, cb0512 309 Klugy B. (2005), 'Joffe's flight of fantasy', Foreign Policy, March-April 2005, cb0513 310 Levine A. (2005), 'A state of denial', Foreign Policy, March-April 2005, cb0515 311 Pappe I. (2005), 'White washing a criminal record', Foreign Policy, March-April 2005, cb0514 312 Sussman G. (2004), 'The challenge to the two-state solution', Middle East Report (MER), iss. 231, summer, 2004, <http://www.merip.org/mer/mer231/sussman.html>, cb1338 313 Mearshheimer J., Walt S. (2006), 'The Israel lobby', London Review of Books, vol. 28, no. 6, 23rd March, 2006, <http://www.lrb.co.uk/v28/n06/mear01_.html>, cb1339
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืฉืขืืจ ืฉืืจืืจ ( ืืจืืื ืืื ืืืง ,ืืืืฉืื ืืืื ืืคืืขื ืืืกืืจืช ืืืื ืืจืืงืื ืืก ,ืืืืจื ืืชืืืืืืืืจืื . ืืฉืจืืืืช-ืจืืืงืืื ืืคืืืืช ืืืืงืจืื ืื ืืืืื ืืื ื ืืืง ืืืช ืืืฉ, )ืืืฉืจืื ื"ืืจื
ืก ืืืฉืคืืื ืืืื ืืืจืกืืืช ''ืืืื' ืคืจืืคืกืืจ ืืื ืืจืฉืืืืฅ .ื ืืืืคืฉ ืืงืืืื ืืืืืื ืื ืืืืื , ืคืจืืคืกืืจ ื ืืขื ืืืืกืงื .ืืืื ืืขืืืืช ืขืืืืชืืืช ืืืืืืืช ,ื ืืื ืืช ืืืืงืจ ืืคืจืืคืื ืืืืจืืืืจ
ืืืจืื. ืืื ืืืืื ืืจืก ืื ืืืง ืืืื ืืืืขืื ื ืื ืืืจ ืื ืืฉืื ืขืื, ืืืืงืจืื ืืงืฉืื ืฉื ืืฉืจืืืฉืืืื ืช ืืฉืจืื ืืื ืืืื ื ืืืืงืจืืืช ืืื ืืืืืื ืืื ื ืืืื ืืช ืืืชื ืืืืช ืชืืช ืืฉืืจืื
ืขื ืืืืื ืืืืื ืืืืจืืขืื ืืื ืขื ืืืืืืืฅ ืืืืจืืงืืืช ืืขืืฆืืช ืื ืืืื ืืืช ;ืืืืืงืจืืืืืืื ืืจืืจ ืื ืืื ืืื ืขื ืืื, ืคืขืืืืช ืืืื ืืืืืืืืช ืืืกืืจืช ืืฉืืจ ืืืืงืจืืืฉ ;ืืืืืกืืื
. 314ืืืืงืจืื ืืืกืงื ืืชืืืกืืก
314 UPI (2006), 'Pro-Israel lobby in US under attack', United Press International, 20th March, 2006, cb1233; Kanazi R. (2006), 'Washing Israel's hands clean in US eyes', Aljazeera.com, 24th March, 2006, <http://www.aljazeera.com/cgi-bin/review/article_full_story.asp?service_ID=10756>, cb1318; WP (2006), 'Of Israel, Harvard and David Duke', Washingtonpost.com, 26th March, 2006, <http://www.washingtonpost.com/wp-dyn/content/article/2006/03/24/AR2006032402147.html>, cb1319; Gergen D. (2006), 'There is no Israel lobby', New York Daily News, 26th March, 2006, <http://www.nydailynews.com/news/ideas_opinions/story/402910p-341257c.html>, cb1320; Dimmore G. (2006), 'Storm intensifies over Israel lobby paper', FinancialTimes.com, 27th March, 2006, cb1303; Radin C.A. (2006), 'Israel lobby critique roils academe', boston.com, 29th March, 2006, <http://www.boston.com/news/local/articles/2006/03/29/israel_lobby_critique_roils_academe>, cb1310; Morley J. (2006), 'Global divide on Israel lobby study', washingtonpost.com, 31st March, 2006, <http://blog.washingtonpost.com/worldopinionroundup/2006/03/global_divide_on_israel_lobby.html>, cb1315; Lindsay J. (2006), 'Academics' paper on Israel lobby brings scholarly heat', AP, boston.com, 5th April, 2006, <http://www.boston.com/news/local/massachusetts/articles/2006/04/05/academics_paper_on_israel_lobby_brings_scholarly_heat>, cb1322; Aljazeera (2006), 'New Christian pro-Israel lobby powerful than AIPAC', Aljazeera.com, 3rd April, 2006, cb1302; Regan T. (2006), 'More debate over report on Israel's influence in US', The Christian Science Monitor', 6th April, 2006, <http://www.csmonitor.com/2006/0406/dailyUpdate.html>, cb1335; Massous A. (2006), 'A harsh light on America's Israel lobby', Aljazeera.net, 13th April, 2006, <http://english.aljazeera.net/NR/exeres/3437EC9C-B4E3-4FFC-82D1-D2C9CA0ACF50.htm>, cb1330; Weis P. (2006), 'Ferment over the Israel lobby', The Nation, CBS News, 30th April, 2006, <http://www.thenation.com/doc/20060515/weiss>, cb1412; ; Mearshheimer J., Walt S. (2006), 'The war over Israel's influence', Foreign policy, July-August, 2006, pp. 57-66; Friedberg A. (2006), 'An uncivilized argument', Foreign policy, July-August, 2006; Ross D. (2006), 'The mid-set matters', Foreign policy, July-August, 2006; Ben-Ami S (2006), 'The complex truth', Foreign policy, July-August, 2006; Brzezinski Z. (2006), 'A dangerous exemption', Foreign policy, July-August, 2006; TA (2006), 'War proof of Israel lobby's power', The Australian, 30th August, 2006, <http://www.theaustralian.news.com.au/printpage/0,5942,20300009,00.html>, cb2412
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืชืืจ ืฉื ืืืื ืช ืืฉืจืื .2.5
ืฆืืื ืืช ืืืืขื ืืชืืืืชืื .2.5.1 ืืจืฆื ืื ืืืื ืืืืืืื ืืืืื ื ืืฉื ืช ืขื ืคืืฆืืื ืืช ืชืืจืช ืืืื ืกืคืง ื ืขืฉื ืขืืื ืงืฉื ื
(Herzel, 1902)315 ,ืื ''ืืืืืืช ืฉื ืืื ืืขืฆืจืชืืขืงืืืช ืืืืืช , ืขื ืืืชืืื ืืชืืจื ืืืขื ืืช-1975316.
ืืจืืื ืืืืกืืื ืืืงืืจ . 'ืืืืืืฉ'ืืช ืกืืื ืืืชืงืคื ืืืจืืืืช ืืืื ืื ืื ืืืื ืช ืืฉืจืื ืืชืืง
ืืฉืขืืืื ืืืฉืืืื .317ื ืืืืืช ืืกืืจืืช ืืืื ืืืฉื ืืฉื ืืืชืจ ื, ืืืืจื ืืชืืืืืืฆืืืืช ื-ืืืืฉืงืืืฆื ืืคืืกืืื , ืืงืืช ืืืื ืช ืืฉืจืื" โืืงืืืขืื Sound-bites-ื ืืขืจื ืขื ืืืืืืืจ ืืฉ
ืืืืืจืืฉืฉื ืืืจืฅ ืืืืืืจ ืืชื ืืฉืืืื ืืืขื ื ืืืื ืชืืืืชื ืชืืื, ืืช ืฉืืจืืช ืืืืื ืืืจืืคืืงืฆืืืืช ืื ืขืืจืื ื, ืืืืกืจ ืื ืืืื ืืช ืคืืืืืืืืืืื ื ืคืืกืืื ืืื ืืืื ืืืื .ืืขื ืืคืืกืืื ืื
ืืคืืกืืื ืืื ืืืชืืื ืชืืืืืช ืฉืืืืืฉืืช ืืฉืจืื ืืกืจืืช ืืืืืจ .ื''ืืืืช ืฉื ืกืืื ืืืืช ืืืืืืืชืืื ืืืฉื ืืืคื ืฉื ืื - ืฉืืืืช, ืืื ืื ืงืืืืช ืืืืืื ืืื ืืขืืื, ืืืืืฉืืืฉืืื ืคืืกืืื
ืืืื ืืช 22-ืืื ืขืช ืฉืืื ืืงืืืื ืื ืงืืืื ืืืืืชืืฉืจืื ืืื ื ืืืื ื .318ืื ืจืื ืืช ืืืจืฅ ." 319ืขืจืืืืช ืืืงืืคืืช ืืืชื
ืขื ืืฉืจืืืืืืงืจืื ืืขืช ืงืืืกืงืจื .2.5.2
ื"ืืจืืฉื ืขืจืื ื ืืขืช ืงืืืืกืงืจื . ืืืงืจืื ืืฉืืืื โืชืืืื ืืืฉืจืื ืืืคืืกืืื ืืื
, Pewืืืื ืืืืงืจ , Anti-Defamation League โ ADL/ืืืืื ื ืื ืืฉืืฆื ืขื ืืืืืืืืจืืคื ื ืืื ืกืืื ืืืืคืืขืืืืช ืืืคื ืืฉืจืื ืืขืืืื ืืืืืื ืืฉืืขืืชืืื ืืื , ืืืืจืช ืืืืงืจ ืืืืืค, ืคืืืช ืืฉืืืืื, ืืืืืื ืืงืจื ืฆืขืืจืื( ืืืืืช ืืืืื ืืืฉืจืื ื"ืืจืื. ืชืืฉืื ืฉืชื ืืืืฉืืช ืืืืื ืืื, ืืฉืืืืืืคืืืช ืืงืจื ; 321ืจืคืืืืืงื ืืชืืืชืืืื ืืืคืืื 320ื ืืฆืจืื ืืืื ืืืืกืืื
ืืืืจืืคื .ืจืื ืืืืื ืืืขืฉืืจืฉื ื ืืฉืฉืืจื ืขื ืจืื ืืฆืืื ื, )ืืชืืืื ืืืคืืื ืืืืืงืจืืืชืื ืงืืืฆื ืืืืื , ืื ืืืช ืืฉืื ืืฆืืื; ืืขืืงืจ ืืงืจื ืืฉืืืืื( ืคืืกืืื ืืืืืืืืช ืืืืื ื
ืืชืืืื ืืืฉืจืื ืืืืจืื ืื ืืืืื ืืฆืจืคืช; 322ืืืืชืจ ืฉื ื ืืืืื ืื ืชืืืืช ืืืฃ ืืื ืืฆืืืื
ืืืฉืจืืช ืืฉืืจ ืืืืืฉืืช ืื ืืจืง . ืืฆืื ื ืืคืืืืืืงื ืืื ืื ืืงืฆืืข ืืื ืขืกืง. ื ืฉืืืืื ืืช ืืืื ืืืืื ืืืข ืื ืืืืื ืืช ืืื ืฉืืืืื ืื ื ื" .ืฆืืื ืืช 315ืื ืื ืฉื . ืืื ืขื ืื ืืื ืืืืืช ืื ืืืืื ืืขืืื, ืืื ืืื ืืฉ ืืช ืืืืืช ืืขืืื ืืืืชืคืจื ืก, ืืฆืื ื. ืขื ืืกืืก ืืืืฉืืจืื ืืืงืฆืืขืืื ืฉื ืืืืขืืืื
, ืื ื ืืืืจื ืฉืื ื ืืืืื ืืืืืืืื ืืื ื ืืื ืฉืื ืืืกืืื ืืืฉืืื. ืืืืืื ืืืงืืืฉ ืฉื ืชืืื ืืืืืื ืืฉืืจืืช ืืฆืืืืจ, ืจืื ืื ืฉืืืื, ืืืืจื ืืืืฉืืืืจ . ืืขืืชืื ืื ืืฉืืชืืคืื ืืืจื ืืื ืื ืืืืื ืื. ืืืจืืฉืืื ืืืืืื, ืืืื ืืคืฉืจ ืื ืกืืข ืืจืืืช ืืืืฉืง. ืืืืจื ืืืืฉื ืฉืื ื ืืื ืฆืื. ืืืื ืืื ืืืจืกืืื
ืืืคืฉ : ืืืืืื ืืฉืืืจ ืขื ืื ืฉืขืฉื ืืืชื ื ืืืืื ืืืืื. ืืฉ ืื ื ืืื ืืืจืืช ืืฉืื. ื ืกืื ืฉืืื ืืจืืืื ืืืคื ืืื, ืืฆื ืืืืืฉ. ืืฆืื ื ืืืืืืื ืืืจืืืฉ ืืจืืื . ืชืขืืช ืืืืื ืฉืืืืจืช ืืช ืืื ืืชืืืื ืขื ืื ืืืื. ืืขืืืืื ืื ืืืื ืืื ืืฉื ืฉื ืืืจืฅ ืืืืื. ืืกืืืื ืืช ืืืืืช ืืืื, ืืืืฉืื ืืืืืืืืขื ืืื ืื ืฉืืืืื ื ืืืฆืื . ืืืช ืืืงืืฉ ืืืงื ืืืืฉ ืื ืืืืข ืืืื ืืื. ืื ืืืืืฆืื ืืืื ืืืืืืื ืืืงื ืขื ืกืื ืืืืืืืื ืืื ืืขืืืืืฉืืื ืืื ืืจ
. ืื ืคืืืช ืืืืืืืื -ืจืืืื ืืกืคืืจื ืขื ืฃ ืืฉืื ืืืชืคืชืืืช ืื ืืขืจ . ืื ืื ื ืืฉืงืืขืื ืืื ืืจืื ืืืจืืืืช ืืฆืืืืจ. ืืืช ืืืชืืื ืืชืืื ืืขืืกืืง ืืฆืืืืจืืื ืื ืฉืกืืคืจืชื ืืื , ืืื ืื ืื ืชืจืฆื. ืื ืืืืืื-ืืจืง ืืืจ, ืืืืจื ืืืืฉื ืฆืจืืืื ืงืืื ืื ืืืืื. ื ืืื ืืืจ ืืืฉ ืืืชืืื ืืืืชืืืืื ืื ื ืืขื ืืงื
ISBN 965-05-1180-6 ,2002, ืืืืืืืฉืจื ื /ืชืจืืื) ืืืก(ืืื , ืืืื ืืืื ื ,)1902. (ืืจืฆื ืช." ืืืื ืจืืืฉื -ืืื ืืืื 316 United Nations General Assembly Resolution 3379, adopted on November 10, 1975 by a vote of 72 to 35 (with 32 abstentions), equated Zionism with racism. The resolution was revoked by Resolution 4686 on December 16, 1991, and is often referenced in debates of Zionism and racism. 'UN General Assembly Resolution 3379', Wikipedia, <http://en.wikipedia.org/wiki/United_Nations_General_Assembly_Resolution_3379>, viewed 10th May, 2006. 317 Editorial (2005), 'Israel must also withdraw from Palestinian territories', allAfrica.com, 28th April, 2005, cb0311 318 Muhammed G. (2005), 'Indian Muslim's and Israel's international security concerns', Aljazeera, 9th May, 2005, <http://www.aljazeerah.info/Opinion%20editorials/2006%20Opinion%20Editorials/March/2%20o/Indian%20Muslims%20and%20the%20Bush%20Visit%20By%20Ghulam%20Muhammed.htm>, cb0327 319 Lerner B. (2005), 'Jews have the right to call Israel home', dallasnews.com, 14th May, 2005, cb0328; Fakhreddine J.N. (2005), 'Coping with the memories of 1982 Israeli invasion, Arab News, 15th June, 2005, <http://www.arabnews.com/?page=9§ion=0&article=65432&d=15&m=6&y=2005>, cb0517 320 Pew (2002), 'Americans favor force in Iraq, Somalia, Sudan', Pew Research Center, 22nd January, 2002, <http://people-press.org/reports/display.php3?PageID=185>, viewed 11th May, 2006, cb1604 321 Pew (2006), 'American attitudes hold steady in face of foreign crises', The Pew Research Center, 17th August, 2006, <http://people-press.org/reports/display.php3?PageID=1076>
ืืฉืฆืืื ืืื , ืืืจืื ืืืืก ืืืคื ืืืื ืืช(ืืืืื ืขืืืืช ืืืืฆืขืืช ืฉืืื ืืืืคืืช , 2005ืืืืืช ืืจื ืกืืืื ืืืืช โืืกืงืจ ืฉื ืงืจื ืืจืฉื ืืืจืื ืืช 322ืืืคื ื ืืืืก ืืืคื ืืฉืจืื ืืืชืจ ืืืื ื"ืขืืื ืืืืื ื ืื ืืืจื, )ืืืืืฉืื ืื ืงืจ ืืื ืื, ืืคืก ืืืก ืงืจ ืืืื ืืื ืืืื, ืืฉืืขืืชื ืืืก ืื ืืืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
77
ื ืืืื ืืืชืืคืื [ ืืืืืช ืขืืื ืืืืชืืืืจืื ืื , ]ืืขืงืืืช ืืืืืช ืืื ืื ืืฉื ืืื
, ืงืื ืืชืืืื ืืคืืกืืื ืืื ืืืืืช ืืจืืืื ืืคืืกืืื ืืื ืืืืืช ืืจืืื ืืฆืจืคืช ืืชืืื
ืืืืจืืื ืื , ]323ืืืื ืืงืจื ืืืืืืช[ ืืขืืจืืช ). ื ืืืจืช ืืฆืืืืช ืืชืืืื ืืคืืกืืื ืืื
,)47%P2001) 331 ื"ืืจื - ืืืื ืืืฉืจืื
40% G2001)326( 41% (324P2002) ,41% G2002-1)326(, 41% (325P2003) ,40%
(326ADL2003) ,46% (327P2004), 37% P2005)331(, 42% (328ADL2005), 52% (329G2005) 48% (330P2006Jun), 44% (331P2006Jul) ,52% (332P2006Aug). 30% ืงื ืื
(333G2002-3), 34% (G05). 14% ืืืจืืคื (334ADL2002), 13% (335ADL2005) ;19% ืฆืจืคืช (P02), 10% (ADL02), 20% (P04) ,6% (ADL05) ,38% (P06Jun); 24% ืืจืื ืื (P02),
โื "ืืจื: ืืชืืฆืืืช). ืืืจืืช ืืืืืื ืงืืื(ืืืืื ืืืืจืืคื ืืืืก ืืืคื ืฉื ื ืืฆืืืื ื ืืื ืืืืืืืืื ืืืืช ืืจืืืช ืืืขื ืืืืช ; ืืคืืกืืื ืืื ืคืืืช ืืืื
, 49) ืืฉ(ืืืื ื ; 45) ืคื(, 46) ืืฉ(ืืืืืื ; 45) ืคื(, 46) ืืฉ(ืืจืืื ืื ; 38) ืคื(, 44) ืืฉ(ืืจืื ืื ; 43) ืคื(, 42) ืืฉ(ืฆืจืคืช ; 42ืคืืกืืื ืืื , 60ืืฉืจืื .49) ืคื(, 14) ืืฉ(ืืืจืงืื ; 46) ืคื(, 38) ืืฉ(ืกืคืจื ; 36) ืคื(, 38) ืืฉ(ืคืืจืืืื ; 35) ืคื(, 35) ืืฉ(ืคืืืื ; 40) ืคื(
GMF (2005), 'Transatlantic Trends 2005 โ Topline data 2005', German Marshall Fund, Compagnia di San Paolo, Luso-American Foundation, Fundacion BBVA, TNS Opinion & Social, July 2005, p. 33, <http://www.transatlantictrends.org>, viewed 20th August, 2006
47%ืฆืจืคืช : ื ืฆืคืชื ืืจืืื ืืชืืืื ืืคืืกืืื ืืื , 2006ื ืืงืจื ืืืืืืืช ืืืจืื ืื ืืืฆืจืคืช ืืืืื "ืืืจื TIPืืกืงืจื ืืขืช ืงืื ืฉืขืจืื ืขืืืชืช 323ืฆืจืคืช : ืื ืชืืื ืืืฃ ืฆื). 2006( 22%ืืจืื ืื ; )2006( 4%, )2002( 12%ืฆืจืคืช : ืชืืืื ืืืฉืจืื). 2006( 21%ืืจืื ืื ; )2006( 21%, )2002(
, )2002( 48%ืฆืจืคืช : ืืื ืืืฃ ืฆืืื ืืช? ืืื ืืขืืื ืฉืฆืจืืื ืื ืงืื ืืืฉืืชื ืืืชืืืืก ืืกืืกืื). 2006( 27%ืืจืื ืื ; )2006( 47%, )2002( 19% . ืืฉืืืืื ืืขืืงืืื ืืืจ ืืืฉืืช ืืืฅ: ืืืืจืช ืืืืืืช). 2006( 77%ืืจืื ืื ; )2006( 83%
TIP (2006), 'New European polling shows huge drop in support for Palestinians; Hamas rated as overwhelmingly negative', The Israel Project, What's new at TIP, 6th June, 2006, <http://www.theisraelproject.org/site/apps/nl/content2.asp?c=hsJPK0PIJpH&b=689705&ct=2550995>, cb2001
. ืืื ืืื ืขืืื ืขื ืืืฉืืื ืืืืื ืืช ืืืจืืคืืืืืื ืืคืืก, ืืื ืื 324Pew (2002), 'Americans and Europeans differ widely on foreign policy issues', Pew Research Center, 17th April, 2002, <http://people-press.org/reports/display.php3?PageID=453>, viewed 11th May, 2006, cb1602 325 Pew (2003), 'Religion & politics: Contention and consensus', Pew Research Center, 24th July, 2003, <http://www.pewtrusts.com/pubs/pubs_item.cfm?content_item_id=1790&content_type_id=18&page=p1>, viewed 11th May, 2006, cb1605 326 ADL (2003), 'American attitudes toward the Middle-East', The Marttila Communications Group, Anti-Defamation League, 4th December , 2003, <http://www.adl.org/Israel/am_attitudes_2003/am_attitudes_2003.pdf>, viewed 11th May, 2006, cb1606 327 Pew (2004), 'A year after Iraq war', Pew Research Center, 16th March, 2004, <http://people-press.org/reports/display.php3?ReportID=206>, viewed 11th May, 2006, cb1603 328 ADL (2005), 'American attitudes towards Israel and the Middle-East', The Marttila Communications Group, Anti-Defamation League, June 2005, <http://www.adl.org/israel/am_attitudes_june_2005/am_attitudes_june_2005.pdf>, viewed 11th May, 2006, cb1607 329 Saad L. (2005), 'Americans stand apart in support for Israel', Gallup Brain, 31st May, 2005, <http://brain.gallup.com/content/default.aspx?ci=16534>, viewed 22nd August, 2006
, 13%) 1997: (ืืืื ืืคืืกืืื ืืื; 39%) 1978(, 41%) 1982(, 34%) 1990(, 45%) 1993(, 48%) 1997: (ืืืื ืืืฉืจืื ืืฉื ืื ืงืืืืืช 330)1993 (21% ,)1990 (13% ,)1982 (17% ,)1978 (12% .
Allen J.T., Tyson A. (2006), 'The U.S. public's pro-Israel history', Pew Research C, 19th July, 2006, <http://pewresearch.org/obdeck/?ObDeckID=39>; Pew (2006), 'America's image slips, but allies share U.S. concerns over Iran, Hamas', The Pew Global Attitudes Project, Pew Research Center, 13th June, 2006, <http://pewglobal.org/reports/pdf/252.pdf>; TMC (1993), 'International policy opinion survey', Times Mirror center for the people and the press, November 1993, p. 94, <http://people-press.org/reports/pdf/19931102topline.pdf>, 'America's place in the world', The Pew research center, viewed 21st August, 2006
ืื . 2006ืืืืื 19- ื 6-ืืกืงืจ ื ืขืจื ืืื ืืชืืจืืืื ื. ื"ื ืขื ืืื ืื ืื ืืืืื ืืฉืื ืื ืืืคืืกื ืชืืืืช ืืขืช ืืงืื ืืืจืืืืชืงืคื ืฉื ืืฉืจื ืชืืืืช 331 ). ืืืขื ืชืืืืช ืืืืืื ืืืื ืื(ืืืืื 12-ืืื ืืืื ืืื ืชืฉืืืืช ืื ืืืืื ืืคื ื ืืืืจื ื
Pew (2006), 'Americans' support for Israel unchanged by recent hostilities', Pew Research Center, 26th July, 2006, <http://people-press.org/reports/display.php3?ReportID=281>, viewed 7th August, 2006, cb1805 332 Pew (2006), 'American attitudes hold steady in face of foreign crises', The Pew research center, 17th August, 2006, <http://people-press.org/reports/display.php3?ReportID=285> 333 Moore D.W. (2002), 'British, Italians, Spanish oppose U.S. attack to oust Saddam Hussein', Gallup Brain, 9th September, 2002, <http://brain.gallup.com/content/default.aspx?ci=6751>, viewed 22nd August, 2006 334 ADL (2002), 'European attitudes towards Jews, Israel and the Palestinian-Israeli conflict', Anti-Defamation League, 27th June, 2002, <http://www.adl.org/anti_semitism/European_Attitudes.pdf#search=%22'European%20attitudes%20towards%20Jews%2C%20Israel%20and%20the%20Palestinian-Israeli%20conflict'%22>, viewed 22nd August, 2006 335 ADL (2005), 'Attitudes toward Israel and the Palestinian-Israeli conflict in 12 European countries', Anti-Defamation League, May 2005, <http://www.adl.org/israel/Eur_Poll_Israel_May_2005.pdf>, viewed 11th May, 2006, cb1608
0%
10%
20%
30%
40%
50%
P02 P04 A05 P06
USA
France
Germany
UK
ื ืืืืจืืคื"ืืจื โืืืื ืืืฉืจืื . 2.5.2.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
78
17% (ADL02), 24% (P04) ,17% (ADL05) ,37% (P06Jun); 17% ืืจืืื ืื
(P02), 13% (ADL02), 14% (336I2002), 22% (337G2002-2), 22% (P04) ,14%
(ADL05), 24% (G05), 24% (P06Jun) ; 13% (G02-3) ,12%, (P02) 14% ืืืืืื
(ADL05) ; 23%ืจืืกืื (P04) ,21% (P06Jun); 13%ืืืกืืจืื (ADL05) ; ืืืื ื
21% (ADL05) ;6% ืกืคืจื (G02-3), 9% (ADL05) ,9% (P06Jun); 11% ืฉืืืืฅ (ADL05) ;16% ืื ืืจืง (ADL02), 15% (ADL05) ;14% ืืืืื (ADL02), 11% (ADL05) ; 16%ืคืืืื (ADL05) ; ืืื ืืจืื
12% (ADL05) .25%ืืคื โ ืืกืื (P06Jun) ; .(P06Jun) 20%ืืืื ; (P06Jun) 7%ืกืื
,(P01) 10% ื"ืืจื โ ืืืื ืืคืืกืืื ืืื
17% (G01) ,13% (P02) ,13% (G02-1) ,13% (P03) ,15% (ADL03) ,12% (P04) ,13% (ADL05) ,12% (P05), 18% (G05), 13% (P06Jun), 9% (P06Jul) ,11%
(P06A). 26% ืงื ืื (G02-3), 30% (G05). ; 25% (ADL05) ,(ADL02) 29% ืืืจืืคื 36% (P02) ,28% ,(ADL02) 29% ืฆืจืคืช(P04) ,15% (ADL05) ,38% (P06Jun); 25% ืืจืื ืื (ADL02), 26% (P02) ,24% (P04) ,22% (ADL05), 18% (P06Jun); 30%ืืืืืื (P02), 20% (G02-3), 21% (ADL05) ;
28% (P02), 28% (I02), 27% (G02-2), 28% (P04) ,27% ,(ADL02) 30% ืืจืืื ืื(ADL05), 31% (G05), 29% (P06Jun); 14%ืจืืกืื (P04) ,16% (P06Jun); 29%ืืืกืืจืื (ADL05) ; 30%ืืืื ื (ADL05) ;ืกืคืจื
25% (G02-3), 31% (ADL05) ,32% (P06Jun); 38% ืฉืืืืฅ (ADL05) ;ืื ืืจืง
33% (ADL02), 30% (ADL05) ;ืืืืื 29% (ADL02), 28% (ADL05) ; 9%ืคืืืื
(ADL05) ; 15%ืืื ืืจืื (ADL05) .ืืกืื โ ; (P06Jun) 23%ืกืื , (P06Jun) 23%ืืคื .(P06Jun)338 22%ืืืื
, ืืฉื ืื ืืืืจืื ืืช 50ืื ืืชืื ืขืืชื ืืืืจื
ืืจืืช ืืืื ืชืื ืื ืืืืื ืื ืืฉืจืื ื ืืชื ืืืฆืืื ืืืืืช ( ืืืืื ืืฆืืืืจ ืืืืจืืงืื
336 ICM (2006), 'The Guardian Poll โ April 2002', <http://www.icmresearch.co.uk/_vti_bin/shtml.dll/reviews/search.htm>, viewed 31st August, 2006 337 Sarkar S. (2002), 'British public divided over Middle East conflict', Gallup Brain, 14th May, 2002, <http://brain.gallup.com/content/default.aspx?ci=6013>, viewed 22nd August, 2006
ืืืืื ; 35%ื ืืืจืื , 59%ืคืงืืกืื , 63%ืืืจืงืื , 97%ืืจืื , 97%ืืฆืจืื , 72%ืืื ืืื ืืื โืืกืืื ืืื ืืืืื ืืช ืืืืกืืืืืช ืืืืืงืช ืืืืื ืืค 338 . 330ืจืื ืืงืืจ ืืขืจื . 29%ื ืืืจืื , 6%ืคืงืืกืื , 5%ืืืจืงืื , 1%ืืจืื , 2%ืืฆืจืื , 4%ืืื ืืื ืืื -ืืืฉืจืื
0%
10%
20%
30%
40%
50%
P02 P04 A05 P06
USA
France
Germany
UK
ืืืื ืืคืืกืืื ืืื . 3.1.5ืืืื
-20%
-10%
0%
10%
20%
30%
40%
2002 2004 2005 2006
USA
Europe
ืคืืกืืื ืืื- ืืคืจืฉื ืืืื ืืฉืจืื. 2.5.2.3ืืจืฃ
0%10%20%30%40%50%60%70%
1956 1973 1978 1983 1991 1998 2002 2006
ืืฉืจืื (ื )
ืขืจืืื
ืฉืจืื (ื) ื
ื"ืืืื ืืืฉืจืื ืืืขืจืืื ืืืจื. 2.5.2.4ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
79
ืืืฉืืืื ืืจืืช ืืืื ื ืืืื , )ืืืืขื ืืฉืื ืืชืงืืคืช ืืืืืช ืืืคืจืฅ ืืจืืฉืื ืืขืืื ื 339ืืืืืค ืื ืืืื ืืฉืขืจ ืืขืช ืงืืืกืงืจื ืขื ืืกืืก , ืืืืื ืืช ืขืจื ืืืืืืจ ืืืชืจ ืืคืืกืืื ืืื
ืืืื ืืช ื ืืกืคืืช 21- ืืืฉืืืื ืื "ืืืจืืืืื ืืฉืจืื ืืืืจืื ืืืื ืืืื ืืื ืื .340ืืืืจืืก341(Jones, 2006).
ืืืืืื ืืืืจืืคืื ืขื ืืืืืจืืืืจ ืฉื ืขืจื -ืืกืงืจ ืืืืจื. ืฉืืื ืืขืืืืขื 1ืืืื ืืกืคืจ
; ืืืื ืืช 15- ื ืืืืื ื 500(ื ืืืืื ืชืืฉืื ืืืืืื 7,515ืืงืจื , 2003ืืืฉืืชืฃ ืืฉื ืช ืืืื ื (ืืฉืืื ืืขืืื 1 ื ืืฆื ืื ืืืื ืช ืืฉืจืื ื ืชืคืกืช ืืืืื ืืกืคืจ, )ืืืื ืืืืืค -ืืืฆืืข 60%, ืืงืจื ืืื ืื ืืืืื 59%. ืืคื ื ืืืจืื ืืฆืคืื ืงืืจืืื. Rogue State(342/ืกืืจืจืช
ืืืจืื ืืืืงืื ื"ืืจื. 343(!)ืืืืื ื 79%- ื, ืืืืกืืจืื 69%, ืืืจืื ืื 65%, ืืืจืืื ืืืื ืืจืง ืืื . ืืืืื 88%- ืืืจืื ืื ื 45%, ืืฆืจืคืช 52%, ืืืจืืื ืื 55% - ืืฉื ื ืืืฉืจืื ืฉืืจืืจืืช ืืฉืจืื . ื ืืืืจืืคื ืฉืชืืฉืืื ืขืืืื ืชืืื ืืืืฉื ืืืืืื ืืขืืจืืงืืืืื ื ืืืืื
, ืืฉืจืืืืช ืืืืฉืช-ืืื ืื ืืืืฉืืื ืืช ืืืืืืจ. ืืืืืื ืืืืื ืืืขื ืขื ืคืจืกืื ืืืืฆืืืืืขืช ืืืคื ืชื ืืฆืืข ืืืฉืืื ืื ืืขืฆืื , ืืงืืืืชืืชืงืฉืืจืช ืืืืืืืื ืืกืจื ืืืจืืืช ืฉื
ืืฉืจืื ืืืจืื ืจืง , ืืืืชื ืฉื ื ื"ืืจืืืืืื ื ืื ืืฉืืฆื ื ืขืจืืืืกืงืจ ืืืื ืฉ. 344ืืงืื .345ืืืจืื ืืขืจื ืืกืขืืืืช, ืืืจื ืฆืคืื ืงืืจืืื, ืขื ืฉืืื ืืขืืื 1ืืืืื ืืกืคืจ , ืืืงืื ืขืฉืืจื
ืืืืืืื ืขืืื ืื ืืืฉืจืืืื ืื ืืฉื ืืขืืื , ื"ืืจืืืืื ืืืกืื ื ืขื ืืืืืกืงืจ ืฉื ืขืจื , ืื ืื ืืืจืืคืืืช ืืื ื ืืชื ืื ืืช ืืืื ื ืืืืื ื 3%ืืจืง , ืืืืืช ืืืช ื"ืืจืืจืืืื ื 69%; ืืืชืจ
.346(Zacharia, 2005) ืืืฉืื
ืืืชื ืืฉืจืื ืขื ืืกืืก ืชืคืืกืช ืืืืช ืืืืื ืชืขืจืื ืืืงืจ , ื"ืืจืื Y&Rืืืจืช ืืคืจืกืื ืืืชื โืื ืืช ืืืืื . ื"ืืจืื ืืืืื ื 9000ืืงืจื , Brand Asset Valuator/ BAV-ืืืื ื
ืขื ืืื ืืืื ื ืืขืืจืจ, ืืืืืืืกืคืง , ืืืืฆืจ ืฆืืคืืืช; ืงืืื ืืขืืฉืืช ืื ืืื ื ืืงืืฅ ืืืืืืช ืืืืืจืืชืฉืืื , ืฃ''ืฆืืื ืืช ืืืฉ, ืฉืจืื ืืขืจืคืืช -ืืืื ืช ืืฉืจืื ืืืืื ืืื ืืืชื ืืกืคืจ ืคื ืื ื .ื ืืื ืืช
ืืื ืจืืืื ืืืช ืื ืฉืืืคื ืืืชื , ืืืงืจ ืขืืื ืื ืืฉืจืื ืืืชืจ ืืืืจืช ืืืืืืืื .ืกืืกืืืื; ืืจืื ืื, ืืจืื ืืคืจืืงื, ืจืืกืื, ืฆืจืคืช โืืืื ืืช ืฉืื ืืืชืจ ืืืืจืืช ืืืืืืืช ( ืืืืจืืงืื ืืืฆืื
, ืื ืืกืฃ). ืงื ืืืืืื ื ื, ืืืกืืจืืื, ืฉืืืืฅ, ืืจืืื ืื โืื ืืช ืฉืืืืจืืช ืืืืืืืช ืืืืชื ืจืื ืืืืืืช .ื''ืืืืืืฉืืจื ื, ืงืืื, ืืืื, ืกืื, ืืจืื ืืคืจืืงื โืืฉืจืื ืืชืืืจืช ืืืืชืืื ืืืืืื
339 Gallup (2006), Gallup Brain, The Gallup poll #565, #746, #774, #775, #800, #882, #885, #886, #927, #985, #990, #111G, #119G, #180G, #188G, Ad hoc telephone survey, August wave 1, October wave 2, Jan 1991 wave 4, Sept wave 1, Nov wave 1, Aug wav 1, Dec wav 1, GPNS July special interest survey 2, Jan wave 4, Foreign affairs, Gallup poll social series: World affairs, <http://brain.gallup.com>, viewed 21st August, 2006 340 Harris (2006), 'Great Britain, Canada, Australia, Israel and Japan continue to be countries most widely seen as close U.S. allies', The Harris poll #60, 3rd August, 2006, Harris Interactive, <http://www.harrisinteractive.com/harris_poll/index.asp?PID=687>, viewed 8th August, 2006
ืืืื , 67%ืคืืืืคืื ืื , 67%ืืืืืืื , 68%ืืฉืจืื , 79%ืืจืื ืื , 81%ืืคื , 88%ืืจืืื ืื , 89%ืงื ืื : ืืืื ืฉื ืืืืจืืงืืื ืืืคื ืืืื ืืช ืืขืืื 341, 21%ืขืืจืืง , 22%ืืื , 27%ืืคืื ืืกืื , 30% ืคืงืืกืื, 31%ืขืจื ืืกืขืืืืช , 49%ืกืื , 54%ืฆืจืคืช , 54%ืจืืกืื , 58%ืืฆืจืื , 64%ืืงืกืืงื , 66% .7%ืืืจืื , 10%ืฆืคืื ืงืืจืืื , 11%ืืจืฉืืช ืืคืืกืืื ืืืช , 21%ืงืืื
Jones M.J. (2006), 'Americans rate Iran most negatively of 22 countries', Gallup Brain, 23rd February, 2006, <http://brain.gallup.com/content/default.aspx?ci=21604.> viewed 22nd August, 2006
2006, ืืืคืจืื 20, ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื, ืก ืืืืฉื ืืืืืื ืืืช''ืืื, ืชืจืืื ืืื ื ืืงืฆืืขื ืืขืืจืืช, )2006. (ืืงืจ ื 342ืกืืืืื , 30%ืกืื , 37%ืกืืจืื , 52%ืขืืจืืง , 53%ื "ืืจื, 53%ืฆืคืื ืงืืจืืื , 53%ืืืจืื ,59%ืืฉืจืื โื ืืขืืื ืืฉืื 1ืืืื ืืกืคืจ : ืืืฆืืื 343
, 56%ืกืคืจื , 61%ืืืื , 65%ืืจืื ืื , 64%ืื ืืจืง , 63%ืืืืื , 48%ืืืืืื , 69%ืืืกืืจืื , 74%ืืืื ื โืืฉืจืื ืืืืืงื ืขื ืคื ืืืื ืืช . 16%ืืืขืื . ืืื ืืืื ืืื ืชืคืืกืืช ืืืจืื ืื ืฉืื. 60%ืืจืืื ืื , 52%ืฉืืืืื , 60%ืคืื ืื ื , 55%ืคืืจืืืื , 66%ืืืงืกืืืืจื , 62%ืืืจืื ื , 55%ืฆืจืคืช
ืืืฉืจ ืืงืจื , ืขืฆืืืืื ืืฉืืืจืื, ืืืชืจ ืืงืจื ืืืฉืืืืื. - 25ืืืงืจื ืฆืขืืจืื + 54ืคืืืช ืืงืจื ืืืืจืื , 25-54ืืงืฉื ืืืืชืจ ืืื ื ืืงืจื ืืืืื ืืืื ืืื .ืืงืฆืืขืืื- ืขืืืื ืืคืืื ืืืื
EU (2003), 'Iraq and peace in the world' - Full report, Flash Eurobarometer, pp. 78- 81, European Commission, December 2003, <http://ec.europa.eu/comm/external_relations/iraq/doc/fl151_iraq_full_report.pdf>, viewed 14th April, 2006, cb0131 344 Evans-Pritchard A. (2003), 'Israel is no 1 threat to peace, says EU poll', Telegraph, 4th November, 2003, <http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2003/11/04/wmid04.xml>, viewed 14th April, 2006, cb0130
ืขืจื ืืกืขืืืืช , 64%ืกืื , 65%ืืคืื ืืกืื , 76%ืขืืจืืง , 76%ืืืจืื , 77%ืฆืคืื ืงืืจืืื -) ื"ืืืงืจ ืืืจื(ืืฉืืื ืืขืืื 1ืืืื ืืกืคืจ : ืืืฆืืื 345ืืกืงืจ ืฉื ืขืจื ; 326 ืจืื ืืงืืจ ืืขืจื . 25%ืกืืืืื , 28%ืจืืกืื , 29%ืืืื , 37%ื "ืืจื, 43%ืืฉืจืื , 52%ืืื , 57%ืคืงืืกืื , 61%ืกืืจืื , 62%
ืืื ืืืืืช ) 41%ืจืืกืื , 52%ืกืคืจื , 51%ืื ืื ืืจ, 35%ืฆืจืคืช , 45%ืืจืืื ืื (ืืืจืื ืืกืืกืื ืืืฉืจืืื ืคืืกืืื ืื , 2006- ื PEWืขื ืืื ืืืื ืืืืงืจ ืืืชืจ ืืืืจืื ืืฆืคืื (ืืกืื ืืช ืืืืืืืืช ืืฉืืื ืืขืืื ) 45%ืจืืกืื , 56%ืกืคืจื , 40%ืืจืื ืื , 36%ืฆืจืคืช , 41%ืืจืืื ืื (ืืืืจืืงืืืช ืืขืืจืืง
. 260ืจืื ืืงืืจ ืืขืจื ). ืงืืจืืื346 Zacharia J. (2005), 'A country scorned' {Eretz Acheret (A different land), Autumn 2004, Jerusalem}, Foreign Policy, May-June 2005, cb0511
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
80
, ืืจื ืืืช, ืืืคืืช, ืืืฉื ืืชืืื ื ื . ืืจืืืืืืืช, ืืืืืืืืช, ืืืจืื โืืฉืจืื ืืื ื ืชืืืืช ืืืจืฉืชื ืื ืืฉืจืื ืืื ืืืื ืช ,ื ืืืืืฉืืืช ืืคืืกืืื ืืื ืืืฉื ืฉ .ืืฉ ืื ืฉื ืจืขืกืืืืืืกืืืช ื
ืืฆืืืืจ ืืฉืืจื ื ืืืืืจ ืืืง . ืืืืจืื ืืื ืฉืื ืชืคืืกื ืืืื ืขื ืืฉืจืื. ื ืืืงื ,ืืืขื ืืช ืืคืจืืืืืืืืชืจ .ืืื ืืืื ืืืชื ืืืชืจ ืืืืืืจืืื ,ืืฆืืืืจ ืืืชืื ืืืืจ ืืืชื ืคืืืช; ืืืชืจ ืืืฉืจืื
ืืื ืืขืื ืฉื ).18-34-ืืื ืื ืืื ื ื; 34-49- ืช ืืื ื ืืคืื(ืจืืืื ืืืช ืืืืจืื ืืืืจืื ืืฆืขืืจืื ืืฉ ืืืขืืืจ ืืฆืืืืจ ืืืืข ืขื ืืืฉืจ : ืืืกืงื ืืช ืื ืืืขืืช .ืืฉ ืืืกืจ ืืขืจืื, ืืืกืจ ืืืข ืขื ืืฉืจืื
ืืื ืืืฉืจืื ืืชื ืืืื ; ืืืขืืืช ืืื ืืฉืจืื ืืืจืืืชืืืืืืช ืืืืืฆืื ืืคืจืืฆืืช ืืืจื ืืืื ืื .347(Sable, 2005) ื"ืืจืืืืื ื ืืจืืืืืื ืืืืื ื
ืืืืฆืขืืช ืืืื , ืืืืฉืื ืืืื TIP โ The Israel Project - ืขืืืชืช ืืกืืจืช ืืืงืจ ืฉืขืจืืื
ืืืืจื ืืื ืืืจืกืืืืืช ืืืืืืืช 150ืงืืืฆืืช ืืืงืื ืืืฉืชืชืคืืช ( ืืกืื ืกืงื-ืืืืงืจ ืืื ืฅ, ืืฉืจืื ืืฆืืืืจืืืช ืืืืจืืงืืืช ื ืืฆื ืื ืืืืื ืืืจืืื ืขื, 2005ืืฉื ืช )ืืืืืื-ืื, ื"ืืจืื
ืื ืืฉื ืื ืขืืจื ืืืืขื ืืืืืืืช , ืฉืืื ื ื ืชืืคืขื ืืืฉื( ืืจืืชืืืืืืช ืืืฉืืืืืช ืืฆืขืืงืืจื ื ,ืืชืคืืกืชื. )348ืืืฉืืืื ืืขืืืืช ืืื ืืฆืืืืจ ืืืืจืืงืื, ืืืฉืจืืื ืืืืืช ืชืืืื ืจืืืช
ืชืืืื ืืืฉืจืื ื ืฉืขื ืช ืืจืื ืขื ืืืืจ ื .ืืฉืจืืืืช ืืงืืืื ืืขืืกืืง ืืคืจืืคืื ืื-ืืชืืืืืช ืคืจืืชืืื ืชืืืืืฆืื, ืืืืืฆืืื ืืืืื ื ืขื ืืจืืืืืืืืื ืชืืืื ืืคืืกืืื ืื, ืืจืฆืืื ืืืืืืจืืืืื -ืืืืืืกืืื ืืืืฉื ืืช ืขืืืืชืืื ืืคืจืืืืงืจ ืขืืื ืื ืืืืืื ืืขื ืื. ืืจืฆืื ืืืืจื ืขื
ืืืืจื ืขื ืืืกืืืจื- ืื ืืกืจื ืื ืืืข ืขืืืืชื .ืืืืื ืืืืืืืื ืืืืืืืช, ืคืืกืืื ืืืืช .ื ืืจื ืื ืืืื ืื ืืขืืงืจ ืืืื .ืืืืื ืืืฆืืืืช ื ืฉืขื ืืช ืขื ืืกืืก ืืืืข ืืกืจืชืคืืกืืชืืื ื, ืืชืืืื
ืื ,ืืืืื .ืืื ื ืืื ืืืื ืืช- ืืืืื ืืฆืืจืืช ืืืฉื ืฉืืจื ืืฉืืืื ืืื ื- ืื ืืจืื ืืืืจืืืืืืืืื .ืืืฉ ืืชื ืชืืื ืืืฉืจืื- ืืื ืืชื ืคืจื, ืคืืกืืื ืื-ืงืืื ืืื ืืชื ืคืจื-ืืชื ืคืจื
ืฉื ืืืื ื ืืืช ืคืืกืืื ืื -ืืกืืกืื ืืืฉืจืืืืืคืชืจืื ืชืืืืื; ืกืืืคืืื ืืืืืืื ืืชืืืืื, ื ืืืฆืืื ืืืืืื ืืชืงืฉืืจืชืืช ืืืืื ืืชืคืืื ืจืฆืื ืื ืืฉืืืืกืืืืืืฉืจืื . ืืืืืืช-ืื
ืชืื ืืืจื ืืกืื ืืคืืกืืื ืื , )ืืืืื ืืืืืืจ ืขื ืืกืจ ( ืื ืืฉืื ืคืืืืืืืืกืจ ืืขืืจืช ืืืืฆืขืืช โืฉื ืื ืฉื ืื ืืื ืืืืืจ ืืกืืกืื ืืื ืืชืจืืืช ,ืืืฉืจืื ืืืขืื ืืืืืฆืืืืืงืจืื .ืืืืืฆืขืขื ืืงืืืืืช ืืืืืืืืช ืืืงืืืฉ ืืืชืจ ืืื . ืืื-ืืืื ืืืื, ืืืืกืืงื, ืืกืคืจื ืืืืืื, ืืืืืืืืื
, ืืืืืืืืืจ ืื ืชืืื ื ืืืช ืฉืืื ืืืฃ ื. ืงืืืืชืืื-ืืืืงืฉืื ืืืืืื ืืช ืฆืจืื ืืืขืืืื ืืืืฅืจืื ืืืืื ืืืืจืช ืืฉืืกืงื ืชื ืืืกืืืช ืืืืชื ืื . ืืืืืขื ืชืืืืืืืืชืจืช ืืฉืืืืช ืจืื ื
ืช ืืืืจืืงืืืืชืืช ืืืืืื ืืขื ืืื ืืื ื ืืืืืืื ืืืืฉื ืืช ,ืืฉืื ืข ืืื ื ืืืืืืงืจืืื .349(Luntz, 2005) ืืืงืืืืืืช
. ื"ืืจืื ืืืืงืจ ืืฆืืื ืืขืืจืจ ืกืขืจื ืืงืจื ืืจืืื ืื ืืืืืืื ืืคืขืืืื ืืงืืคืืกืื ืืจืืื ''ืื
ืืืืจ ืฉืืืื ืงืืคืืื ืืืืืจืช ืืชืืืื ืืืฉืจืื , 2004-ืืืขื ืชื ืืืฆื ืืงืืคืืกืื ืืฉืชืคืจ ืืงืืืช ืืกืขืจื ืืข, ืงืฆืช ื ืกืืื ืืืกืงื ืืช ืืืืงืจ ืืืืจืคืืช TIPืขืืืชืช . ืืงืจื ืืกืืืื ืืื
ืืจืก ืื , ืืื ืืืจืกืืืืืช 13-ืืืจืืช ืฉืื ืืฉืจ ืืฉืขืืจ ื ืชื ืฉืจื ืกืงื ืฉืืืืื ืืกืืืจ ื, ืฉืขืืจืจืืื , ื ืืืจืืื ืื ืืคืขืืืืืืกืืืืื ืฉื ืืืจ ืืกืืื .ืืคืื ืืืื ืื ืืืฉืืืืชื "ืืืจืืืงืืคืืกืื
. 350ืืฉืจืื ืืงืืคืืกืื ืืื ื ื ืืืืืจืืฆื
347 Sable D. (2005), 'Brand Israel โ an American view', Brand Asset Valuator, Young & Rubicam Brands; Y&R /ืขืืืื-ืืื ืื- ืืืืืืืช ืฉืืืืจ , cb0801
35%- ืืืืขื ืืืื ืืืฉืจืื ื 33% - ืช "ืืืื ืจืืืช ืืืื ืืกืืกืื ืืืื, ื"ืืงืจื ืืืืืืช ืืขืช ืืงืื ืืืจื, 1990- ืืื ืืืืืค ืืืกืงืจ ืฉืขืจื ื 348) 7/02: (ืืชืงืืื ืชืืฆืืืช ืขื ืขืืืื ืืจืืช ืืชืืืื ืืืฉืจืื, ื"ืื ืื ืืงืจื ืืืืืืช ืืืจื, TIPืืกืืจืช ืกืงืจืื ืืชืืฉืืื ืฉืขืจืื ืขืืืชืช . ืืคืืกืืื ืืื
, 12%) 10/02(, 10%) 7/02: (ืืขืืืช ืชืืืื ื ืืืื ืืคืืกืืื ืืื. 58%) 05/06(, 46%) 10/05(, 49%) 5/05(, 56%) 4/03(, 50%) 10/02(, 42%ืืืืจ ืื ืืชื ืืื ืื ืื , TIPืืฉ ืืืืืืจ ืืขืจืืืช ืืฉืืืื ืืื ืืกืงืจืื ืฉื ืืืื ืืืืืค ืืขืืืชืช . 10%) 05/06(, 10%) 10/05(, 14%) 5/05(, 15%) 4/03(
.ืื ืืืืชื ืืืืฉืืืช ืืืืืช ืงืื ืืืืืืืช Gallup (2006), Gallup Brain, American public opinion and US foreign policy Elites, October 1990, <http://brain.gallup.com>, viewed 21st August, 2006; TIP (2006), National opinion elite poll, The Israel Project, May 2006, <http://www.theisraelproject.org/site/c.hsJPK0PIJpH/b.1691197/k.D340/Test_DOC.htm> 349 Luntz F. (2005), 'How the next generation views Israel', America 2020, Luntz-Maslansky, The Israel Project, June, 2005, cb1304 350 Popper N. (2005), 'Pro-Israel groups: Campuses improving', Forward, 24th June, 2005, <http://www.forward.com/articles/3369>, cb1305; Pomeranse R. (2006), 'Hillel activists gear up for Israel debate this fall', JTA news service, 11th September, 2006, <http://www.jta.org/page_view_story.asp?intarticleid=17003&intcategoryid=4>, cb2418
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืงืืืฆืช ืืืืืื ืืชืงืฉืืจืช ( BIG โ Brand Israel Group โ ื"ืืจืืฆืืืช ืืืชืื ืืฉืจืื ื
ืืืจืง -ืื ืื ืืงืื ืกืืืืืฉื ืขื ื ืืืืืืช ืืืืจ ืืืืืื; ืืืชืื ืืืืงืจ, ืืืกื ืฆืืืืจ, ืคืจืกืื โ ืฉืืืืงืืชืืืืืจืชื ืืืืจืืื . ืืขืื ืืืฆืืื ืงืฉืื ืขืื ืืืชืจ )ืืืชืืืืก ืืืกืืืข ืืืชื ืืืืช ืืืืื ืช ืืฉืจืื
, ื ืืฉืจืืืืืืฆ, ืืืืฆื ืืืชืืจืื, ืืืืืื ืืืืื โ ืืืฉืจืืืืืืชื ืืืืฉืคืืขืื ืขื ืชืืืืช ืืืืฆืขืืช ืืืื (ืืืืืชื ืฉืขืจืื ืืืืงืจ. ืืช ืื ืืกืืื ืืืฉื/ืชืจืืืช/ืืืกืืืจืื, ืืืืฆื ืืชืืืืืืืฆืื ืื ืื , )ืจืื'ื ืื ืืืืืืืจื ืื, ื ืื ืืงืกืืงืืงืืืฆืืช ืืืงืื ื 10; ืจ ืืืขื ืืืจื''ืืืืงืจ ืฉื ื
, ืืืจืืช, ืชื ืชืคืกืช ืืืืื ื ืืืืืืจืืกืื. ืื ืืงืจื ืืืืจืืงืืืื ืืืฉืจืื ืืขืืืช ืชืืืืช ืงืฉืืช, ืืืืื, ืืื ื ืฉืื .ืืกืจืช ืืืฃ, ืื ืืืืืืชืืช, ืืชืืื, ืืขืืจืจืช ืืจืื, ืืกืืื ืช, ืงืฉืืื, ืชืืชื
ืืืงืคืช , ืืืืฆืจืช, ืืฉืจืื ืืืืช ืืชืืืจืช ืืืืื ืืืื ืงืจ .ืืจืืืช ืืืืื ืืืจืชืืื ื ืืจืืืืืืืืจืืื ืืื ื , ืืืืฉื ืืื ื ื, ืืืขื ืฉืืื, ืืชืืฉืืื ื ื ืขืืื ืืคื ืื, ืืจืื ืืืื, ืืืื ).ืืืืช ืืจืฉืื(ืืื ืืฉื ืื ืืงืื ืืจืืง , ืคืืกืืื ืืืืืชืจืืืื ืืืฆืจ ืืืืืจืืช, ืื ืคื ืืืืืืืื
ืื ืืชืืืจืื ืืืื .ืืืืจื ืืชืืืืืืื ื ืืืืช ืืฉืื ืืชืื ื"ืืจืืฉืื ื ื .ืืงืื ืืืื ืืืืืืืืืืืื ืืช ืืคื ืื ืืื ืืฉืืืช ืฉื โืช ืื ืืืจืืืืืืชืืืืืฆ. ืื ืืืฉ ืืืคืช ืืื ื ืขื ืืื
, ืืืข ืืืื ืืืืืื, ืืชืืืจืืช ืืืคื ืื, ืืืืื ืฉืืืื, ืืืื ื ืืจืืืืืื, ืืืืืืช ืืฉืคืื(ืืฉืจืื , ืืืืช ืืืืจื ืืืืจืืงืืืช, ืืืื ืืืช, ืืืืื ืืชื ื, ืืืืืืฉ ืืืืื ืืืช .)ืืืจืชื ืืืืื, ืืืื ืืชืจืืืช
ืืงืืช .)ืืืจืืืช- ืืืจื ืืืืงืจืืืช, ืจืคืืื/ืืืข/ืืื ืืืืืื/ืขืกืงืื, ืชืจืืืช, ืคื ืื(ืืื -ืืื ืืื ืืืจืืืชืฆืื ื, ืคืืืช ืืืืืืฉ ืืชืืืช. ืจืืืืจืืขื ืกืคื, ืืืื ืืืฆืื, ืืืคื ืื, ืืืืืืืจืืื ืืืืขืืื ื
. 351(BIG, 2005)] ืืฉืจืื ืืขืืจ ืืงืื ืคืืืงื ืืืขืืจ ืืืชืืืช[
ืฉืืืฆืข ืืจืืขืื ืืฉืืืฉื ืืกืงืจ ืืื ืืืชืื ืืืืื ืืช. GMI-NBI-3/2006 โืืื ืืืชืื ืืืืื ืืช ืืืืจืื ืืื ืืฉืจืืืืืชื , ืืืืืงืจ ืกืืืืื ืื ืืืื GMIืืืจืช ืืืืงืจ ืขื ืืื, 2006ืืฉื ืช
ืืกืงืจ ืืื ืืช ืชืคืืกืืช ืืขืืืืช ืคืื ื ืื . ื ื ืืขืืช ืืชืืืืช ืืืจืืขื ืืขืืืืืืืื ืฉื ืืืืืขื ืืืขื . ืืืชืื ืืืื ื 36ืืืคื , ืืืื ืืช ืืคืืชืืืช ืืืชืคืชืืืช ืืขืืื 35-ื, ื ืืืืื 25,903
ืืกืืื ืื ืืืืชื . ืื ืื ืืืืจืื, ืื ืืคืจืืืจืื ืืืจืื ืืืื ืช ืืฉืจืื ืืืงืืืืช ืืืืจืื ืืืืืืจืื ืืืคืืื ื ืืืฉื ืืืชื . ืจ ืืคืืจืกืืืช ืืขืืืืืฉืจืื ืืื ื ืืืืืื ืืช ืืืืช. ืืืกืจ ืืืจืืช
ืขื ืืื ืืชื ืืกืืื ืขื ืืืืืจื ืื ืืืืื ื : "ืขื ืืฉืืื. ืืฉืจืื ืืฆืืื ืื ืื ืืืืื ืืืืชืจืืืจืื ืืฉืจืื ืืืงืื ืืื ื ืืื , "?ืืฉืืื ืขืืืืืื ืืืืืืืชื ืืืช ืืืชืืื ืช ืืืจืืืช ืืชืืืื
ืืงืื ืืื , 35ืื ืืืงืื ืืืื ืืคืื ื ืืืืจืืงืื ืฉืืืจื ืืช ืืฉืจ. ืืืืื ืืช ืื ืกืงืจืืช 36ืืงืจื . ืืืืคื ืืืกื, ืืงืจื ืคืื ื ืื ืืืืื ืืจืืกืื ืืืชื ืืฉืจืื ืืฆืืื ืื ืืื ืืืืืื. ืืคื ื ืกืื ืืขืืืืช
ืืืจืื ืืฉืจืื ืืืงืื , "?ืขื ืืื ืืืืช ืืืื ืืืืืช ืืืขืืื ืืืืื ื ืื ืกืงืจืช: "ืขื ืืฉืืืืืช ืขื ืฉืื. 28ืืืขื ืืคืื ื ืืจืืกื ืฉืืืจื ืืช ืืฉืจืื ืืืงืื , ืื ืืคืื ืืื ืขื ืืืืืืจืื
ืื ืื ืขื ืืืคืืื ื ืืืจืื . ืืืจืื ืืฉืจืื ืืชืืชืืช ืืกืืื, ืืืจืงืืืืืืช ืืืชืจ ืชืืืจืืชืขื ืืื : "ืขื ืืฉืืื. ืืืืื ืืื ืืื ืืื ืืื ืืืช ืืืืื ืืืงืจ ืื, ืืืชื ืืืืช ืืชืืฉืืื
ืืืชื , "?ืืชื ืืกืืื ืขื ืืืืืจื ืฉืืืืื ื ืชืจืืื ืืฉืืขืืชืืช ืืืืืืฉื ืืืข ืืืื ืืืืืืืื , ืื ืืืจืื ืื. ืฉืื ืขืืืื ื ืืืืื ืืจืื ืืฉืืืืชืืช, ืืฉืจืื ืืืกืืช ืืฆืืื ืื ืืื ืืืืืื
ืื ืืฆืืืื ืืื ืง ืืขืืจ ืืขืฉืจืช ืืืืจืืืื , ืืืจื ืืื ืืืชื ืืฉืจืื ืืฆืืื ืื ืืื ืืืืืืืืืืงืจืื ืืกืืงื ืื ืืชืคืืกื . ืืืื ืขื ืืืคืืื ื ืืืจืฉืช ืืืกืืืจืืช ืืชืจืืืชืืช. ืืชืืชืื ืื
ืฉืืืืืื , ืืจ ืืคืจืืืจืืืืฉืืืืืช ืืช ืืฉืจืื ืืืืฉืืจืื ืืคืืืืืืื ืืฉืคืืขื ืืฉืืจืืช ืขื ืื ืฉืืืืื ืืืจื ืฉืื . ืืืืชื ืฆืจืืื ืืืืืช ืืฆืืื ืื ืืืืืื ืืืชืจ ืชืขื ืืกืืก ืืขืจืืืช ืืืืืืงืืืืื, ืื
ืืืื ืืช ื ืฉืคืืืช ืื ืจืง ืขื ืืกืืก . ืื ืืฆืืืื ืืืืื ืฉืื ืื ืขืืืืช, ืืฉืื ืขื ืขืืืืช ืืืืฉืื: ืืืืืืืืืฉืช ืืืืื ืืช ืฉืืืจืื ืืืงืืืืช ืื. ืืื ืื ืขื ืืกืืก ืื ืื ืขืืฉืืช, ืืื ืืืืจืืช
ืืจืื : ืืืฉืช ืืืืื ืืช ืฉืืืจืื ืืืงืืืืช ืืชืืชืื ืื. ืงื ืื ืืฉืืืืืฅ, ืืืืืื, ืืจืื ืื, ืืจืืื ืื . 352(Hassman, 2006-11) ืืืจืงืื ืืืฉืจืื, ืืื ืืื ืืื, ืืกืืื ืื, ืืคืจืืงื
351
BIG (2005), Israel's brand image in the US', Brand Israel Group โ BIG, July, 2005, cb1501 cb1009, 2005, ืืืฆืืืจ 21, ืืืจืฅ', ืืื ืืืคืืื ืืช ืืฉืจืื ืืืืชื ืงืืื; ืืืืื ืื ืคืื ืชืคื ืืื, ืชืืฉืจืื ืืื ืืืืืืจืืกืื, ')2005. (ืื ืืืืจืงืจ ื
, 2006, ืื ืืืืืจ 22, ืืืืืก', ืืืืื ื ืืขืืช ืืชืืืืช ืืืจืืขื ืืืืชืจ ืืขืืื โืืฉืจืื : ืืื ืืืชืื ืืืืื ืืช, ')2006. (ืืกืื ืจ 352>http://www.idc.ac.il/publications/files/240.pdf ;<http://www.nationbrandindex.com><
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
82
ืืฉืจืื ืืืืื ืืืืืืืืช .2.5.3
,'ืืฉืจืื'ื ืืืืืช ืืืื ื ืจืืช ืืืืื ืช, 2006/ืืืจืฅืืืืงื ื ืขืจืื .ื ืืืืืช ืืจืฉืช ืืืื ืืจื ื
ืืจืฉืช )12.3-12.4.2006(ืืืฉื ืืืืฉ ืืืื ,ืืืฉืืชืืืช ืฉืืชืคืจืกืื ืืื ืืืืชืืชืืืช ืื ืืืคืืข ''ืืกื. Google News Search โื ืืืืฆืขืืช ืื ืืข ืืืืคืืฉ ืชื ืขืฉ ืืืืื ื. ืืืื ืืจื ื
; ืืืืขืืช 2,100-ืืืืืฆืข ืื, ืืืืื; ืืชืืืช ืฉืื ืืช 65,200- ืื' ืืฉืจืืื'ืื ' ืืฉืจืื'ืืืื ื ื ืืื ืืฉืืขืืชืืช ืืืืงืฃ ืืืชืืืช ืืื ืืืืฉืืืื ืฉืืขืืจ . ืขืืชืืื 816,000-ื ืืืื ืืื ืฉื ืชืืื
ืืื ืืืืื ;)ืืืืืื ืืืืขืืช ืืฉื ื 9.8- ื(ืืืฉื ืืืืฉ ืืืื 818,000' ื"ืืจื'ืืืคืืข ืืืื ื , ืืืืืงื ื ืขืฉืชื( ืืืจืืชืจืืืช ืืืฉืืืื ืืืืื ืืช , ืืืืื-ืขืืื ืขื ืจืืช ื ืืืืืช ืืื ืื ืืช
.353)ืขื ืฉื ืืืืื ื ืืืืื ืื ืืืืจืืื, ื"ืืจืืืืขื ื
, ืืืืคื ื ืืฉ ืืช ืืขืืืืชืืืืืื ืืฉืืืืช ืืจืืืืช ืืืืืืฉ ืชืคืืก .)ืืกืืฆืืืฆืืืช ืืืืื(ืกืื ืคืกืืช ืืื ืื ืืืื ื ืืืกืื ืืชืืจืช . ืืืืืืืื ืืืฉืืชืืืืืื ืืื ืื ืืืืจืืข ืื ืชืืืืช ืืืชื ืืืื ื ืื
ืืืื ืืชืงืฉืืจืช , ืคืืกืืื ืื- ืืฉืื ืืจืืื ืืฉืื ืื ืืืืืื ืืื ืืชืืืจ ืืกืืกืื ืืฉืจืืื. ืืกืคืื, ืืืื ืื ืืืืื ืืขืืืชื. militants groupsrmed A โืื ืืืงืืื ืืืจืืื ื ืืืจืืจ ืืื ื ืืืื . ืืฉืื ืื
- ืืืจืืช ืืขืืืื ืฉ( ืืืืืจ ืฉืื ืืฉืื The Jewish State โืืืื ืช ืืฉืจืื ืืืืงืื ื ืืืืื, ืฆืจ; 354)ืืื ืชืื ืื ืืืืืืื ืืขืืื ืืืขืจืื ืืืืขืืืื ืืชืืื; ืืืืจืื ืืืืื ื ืืื ื ืืืืืื 24%
. 355ืชืืืขื ืืืคืจืืืืื ื ืืฉืจืื ืืืืื ืชืืืคืืืืช ืืืืขืืืืืืื ืืขืงืืืชืื
ืืื ืืืืื ืืืคืืขืืช ืืืืืื ืืชื ืืื ื ืืื ืฉืืืืฆืขืืชื, Google News Search โืื ืืข ืืืืคืืฉ ืืืื ืื , ืืฉืื ืืืืืืฉ. ืืจืฉืช) ืืชืืืช, ืืืชื ืคืจืกืืืื(ืืืืชื ืืงืฉืจืื , ืืืืืืืืฉืืขืืจืื
ืืช ืฉื ืื ืืืฉื ืืืืืชืขืฆืื ืืืื ืืื ืื ืืคืฉืจืืช ื ,ืืืกืืจืช ืื. ืืื ืืืืืชืืืื ืืืืชื ืืื ืืืจืืช ืฉื ืืชื ืืื ืื ืื ืืืคืขืช ืืืืฉืืื ืืจืฉืช (ืื ืืืืจ ืืืืืจ ืชืืฉืืคืื ืืช ืจืืช , ืืืืฉื
ืืื .ืืจืฉืช ืืืื ืืช ืขืฆื ืืืืฆืืืช ,)ืจืืื ืืืืจ ืืืงืฃ ืืืืื ื, ืืชืคืืืช ื ืืจืืืืืช, ืืชืืื ืืชืงืฉืืจืช ืืฉืืืืงืืช ืืก ืืืงืืืืช ืืงืจื ืืืืืื ืืงืฆืืขืืืืืฉืืืืชื ืืื ืืื ืืช ืืืก
ืืืืืื ืืืชืจ , ืื ืกืืืืื ืืืืืจ ืืชืืืขืช ืืืืืฉ, ืืืืืืืฆืขื ืื ืืื ืฉืืกืจ ื ืชืื ืืืคืืข ืืืชืจ ืื ;Share-of-voice[194 )Aaker, Myer/ื ืชื ืงืื[ื ืืืื ืืืชืจ Frequency/ืืืกืจ ืืืืคืืข ืืชืืืจืืช
1983: 429(356.
ื ืืฆื ืื ืืฉืจืื ืืืคืืขื . 357)ืืื ืืืืช( 'ืืฉืจืื'ืืืชื ืฉื ืืื ื ืืืจืืฉืื ื ืืืืช ืืืคืชื , 66%ืคืืกืืื ืืื : )10%ืืขื ( ืชืืขื ืืืืืื ืืืืืืงืฉืจ ืืฉืืขืืจืื ืืืืืืื ืืืืชืจ , ืืจืฉืช
, 13%ืืืืช , 16%ืฆืื , 17% 358ืืจืืจ, 21%ืืืืื , 23%ืืืืื , 27%ืฉืืื ืืจ ืืื ืื ื ืืฉืืข. 10%ืืืืืฉ , Jewish State 10%/ืืืืื ื ืืืืืืืช, 11%ืืชื ืืืืืืช /ืืชื ืืืื
ืืฉืืขืืจ ื ืืื . 7%ืืืืื , 8%ืืื ืืืืืื /ืืืฉื ืืช, 8%ืืืจ , 8%ืฉืืืื ): 10%- ื 5%ืืื (ืคืืืืื , 4% ืืื ืืืืืื-ืืื/ืืืข/ืจืคืืื, 3%ืืืฆืจืื /ืืฆืื, 4% โืืฉืงืขืืช ): 5%- ืืชืืช ื(
ืจืืกืื , 95,000ืืคื , 103,000ืฆืจืคืช , 112,000ืืืกืืจืืื , 117,000ืืืื , 123,000ืงื ืื , 138,000ืกืื , 165,000ืขืืจืืง , 176,000ืืจืืื ืื 353
ืืจืืื , 40,000ื ืืืจืื , 45,000ืืืจืื , 45,000ืกืคืจื , 47,000ื ืืื ืคืืกืื/ืคืืกืืื, 47,000ืืืืืื , 64,000ืืืจืื ื , 74,000ืืจืื ืื , 78,000, 13,000ืกืืจืื , 13,000ืขืจื ืืกืขืืืืช , 14,000ืื ืืจืง , 15,000ืงืืจืืื , 17,000ืฉืืืืื , 17,000ืืฆืจืื , 20,000ืชืืืื ื , 22,000ืืืจืงืื , 27,000
cb04/ 9,000ืืืืจืื , 12,000ืืืื , 12,000ืคืืืื ื ืชืื ืื ( 2004ืคืจืืคืื ืืืืืืกืืืช ืืฉืจืื ืืฉื ืช ). 20%( 1,340,200 โืขืจืืื ; )24%( 1,631,900 โืื ืืืืืื ; 6,869,500 -ืกื ืืื ืืืืืืกืืื 354
ื ืฆืคื >,/:www1.cbs.gov.il/reader/cw_usr_view_SHTML?ID=629http/<, ืืืฉืื ืืืจืืืืช ืืกืืืืกืืืงื, ]7,037,500 โ 2006-ื ืชืื ืืขืืืื ื) [ืกืืคืืื 2006, ืืืืื 30- ื
355 Scheer S. (2005), 'Suicide bomber kills 5 in central Israel', Reuters, 5th December, 2005, cb0946; Kulkarni S. (2005), 'On Israel, still in denial', The Indian Express, 24th December, 2005, cb1015; Aljazeera (2005), 'Syria denies secret Israel peace talks', Aljazeera.net, 9th December, 2005, cb1036
.ืืื ืืืื ื ืชืื ืื ืคืจื ืืชืืื ืืช ืคืจืืกืช ืืืืื, ืืกืคืจ ืืืืฆืข ืืฉืืคืืช ืืืื ืืคืจืกืื . ืชืืืจืืช 356Aaker D.A., Myers J. G. (1982), 'Advertising Management', Prentice-Hall, chp. 13, Developing the media plan, p. 429, ISBN 0-13-016006-7
cb02, 20.03-19.04.2006- ืฉืืืคืืขื ืืื ืืืืช ืืจืฉืช ืืื ืืชืืจืืืื ื) ืืืืขืืช 57,500(ืขื ืื ืืืืืจืื , 19.04.2006-ืืืืืงื ื ืขืฉืชื ืืชืืจืื ื 357358 Fletcher M. (2005), 'Responses to terror differ in Britain, Israel', MSNBC.com, 8th July, 2005, <http://www.msnbc.msn.com/id/8510368>, cb0608
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
83
ืชืืืจืืช , 2%ืืจืฅ ืืงืืืฉ , 2%ืืืืืช ืืกืืืื , 2.5%ืืืกืืงื , 3%ืืืืจื , 3%ืชืจืืืช , 4%ืืืืืจ ืืชื ื , 0.8%ืืืฃ , 0.8%ืฆืืื ืืช , 1%ืกืคืืจื , 1.5% โืืื ืืืช ืงื/ืืคืจืืืืื, 1.8%ืกืืื , ืืจืืืืช ืฉื ืืืื ืช ืืฉืจืื ืืชืืงืืช ืืืืจืืคืืืขืืืช ืชืืืืช , ืืืขืช ืืืืืื. 0.4%359
.360ืืืืืฉ ืืงืืืื ืืืืืื โืืกืืฆืืืฆืืืช ืขื ืฆืื ืืืืืื
ื ืืฆื . Fence/Wall/Barrier(361 โ ืืื ืืืืช(' ืืืจ', 'ืืฉืจืื'ืฉื ืืื ื ืืื ื ืืกืฃืืคืชื ืฆืื ืืืืืช ' ืืืืืืืจ ื': ืกืืืื ืืจืฉืช ื ,ืืืฉืืช ืืฉืจืื ืืฉืืื ืืืื ืืืขืจืืืช ืขื ืืืืืืืงืืช ืื ืืืืจ
ืืืจ , 'Separation (28% โืืื ืืืืช (' ืืืจ ืืคืจืื' ,ืืืืงืจืื 52%-ื) Security โืืื ืืืืช (', ืืฉืจืื'ืฉื ืืื ื ืืื ืืืืจืื ืืชืฆืื ืืืืืช ืืืคืชื .Apartheid( 5% โืืื ืืืืช ( 'ืืคืจืืืืื
ื"ืืจื ืขืืืืงืฉืจ ืืืคืืขืืืคืืขื ืืืืื ืืฉืจืื ืืื ืื ืืฆื ืื ืืื ืืคืขืืื ืฉ. 'ื"ืืืจ' ืืืคืืขืืืื , 362ื"ืืจืืืืืื ืืืคืืขืืืืืื ืืื ืืคืขืืื ืฉ. ืืงืจืืื 42%ืฉืืขืืจ ืฉื ื
ืงืืฉืืจ ืืืื ืื ืงืืื, ืืืกืงื ื ืื ืืืขืช ืื ืชืื ืื ืืื. ืขื ืืืืื ืืฉืจืื 3.15%ืืฉืืขืืจ ืฉื ืืื ื ื ืฉืื ื ืืฉืืขืืจืื ,ืืืื ืืฉืจืื ื"ืืจืืืฉืืจ ืืื ืืง ,ืืขืืืช ืืืช. ื"ืืจืืืืง ืืื ืืฉืจืื ื
ืืฉ ืจืง ืืืื ื , ื"ืืจืืืืชืืืืก ื. 363ืืืืื ืืช ืืคืืชืืืช ืืืจืืช ื"ืืจืืืื ืฉืงืืฉืืจ ื, ืืืืืงืื . 15%ืืืช ืฉืงืืืืช ืจืืช ืงืืฉืืจ ืืืืื ืืืื ืืืืฆืืช ืืืคื ืืืื ืขืืจืืง
ืืืืื ืขื ืืืืงืช ืืกืืฆืืืฆืืืชื ืขืจืื , ืืืื ืืืืื ืืช ืืืคืืื ื ืืืฉืืืช ืืืชื ืืฉืจืื ืืจืฉืช
ืืกืคืจ ืืืื ืืช ืืืกืืก ืืืื ืฉืคืืชื ืืืืื ืช ืืืคืืื ื ืืืฉืืืช ืืืืชื ืฉื ืืชืจื ืืื ืืจื ื ืจืืฉืื ื ืฉื ืขืฉืชื ืืืืฆืขืืช ืื ืืข ืืืืคืืฉ ืืืืืงื .182(Opoku, Hinson: 2006) ืืคืจืืงืืืืช
ืืืืืจื , 31.07-30.08.2006- ืขื ืืืืขืืช ืฉืืชืคืจืกืื ืืื ืืชืืจืืืื ื, ืืืฉืืช ืืืื ืืื ืืืืชืืชืืืืืช , )1.74%( 2,508ืื ืืช : ืืืืืจื ืืืืืืช ืืืืื. ืคืขื 144,000 ืืืืืฉืจืื ืืกื
). 3.45%( 4,970ืืกืคืืก , )0.22%( 313ืชืืืื , )3.57%( 5,140ืืฉืจืื , )0.78%( 1,130ืืืื ืืชืจืื (ืืจืฉืช ืฉื ืืื ืฉื ืขืจืื ืืืืฆืขืืช ืื ืืข ืืืืคืืฉ ืืืืื ืฉื ืืืื ืืืืืงื 23.510ืื ืืช : ืืืืืจ ืืืืืืืช ืืืืื. ืืืืืื ืคืขื 364-ื ืืืืืฉืจืื ืกื ืืืืืจืช ) ืืคืจืกืืืื
4.368ืชืืืื , )12.4%(ืืืืืื 45ืืฉืจืื , )3.6%(ืืืืืื 13.220ืืชืืืืืช , )6.5%(ืืืืืื ืืฉื ื ืืืืื ืื ืขืืื ืื ืืฉืจืื ืืชืืืจืช ืืขืืงืจ ). 3.5%(ืืืืืื 12.6ืืกืคืืก , )1.2%(ืืืืืื
ืื ืชืืืืืืื ื ื ืืชืืืจืช ืืื ืืืืคืืื ืื ืฉื . ืืืกืคืืกืืฉืืช ืืื ืืืฉืจืืืืืืคืืื ื ืืืฉืืืช ืฉื ืืืืจ ืืื ืืืืืงื ืฉื ืขืจืื , ืืื ืืงืจื ืืฉ ืืืืืืจ ืืืกืงืช ืืกืงื ืืช ืืืจืคืืช. ืืชืืืืืช
ืฉืืื ,ืื ืืืืืืคืืื ื ืืืฉืืืช ืฉื ืืืฉืจืื ืจืืื ืืืืื ืืชืืืจื , ืืขืฉืจืช ืืืืื ืืช ืืืคืจืืงืืืืช . 364ืืจืฉืชืืื ืืืื ืืืืื ืืืืื ื ืืคื ืื ืจืื ืืืืคืืื
ืืช ืืืื ืืฉื ืื ืืืืจืื 20-ื ืืฉืื ืืืฉืืช ืืืืืืื ืฉื ืกืงืจื ื 1,250ืืชืื .ืืช ืืชืขื ืืื ืืชืจ
ืืืืื ืืจืืช , ืคืืกืืื ืื- ืกืื ืืืฉืจืืืืกืืื ืืืืจื ืืชืืืืืืืืืืืช , ื"ืืจืืืืชืงืฉืืจืช ื ืืชืื ืขืืชื ืืืืจื ื, ืขื ืืืช. 365Pewืขื ืืกืืก ืืืงืจ ืืชืืฉื ืฉื ืืืื , ืชืืชืขื ืืื ืืช ืืื ืื ื
โ 5/1988 โ" ืช''ืืืืืืช ืืืื. "ืื ืืช ืืฆืืื ืืืืืช ืขืืืืจืืช ืืืชืขื ื, ืืืืฆืืืืฉื ืฉื ืื18% ,1/93 โ 10% ,10/96 โ 17% ,7/97 โ 12% ,8/97 โ 12% ,10/2000 โ 21% ,4/01
, Army/ืฆืื, Terror-Terrorism\ืืจืืจ, War/ืืืืื, Jew-Jewish/ืืืืื, Peace/ืฉืืื, Palestine-Palestinian/ืคืืกืืื ืืื - ืืื ืืืื ืืื ืืืืช 359-Fence-Wall/ืืืจ, Territories/ืฉืืืื, Occupation/ืืืืืฉ, Jewish State/ืืืืื ื ืืืืืืืช, Settlers-Settlements/ืืชื ืืืืืืช-ืืชื ืืืื, Death-Dead/ืืืืช
Barrier ,ืืื ืืืืืื- ืืืฉื ืืช/Innovation-Technology ,ืืืืื/Economy ,ืืฉืงืขืืช/Invest-Investor-Investment ,ืืืฆืจืื- ืืฆืื/Export-Product ,ืืืข- ืจืคืืื -ืืืืืช , Music/ืืืกืืงื, Immigrant-Immigration/ืืืืจื, Culture/ืชืจืืืช, Refugee/ืคืืืืื, Medicine-Biotechnology-Science/ืืื ืืืืืื-ืืื
, Sport/ืกืคืืจื, Apartheid-Colony-Colonial-Colonialism/ืงืืืื ืืืช- ืืคืจืืืืื, Tourist-Tourism/ืชืืืจืืช, Holy Land/ืืจืฅ ืืงืืืฉ, Environment/ืืกืืืื Ethnic Cleansing .cb02/ืืืืืจ ืืชื ื, Fun/ืืืฃ, Zionism/ืฆืืื ืืช
2006ืืืื 3, ืืืื- ืชื; ืฉืืจืืจ ืฆืจืคืช ืืืฉืจืื, ืจืจื ืืจื'ืขื ื ืฉืืื, )2006. ('ืืจื ื 360 .ืืืืขืืช ืฉืืืคืืขื ืืจืฉืช ืืืืืฉ ืื ืชืื 4,420ืืชืื ื 361 .ืฉืืืคืืขื ืืจืฉืช ืืืืืฉ ืื ืชืืืืืืขืืช 768,000ืืชืื ื 362 .1.12%ืขืจื ืืกืขืืืืช , 3.26%ืจืืกืื , 3.57%ืฆืจืคืช , 3.79%ืืจืื ืื , 4.49%ืืคื , 4.66%ืืจืืื ืื , 5.46%ืงื ืื , 8.23%ืกืื 363, (excitement, daring, spirited, imaginative, up-to-date) ืืชืืืืืช, )sincerity, down-to-earth, honest, genuine, cheerful(ืื ืืช : ืืืืืืช ืืืืื ืฉื ืืื ื 364
. (ruggedness, tough, outdoorsy)ืืกืคืืก , (sophistication, upper-class, charming)ืชืืืื , (competence, reliable, intelligent, successful)ืืฉืจืื 365 Pew (2006), 'Public attentiveness to news stories โ 1986-2006', Pew Research Center, <http://people-press.org/nii/bydate.php>, viewed 11th May 2006, cb1601
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
84
โ 22% ,8/01 โ 21% ,12/01 โ 31% ,6/02 โ 38% ,5/02 โ 38% ,10/02 โ 32% ,7/03 โ ืืืืืืืช , ืืกืคืืืืจ 11-ืื ืืชื ืืื ืื ืื ืคืืืืขื ( 40%321 โ 8/06, 31% โ 9/03, 26%
, ืืืืจืืคื). ืืืขืืืื ืืืืืจื ืืืืง ืืืืื ืืฆืืืื ืืจืืช ืืืชืขื ืืื ืืช, ืืืคืื ืืกืื ืืืขืืจืืงืืงืจื , ืขื ืจืืช ืืชืขื ืืื ืืช ืืืื ื ืืืื ืืืจืื ืื โืืืืืื ืืืืื ืืคืืื ืืขืจืืืื
.366ืืืืืืช ืื ื ืืืืจ ืืฆืขืืจืคืืืืืืงืืื ื
ืืฉืืจ ืืืกืืจื .2.5.4
ืืขืจืืืช ืืืืืื ืืฉืืจ ืืืกืืจื ืืืฉืจืืื ืื ืืืื ืขื ืคืืืืจืืช ืฉ .ื''ืืจ ืืืืืืืฆืื ืืฆืืืฉื ืืชื ืืืฆืื ืืช ืฉืืจืฉืื ืืืฉืืจ , ืืงืฆื-ืขื ืคืจืืฅ ืืื ืชืืคืืืช ืื, 2000ืืื ืืกืคืืืืจ ืื ืืืืืืจืืฉื ืืขืจืืช ื .1982-ืื ืืืืืืช ืืื ืื ืืชืืฆืืืชืื ื, 1996-ืื ื''ืืืืืืืฆืื ืืฆืืืืกืจ ืืคืืื ื ', ืืืืจ' ืืชืืขืืืืืืจ ื ืืขื ื ืื, ืืชืืืื ืืฆืืืืืืื ืขื ืืฉืืจ ืฆืืื ืืืชืืืืืืช
ืืชื (ืื ืงืื ืืืกืืจืืืืืช ืืืืจืืจ , ืขื ืืฆืืืคืขืืืืช ืชืงืฉืืจืชืืช ืฉืืืฉืืขืืช ืืงืจืืืืช ืืืื ื ืืืืื ืื ืืืื ืืืจืืขืื (ืืื ืืืกืืจืืืืืช ืืืืืื ) ืชืืืื ืืืืจืจืืช ืืืจ ืืืจืืขืื ืชืงืฉืืจืชืืื
ืืงืื ืืจืืืื ืชืืฆืื ืขื ืืืจืขืชืืคืขืืืืช ืชืงืฉืืจืชืืช ืืฉืคืขื .)ืชืงืฉืืจืชืืืืขื ืืืืืช , ืขื ืืื- ืืขืื/ืฉืืชืคืื/ืืืจืื/ืืขืืจืจ ืืืืืืฆืื ืืงืจื ืขืืืืื, ืจืขืืื ืืช/ืฉืืจืืชืื/ืืืืฆืจื
.ืื ื ืืืืขืืกืงืช ืืื ืืืืช ืืงืฉืจ ืืื ื ,ืชืืฆืืืช/ืืจืืื ืขื, ืชืคืืงื/ืืชืืฆืจืช
ืืืจื ืืคืขืื ืขื ืืกืืก ืืืฉืจืืืืืจืืช ืืืจืืื ืื ืืฉื ืืช ืืฉืืื ืื ืืืชืืืืช ืฉื ืืช ืืชืฉืขืื. ืืขืืืืช ืืืกืื ืืงืคืืืืืื ืืืืืจื ื ,367(Kotler, 2003: 19-25) ืืืืช ืืฉืืืืงืืชืืชืคืืกื ืื ืื
ืฉืืื ืืืืกืืก ืืืฆืืื ืื ืืืืื ,ืืืงืืืืชืื ืืืจืืืืื ืืื ืื ืงืืืืช ืืขืจืืช ืืืกืื ืืืืืืช ืืื ืืืืืืืื, ืจืฆืื ืืชืืื(ืืื ืช ืืฉืืง ืืงืื ืืฆืจืื ืื . ืืชื ืืขื ื ืืฆืจืื ืืฉืืงื ืืืขืืืืขืกืงืืื
ืืขืงืืืช. ืืืคืชื ืืืฆืืื ืฉืืืืงืืช ืืขืกืงืืช ืืื ื, ืืืืืื ืืื ืชืืืืื ืืืื) ืืฉืืืคืืชืืืืจืฉืืช ืืืืืจ ืืจืืฉื ,ืืืืฅ ืืช ืืืืฉื ืืฉืืืืงืืช ืืืจืฅ ืืืจืืช ืขืกืงืืืช ืืืื ืื ืืืกืืืช
ืจืืช ืืืจืืื ืืืฉื ืืืจืืื ืืจืืื ืืืชืืจืืช ืืื ,80-ืืฉื ืืช ื ืืืคื ืฉืขืืจืืืืกื ืืืืื( . ืืืืืื ืืืง ืืงืืคืืช, )ืขืกืงืืืช ืืฆืืืืืช
ืืืืืจ ืืืจืื . ืืขืืกืืง ืืคืขืืืืช ืชืงืฉืืจืชืืช ืืืืชื ืืจืืจื ืืืืืืืช ืจืืฉื ืืขืจื ืชืจืชืืขืฉื ืื ืืืืืจืื ืืชืืื ืืืืืื ืืืฉื, ืื ืื ืื. ืืฆื ืืื ืืืืข ืืืชื ืืืืจ ืืืืชื ืืืืื
ืกืื , 368(Clausewitz, 1968) ืืืฅ ืืคืจืืกืืืืฉืืืืง ืชืคืืกืืช ืืฆืืืืื ืฆืืืืื ืืงืืจื ืคืื ืงืืืื ืืืืืืื ืืืกืืฉื ืืืคื ืื 370(Bose, 2003)ืืืืกื ืืจ ืืืืื ,369(Wing, 1988) ืืฆื ืืกืื ื
} ืืืื- ืืื ืืืจืกืืืช ืชื, ืฉ ืืจืฉืื ืืืจืืื''ืืคืงืืืื ืืืืขื ืืืืจื ืข, ืฉ ืืจืืื ืืจืืื''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื{ืืงืืืืื ืืคืืฉ, )2006. (ืืื ืฅ ื 366
2006ืืืื 16, ืืืื-ืชื; ื ืฆืื ืืื ืื ืงืจื ืคืจืืจืื ืืืจื ืกืืืคืืื ื ืืืฉืจืื, ืขื ืืจืื ืืื ืฅ367 Kotler P., 'Marketing Management', Prentice-Hall, 2003, ISBN 0-13-033629-7, pp. 19-25
ืจืืืฉ ืืืืจืื , ืืืกืืจืชื ืื ืฉืืื, ืืืืืืืชืืืื ืืืืงืื ืกืคื ืงืืืื ืืช 'ืขื ืืืืื' ืืืืืื, ืื ืจื ืคืจืืกื ืฉืืชืืื. ืื ืจื ืงืืจื ืคืื ืงืืืืืืืืฅ 368. ืฆืืื ืืืืืืืืืืื ืื ืฆืืืืื ืืืืืืจ ืคืงืืืจืื ืืืืืืื ืื ื ืืชื ืืช ืชืคืืกืืช, ืื ืคืืืืืืืื ืื ืืืืืฆืขืืช ืืชืขืืงืืช ืืืืืื ืคืจืืจื. ืืืืื ืืืชืงืคืื
ืชืคืืกืืช ืืืืฉืืจ ืืืืืกืืืืช , ืคืืชื ืฉืืื ืืกืืจืืืืชืื . ืงืืืื ืืืจื ืจืืืื, ืืืืืจ ืืขืืืืืชืื ืืืขืืืช ืืชืืืืจืื ืืื ืืื, ืืกืงื ืืชืื ื ืฉืืจื ืืฉืืืืชืืืืืืืื ืืืฉื ืืืฉื ืืช ,ืฉืืื ื ืืืคืฉืจืื ืืืฉืื ืืืืืงืืงืจื ืืชืืื ื ืื ืฉืืืืช ืืจืืืืื ืคืกืืืืืืืืื ืืืืชืืืืืืฉ ื. ืงืฉืืืืช ืฉื ืงืืืืืืืืงืืืืืช
ืืฆืืืจ ืื ืขื . ืื ืืคืงืืืจืื ืืงืจืืืืื ืืืฆื ื ืชืื ืงืืืฉื ืฉืืคืฉืจื, ื ืืกื ืืคืชื ืืงืจื ืงืืจืืื ืืืืืช ืฉืืคืื ืชืืืืจืืืช ืฆืืืืช ืืืืกืกืช. ืืืขืืืช ืืกืืจืืืืืชืื ืฆืืืืช ืืื ืคืืืืืืช ืืขืืื ืืืืืช, ืืืขื ืชื, ืืืืื ืืื ืชืืช. ืืฉืืืืื ืืจืื ืืืืืื ืฉืืื, ืืืืืช ืืืืื: ืืืืื ืืกืืจืืืื ืืืคื ืืฉืืืฉื ืืจืืืื
. 1812-ืื ืืืงืืช ืื ืกืืื ืืืกืืจืืืืช ืืืืฆืืืช ืฉื ืืจืืกืื ืืืื ืืืจ. ืื ืืืืื ืืขื ืืคื ื ืขืฆืืืืืื ื, ืืืืืจืก ืฉืืืืื ืืื ื ืืืฆืขื ืคืื. ืืืืงื ืืืชืจ .ืฉืืืฉ ืืจืืฉ ืืื ืืฆืื ืืคืจืืกื ืืืขืจืื ืืืืืจืื
Clausewitz C. von, 'On War', Pelican Classics, Routledge & Kegan, 1968, ISBN 0-14-0440427-0; Clausewitz C.P.G. von, Encyclopedia Britannica Article, <http://www.britannica.com/eb/article?eu=72168>
ืืกืคืจ ืืืืืก . ืืืฆืืืื ืืืืืจ ืืืืชืจ ืขื ืืืข ืืืืืื ืืืกืื ืขืชืืง ืื). ืืืื ืืช ืืืืืื( Ping-fa - ืืืืจ ืกืคืจ ืืงืืืกืืงื ืืกืื ื . ืื ืจื ืกืื ืืฆื 369. )ืก"ืืคื ื 770-446(ืืงืจืืช ืกืืฃ ืชืงืืคืช ืืืืื ืืืกืชืื Wu/ืืกืืจืื ืฆืืื ืืื ืจื ืฉืฉืืจืช ืืช ืืืืืช ืื, )Sun Wu/ื ืืืกื -ืฉื ืคืจืื ( ืืกืืจืชืืช ืืกืื ืืฆื
ืืืืืงืช ืืฉืฉ ืื ืฉืืข ืืืืืชืืขืช ืฉืกืื , )ืก"ืืคื ื 475-22(ืืคืช ืืืืืืืช ืืื ืืืืื ืืช ืืชืง, ืืืจืืช ืืื ืืืช ืืืกืืจืชืืืช, ืืืชืจ ืกืืืจ ืฉืืกืคืจ ื ืืชืืืกืคืจ ืื ืืืืืื ืืืืืื . ืืคืงืืืืฉื ืืกืืจืืืืืช ืืืงืืืงืืช ืืฉืืืืื ืื ืกืืกืืืืืื ื ืืืจืื ืืืื ืืช ืืืืืื. ืืชืฉื ืืืื ืื ืืื ืืืฉืืช ืขืืืื , ืืืื ืืช
ืืกืจ ืืืืืืช ืื ืื ืืช ื, ืื ืืื; ืืชื ืืขืืชืืื ืคืจืืกืชื, ืืืงืืื, ืืืืืฉ ืืช ืืฉืืืืช ืืืืืข ืืืืืืง ืขื ืืืืืช ืืืืื. ืืฉืคืขื ืฉื ืฉืื ืขื ืชืืฆืืืช ืืงืจืืืงืจืื ืืื ืฉืืงืืืื ืคืืืืืืื ืืืื ืืืื ืืืช ืฆืืืืช ืืฉืคืืข ืจืืืช ืขื ืืชืขืงืฉืืช ืืกืคืจ ืขื ืงืฉืจ . ืงืืืงืืช ืืืืฉืืชืืืช ืืื ืืืฆืืช ืืกืืจืืืืช ืืืืื ืืงืจื ื
, ืืงืืืงืืช ืจืืืช ืฉืฉืืืฉื ืืืชื ืืืืืืชื ืืื ืืืคื ืืืืืืื ืืช ืืืืืื ืงืืืื ืืกืืื ืืกืื ืืืืฆื ืื Mao Zedong/ืืื ืืืืื ื. ืืกืืจืืืื ืืืืจื ืืื .ืืืืืืจ ืืืชืจ ืืื ืืืืืื ืื ืืกืื ืื
Sun Tzu, Encyclopedia Britannica Article, <http://www.britannica.com/eb/article?eu=72168>; See 203 for reference
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
85
(Musashi, 1974)371 .ืื ืฉืจืืฉื ืืืขืจืืช ืื ืืฉืื ืฉืืฉ , ื"ืชืคืืกืืช ืฉืืืืืื ืืืกืืจืช ืฆืืืื ืจืืฉื ืืฆืื .204(Ries, Trout; 1986) ืชืงืฉืืจืชื- ืืืืงืืืงืื ืืืืฆื ืื ืืชืืื ืืืืืื ืืฉ
ืืืืขื ืืง ืืืืืื, ืืฉืื ืข, ืืื ืื ืฆืจืื ืืืชืืืฅ ,ืืืืง ืืืื ืืืฆืืืืจ ืืื ื ืืืืกืืฉืืื ืขืื ืื ืืืจื ืืืืืช ืืืชืืืื ื"ืืจืืฆืื . ืชืืขืืช ืืฉืืจืืช ืืฆืืื ืชืืืชืืืืกืื ืชืืืฉ ืืืืืืืื ืืื ืืชืงืฆืืื ืืคืจืกืื ืืืืืืื ืืฉืืง ืืืืืืง ืืช, ืืกืชืืืข ืืืื ืืืืื ืชืงืฉืืจืชืืื, ืืืืื ืื
ืขืงืืืช ืืื ืืก ืฉืขืจื ืืืืื ืื ืืกืชืืื ืืื ืืืืฉืื ื''ืืฉืืจ ืืืืืืืฆืื ืืฆื. ืืืืจืืงืืืืฉืื ืื , 372"ื''ืืจืืฉ ืื ืื ืฉืืืืง ืืฆื": ืชืืช ืืืืชืจืืช, ืืฆืืง ืืจืืื ืืืืืืืืคืจืกืืื ืขื ืฉืจ ื
.373(Hassman, 1996)ืื ืืื ืืื ืืชืงืฉืืจืช ''ืจืืฉืื ื ืืงืื ืกืคื ืืขืืืื ืืฆื
ืืืกืจ ืื ,ืืืื ืืืฉืืช ืืฉืจืื ืืืจื ืืงืฉื 2000ืืืืงืืืืจ . ืืงืฆื- ืคืจืืฆืช ืืื ืชืืคืืืช ืืืืืชืงืคื ืืฉืชื ืคืชืื ืืคืืกืืื ืืืชืืื ืืื .ืืืืื ืืชืงืฉืืจืช ืฉืืืืงืืช ืช ืืื ืืืขืจืค
ื ืืืฉื ื. ืฉืืืจืื ืืขืื ืฉืืืฉื ืืชืืืื ืืงื ืืืจืืง, ืืฉืืื ืืืืื, ืืจืืฉืื ื ืงืจืงืขืืช. ืืืืชืืชืืื ื ืืืจืืืชืงืฉืืจืช ืขืืืช ืืืฆื ืื ืฉืืจืกื ืืื. ืืืืจื ืืชืงืฉืืจืชืืช ืืืืืืืืช, ืืืืจืืืืช
:ืืขืื ืืื ืื ืืืขื ืืื ืืืื -ืจืืื ืืืคืืงืื ืขื, ืืชืืื โ ืชืงืฉืืจืชืื ืฉื . ืืืื ืช ืืฉืจืื ื ืืืฉืืื ืืื ืงืฆืจ ืืืจ ืคืจืืฅ ืืืฉืืจ. ืืืคืืกืืื ืืื ืืฉืืืื ืืกืคืง ืืช ืืกืืืจื ืจืืืืื ืืืงืกืืืื
ืืื ืืฉืืื , ืืื ืื ืืื ืืงืฆืืขืืช, ืืื ืื ืชืืืื, ืืืจืฆืืช ืืขืืื ืืืืฉืื ืืืืจืื .ืชืืืืชื ื ืืงืืืืื ื ืืืืฉืืืชืช ืืชืงืฉืืจืชืืืชืืฆืืืช ืืืืคืขืืช ื, ืืกืืจืืืืช
ืื ืืคื ืืช ืืจืขืืื ืื ืจืืื ืืชืงืฉืืจืชืืช ืืืืืฆืขื ืจืืฉืื ืืืชืืืืืืช ืขื ืืฉืืจ ืืืกืืจื ื
, ืฆืขื ืฉื ื .ืชืงืฉืืจืชืืชืืืืจื ื - ืืฉื ืืื . ืงืจืงืขืืชืืืืจื ื -ืืจืืฉืื ื . ื ืืืืื ืืฉืชื ืืืจืืช ืืืงืื ืืขืืืื ืืื ืืืขืงืจืื ืืช ืืืคืขื ืืคืงืืืืืื ;ืืืจืื ืขื ืืืืจื ืืชืงืฉืืจืชืืช ืฉืจ ืืื ืื
ืจืืฉ ืืกืืื ืขื ืฉืืืื ืคืืืืืืงืื. ืฆืืืช ืืงืฆืืขืืืื ืืืื , ืืืกืืจืืืื, ืชืงืฉืืจืชืืืื ื, ืืกืืจืืืื(ื ืขืืืื ืืืืืืื ืืงืฆืืขืืื ืฆืืืช ืืืืจ ืืื ืืืืก .ืืืืืืืืื ื ืืืืืืืืืฉืื
, ืชืงืฆืืืืืฉืืจ , )ืืืืื ืืื ืืจื ื ,ืืืกื ืฆืืืืจ ,ืฆืืืชื ืืืืืืืื, ืื ืฉื ืงืืื ืืข, ืงืจืืืืื, ืคืจืกืืืืืื ืืืขืื ืื ืงืฆืจื ืืืื ืืืจืืื ืืืื ืืืืืกืืจ ืืืืขืืืืืจืช ,ืืืื ืืืืืจืืงืจืืื ืืืชืื: )ืืืืจืฆืืช ืืืฅืืืจืฅ (ืฆืืืชื ืืฉืจืื ืืืืฉืื , ืื ืืื ืืื ืืฉืจืื ืืขืืจืช, ืฆืขื ืฉืืืฉื. ืกืืืืืช
ืืื ืืืจืื ืืงืืช ,ืฆืขื ืจืืืขื. ืืงืฆืืขื ืืงืืื ืชืืจืืืืื ืืืื ืืชืงืฉืืจืช ืขืืืื ืืฉืืืืจืื - ืืืกืืื ื"ืฉื, ืืืฉืืจื, ื"ืฆื โ ืืืืืืืืจืืขืืช ื ืืืื ืืืชืืืืข ื ืื ืืืื, ืืืืืจ ืืฉืื
ืฆืขื .ื ืืื ืืืืืฉืื ืืกืืจืืืืืช ืืืงืืืงืืช ืชืืืื, ื ืืฆื ืืืขืงื ืจืืขืืื ื. ืืืืืืื ืืืืืืช ืืขืืืช ;ืขืืืืช ืืืืืืืช ืืืืื, ืฆืืืชื ืืืืืืืื ืืืื ืื ืืืงืคืฆืืืคืขืืช . ืจืืขืืืื ืืืืื ,ืืืืฉื
ื ืคืืจ ืืฉื ืช , 20ืืจืฉ ืืช ืืก ืืืืืื ืืืื , ืืคืืืืกืืฃ ืืืืื ื ืืืืื ืืจืืกืื ืชืืืื, ืก"ืืคื ื 356ืฉื ืช ื ืืื ื, ืืืื ืืงืืื ืื ืืืืืื ื .ืืืืกื ืืจ ืืืืื 370ืืื ืจื ืืจืืฉืื ืืืืกืืืจืื ืฉืืืืื ืฉืฆืื ืงืื ืืืื ืืืืืจ ืขื . ื ืื ืืืฉืืืืื ืืชืืืืืช ืืื ืืฉืืชืืงืืืงื, ื ืืฉื ืืืืื ืืืกืืจืืืื. 32ืื - ืก "ืืคื ื 323
ืชืืืื ืืืข ืืืืืืื , ืคืืชื ืืช ืชืืจืช ืืืืืืขืื ืืืกืชืืืช ืืชืืืื ืืืกืืฃ ืืืืข ืขื ืืืืื ืืงืืจืืช. ืืืืืืชืืื ืืืื ืืืืฆืขืืช ืืกืืจืืืื ืืืงืืืงืืช ืืช - ืขื ืืกืืก ืืืืข ืืืืื ืืืข ืืงืื ืืืืืืช ื ืืื ืืช ]. ืืืกืืืจืื ืืืืืื ืขืชืืืืช, ืื ืืกื, ืืืืจืืืืืื, ืืืืืืืืื, ืืืื ืืงื, ืืงืืืืช, ืจืืืืืืืืืื[ืงืฆืืขืืื ื
ืืืข ืืขืืจืจ ืืืืืืฆืื ืืงืจื ืืืืื ืฆืืื ืืืชืืืื . ืืืฆื ืืฉืจืช ืืฉืื ืืืืฉ ืืช ืืฉืื ืืื ืืืืืืฉืื, ืืืืืืช ืื ืืจืฉืืืืืงืฃ , ืืชื ืืคืืืฉ ืืืืืจ ืืืฉืืืฉืืืจ ืืืจืื , ืืขืืื ืฉืืช ืืจืฆืืชืืื ืืืฉ ืืื ืจืืืฉ ืืชืจืืืช .ืืื ืืจืืฉืื ืืฉืื ืืงืจื ืืกืืืข ืืื ืืืื, ืืืืชืืื ืืื ื, ื ืชืคืกืื ืขื ืืชืืจืื ืืืชื
. ื ืืืืขืจืื ืืชืจืืืืืช ืืงืืืืื ืขื ืืืืืืฉื ืืช ืืืฉืืื - ืขืงืจืื ืฉื ื . ืื ืืืืืช ืืื ื ืืืข ื ืจืืฉ ืืืืฆืขืืช ืืขืจืืช ืืืืืืื ืืืจืืืช -ืขืงืจืื ืจืืฉืื . ืขื ืคื ืืืืกื ืืจ ืชืคืืกืืช ืืกืื ืืื ืืืืืชืืฉืืืื ืืงืืืข ืืื ืืขืืจืช ืืื ืืืืืช ืืืื ืืข - ืขืงืจืื ืจืืืขื .ืืขืืจืช ืืฉืืืื ืืืืจ ืืืืจ ืฆืจืืื ืืืืืช ืืขืืื -ืขืงืจืื ืฉืืืฉื . ืฆืืืืืืกืืจืืืืช ืืืืืื ืื
100- ืืชื ืืฆืืจื ืืืืืื ืืจื ืืจืืจืื ื. ืคืขืืื ืืืืืืช ืืืืืื ืืจืืืืช ืืืืกื ืืชื ืืืืช -ืืื ืืื . ื ืงืืืช ืฆืขืืื ืืืืจืื ืืืืืจืช ืืขืืื ืืจืืื ืืืื .ืืืืฉืืฆืืื ืืืืืืช ืืืืืืฉ ืืืจืืช -ืขืงืจืื ืืืืฉื .ืชืืืืืชืจ ืขื ืื ืช ืืืืืืจ ืืืืื ืขื ืืื ืืชื ืจืฆืื ื ืืืืื ืขืฆืืชืืคืขืืช ืืื ื. ืืืืื ืืจืืฉืื ืื ืืฉืืืื
ืื ืฉื - ืืืืืื ืืืืืชืืืื ืืฆืืจื ืืืืืฉ ืืขืื ืืขืืจ ืืืกืืจืช ืืขืืคืช ืืืืง ืืืกืืืช , ืืืืืืืืจ ืืืกืืืืช ืืืกืืืจื, ืขื ืืกืืจืืื-ืืืืืฉ ืืืื. ืืจืืืืช ืืืืืฉืืืื ืืื - ืขืงืจืื ืฉืฉื . ืชื ื ืืชื ืื ืืชืืืกืืื, ืขื-ืื ืืืช ืืืื ืกืืื ืืืื ืืืืื ืืื ืฆืื). ืืคืจืกืื(ืืืจืืจืื - ืจืขืืืืืื ืืืืืืช ื, )ืืืืื ืื(ืืชืจืืืช
. ืฉืืืืฉ ืืกืืจืืื ืืืืื ืืช ืืืืขืื -ืขืงืจืื ืชืฉืืขื . ืืชื ืขืืืคืืช ืืืจืืืืื ืืืืืกืืืื ืืฉืื ืืงืจื - ืขืงืจืื ืฉืืื ื . ืกืื ืื ืืช ืื ืืืืืช ืฉืื ืืBose P. (2003), 'Alexander the Great's Art of Strategy', Gotham Books, 2003, ISBN 1-59240-06-X
. ืช ืกืืืฃ ืืืกืขืืชืื ืืจืืื ืืคืืงืจืื 60-ืคืืชื ืืช ืฉืืืช ืืืืืื ืฉื ืฉืชื ืืจืืืช ืื ืืฆื ืืืืขืื ื .ืืืื ืืกืืืฃ ืืฆืืืจ ืืืืข, ืกืืืจืื .ืืืืืืื ืืืกืืฉื 371ืื ืขืฆืืช ื. ื ืฉื ืกืืืจืืืืืขืชืืืืืืจืื ืืชืืืืืื ืืืืืจืืช . ืืื ืืืชืืจ ืื ืืฆืื, ืจืื ืืืืืจ ืืช ืชืืจืช ืืื ืืชืืืื ืืืื ืืช ืืกืืืฃืืช, ืืืฉ ืืืืขืืช ืกืคืจื
. ืืืฆืืช ืืืชืืจื ืืฉืืืื ืืฉืงื ืืืฆืืจืช ืืืืื, ืืืื ืขืช ืืืจืืMusashi Mi. (1974), 'The Book of Five Rings', The Overlook Press, 1974, ISBN 0-87951-018-8
16, ืืืื-ืชื, ืื ืคื ืืจืื', 97ืืืื ืื ืก, ืืืืื ืืืคืจืกืืื', ื''ืืจืืฉ ืื ืื ืฉืืืืง ืืฆื, ')1996. (ืืกืื ืจ, .ืจืืื ื ื, .ืืืืื ื, .ืฉืคืจ ื, .ืืจืืื ื 372ื ืชืงืฉืืจืช ''ืื ื โืื ืจืืื ื , BBDO/ื ืืืชื''ืื ื โืืืื ืืืืื , ื''ืฆื/ื''ืจืืฉ ืื โืืืืฃ ืืืขืื ืฉืคืจ , ืืื ืืก ืขื ืฉืจ ืืืืืื ืืฆืืง ืืจืืื. 1996, ืืืฆืืืจ . ืจืื ืืกืื, ืืฉืืืืช
>http://www.idc.ac.il/publications/files/227.pdf< ,1996ืกืคืืืืจ , 20' ืขื ,195' ืืืืืื ืืก, ืืืชืืช', ืืจืืฉ ืืืืฃ ืคืืงืื ืืชืงืฉืืจืช, ')1996. (ืืกืื ืจ 373
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืชืงืฉืืจืชืืช ืืืขืจื ืื ืฉื ืงืฉืจ ืืืืจ ืืงืืช. ืืืฆืจ ืืืืจ ืจืืื ืืฉืืืืจ ืืืืืืกืืงืื ืืจืฉืืชื ืื ืืื ืคืืจืืืื ื, ืชืืื ืืืช ืืืฉืืช ืืืงืืืืืืื ืืืคืืงืืื ืืขืืจืืื ื ืคืื ืืืืืืฆืขืืช ,ืืืืืืืืช . 374(Hassman, 2000) ืืืื ืืจื ื
ื ืชืคืจืกืื ืืืืช ืืชืืืช ืืืื ืืชืงืฉืืจืช , 2002ืืืคืจืื 2000ืืื ืืืงืืืืจ .'ืืื-ืืืืช'ืืืฆืข
ืืืืื ืืกืืกืื . 375ื ืขืืืื ืขืจืื ืืืื ืื ืืื, ืืืจืฅ ืืืืจืฆืืช ืืืฅ ืขื ืืฉื ืืืกืืจื ืืืฉืจืืื. ืกืืืืืช ืืืืืืฉ ืืืฉืืืื ืขื ืขื ืืืจ -ืืจืืฉืื ื . ืชืืงื ืืฉืชื ืกืืืืืชื ืคืืกืืื ืื-ืืืฉืจืืื
ืืขืืืช ืืืจืืืืืช ืืืืชื ืฉื ืืชืืืจ ืฉื ืืืจ ืืืืช ื. ืืชืืืืื- ืกืืืืืช ืืืืืืื - ื ืืืฉื ืืืชืืงืคืื ืืฉืจืืืื ืืืฉืชืืฉืื ืืืืืื .ืืืื ืืชืงืฉืืจืช ืืืจืื ืืืืืืืืืืืืจ ืืช ืืืชื
ื "ืืืืืื ืืชืืงืคืื ืืืืื ืฆื. ืจืืืืื - ืืขืืจืืช ืืชืจืืื ืืืคืฉื; Gunmen โ ืืื ืืื ืืจืืืื ื ืืขืงืช ืืืื ืื ืืงืืื ืืืืชืืืืงืืจ . ืื ืฉื ืฆืื ืืชื ืืืืช - ืืชืจืืื ืืืคืฉื ; Militia โ ืืื ื
. โโ?ืืื ืงืืจืืื ืืื ืืืืกืืืื ืืจืืจืืกืืืโโ: ืืขืงืืืช ืืคืืืืข ืืืืืื ืืชืืืืื ,ืืืืกืืืืืืืืฆื ืจืฉืชืืช ืืืืืืืืื ืืืืืืืืช , Politically Correct-ื ืืืื ืืกืืื ืืฉืืืจ ืขืืืืกืืจืช ื
ืขืฉื ืืืืฆืื ืืจืืืืืขืจื ืืืื ืืช ืื ืืืื . ืคืืกืืื ืืืืืขืืื ืืื ืืืื ืืืฉืื ืืืจืืจืืกืืื ืืืืจื ( ืืกืืืืืช ืืืืืืฉ ืืืฉืืืื ืขื ืขื ืืืจ, ืืชืืืืื-ืืืืื ืืกืืืืืช ืืืืืืื ืืืขืืจืช
). ืืชืืืืื- ืืช ืืืืืืื ืืืืื
. ืืกืคืจ ืืืืืื ืืืฆืขื ืืืื ืืืชืืืื ืขื ืืฉื ืืืกืืจื, ืืืื ื ืขืฉื ืืคืืขื ืืืจืืช ืฉืืขืืฉื ืืืจืชื ,376(Wilder, 1986) ืืืืื ืืืจืฅ ืืช ืืืืืื ืืืืืืืจื, ืืฉืจื ืืืืฅ ืงืฆืช ืืชืขืฉืช
ืืืืฉืืจื ืืช ืืืืจื , ืืืืืืืืื ืืช ืจืืืืืืขืืื ืืืืคืขื ืืชืืืืืื ืืืืืจืืืืช, ืื ืืืื ื ืชื ืืื: 2ืืจืืืื ืืืืืืืืื ื ืืืืฉืืช ืขืจืืฅ ืืืืืจืขื ืืกืืจื ืืฉืจื ืืืืื ืื ืืืื ืืื ืืื . ืืืฉืจื
ืจืืฉ ืืืืฉืื ืืจืืง ืฉืจืื .โโืืืื ืืช ืืชืงืฉืืจืชืืช, ืฆืืืืช -ืืืืื ืื ืืืื ืืฉืืืฉ ืืืจืืช โโืกืืื ืืืืฆืื ืืืง ืืกืืืืืืช ืืืกืืจื ืื ืืืกืืจืช (ืืื ื ืืช ืฆืืคื ืืื ื ืืฉืจืช ืืืกืืจื
ืืคื ืืช ืืฉืจื ืืืกืืจื ืืื ืืืฆื ืฉืจ ืืืืฅ ื ื ืืฉืืืืื ืฉืืกืืคื ;ืืืืฅ ืืืื ืืืืืืื ืืืฉืจื ืืืืืก ืืช ืจืืฉ ืืืืฉืื ืืฉืขืืจ ืื ืืืื ื ืชื ืืื ืืืืื ,)ืืืกืจ ืชืื ืื ืืกืืืืืืช ืืขืฉืืืช
ื ืืืืก "ืฆื. ืจืขื ื ืืืกืื ืฉืืคืจ ืืช ืืืคืขืืชืื ืืืืืืืืืื ืืืช ืืื ืืืืช ืืืืืจื, ื"ืืจืื ืืชืงืฉืืจืชืืชืืขื ืืง, ื ืืืืจืช ืื ืืืืช ืจืืืื"ืงืฆืื ื ืืืืืืื ื , ืืฉืืจืืชืื ืืกืคืจ ืืืขืฆื ืชืงืฉืืจืช ืืงืืืืื
ืืืืืจืช ืืจืืืืช ืฉื ื ืืจืฉืืืืืืืขืืช ืืืฉืจ ืืืืื ืืืืคืขื ืืืืืืืืื ื, ืืืืื ืืขืฆืื, ืืคืจืืื .ืืกืืจืช ืชืืงืื ืื ื ืงืืืชืืืืจืง ืืื ืืืืืจ ืขืืืืืืื .ืืฆืื ืืื ืืชืงืฉืืจืช ืืืจื
ืืื ืฆืืจื ืืฉืืจื ืืฉืื ืจืืฉืื ืืช , ืืืื ืืืชืืืื ืืืชืืื ืช ืืงืืคื ืขื ืืฉืืจ ืืืกืืจื
ืื ืืืื ืฉืืืืืืืคื ืืช ืืจืขืืื -ืืืฉืืขืืช . ืืืชืงืฉืืจืชืืช ืืงืจืงืขืืช โืืฉืืืช ืฉืชื ืืืืจืืช ืืืืื ืืืืืืื ืขืืื - ืืฉื ื .Real World-ื ืืืืื ืืืืืชืืื ืขืืื - ืืจืืฉืื . ืขืืืืืชื ื ืืฉืฉืืื ืืืื ืืื ืืืืืืื ืืืจืืืืืืืฆืืื ืืขืืื ืืืืืชื ืืืฉืืื ืืขืืื ืืื . Virtual World-ื
ืืืืืจื ื ื ืืชื ืืืืืฉื ืืขืืื ืชืชืืืืจืื. ืืืชื ืืขืืืชืืืืืื ืื ืฆื ืืฉ, ืขื ืื ืช ืื ืฆื. ืืืขืจืืืืื ื ืฉืืข ืืืกืืจื. ืื ืฆื ืืืขืจืื ืืืื ืืกืืืืื, ืืืืืืจืืืืืื ืฆื ืืขืืื , ืืขืืื ืืืืืชื
ืืืืื, ืืืืจืช ืืขืืื ืืืืืชื ืืคืืกืืื ืืืืืช ืืคืืขื ืืืื ืช ืืฉืจืื ื ืืฆืื. ืืคืฉืจืืื ืืื ื ืื ืืืื ืช ืืืืขืืื : ืืชืืฆืื. ืืืืืืืจืืืืืืจืช ืืขืืื ืืืช ืืฉืจืื ื ืืฆืื ืืคืืกืืื ืืื
ืืช ืื ื ืืชื ืืื ืืฉื ืืช . ืืืขืจืื ืืืืจืช ืืืืื ืืืืืชืืื ืืืคืกืงืชืคืขืื ืืืฆืื ืื, ืืฉืจืืืืืจืช ืืืืืื ืื ืฉืืชืืืืกื ืืคื ,ืชืืจืืืืืืืืืจืช ืืืืืื ืืืื ืืชืืืืกืื ืืืืื ืืืื
.ืืคืืืช ืืืืชื ืืจืืช ืืฉืืืืช ืฉืืืืกื ืื ืืคืืกืืื ืืื, ืชืืืืืชื
,2000ื ืืืืืจ , 6-8' ืขื, ืืืชืืช, 'Frame-ืืกืชืืจืื ืืช ื 2000- ื, ืฉืืื ืืฉืื ืืช ืืื ืงืื' 73- ื โ 2ืืืืื , ')2000. (ืืกืื ืจ 374
<http://www.idc.ac.il/publications/files/226.pdf > , ืืืื- ืชื, ืืืช ืืขืืชืื ืืื', ืืืืื ื ืขื ืืืกืืจื ืืืฉืจืืืืช ืืืฉืจื ืจืืฉ ืืืืฉืื, ืืคืืฉ ืืืืื ืืคืจืกืื ืืืื ืืืืื ืขื ื ืืื ืฉื, ')2000. (ืฉื ื 375 2000, ืืืืงืืืืจ 24
376 Wilder L. (1986), 'Talk your way to success', Eastside Publishing, 1986, ISBN 0-9629260-1-9
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
87
ืื ืื , ื ืืืจืื ืขื ืจืืืืื ืืฉืื ืฆืืื ืกืืืจ"ืฉืฆืืืืืื ืืืช ืืืฉื ืืืกืืจื ืืืืชื ืืขืช ืืื " :ืืืกืืืจ ืืช ืืืื ืืืช ืืืืฉืืCNN ืืจืฉืช ื ืชืืงืฉืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช
,ืชืฉืืืชืื ."?ืช ืืฉืจืื ืืื ืขืช ืืขืืชืื ืืื ืืืืื ืก ืืืกืงืจ ืืช ืื ืขืฉื ืืืืืจื ืืงืจืืืชืืืฉืืืื ืขืืชืื ืื ืืจ ืฉืืขื ืืืชืขืืช , ืฆืืืื ื ืืืืขืก ืืกืืืจ ืฉืืื ืื ืืืืืืช ืืืฉืืช ืืฉืจืื ืืงืื
ืืฉืืืกื ืืืจื .โโืืืคืขืืื ื ืืื ืื ืืืืืข, ืืจื ืื ืืืืจื ืืืืโโื ืืืคืจ ืืช ืืฆืืืื "ืขื ืืืืื ืฆืืืชืื ื ืืกืื ืื ืืืืืืจ ืื ืืื ื ืืืืช ื ืืชื ืืื ืืืืื ืืืืขืช ืคื ืื , CNNืฉื ืืืืฉืช ืืืืฉืืช
, ืืจืืืื ืืจืฉืช ืฉืืชื ืื ืืื ืืืื ืืืืจ ืืื. ืื ืื ืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช ืชืฉืืืชืขื ืขืฉืจืืช ืืืืืื ื ืฆืืคื ืืืืืืืื ืืจืืื ืืชืงื ืืช ืืจืืฉื ืืฉืืืื ืฉืืฉืืืจ ืืืชื ืืืืจ ื ืืกื
ืืืกืืจืช ืชืืจืื , ื''ืื ืืืืื ืื ืืืืืจ ืฆืืืืฉื ืืืืืื ืืชืงืฉืืจืช ืืืืืืืืช ืื ืื. ืืขืืื- ืฉืื ืฆืจืื ืืืชืจืืฉ ืืื ืฉืงืืจื ื": ืืกืืืจื ืื ืฉื ืืฆืื. ืืื ืฉื ืชืงืฉืืจืช ืืฉืจืืืื ืฉื ืืชืCNN ,ื ืื ืื ืืืื ืืืืืืืืฉืืืืช ืฉืืืื ืืฆืคื ืืืฉืืช ืืืช ืจืฉืชืืืืจ ื" .
ืืื ืขื ืืืฉืจื. ืืฉืจื ืืืืฅ ืืืฉืจืืื ืช ื ืืืืืชืคืืกืืฉืื ืื ืืืฆื ืืื ืืืืงืฆืืขืืื ืืื ืืคืชืจืื
, ืืืชืืืคืชื ืืืืื . )ืืืืจื ืืชืงืฉืืจืชืืช( ืืงืืช ืขื ืขืฆืื ืืช ื ืืืื ืืืขืจืื ืืขืืื ืืืืืืืืืืฉืื ืืืจืืื . ืืืชืืืืช ืืืคืชื ืืื ืขืืืื ืืชืืืืื ืืขืืื ืืืืืจื ื, ืืืืืก ืื ืฉื ืืงืฆืืข
ืืืื. ืืจืื ืืืื ืืืชืืฉืืชืืืื ืืื ืืืกืืจืช , ืืืื ืงืฆืจืืืชืืฆืข ืืืืืืืคื ืืื ืื ืืื ืื ืืืงื ,ืืืืื ืคืชืจืื ืืช ืืกืืจืชืืื ืฉืืฆืืขื, ืืขืืื ืคืืจืกืื ืืชืืืช ืจืืืชืืชืงืฉืืจืช ืืืจืฅ ื
. ืืืืื ื ืขื ืืืกืืจื ืืขืืจ ืืกืืื ืืช ืืืืืืืช ืืฆืืข ืืืืืก ืืช ืืขื ืืืืืื. ืจืขืืื ืืช ืืืืืืืืชื ืืจืืฉื ืฉื , ื ืืืกโืฉืื ืืืจื ืงืื ื ืืช ืคืืืจ ื, Larry King Liveืืชืืื ืืช , CNNืืจืฉืช
ืืคื ืื ืืฉื ืืืื ืืืื ืืืฉืจืืืืืืฉื ืืืกืืจืชื .โโ?ืื ืืื ืื ืืืื ื ืื ืืฉืจืืโโ, ABCืจืฉืช . ืืชืงืฉืืจืช ืืขืืืืืื
ืจืืฉ . ืื ืืจืง ืืืืื ืฉื ืจืืฉ ืืืืฉืื ืืจืืง ืฉืจืืืืื ืืคืชืจืื ืืฆืื , ืืกืืืืื ืฉื ืืืจ
ืืืขืื . ืื ืืืจ ืืขืฉืืช ืืขื ืืืื, ืืืืจื ืืชืงืฉืืจืชืืช ืืืฉืืช ืฉืืืื ืช ืืฉืจืืืืืืฉืื ืืืื ืคื ืื ืืช ืืืื ื ืื ืืืืื ืื ืืืืืืื ืืืจืืฉ ืืืืฉืื ืขื ,ืืจืื ืืชืคืืกืชืืช ืืืืชื
ืืืฉืชืื ืขื ืืื ืืืืื ืืืชืืงืฃ ืชืคืงืืื , ืืืขืืื ืืืืืื ืชืืืขืืื ืืืื -ืืฉืชื ืืืจืืช ืกืืืืชืื ,ืืชืงืฉืืจืช ืืืืื ืกืช ืืคืงืืื ืืืฉืื ืืชืืืืกื ืืืืืื ืื ืืืจื, ืฉืจืื ืืขืืจ .ืฉื ืืืืืื ืฉืื ืืื ืืจืก, ืืชืงืืคืช ืืืื ืช ืจืืฉ ืืืืฉืื ืื ืืืื ื ืชื ืืื. ืืชืืื ืืืืฉืืื ืืช ืืืืจืืื
. ืืืช ืืืช ืืืข ืื ืื ืืืื ื ืชื ืืื, ืืื ืชืงืฉืืจืช ืื ืืืื ,ืื ืืื ื ืืื. ื ืืื ืืชืืืืืืชืงืฉืืจืช ืืขืืจืื ืืขืืืืืชืงืฉืืจืช ืืื ืืืืืื ืืงืฆืืขืืื ืฉื ื ืืืื ืืขืืืชื ืืืืื ืืืืืชืขืจืคืืช . ืืืชืืื ื
ืืงืื ืืื ืขื ืืืฉืืช ืืฉืจืื ืงืืื ืื ,ืืืื ืืืชืืืื ืขื ืืืชืืจ ืืชืงืฉืืจืชื ืืืื ืืืืื
. ืืืื ืืืืฉืืืื ,ืืขืืื ืืืืืชื ืืืืื, ื ืชื ืืืชื ืืฉืงืืืืขืืื ืืืืืื ืืฉ ืขืงืจืื ืืช ืืืืืืืฉืื . ืฆืืคื ืืขืืื ืืืืืืืื ืงืืืช ืืื ื ืืืืชื ืฆืจืืื ืืืืฉืงืืื ืคืขืืื ืืขืืื ืืืืืชื
ืขืืื ืืื ืื ืืืืจืช ืืงืจื ,ืืื ืืืืืืฉืจ ื ื ืืื"ืืื ืฉืืฆืื ืืฉ ืจืืื. ืจืืืืื ื ืืืื โืฉื ื ืขืืื ืืืืืื ืืืืจืื ืขื ืื ืืืืืืช ืืคืืขืืื ืืืืชืื ืื ืืื "ืืืืืื ืืืืืช ืจื. ืืืืืื
, ืืฉืืช ืืคืจืกืื ืืืืฉืืชืืช, ืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช, ืืฉืจื ืืืกืืจื, ืืฉืจื ืืืืฅื(ืืฉื ืืื , ืืขืืื ืฉืจ ืืื ืืืืจืื ืขื ืืืขืจืื ืืชืงืฉืืจืชืืช. )ื"ืืืืจ ืฆืืืจืื ืืืกืืจื ื
ืช ืฉืชื ืืืืจืืช ืืืืืื ืื ืื ื. ืืคืืคืื ืืฉืืจืืช ืืจืืฉ ืืืืฉืื ืื ืชืื ืื ืืืจืืชื ืืืื ืืืืชืืืืฆืืืืืช ืืืืืืช ืืช ืืืขืจืื ืืขืืื ืจืืฉ ืืืืฉืื ืืืื ืื ืื . ืืฅ ืืื- ืืืืฆืขืืช ืจืืฉ
).ืืชืงืฉืืจืชืืชืืืืื ืืช ืืืืขืจืื (ืืืช ืืืขืจืื ืืขืืื ืืืืืื ) ืืืขืจืื ืืฆืืืืช(ืืืืชื ืืชืงืฆืื ืืคืจืกืื . ืชืงืฆืื ืจืืืืื ืื ืืขืจืื ืชืงืฉืืจืชืืช ืืื ืืจืืจ ืื ืื ื ืืชื , ืืขืืจ ืืืืืืฉืงืืข ืืืขืจืื ื ืืื. 377ืืฉื ื ืืืืืื$ 1.5ืฉื ืืืงืฃืขืืื ืขื โ ืงืืงื ืงืืืโ ืืืขืืืื ืฉ
ืืืงืืืืื ืฉื ืืืจืืช ืืคืจืกืืืกืืื ืืืืื ืืืจืื ืืชืงืฆืืื , ืืชืงืฉืืจืชืืช ืฉื ืืฉืจืื ืืขืืื
377 Endicott R.C. (2005), 'Global Marketing', Advertising Age's, 14th November, 2005, p. 4
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
88
ืื ืฉื ืฆืืืช 32-ืืจืื ืืขืืจ ื. 378)ืืืืืื ืื ืืืช$ 31-ืืืืืื ื$ 23ืืื ( ืืืกืืืืืจืืืืคืื ืืขืืืืื ืืจืฉืืช ) ืืืืืื ืชืงืฆืื ืคืขืืืืช 4$-ื, ืืื ืืืฉืืืจืืชืืื 4$(ืืืืืื 8$ ืืืชืงืฆืื ืืืื ื
.379(Hassman, 2002-4:1; 2004-7) ืืืืฃ ืืชืงืฉืืจืช ืืืืกืืจื ืืืฉืจื ืืืืฅ ืืคืืกืืื ืืืืืื ืืชืืืืืืช ืืืืืืช, ืืืื ืช ืืฉืจืื ืืืืืื ืืืฉืืจืื ืืงืืืื ื ืืโืืขืจืื ืขื ืื
2ืืืฉืืช ืขืจืืฅ ืคืจืฉื , ืืขืืื ืืืืืชื ืืชืืืื ืืืืืื ืืืจ ืชืืืืช ืืงืจื. ืืขืืื ืืืืืืืืขืงืืืช . ''ื ืื ืืขืืื ืืืืืื ืืืจ ืืืโืืงืจื ืขื ื'' โืืืืืจ ืืช ืืืืฉืื , ืืืื ืืขืจื
ืืืืฆืขืืช ืืืกืืจ ืื ืืกืช ืขืืชืื ืืื ืืงืืืืื ืืืจืื ืืืจืื (ื ''ืืืืืงืื ืืชืงืฉืืจืชื ืฉืืฆืจ ืฆืืืื ืืกืจ .โโื ืื ืืื ืืืโืืโโ: ืืกืจ ืคืฉืื ืืืืฆืขืืช ืืฆืืื ืขืืืืืช ืืฉืื ืืคืืกืืื ืืื, )ื ืื'ืืืืื ืืชืงืฉืืจืช ืืช ืกืืื ืขืจืืงืืช ืืฆืืืขืจืคืืช ืืืกืจ. ืงืฉื ืืืชืืืืืืื ืืืื ืืื
ืืืืจ ืืฉืืืืจ ืืืื ืืื ืขืื (ืืืืฉืืช ืืฉืจืื ืื ืืฉืืืื ืืืฆืื ืืืืจ ืจืืื ืืืื , ืืืืืืืืืืืืืืืจ ืื ืจื ืืืื ื . ืืืื ืืช ืืฉืจืื ืฉืื ืืฉืื ืืื ืืงืฆืืขื. )ืืืืื ืืืืจ ืืืขื
;ืืืกืืืจ ื"ืืจืืฉืืขืื ืคืจืก ืืฆื ืืฉืจ ืืืืฅ . ืืืืฉืื ืืช ืืืฉื ืืืกืืจืชื ืืืืื ืืคืขืืืืื ืฉื โโ - ื ืื ืื ืชื ืืขืืชืื ืืื ืืืกืชืืื ืืืื ื ืืคืืืืื ืืืืืฅ ืืกืจ ื ืืื โื ืคืชื ืืช ืโโืฆื
ื ื ืืืช ืืฉืชืฃ ''ืืฆืืจืืขืื ืื ืฉืื ืืขืืช ืืืืงื ืืืืื ืช ืื"ืืื !".ืื ืืื ืืื, ืงืจื ืงืฉื .ืคืขืืื
ืขืงืจืื . ืืื ืื ืืืืจ ืืื ืืืขื ืืจืฉืืืืช -ืขืงืจืื ืจืืฉืื ?ื ืื'ื ืืื ืืื ืืืชืืืื ืขื ืืฉืืจ ืืืฆื ื
ืื ืื ืืืืช ,ืืื ืกืืคืืจื ืืืกืื ืืืืื, ืืืืจ ืืช ืืืืช ืืจืง ืืช ืืืืช ;ืืืืืช ืืฉืจืื -ืฉื ื ืืืืืื ืืืืืืช ืื , ืื ื ืขืฉื ืขืืื ืืืฉืื( ืืืืืืช ืืคื ื ืฉืืืืฉืืื -ืขืงืจืื ืฉืืืฉื . ืงืฉื
ืืคืจืกื ืืช ืืขืืื -ืฉื ืขืงืจืื ืืื. ืืกืคืจ ืื ืงืจื ืืื ืืืืืื ืืขืฉืืช -ืขืงืจืื ืจืืืขื . )ืืืืืืช -ืืคืืขื .ืืงืืช ืืช ืืืืืื ืืืืืื ืืืฉืืื ืืืฆื -ืขืงืจืื ืฉืืฉื . ืืื ืืืฆืขื ืืชืงืฉืืจืช
ืืขื , "ืืื ืื ืืื ืืจืก, ืืจืืจ ืฉืื ืืื ืืื" โืืืืืฉ ืืกืจ ืืืื .ืขื ืฉืื ืืืืืจืื ืืฉืชืืืืช ืืืกืืฃ - ืืฉืืื . ื ืืโืืชืืจ ืืคืจืืืจืื ืื ืงืจื ืืงืจื ืขื ืื, ื ืืืืืืช ืื ืืงืื ืฉื ืืจืื''ืฆื) ืฉืื ืืืืช ืืื ืฉืคืช ืืืื(ืงืฆืื ืื ืืืืืืื ืืืืจืช. ืื ืืคืจืกืืื ืืงืืืช ืืืืืืชืื ืื ื
ืฆืืื ืืืื -ืืกืจ ืื โ ืืขืืงืจืื ืืืกืืจืืื. ืฉืืชื ื ืขืืืืืช ืฉืืื ืฉืืชืจืืืื ื ืืืื ืืชืงืฉืืจืชืื ืืื โโ: ืืืกืจ .ืืืืืืช ืืคืจื ืฉืืื ืืื ืืืืืืช ืืืืฉืื ืืืจืืื โืืฉืืื .ืืืืืืจ ืืืื ืืช
ืืืกืืืจ ืืช ืืกืืื ืืืจืก ืืื ืชืง ืืช ืืงืฉืจ ืืื , ืืืืืืช ืืืจืก. โโืืื ืืืจืก ื ืืจืื, ืืืืืืกืืืจ ืฉืืืืืืืกืืื ืืืืจืืืช ืคืื ืชื ืืืื ื ืืคืืืืื ืืขืช ืืื ืขืฉืจ . ืืจืืืช ืืืจืก ืืืื
ืืืืจ ืืื ืขื ืืืื ืช . ืืืืืืก ืืืกืืืืืืืื โืื, ืืฉืื ื ืฉืืจื ืืืืื ืืชื ืืืื, ืืื ืืืืืืืขื ืืืกืื ืชืชืืืืืื ืืืฆื ืขืื ืืืขืืื ืืช, ืืขืฉืืชื ืื ืืืืื ืชืืฉืจืื ืืื ืืืฆืืืจ
] ืช ืืืจืืจืืืื ืืชืฉืชื ืืคืืกืืื ืืืื ื ืืืงืื ืืขื ืชืืช ืืงืื ืกืคื ืฉ[ ืืืืืื ืืืืจ(Hassman, 2002-4:2)380.
ืืื ืฉื ืขืจืคืืช ื ืืืืืืืฆืื- ืื - ืืืืืจืืื ืืชืงืฉืืจืชื ืืืขื ื ืืืขืืขืจืื ืขื ืืืืงืืฉื ืื .ืืคืื ืืกืืื ืืืืื ืจืืืื ืืื ื ื ืืชื ืืืืื ืืืืชื ืืืืืื. ืืขืืืืชืงืฉืืจืช ื
ืืงืืืื ืืืืืืืืฆื-ืืืขืืจื ืชืืืื . ืืืช ืืฉืื ืืืจืืื ืืืกื ืืคื ื ืฉื ืืจืชื ืืืืืื. ืืืืืืืช ืืืืขื ืคืืืขืช ืืืืืืื ืืืกืจืืื ืืืฉืฉืื ืืืืจืืงืืื . ืืืืฆืขืืช ืืื ืืชืงืฉืืจืช
ืื ืฉืืื ืขื . ืืืืืื ืืืืคืฉ ืืืืืืืช ืืืื ืืขืืื ืืชืงืฉื ืืฆืืช ืืืื ืช ืืืืชื ืื ืืชืืฆืื ืืื ืฆืืจืืืจืืืืื ืืื ืืขืืื ืืืขืืืื ืืืขืจืื ืขื ืืืืงืื . ืืืืืืื ืืชืืืจ ืืฆืืจ ืืจืฉืข โ ืืืจืืฉื. ืขืืงืจืืื ืืจืืืืืืืฉืืื ืขื ืืจืืข ืืืกืืจืืืื . ืืืืฉ ืืกืืจืืืื ืชืงืฉืืจืชืืช
โืืจืืืขื .ืื ืืจืืช ืืคืจืกืื ืืืขืืจืช ืืืกืจืืืืจืช ืฆ โืืฉืืืฉื .ืืืืจ ืืืืจืช -ืืฉื ื .ืืืกืจ .ืงืื ืืืขืืืืืจืช
378< http://192.118.60.9/Pirsum/HomePage/RptExamples.asp>
>http://www.idc.ac.il/publications/files/203.pdf <, 2002, ืืืคืจืื 15, ืืืืืก', ืฆืื ืืชืงืฉืืจืช ืืืฉืจืื, ')2002. (ืืกืื ืจ 379; >http://www.idc.ac.il/publications/files/204.pdf<, 2002, ืืืคืจืื 24, ืืืืืก', ื ืื'ืืืขืจืื ืขื ื: 'ืคืจืง ื -ืื ืชืงืฉืืจืช ืืืฉืจืื ืฆ, ,')2002. (ืืกืื ืจ 380
>http://www.idc.ac.il/publications/files/206.pdf <, 2002, ืืืืื 1, ืืืืืก', ืืืืืื ืืืืจ ืืืกืืจื ืขืืฉืื 150, ')2002. (ืืกืื ืจ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
89
ืืช ืฉืชืืืจืชืืง ืขื ืืจืก . ืืื ืชืืง ืขื ืขืจืคืืชื ืคืืฆื ืฉืืืขืืช ืฉื, ืืชืงืืคืช ืืืฉืืช ืืจืง :ืืืกืจืืขืืืืช ืืกืคื ืชืืืืืช ืืืฉืืืช ืืจืืช ืืืจืืื ืื ืืื ืืืืืืื : ืืจืฉืืช ืืคืืกืืื ืืืช ืืฉืืืชืืืืช
ืชืจืืืช ืขืจืคืืช ; ืชืฉืืืื ืฉืืื ืืขืืืื ืืจืฉืืช; ืืืฉืืื ืืช ืืื ืง ืืคืจืืืื ืฉื ืขืจืคืืชืืฉืืื ืืื ืืืืืืชืคืืืขื ื; )ืื ืืืืืืืื ืืืช ืจืืืฉ ื ,ืกืืืืกืืจ ื( ืคืฉืข ืืืฉืจืืืืชืืืจืืช ืื
; ืขื ืืฉืจืื ืื ืื ืืฉืืื ืืฉืืชืืฃ ืคืขืืื'ืืื ืฆ ;ืืืืืกืงืกืืืืืืืืจืื ,ืืืืืืช ื ืฉืื(ืืจืฉืืช ืงื ืืืช ืืขืจืื ืืคืจืื ืฉืืชืืืจืจื ืขืจืคืืช ืกืืื; )ืชืจืืคืืช ืืืืคืื ืจืคืืื ืืืื ืกืืจื ืขืืืคืืช ืืืชื
ืืืืืฅ ืืื ืืืขืืืจ ืืช ืืืกืจืื ืืชืงืฉืืจืช ืืืืืืืืช: ืืืืืจ .ืขื ืืฉืืื ืชืืฉืื ืืจืฉืืชืืื ืื ืชืคืก ืืขืืืืชืงืฉืืจืช ืืื ืืืืฉืืช ืืฉืจืื ืืืกืจืื ืืืืืจ ื, ื ืืืืืืืืืฆืขืืช ืืืจ
,ืื ืฉื ืชืงืฉืืจืช -ืงืื ืืขื ืจืืฉืื ื : ืงืื ืืืขื. ืืืืื ืืื ืืงืฉืืจ ืืืืกืจ ืขืจืคืืช โ ืืืื ืื, ืืจืืื ื ืืืืื, ืืจืืื ื ืืืืืืช ืืื ืืืจื - ืงืื ืืขื ืืฉื ื .ืืขืืืืืืืงืื ืชืงืฉืืจืช ืืืฆืืืื
ืื ืฉื , ืื ืฉื ืืืง ืืืฉืคื, ื"ืจืฉืืืืช ืื, ืจืืื ื ืกืืืข ืขืืืืืืื, ืืจืืื ื ืืืื, ืคืืื ืืกืืืืืจืืื ืื , ืงืื ืืฆืืคืื - ืงืื ืืขื ืกืืคื. ืงืืืื ืืืืืช ื ืืฆืจืื ืืืืกืืืื ืืืืฆืขื ืชืงืฉืืจืช ืืืฉืจืชืื
ืืืฉ ืืื , ืืชืขื ืืื ืื ืื ืขืฉื ืืืืจื ืืืื ืืืืืืชื, ืชืงืฉืืจืชืืงืืจืืื ืฉื ืืืฆืขื ืืืืืืื ืื ืืืืื ืืจื ื -ืฆืื ืืจ ืชืงืฉืืจืช ืืจืืื : ืกืืืฆืื ืืจืืช ืืคืจ .ืืืืืืช ืืืืื ืืชืืืืืืืข ืขื ืืงืืื
ืืืืฆืขื ืชืงืฉืืจืช ืืื ื ืืืฉืืืืืข , ืืืืื ืืจื ื ;)ืคืืจืืืื, ืืชืจื ืืืฉืืชืืืืฆืขืืช (ืงื ืืืช -ืืืฆืขื ืืืืืื ืืืจืืื ืืื ื ื ืคืจืกืื . ืขืืชืื ืืชืืจืืื ืื ,ืืืฉืืชืืื ืืืืืืื ืืืืืืืืื
. 381(Hassman, 2002-4: 3) ืืืกื ืฆืืืืจ ืืื ืืืืฆืขืืช ืืื, ืืจืฉืชืืช ืืืืืืืื ืืืืืจืืื ื
. ืืืกืืจื ืืืืืืชืืืฉืืื ืืกืคืจ ืืืืื ืืืื ืืฆืืืื ืืืฉืืช ืืฉืจืื ืืจืฉืื ืืืืืชืืืขืจืื ืืืจืืื ื ืื ืืืง ืืืชืจ ืจืืฉ ืืืืฉืื ืืจืืื ืฉืจืื ื ืืชื ืืื ืืืืื ืื, ืจืืฉืืช
, ืื ืืจืง ืืกืืืืืช ืืืืืืืืืช ืืืืืืฉ ืขืกืง ืื ืืขืืืืชืงืฉืืจืช ืืื ืืืืืื ื, ืฉื ืืช .ืืชืงืฉืืจืชืืชืืืชื ืืืืช ,ืืฉืืืชืืืืช( ืืกืืืืืช ืืืืืืืืืช ืขืจืคืืช ืืืืื ,ื ืืืืืคืืกืืืืคื ืฉืฉืืคื
ืืช ืฉืื ืชืืืขืงืืืช ืืืฅ ืืืกืืื CNNืจืฉืช ). ืืขื ืืคืืืขื ืืืืจืื ,ืจืฉืืชืืฉื ืืืฉืืช ื ,ืืืกืืืืืืืื โืขื ืืื ืืช ืงืืฅ ืืืืื ืืืืืก ืื ืืืจื ืืชืืฉื( ืืืื ืืืช ืืขืจืืช ืืืืฉืืชืขื ืืจืคืืจืืืช ื ืขืจื ืืืืโโ ืชืฉืืืืช ืืชืฉืืืโโืืชืืื ืืช ;ืืืืืืืืืื ืืื ืืืืื ืืืืืช ืฉ
ืืืืฆืืขืืฉืงืจืืืช /ืชืื ืืืืืชืืืชืืขืจืคืืช ืืืืื ื ืืชืื ืืืฉืืืชื ,ืืคืืกืืื ืืืชืืจืฉืืช ืื ืืจืฉืืช ).ืืจืคืืจืืืช
ืืื ืืืืืื . ื ืืืื ืืจืืื ื ืืืืืืช ืืืืืืืฉืืจืื ืขืจืื ืืฉืืืืฉ ืืื ืืงืืืฉ ืืื
ืืช ืืกืืจื ืื ืืืืช ืืืื ืืช ืขืจื ืืขืจ, ื ืืืืจืื ืขื ืืฆืืื ืืช ืืืืขื ืืช"ืืืืกืืืจืืช ืฉื ืืืืืฆืืืื ืืขืจืืื , ืืืืื ืขืฉืจืื ืืฉื ืื ืืืืจืื ืืช. ืืืืืืืฆืื ืฉื ืืืื ืช ืืฉืจืื-ืืขืืื ืืื
.)ืืืืืื ืืืขืจื ืืืจืืคื( ืืืฉืืื ืืืชืงืฉืืจืช ืืืืื ืืช ืืืขืจื, ืืืืื ืืืืื ืฆืืืืืืจ ืืืขืืื ืืืงืจ ืืฉืืืงืื ืืืจืืื ืฉื ืืืืืื ืืืื . ืืืจืืื ืืื ืขืจืื ืืืืืจืฃืืคืจืฉื ืืืืื ื ืฉื ืขืืชืื
ืืขืจื ืืจืฆืืช ืืืจืืื ื ืืืืืืช ืืืื ืื ืืืื ืืืืื ืฆืืืฉืืื ืืืืกืืจื . ืืื ืขืจืื ืืืืจืืงืื . ืืฆืื ืฉืคื ืืฉืืชืคืช ืขื ืืืฉืืจืื ืืขืจืืื
ืื ืืืจืืื ืื ืืืืืืืื ืืช . ื"ืืจืืื ื ืืืืืืช ืืืื ืื ืืืชื ืืืคืื ืืฉืืืืื ืืืืกืืืช ืืื
ืืช , ืฉืืจืชืืช ืืชืง, ืืืืื ืืืืื ืฆืืื ืืืืืืื ืืช . ืืื ืืจืืืืช ืืงืืคืืกืื ืืืืื ืืช ืืืขืจืืืกืงืืืจ . ืืขืืื ืืืืืจื ื ืื ืืืืืจืื ืืกืงืืืจ ืืฉืืืฉื. ืืขืช ืืงืื ืืืช ืืขืฆืื ืืืืื ืืืช
, ืืกืงืืืจ ืืฉื ื. Civil Service-ื ืื ืฉืืื ืืืื ืืื ืื ,ืืืืืชื- ืืจืืฉืื ืืื ืืกืงืืืจ ืืฆืืืืจื-Non/ืืืฉืืชืืื-ืืื-ืืื ืกืงืืืจ ืืืจืืื ืื ,ืืืกืงืืืจ ืืฉืืืฉื ,ืืื ืืกืงืืืจ ืืขืกืงื
Governmental Organizations )NGOs(382 .ืจืืชื ืืคืงืืืืช ืืืืฉืืชืืช ,ืืืืื ืช ืืฉืจืื
, 2002, ืืืคืจืื 28, ืืืืืก', ืืืขืจืื ืขื ืืืืงืขืื: 'ืืืง ื โืฆืื ืืชืงืฉืืจืช ืืืฉืจืื , ')2002. (ืืกืื ืจ 381
http://www.idc.ac.il/publications/files/205.pdf> < 382 Non-Governmental Organization (NGO) is a non-profit group or association that acts outside of institutionalized political structures and pursues matters of interest to its members by lobbying, persuasion, or direct action. The term is generally restricted to social, cultural, legal, and environmental advocacy groups having goals that are primarily noncommercial. NGOs usually gain at least a portion of their funding from private sources. Because the label "NGO" is considered too broad by some, as it might cover anything that is non-governmental, many NGOs now prefer the term private voluntary organization (PVO) or Private Development Organization (PDO). A 1995 UN report on global governance estimated that there
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
90
, ืืกืงืืืจ ืืฉืืืฉื ืืฆืืื ืืืื ืืืืืจืื ืชื ืืขืืช ืืืื ืื .ืืคืขืืื ืืืืืืช ืืืื ืืืจืืืจืื ืขื ืื ืคืขื . ืจืขืืื ืืช ืืชืืืคืืืืืฉ, 383(Gandhi, 2002; King, 1992)ืืืจืชื ืฆืืง ื ืืื ืขืื
ืืืจืืช ืืขื ืง ืืืืืืืืืืฆืื , ืืขื-ืคืขื ื ืื ืืืชืื, ืืืืจ ืืืจืฅืืืืื ื ืขื ืืืืืช ืืกืืืื(Klein, 1999; Roddick, 2001)384,31 , ืืชืงืฉืืจืช . ืขื ืืืืืืช ืฉื ืืืืืื , ืขื ืืืืืืช ื ืืืืคืขื
ืืขืืชืื ืืชืื ืืืื ื ืืฆืืงืช ,ืืืชืืืจื ืื ืืืืงืืื NGOs-ืืืืืจื ื ืขืฆืืืืืื ื ืืช ืืจ ืืจืืื ืืืืจ ''ืืืืืจ ื, ืืืืื ืื ืื โ ืืืืืืืชืืืืืืืื ืืืืงืื ืฉื ืชื ืืขืช ืืฆืืง . ืืจืื . ืืืืืชืืืื ืชืจืื ืืื ืกืืื ืืืื ื , ื ืืกืื ืื ืืื, ืงืื ื
. ืื ืืจืืื ื ืืืืืืช ืืืื ,ืืืืืืืืชืื ืชื ืืขืช ืืฆืืง ืืฉืืืื ืืืชืืืจืืืืกืืจื ืฉืืืื ืืช ืขืจื
ืืืืืืื ืืช ืืืืชื ืขื ืืืฉืืจืืช ืืฉืืืืช ืืืืฆืขืืช ืฆืืืืช, ืืืืงืืืืจืืืืื ืืช ืฉืืื ืฉืืืืื ืืื ,ืืื ืืืืืืช ืคืจื ,ืืื ืืื ืื ืืฉืืขืืชืืืืื ืืช ืืืืจืืช ืฉืืื ืืืืฉื ืืืืืืช . ืืืจืืืื
ืืื ืืื ืฉ, ืืืื ืืช ืฉืืื ืืืืืืช ืืื ื ืจืืกืืช ืืืืจ ืฉืืฉืืจื. ืืื ืืืืืืช ืืืืื ,ืืืืืืช ืื ืฉืืืขื ืืชืืื ืคืืขื, ืืืื ืืช ืฉืืืขืจืืช ืืฆืืง ืืืืฉืคื ืืื ืืื ืื ืืฉืืขืืช. ืืชืืืืงืจืื ืืืืจืืช
ืืืืฆืืืืช ืืืืจื ืืกืขืืืืช ืขืจื ืืืืืืชืืืื ืืช . ืฉืืื ื ืืงืืืืื ืืขืืื ืื ืืืจืืืืช ืืืื ืคื .ืืืจืชืืช ืื ืืื ืื, ืืจ ืืขืืจ ื ืฉืื ืืืืืฉืืืช ืื ืืืืฃืืื ืืชืืื
ืืืืืืืฆืื ืฉื ืืืฉืืจืื ืืขืจืืืื - ืืืฆื ืื ืชืื ืืืขื ืืชืงืฉืืจืชื ืฉื ืืืื ืช ืืฉืจืื ืืื ืื
ืืืฉืืช ืืฉืจืื ืืืฉื ืฉื ืื ืืืกืจ ืืืชืืืืกืืช ืืืงืฆืืขืืช ืฉื . ืืืืืืืืชืืขืื ื ืชื ืืขืช ืืฆืืง ืืืืื ื ืืกืคืช . ืืืืื ืืชืืฆืื, ืื ืืจืืื ื ืืืืืืช ืืืื, ืขืืื ืืืงืืืื, ืื ืขืืื ืืชืงืฉืืจืช
, ืืืืืืืืชืืืืื ืืจื ืฉื ืชื ืืขืช ืืฆืืง , ืืชื ืืขื ื ืื ืืืืืืืืืฆืื. ืืืืกืืจื ืืฉืืชืืฃ ืืคืขืืืืืฆื ? ืืกืขืืืืชืืืืื ืฆื ืฉื ืืืืืง ืขืืืืช ืขืจื . ืืชื ืืืืช ื ืื ืืืจืืช ืืขื ืง ืืืืืืื
โืืืืื ื ืืกืคืช . ืืชืฉืืื ืืฆืืื ืืฉืืื? ืืขืืืืืจืืื ืื ืืืืจืชืืื ืื ืืฆื ืชืขืฉืืืช ืื ืคื ืืช ืขืื ืืืืืจื ืืืืชืจ. ืืขืืชืื ืืืืจืฃ ืืืจืืื ืืชืคืจืกื ืืืืจ ืืืฉืืื ืืื ืืฉืจืืืื ืื ืืฆืื
ืืืกืชืืื ืืงืืคืืกืื ืืจืืื , ืืืจืืืืช ืืืงืืจ ืืืื ืืืืื ืฆื, ืืกืขืืืืช ืืืจืืื ืืืฉืืจืืจ ืขืจื ืืืจืืืืช ืืืฉืื ืืืืืืฉ ืื ืืืื ืืืืื ืฆื. ืืฉืจืื ืืืื ืื ืืฆืืืืืืืื ืืขืืจื ืืฉืืืื ืืื
ืืคืืืช (ืืืืฉืช ืืืจืืคื ืืืคื ืฉืืขืืชืื ืืฉื ืืืื ืืืืื ืฆื, ืืื ื ืืฉื ืืฉืื ืืืคื ืืืืืืื, ืขื ืืฉืจื ืืืืฅ. ื ืฆืืื ืืฆืืง ืืขืืืืืืื ื ืืืื ืื ืืฆืื ืืจืืืื ืืช ืขืฆืื ). ืืฉื ืื ืขืืจื
ืฉืืจืืจ ืืกืขืืื ืืืกืขืืืืช ื ืฆืื ืฉื ืขืจืืืืืืื-ืืืืกื ืืฆืืช ืืืขืจืื ืืืืืืฉืืจืืจืืช ืืืื ืืื , ืื ืฆืจืื ืืฉืงืจ. ืืคื ืื ืืืืืชืืืช ืฉื ืืืืืื ืืกืขืืืืช ืืืจืืืื ืืฆืืช -ืืฉืืื . ืืืจืืื ืื
ืืืจืื ืืช ืืืกื ืืืืืจื ืืกืขืืช ,ืืืืืืืืชืืืืื ืืช ืืขืืืืืช ,ืคืฉืื ืืกืคืจ ืืช ืืืช .(Hassman, 2002-7:1)385 ืชืืืจืฅ ืืืืืืืช ืืืืืืืืืืคืจืกืื ืืืฆืืืื ืืช ืขืจื ืืกืขืืืืช
are nearly 29,000 international NGOs. National numbers are even higher: The United States has an estimated 2 million NGOs, most of them formed in the past 30 years. Russia has 65,000 NGOs. India has 2 million NGOs. Dozens are created daily. Non-Governmental Organization (2006), Wikipedia, viewed 17th July, 2006, <http://en.wikipedia.org/wiki/Non-governmental_organization> 383
See 59 for reference. King Jr, M.L. (1992), 'I have a Dream', HarperSanFrancisco, 1992, ISBN 0-06-250552-1 384 Roddick A. (2001), 'Take it Personally', Conari Press, 2001, ISBN 1-57324-707-3; Achbar M., Abbott J. (2003), 'The Corporation', USA, 2003. Plot Summary: Since the late 18th century American legal decision that the business corporation organizational model is legally a person, it has become a dominant economic, political and social force around the globe. This film takes an in-depth psychological examination of the organization model through various case studies. What the study illustrates is that in its behavior, this type of "person" typically acts like a dangerously destructive psychopath without conscience. Furthermore, we see the profound threat this psychopath has for our world and our future, but also how the people with courage, intelligence and determination can do to stop it. <http://us.imdb.com/title/tt0379225>; Spurlock M. (2004), 'Super Size Me', USA, 2004. Plot Summary: Documentary filmmaker Morgan Spurlock makes himself a test subject of this documentary about the commercial food industry. Rigorously eating a diet of McDonald's fast food, three times a day for a month straight. Spurlock is out to prove the physical and mental effects of consuming fast food. While doing this, Spurlock also provides a look at the food culture in America through its schools, corporations, and politics as seen through the eyes of regular people and health advocates. "Super Size Me" is a movie that sheds a new light on what has become one of our nation's biggest health problems: obesity. <http://us.imdb.com/title/tt0390521>; Armstrong F., Loach K. (2005), 'McLibel', UK, 2005. Plot Summary: McDonald's loved using the UK libel laws to suppress criticism. Major media organizations like the BBC and the Guardian crumbled and apologized. But then they sued gardener Helen Steel and postman Dave Morris. In the longest trial in English legal history, the "McLibel Two" represented themselves against McDonald's ยฃ10 million legal team. Every aspect of the corporation's business was cross-examined: from junk food and McJobs, to animal cruelty, environmental damage and advertising to children. Outside the courtroom, Dave brought up his young son alone and Helen supported herself working nights in a bar. McDonald's tried every trick in the book against them. Legal maneuvers. A visit from Ronald McDonald. Top executives flying to London for secret settlement negotiations. Even spies. Seven years later, in February 2005, the marathon legal battle finally concluded at the European Court of Human Rights. And the result took everyone by surprise - especially the British Government. McLibel is not just about hamburgers. It is about the importance of freedom of speech now that multinational corporations are more powerful than countries. Filmed over ten years by no-budget Director Franny Armstrong, McLibel is the David and Goliath story of two people who refused to say sorry. And in doing so, changed the world. <http://us.imdb.com/title/tt0458425>
>< http://www.idc.ac.il/publications/files/207.pdf,2002, ืืืืื 26 , ืืืืืก', ืฉื ืืืื ืืช ืขืจื ืืืืืืืืฆื- ืื: ืืืขื ืืื, ')2002. (ืืกืื ืจ 385
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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-ืืืื ื ืืื ืคืืืกืงืืืืืกืื ืืืืจ ืืืืืก ืกืืื ืฉืืืื ืขืื ืืืืฆืข ื. ืืืฆืข ืฉืืืื
ืืืคืฆืฆื ืชืงืฉืืจืชืืช ืื ืืฉืจื ืจืืฉ ืืืืฉืื ืืื ืืฉืจื ืืืืฅ ื ืขืจืื , ื''ืื ืฆื. ืชืงืฉืืจืชืืื . ืืืจืืืืืืืจื ืืืืืืช ืืคืขืืืืช ืืขืืื ืืืขืืฉืืืฆืืื ืืืืฆืข ืืขืืื ืืืืืชื ืืืืืื ืื. ืืขืื
ืื ืืืฆืข . ืืื ืืงืืช ืืืฉืืื ืชืกืจืื ืฉื ืืขืืช, ืืขื ืืฉืืขืืช ืืืืชื ืืชืื ื ืืืฆืข ''ืืชืื ืฉืฆืืื ืชืกืจืื ืืขืืื ืืืืืชื . ืืขืืช ืื ืืืื, ืืฆืืื โืืืื ืืืกืชืืื ืืืืช ืืฉืืืฉ ืืืืคืฆืืืช
ืื ืืชืื .ืืืืืื ืืืืืช ืขืจืืืื ืืื ืืฆืื, ืืืื ืืืืืช ืืืืื ืืชืืื ืืช ืคืขืืื ืชืงืฉืืจืชืืชืื . ืืืจืืชืื ืืืืจื ืืืืืช ืืช ืืคืขืืื ืืืืชืื ืื ืชืื ื ืคืขืืืืช ืชืงืฉืืจืชืืช ืฉื''ืฆืืืืืจืืขืื
ืื ืจืืฆืื ืืืฆืืื ืืืืืื ืืืืืช , ืื ืื ืฉืืืืง ืืขืืื ืืขืกืงื ืืืืข ืืฉืืื ืืงืื ืืืฆืจ ืืืฉ ืืฉืืงืื ืืคื ืืื ืืช ืื. ืงืืืื ืืืืจืืช, ืืืกื ืฆืืืืจ, ืคืจืกืื โืืช ืืืื ืงื ืืคืขืืืืช ืชืงืฉืืจืชืืช
ืขื ืจืืฉ ืืืฃ ืืืฆืขืื ,ืืืจ ืืชืื ื ืืคืฆืฆืืืื ืืืืืฉืขื ืฉ. ืื''ืืืจื ืืืืื ื ืื ืืืจื ืืฆื . ืขืจื ืืืชืืืื ืื''ืืื ืืืช ืืช ืืืืจ ืฆื ื"ืืืื
ื ืืื ืืืื ืืกืืืช ืขืืชืื ืืื''ืืืคืฆืฆื ืขื ืืืืจ ืฆืืืื ืืขืงืืืช ืืืขื - ืื ืฉื ืืื ืืื ืืขืฉืืช
ืืืืื ืืงืฆืืขื ืขื ืืืคืฆื . ืืฆืื ืืชืืื ื ืช ืืืืื, 08:00- ื )ืชืงืฉืืจืช ืืงืืืืช ืืชืงืฉืืจืช ืืจื(ืืชืืื ืช โ ืืืืืจ ืงืฆืื ืืื, ืืจืงืข ืืืืฆืข โืืืืืขืื ืงืฆืื, ืืขืื ืืืืฆืข โืงืฆืื ืืืฆืขืื โ
ืืืขืืจืชืืืื ืืืืื ืืช ืืขืืื . ืืื ืกืืืืชืืฉืงืืฃ ืฉืืืืืชืช ืชืืืฉื ืืชืงืฉืืจืช . ืืืืฆืข. ืืื ืก ืืืืืืจืืช ืืืืฉืืช ืืจืืฉืืืช ,ืืืืืจืืืืื ืขื ืืืฆืข ืชืงืืคื ืืืื ืฆืืืืื ,ืืืกืจ ืืขืืื
ืื , ืืืืฆืข ืืื ืขืืืฃ ืื ืื ืืคื ื ,ืืฆื ืื ืืชืงืคื ืงืจืงืขืืช ืืฉ ืืื ืืืช ืืชืงืคื ืชืงืฉืืจืชืืช . ืืคืืืช ืืชืื ืืืืฆืข
ืืืขืฉืืช , ืืืจืืืืืืืืืฉืืจ ืืขืืื ื ืืฆืืื ืืืื ืืืฉืฉืขืืช ืืืืื 24-ืืงื ืืืืฉืื ืืืชืจ ื
ืืคื ืืื ืืจืื ืืกืืืืช ืืช ื''ืืฆืืื ืืืืฉืื ,ืืืืจ ืืื ืืืืืืืืื ื ืืชื . ืชืคื ืืช ืืืืืจืืช ืื, ืืืืื ืืืืขื ืคืจืก ืืื ื ืืืืืช ืืืืจ ืืืืืฉืืขืื ืฉืจ ืืืืฅ -ืชืคืขืื ืืฉืืจืื ื ืืืืืืืืื ืืืืืื ื ืืงืื ,ืืื ืืื ืืชืงืฉืืจืชืคืืจืกืื ืืขืืื . ืืืขืืืืชืืืื ื ืชืืืฉ ืืืืชื
ื ืืงื ืืืชืจ ืืืื ''ืืฆื, ืืืจืืช ืืืช. ืืขื ืืืืืืืกืืื ืืคืืกืืื ืืืชืืืงื ืขื ืืจืฉืืช ืืืืืืืืื ืืข ืืช ืืขืฉืืชืืื ืืื ืืืืื ืชื ืืืขืืช ืืชืจืืฉืืืืฆื ืืกืืืจืื , ืืื ืืขืจืื ืืช ืืชืืงืืจ
.386(Hassman, 2002-8:1) ืืชืืืืฉื
ืืืฉืืจืช ืคื ื ืืจืฉืืช ืืืื ืช ืืฉืจืื ืืฆืืืื. ืืืกืื ืืืืจืืืืื ืฉื ืชื ืืขืช ืืืืืกืื . ืืืกืจ ืชืคืงืื ืืขืจืืืช ืืืืฉื, ืืฉืืืชืืืืช ืืืกืคืืืช :ืืขืืืืืืืกืจ ืขืจืคืืช ืืคืืกืืื ืืืช
. ืืจืฉืืช ืื ืืจืฉืืชืืกืืืืืช ืืจืคืืจืืืช ืขืกืงื, ืขืฆืื ืืืคืืกืืื ืืืืืืื ืืขืืื ืืขืจืื , ืืขืืืืขื ืืืช ืืืฉืืช . ืืงืืืื ืฉื ืืืื ืช ืืฉืจืืืืืืขืืื ืืืชืืืืืืฉ ืืืืืื ืฉืืืืื ืืกืชืช
ืืืื ืืจืื ืืืชืจ ,ื ืื ืชื ืืขืช ืืืืืกืืืฉืจืื ื ืื ืขื ืืฆืืช ืืืชืงืคื ืชืงืฉืืจืชืืช ืืืืืช - ืืช ืืืืืก ืืฉืืจืืช ืขื ืื ืืืงืฉืจ, ืืขืืื ืฆืจืื ื ืืืืฉืืช ืืืืงืืืืืืืฉืื -ืืฉืืื . ืืกืืื
ืืฉืจื โืืกืคืง ืืืขืจื ืืืกืืจื ืืืฉืจืืื ืืื ื ''ื ืืื''ืฉื, ืขื ืืืืกื. ืืฆืืจ ืืจืฉืขืงืขืืื ืืืืข ืืงืืฃ ืขื ืื . ืื ืืืืข ืืคืฉืจื ืขื ืืืืืก - ื ''ืืฉืจื ืืืืฅ ืืืืืจ ืฆื, ืจืืฉ ืืืืฉืื
, ืืชื ืกืคืจ, ืคืจืกืืืื โืกืงืืจืช ืคืขืืืืช ืืกืชื . ืกืงืืจืช ืคืขืืืืช ืืืื ืืจืฆื โืคืขืืืืช ืืืจืืื , ืืืขืืจืช ืืกืคืื ืฆืื ืืจืืช, ืชืืจืืื(ืืงืืจืืช ืืกืคืืื โืคืขืืืืช ืืืืืืช . ืืืืืื ืชืงืืืื ื
ืชืคืืกืืช . ืขืืจ ืคืืืื, ื ืืชืืืื ืคืกืืืืืืืื, ื ืชืื ืื โืจืงืข ืืงืืฃ ืขื ืคืขืืื ืืืจืืื ). ืฉืืืชืืืืช ื"ืืจืืคืืืขื ื, ืืืกืื ืืฉืจืื, ืืืคืื ืืืฉืชืคื ืคืขืืื, ืืืก ืื ืฉืื โืขืืื ืฉื ืืืจืืื . ืืืืืื ืืช ืืืขืจื
ืจืงืืจื ืืืืงืชืคืจืกืืื ื. ืื ืืืื ืืืืืจื ืืืืืกืชืงืฉืืจืชื ืฉื ืืืกืื -ืฉืื ืจืืฉืื ืืืชืงืคื
ืืคื ืฉื ืืื, ืจืฉืืืช ืืืืงืฉืื ืืื ืืขืืื ืคืจืกืื .ืืื ืืื ืืืื ืฉืืืชืืืืชืืช ืืืจืฆืืื. ืืืจืืื ืชืืืืืืืืืืืืืืขืืื ืืืืืข โืฉืื ืฉื ื ืืืชืงืคื .ืงืขืืื-ืืืืจืืงืืื ืขื ืื ืฉื ืื
> http://www.idc.ac.il/publications/files/209.pdf <, 2002, ืืืืืืกื 13, ืืืืืก', ืฉืขืืช ืฉื ืืืืื 24, ')2002( .ืืกืื ืจ 386
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
92
. ืืชืคืืกื ืฉืื ืืืืืขื . ืืืืืืื ืืืืื ืืืคืฉ ,ืืืจืืื ืืืคืฉ ืืืืจืืืจืืื ืืขืืืืชืงืฉืืจืช ืืื ืืืชืคืืกืช ืืช ืืื ืืืืืขืงืจืื ืืช ืืคืฆืช -ืืฉืืื . ืืืช ืืกืืืืื ืืคื ืื ืืืจืืื ืืจืืจืื ืขืืืื
ืื ืืืฉืืื ืขื ,ืืืกืืืืืืฆื ืจืืืื ืืช :ืืจืืข ื ืงืืืืช ืืื ืืืืชืจ-ืฉืืืฉ. ืขืืื ืืืจืืืืื ืฆืจืื ืืขืฉืืช ืขื ื ,ืืฉืจืืืืืืื ืฆืจืื ืืขืฉืืช ืขื ืืืื ืช ืืฉืจืื ื ,ืืชืจืืืช ืืืขืจืืืช
ืืืชืืืช ืชืงืฉืืจืชืืืช ื ืฆืจืืืืช ืืืืืช ืืชืืจืืืืชืืื ืงืืืืช ืืื . ืืืจืืงืืืืืืืืจืืคืืื ืืฉืื .ืืื ืคืจืกืื ืืืงืฉืจ ืืืืืก, ืฉืื ืืฉืื ืืขืืื ืฉืืื ืืงืื ืืืืืจืื ืืจืืช . ืืื ืืจืืชื
,ืืกืคืจ ื ืจืฆืืื -ืกืืืื ืื ืคืขืืืืช ืืจืฆื : ืกืงืืจืช ืจืงืืจื ืคืขืืืืช ืืืจืืื โืฉืืืฉื ืืืชืงืคื ืื โืืชืืืืช ืืืืืืืช ืฉื ;ืจืฆื ืืื ืงืจ ืืืชืื, ืืืืืื ืืชืืืืื โืฉืืืืช ืืจืฆื ;ืืื ืืืืืืืืฆื ,ืื ืืืืจืื ,ืื ืืืืืื - ืืขืจืืช ืืื ืื ืืืกืชื ;ืฆืื ืืจืืช ืืืขืืจืช ืืกืคืื ,ืืืื ืืืชื
ืืืขื ืืชืงืฉืืจืชื .ืืืจืืืืื ืืืืฆืขื ืืชืงืฉืืจืช ืืขืจืืื ,ืื ืืคืืฆืื ืืืื ืืจื ื ,ืืื ืืื ืืืืื ืืืืื ,ืืคืืกืืื ืืืืืืจื ืืจืืื ืืฆืืจ ืืจืฉืข ืืฆื . ืืืืืก ืืืืื ืชืงืฉืืจืช ืขืืืืืืคืืืช -
ืืคืืื ืฉื ืืืจืืื ื ืืืชืงืคื ืืืืกืื ืฉืืฆืืืืืชืืื ืืคื ื ืืื ืืืช ืืืช ืืืืืฅ . ืืขืืื ืืืืคืฉื(Hassman, 2002-8:2)387.
ืืืจืื , 2005ืืฉื ืช ืืืืืืืขืืืืช ืืืงืจ ืฉื ืขืจืื ืขื ืืืกืืจื ืืืฉืจืืืืช ืืขื ืืื ืืืจ ื
; ืืืืกืจ ืงืื ืกืคืฆืื ืืืืื ืืืจืืจื ืืจืื ืืืืืืืช ืืชืืคืืื ืชืืืืื , ืืืื ืชืืืื ืืืจืฆืืืื: ืืื ืืืืฆืืช ืื ืืืจ. ืคืืขืืื ืืื ืื ืืกืืจืืืื ืืืืืชืืืืืืงืฆืืขืืื ื ืืืืจืืืืฉืขื ืฉื
ืืคืืฃ ืืฉืืจืืช , ืืืจื ืืืืื ืขื ืืืืืงืืืื -ืคืจืื ืืืื ืืขืจื ืืกืืจื , ืืงืืงืช ืืืง ืืกืืจื ืืืืืืืงืืช ืืืฃ ; ืขื ืืกืืจืชืืช- ืืืืฅ ืืืืฉื ืืืืื ืืืื ืืืชืืฉืจ ืจืืฉ ืืืืฉืื; ืจืืฉ ืืืืฉืืื
ืืชื ืืืฉ - ืืจืืช ืืชืื ืื ; ืืื-ืชืงืฆืื ืืืื โืจืืืื ืืงืฆืืช ืืฉืืืื ; ืืืงืจ ืืืงืจื, ืืืฅ- ืคื ืื ืืืกืืจืช- ืืืืงื ืืื ืืกืืจืช, ื ืฉื ืืฉืจืื ืืชืจืืืชื ืืขืืื ืืืืืืืกืืืืืชืจืื ืืช ื
ืื ืื ืืื ืืืืื ืืืืืฅ ืงืื; ืืืืืง ืืงืฉืจ ืขื ืืขืืชืื ืืืช ืืืจื; ืืืืจืช ืืกืืจืืืื ืืืกืจืื .388(Bronfman, 2005) ืืืฉืืชืืื ืืืืืฅ-ืื-ืืจืชืืืช ืืจืืื ืื, ืืืกืืจื ืืืืจืืงืื
ืงืจืืืืช ืืืจื ืขื ืืฉืจืื .2.5.5
ื ืฉืืขืืช - )ืืืื ืืฉืจืืืื( 389ืืืฆืจืื ืืืืื ืื, ืืงืืืืืื โ ืืืืจืืืืืฉืืื ื ืืืจืืืงืจื
ืชืื , ืื ืืืช. ืืืฅืืืืืจืื ืืืชืคืจืกืืื ืืืจืฆืืช , ืืฉืจืืืืืื ืช ืื ืื ืช ืงืฉืืืืงืืจืืขืืชืื ืขื ืกืืื , ืืืืืช ื ืื ืืฉืจืืืื ืงืื ืืกื ืงืฆืืืช ืื ืืืืจืืคืืื ืงืจืืื ืืืืกืืืช ืืืจืืืื ืืืจืืงืืืื
ืืช ืืฉืจืชืืช ืื ืื ืืชืืืืืฉืงืขืืช ืืืืจืืช ืืืจืืงืืืืช ืืฉืืืช โืืฉืื ืจืืฉืื . ืืืืืืฉืื ืงืื ืืงืจื ืืช ืคื ืกืื , ืืืืืืื ืืงืฆืืขืืื, ืื ืืกืืืช, ืืื ืืืจืกืืืืืช, ืขืจืื, ืืืื ืืช .ืืืืืืฉ
ื ืจื 'ื, ืืื ืืืงืก ื ืจื'ื, ืืืจืช ืงืืจืคืืืจื, Israel Bonds/ืฆืจืืืื ืืืื ืืช ืืฉืงืขืืชืืื ืืืื ืืกืขื ืืืื ืืช ืืืขืจื ืืืจืืฉ ืืืจืืืช ืืืฉืืช ืืื ืฉื ืฆืื ,ืืฉืื ืฉื ื. ืจืืืืืืืืงืืื ื, ืืืืืจืก
ืืืช ืืืฉืคืืืคื ื ืืชืืืฆืืืชืืืื , ืืืืืืช ืืืืืื ืืืืื ืคืืืืืืื ืืฉืจืืืื ืขื ืืคืืืขื ืืืขืฆืืจ ืืช ืืืืจืืงืื ืชืื ืงืจืืื ืืืืฉื .390ืืืฅืืืจืฆืืช ืืืงืืจืื ืืื ืืขืชืืืื ืืืืื ืืืื
.391ืืืืืื$ 2.2ืืฉื ืชื ืืืฉืจืื ืืกืืื ืฉื ืืืฉื ืืกืืืข ืืืืืื
>http://www.idc.ac.il/publications/files/208.pdf <, 2002, ืืืืืืกื 18, ืืืืืก', ืื ื ืืกื ืืช ืืืืืก ืืืืจื ืืชืงืฉืืจืชืืช, ')2002. (ืืกืื ืจ 387ืคืจืืืงื ืืืจ ืืืืืืื ืชืืืจ , ืืืจืื ืืืื ืชืืืื ืืืจืฆืืืื', 2000-2004ืืืงืืืืจ , ืืืกืืจื ืืืฉืจืืืืช ืืขื ืืื ืืืจ ืืืืืื, ')2005. (ืืจืื ืคืื ืฆ 388
cb1225, 2005, ืืืื ืืืกืืจืืืืืืืคืื, ืจืืฉืื ืืืืฉื389 Gumbel A. (2005), 'Israel attacks Spielberg over Munich, his movie on 1972 Olympics massacre', The Independent, 24th December, 2005, <http://enjoyment.independent.co.uk/film/news/article334976.ece>, cb1016; Engelhard J., 'Spielberg is no friend of Israel: You never want to be labeled a fan of Israel in today's Hollywood', Ynetnews.com, 12th December, 2005, <http://www.ynetnews.com/articles/0,7340,L-3182751,00.html>, cb1043
ื ืฉืง ืืืื ืืืืืื - ืืฆืื ืืืฉืจืืื ืืกืืืข ืืื; ืชืื ืืืืชื ืืืืืืช ืืืืืืช ืืืืจื ืืืืืืชืืื, ืืืืืื ืคืืกืืื ืืื ืืืืื ืชืืช ืืฉืืจ ืฆืืื 3.5ืืืืื " 390ืืืืฉืืื ืืชืืืื , ืฉืืงืจื ืืืฉืืืช ืืฉืจืื ืืขืืื, ืื ืืืืื ืืืฉืื ืืกืืื ืืืกืื; ืขืฉืจืืช ืืืคืื ืฉื ืืืจืืื ืคืืกืืื ืืื ืคืืฆืข ืืืขื ื, ืืืจืืงืืื ืืืจื
".ืืกืคื ืืฉืื ืืืืกืื ืืืืจืืงืื ืืืื ื ืืช ืืืืืืฉ; ืืืฉืชืืืืช ืขื ืฉืืื ืืืื ืืืขืจืืืชLeibowitz S. (2005), 'Israel: A call for divestment', The Nation, Yahoo! News, 15 March, 2005, <http://www.palestinemonitor.org/new_web/israel_divestment.htm>, cb0141 391 Aljazeera (2005), 'Secrets of dirty money dirty cash', Aljazeera.com, 21st May, 2005, cb0339; El-Haddad L. (2006), 'Rights groups urges US to cut Israel aid', Aljazeera.net, 3rd January, 2006, <http://english.aljazeera.net/NR/exeres/198C6D92-9EB1-46F9-BEFD-C42BBACC422C.htm>, cb1048
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
93
ืืชืืืืืช , ืงืืืื 2005ืืจืืฉืืช ืืงืจืืืืช ืืืืืช ืืจื ืขื ืืฉืจืื ืืืื ืืฉืืช ืคืืจืืช ื
ืืืืื ืืืืจืื ืฉืืืฉ ืืื ืืืจืกืืืืืช ืืืฉืจืื , ืืืืจืื ืืืืกืืืช ืืืฉืืื ืืืืื ืืืจืืื ืืืคืืกืืื ืื -ืืืืืื ืืืงืจ ืคืจ( ''ืืืืืืช ืืืคื ืืืืืืฉ''ืขืื ืขืืืชื , )ืืขืืจืืช ืืืืคื, ืืืื- ืืจ(
,)ืืืกืืฃ ืืืืื( ืืืืืื ืขืืจืจื ืืืืืงืช ืงืฉื. 392)ืืืฉืชืชืคืืช ืืืืืืฉ ืืืื ืขืจืืืชืืืงืืื ืืืชืงืคื ืขื ืขืืืืชืื ืืงืืฆืื ืืืช ื ืื ' ืืืืืืืืชื , ืืขืืชื ืชืืืืืช ืืงืจื ืืืจืืื ืจืืื
ืืืคืฉ ืืืืืื ืืกืืจืืช ืืื ืืงืคืืืื ืขื - ืืืขื ืืืจื ืชืืืื ืืืจืกืืืืืขืฆื ืืืืืจื .393ืืฉืจืื โืืื ืคืืขื ืืกืงืืืจ ืืื ืืืืจืื ืืืืจื ืืืฉืจืืืืช ; ืืืืื ื ืืืืงืจืืืชืืืงืจ ืืืงืืืื ืื
ืกืืืื ืืื ืืืืืืื ืืฉืืืฆืืช ื ,ืืชืืงืืืช ืืืื ืืืจืกืืืช ืืืคืืืืืงื , ืืืขื ืืื; ืืืงืืืืืืฉื ื ืืืืืจ ืืืชืจ ืงืืืื ืืืชืืืืืช ืืืืืืืช .394ืืฉืจืืื- ืืืกืืจืชื ืื ืื ื ืืืืืจ ืืขืจืืืืืืื ) ืืืจืื 67,000- ืืจืืื ืื ืืืืื ืืืืืืื ืืืืื ื(ืฉื ืืืจื ืืฉืืื ืืืืื ืืจืืื ืื
ืืืืื ืขืืืื ; ื ื ืืชื ืขืจืื ืืืืื ืืืช ืืืคืจืืืืืืืืืจืื ืืืกืืืช ืืืฉืืื ืืืืื ืืืฉืจืื ืฉืืืืืืื ืืงืืื ,ืืคืจืืงืืืืงืื ืืจืก ืฉื ืืืืืื ืืขืืืืื ืืืจืื ื ืืฆืืืืจ ืืืืื ืืื ืืจืื ืืงื ืื
. 395ืืชืืื ืืืจื ืืื ืืืืื ื ืื ืืฉืจืื ืืืื ืืืกื ืืืคื ืืคืืกืืื ืืื
1.4-ืื ืืืจืื ื, Church of Christ-ืืืืฉืจ , ืื ืื ืืืื ืืงืจืืืืช ืืืืืช ืืจื ืืืืืืขืืื ืืืฆืืืข ืืงืืฅ , ื"ืืจืื ืชื ืืืืชืจ ืืืืจืื ืื ืฆืจืืช ืืคืจืืืกืื ืืืืืืจ, ืืืืืื ืืืฉ ืืืืฉื
ืช ืืืกืื ืขืกืงืืื ืขื ืืืื ืช ืืื ืืื) ืงืืจืคืืืจ ืืืืืื(ืขื ืืืืื ืืฉืงืขืืชืื ืืืืจืืช 2005 - ืื ืื ืฉืงืื ื. 396)ืื ืืื ืืืชื ืืืืืืช, ืืืืืืืงืืช ืืืจ ื(ืืืฉ ืืกืืืขืืช ืืืืืืฉืจืื ื
Episcopal Church ,ืืื ืืื ืืืืงื ืืช -ืืื ืกืืืช; ื"ืืจืื ืืืืื ืืืฉื ืืืืฉื 2.3- ืื ืืืจืื ื- ืืืชืื ืืคืจืืืกืืืจื ืืืืืจืื ืืขืื ( Evangelical Lutheran Church-ื. 397ืืืื ืืืืืืช
ื ืืืชื ื ืืืคื ืืืืฉืืช ืืฉืจืื ืขื ืื ืืืช ืืกืชืคืง, ืืืืืื ืืืฉ ืืืืฉื 4.9 ืื ืืืจืื )ืืืชืจื ืืชืืืืืื 2.5ืื ืืืจืื Presbyterian Church-ื ืชืืืขืฆ. 398ืืืจ ืืืคืจืื ืืืื ืืืขืจืืืช
ืืืจืืช ืืืจืืงืืืืช ืืชืืจืืืช ืืืืืืืช ืืืชืืฉืืช 5ืืคื ืชื ืืฆืืข ืืืฉืืื ืื , ืืืฉื ืืืืฉืืืื ืกืืื .Citi Group-ื United Technologies ,ITT, ืืืืืจืืื, ืงืืจืคืืืจ โ ืืืืจื ืืชืืืื
ืืืืื , ืืืืืืจืืช ืื ืืื ืืชืืืืื ืืืกืชืืืข ืืื ืืืช ืืืขืืืช ืฉืืจืฉืืชื ืขื ืื ืช ืืืืืฅ ืขืืืฉืงืขืืช ืืงืฉืืจืืช ืืืฉืจืื โืืืจื ืฉื ืชืืื ื ืืกื ืืืืืื ืฉืื ื ( ืืืืฉื ืชืืืืชื ืืืืืืืช
ืืืืฆืจ ืขืืจืจื ืกืขืจื ืงืจืืืช ืฉืจืช ืืืืจืืคื. )399ืื ืืจืฉืืช ืืคืืกืืื ืืืช ืืงืืืื ืืฉืืื ืืืืืืืืื ืืจื ืฆืจืื ืื , ืื ืืืืช ืืคืืืช ืืฉืืื ืืกืืฆืืืืืกืืืช, ืืืืจืกืืื ืืจืืืืืช ืงืจืืกืืื ื
ืืืืกืืืช ืชืจืืืช ืืืืื ืืืจืืื ืื ืืงืืคืืื ืืืืจืืช ืชืืฆืจืช; 400ืืืืื ืขื ืืืื ืช ืืฉืจืื
392 BBC (2005), 'Academics vote on Israel boycott', BBC News, 20th April, 2005, <http://news.bbc.co.uk/1/hi/education/4464591.stm>, cb0307 393 Saunders D. (2005), 'Academics feud over Israel', Globeandmail.com, 28th April, 2005, cb0310; BBC (2005), 'Israel boycott stitch-up claim', BBC News, 25th May, 2005, <http://news.bbc.co.uk/1/hi/education/4575889.stm>, cb0338; TI (2005), 'UK teachers end Israel boycott', The Times of India online, 27th May, 2005, cb0343; Alvarez L. (2005), 'Britons end boycott over Israel', The New-York Times, International Herald Tribune, 27th May, 2005, <http://www.iht.com/articles/2005/05/26/news/boycott.php>, cb0350; Daniszewski J. (2005), 'British teachers end Israel ban', latimes.com, 29th May, 2005, cb0347; Halkin T. (2006), 'End of UK union's boycott is academic', The Jerusalem Post, 28th May, 2006, <http://www.jpost.com/servlet/Satellite?cid=1149572659217&pagename=JPost%2FJPArticle%2FShowFull>, cb2043 394 Alpher Y. (2005), 'The Academic boycott of Israel', hagalil.com, 19th May, 2005, <http://www.hagalil.com/archiv/2005/05/boykott.htm>, cb0331
395 (2006) Ynet' ,ืืคืจืืืืื ืฉื ืืฉืจืื ืืืจืืื ืื ืืืงื ืืืืจื ืขื ื ,'Ynetnews.com ,2006, ืืืื 29- ื ,cb2054 Ynet (2006), 'South African union joins boycott of Israel', Ynetnews.com, 6th June, 2006, cb2055
396 Watanabe T. (2005), 'Church plans divestment vote over Israel issues', latimes.com, 30th April, 2005, cb0316; Brown J. (2005), 'UCC urged to resist forces pushing for divestment from Israel', agapepress.org, 3rd July, 2005, <http://headlines.agapepress.org/archive/7/afa/12005f.asp>, cb0601; Levin S. (2005), 'Jewish groups protest UCC sanctions on Israel', post-gazette.com, 1st July, 2005, <http://www.post-gazette.com/pg/05182/531497.stm>, cb0602 397 Reuters (2005), 'Churches query Israel investment', Reuters, 14th May, 2005, cb0328; Gledhill R. (2005), 'Church urged to reconsider investments with Israel', Times online, 28th May, 2005, <http://www.timesonline.co.uk/article/0,,2-1630798,00.html>, cb0344 398 Aljazeera (2005), 'US Church rebukes Israel for barrier', AFP, Aljazeera.net, 14th August, 2005, <http://english.aljazeera.net/NR/exeres/A8B31654-754C-4343-A818-243857E86793.htm>, cb0732 399 Ostling R.N. (2006), 'Presbyterian Church amends investment plan', AP, HoustonChronicle.com, 21st June, 2006, cb2019 400 AP (2006), 'Norwegian finance minister causes stir, supports boycott of Israel', AP, The Jerusalem Post, 6th January, 2006, cb1045; II (2006), 'Pressured by government Norwegian minister regrets anti-Israel comments', Israel Insider, 7th January, 2006, <http://web.israelinsider.com/Articles/Diplomacy/7486.htm>, cb1047
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
94
ืืงืืืืืช ืขื ืืืืงืฉืืช ืืืืชืงืค ืื ืืืืืืช. 401ืืฆืืื ืืชืคืืก ืืืชืจืืช ืืจืืืืช ืืืืฉืจืื .402ืืืขืืื ื"ืืจืืืืืืืืืช ื
ืืืืืืืช ืืื ืื ืืฉื ืื ืช ืืจืฆืืขืช ืขืืืชื ืชืงืืื, ืืืืืืืืงืืช ืืืจ ืืฉืคืขืช .2.5.6
ืืืจืกืช ืืืฉืืช ,ืืื. ืขืืจืจื ืกืขืจื ืงืฉื ืืขืืื, ืืฉืืื ืืืื ืืืขืจืืืช ืืืืืืืืจ ืืืงืืช ืืืจืช ืืืืจ ืืื ืืข ; ืืืฉืจืืื ืฉื ืืืืจ ืืฆืืจืืืช ืืืื ืืฉืืื ืืืื ืืืข 8%ืื ืจืง , ืืฉืจืื
ืืจืื ืืจืืฉืื ืืช ืขื ืืฆืืจืช ืืืฅ ืคืืื ืืืื ืืืชืืืื( ืืืืจืช ืืืืืื ืืืื ืืืืืจ ืืืืืืืช ืงืืขืืืจืืช ืืฆืืจืืช ืขืืื ืืืช ืื ืืื โ )ืขื ืืืืชื ืืืืืืืช ืฉื ืืืื ืช ืืฉืจืื ืืืืืืืจืืคืืืืื
ืื ื ืืืืคืฉ ืชื ืืขื ืืื ืืืคืจืืื ืืคืืกืืื ืืื ืืืืืงืืื ืืืืืจ ืืชืคืจ ืื ;403ืืืืืจ ืืืืื ืงืืข .ืืืืฆืขืืช ืืขืจืืช ืืืชืจืื ืืืฉื
ืืืคืฉืจืช ืืืืื ืช ืืื ืื , ืกืืืืืจ - ' ืืืจ ืืืคืจืืืืื'ืืืื ืื ืืืชื โ ืื ืื ืืชื ืืื ืืืืจืชื ืืืื ืืงืจื ื 240,000-ืืื ืืืื ื( ืืฉืืื ืืืื 47%-ื 44%ืืื ืืฉืจืื ืืืฉืชืื ืขื
ืืืืงืืื ืืื ืืข ืืืืืฆืจืืชื ืฉื ืืฉืืช ืคืืกืืื ืืืช ืื ืื ืืช ืืจืฆืืคืืช ,)ืืืืืืื ืคืืกืืื ืื 2.5ืฆืืื ืืื ืืืืืงืืืช ืื ืืืขื ืงืืช ืืืืืืช ืืืฉื ืืืืืืชื, ืืืคืจืืื ืืืืืจ ืืชืคืจ .ืืจืืืืจืืืืืช
ืืื ืงืฉืืช ืืืืืจืื ืืื ืืืงืื ืืืืจืชื ืืขืช ืืืืืืืกืืื ืืคืืกืืื ืืืช ืืืื, ืืฉื ื ืฉื ืืืืจ)(Moran, 2005404. ืืืื ืืืืื ืืืื ืืืืชื ืืืช ืืืฉืคื ืขื ืืืืืขืืจ ืืื ืืื ืืืืจืื -
ืชืื ืชืฉืืื , ืืืืฉืืช ืืฉืจืื ื ืืจืฉื ืืืกืืจื, ื''ืืืืืชื ืืืื ืืืื ืืจืืคืื ืืฆื ืืืืื , ืืืงืืช .405ื ืฉืืืืืืชืืื ื ืคืืขืืคืืฆืืืื ืืคืืกืืื ืื
ืืืืืืืืืืื ืฆืืคืืืช ืื ืืืืื , ืขืืืืจืฆืืขืช ืืืชื ืชืงืืชืขื ืชืืื ืืช ืืฉืจืื ืืงืืืืื ืืืืืืื
ืขืืืชืช ืขื ืืืืืืช ืขื ืืกืืก ืืืงืจ ืฉื ืขืจื . ืืขืืื ืืขืช ืืงืืืืืืืื ืืืืืฉืช ืืืืืช ืืืืืจืืงืืื ืืืก ืืืืื 58%-ื ืืฆื ืื ื. ื"ืืจืืThe Israel Project /ืคืจืืืงื ืืฉืจืื
ืฉืืื ืืืก ืืืืื 35%- ืืืช ืืืฉืืืื ื; ืฉืืื ืืืก ืฉืืืื 11%ืืขืืืช , ืืืืืฉืจืืชืคืืกื ืฉื ืืื ืืืืืช ืืคืืกืืื ืืืช ืชืืช ื ืฉืื ืืจืฉืืช . ืืืก ืฉืืืื 24%-ืื, ืืคืืกืืื ืืืืืงืจื ืืช ืืืงืื ืฉื ืขืจืืืืืกืืจืช ืงืืืฆ .ืฉืื ืืืื ืืืจืืื ืื ืืืฆื . ืืฉืชืคืจื, ืืืืื ืขืืืก
ืืฉืืืฆื . ืืฆื ืืชืืงืคื ืืืืกืืื ืืฉืืื ืืืืืฉ-ืืช ืืฉืจืื ืืืืจืืืช ืืื ืืืฉืืื, ืืงืืืืืืืืฉืจืื ืฉืชืชืืงื ืฆืืคืืื , ืขืืืชื ืืฉืชืคืจื, ืจืขืืื ืื ืกืืื ืืขืื ,ืืืฉืชืชืคื ืืงืืืฆืืช
ืฉื ืืืืจื ืืืืืฆืข ืืชืืื ืืฉืืคืืจ ืชื ืื ืืืืืชืืื ืืจืืืืช ืืคืืกืืื ืืื , ืืฉืืืืช ืืฉืืื . 406ืืฉื ื ืฆืืื ืืืชืจืก
401
WAFA (2006), 'PSC, BIG: Campaign for a boycott of Israel gathers momentum', WAFA, Palestine News Agency, 25th June, 2006, cb2017; Pinto G. (2006), 'British director Jen Loach backs Palestinian call for boycott on Israel', haaretz.com, 27th August, 2006, cb2411 402 Haaretz (2005), 'US Presbyterian Church targets five companies with Israel links', haaretz.com, 16th August, 2005, cb0727; Lampman J. (2005), 'Churches raise pressure on firms in Israel', The Christian Science Monitor, 8th August, 2005, <http://www.csmonitor.com/2005/0808/p02s01-ussc.html>, cb0731; Reuters (2005), 'Corrected threat of US Church divestment over Israel eases', Reuters, 18th October, 2005, cb0903 403 Aljazeera (2005), 'Israel may turn fence into border', Aljazeera.net, 1st December, 2005, <http://english.aljazeera.net/NR/exeres/E23DD66A-8797-4164-8711-45047ECF7128.htm>, cb0922 404 Moran D. (2005), 'Conflict intensifies over Israel's separation wall', ISN Security Watch, 10th May, 2005, <http://www.isn.ethz.ch/news/sw/details.cfm?ID=11254>, cb0334; Arabic News (2005), 'How low in its immorality can Israel go: never be surprised', ArabicNews.com, 28th May, 2005, <http://www.arabicnews.com/ansub/Daily/Day/050528/2005052816.html>, cb0345; Crock S. (2005), 'Israel's thorniest dilemma', businessweek.com, 2nd August, 2005, <http://www.businessweek.com/bwdaily/dnflash/aug2005/nf2005082_7552_db056.htm>, cb0726; Aljazeera (2006), 'Israel illegal barrier hurting Palestinian farmers', Aljazeera.com, 22nd March, 2006, cb1228; <http://www.securityfence.mod.gov.il/Pages/Heb/mivne.htm> 405 IPC (2005), 'Walking coffins: a new method to protest Israel's apartheid wall', International Press Center, 28th May, 2005, <http://www.ipc.gov.ps/ipc_new/english/apartheid_wall/details.asp?name=4965>, cb0346; CBC (2005), 'West bank barrier a violation of Israel's rights obligations: UN experts', CBC News, 4th August, 2005, <http://www.cbc.ca/cp/world/050804/w080426.html>, cb0724 406 JP (2005), 'US and Britain support of Israel on the rise', The Jerusalem Post, 16th March, 2005, cb0139; Kuttab D. (2005), 'Broadcast live: a new view of Israel', New-York Times, International Herald Tribune, 22nd August, 2005, <http://www.iht.com/articles/2005/08/21/opinion/edkuttab.php>, cb0737; Lederer E.M. (2005), 'Israel hopes Gaza pullout will end bashing', AP, SFGate.com, 16th August, 2005,
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
95
ืืืืื ื ืื ืขื ืืืืฉื ืขืจื ) Marttila Communications Groupืืืฆืืข , ื ืืืืื 2,200(ืืกืงืจ
ืืฆื ืืืฉืจืืืื ืืืจืืงืืื ืจืืืื ืืืชื ืชืงืืช ืืขืื ืฆืขื ืืืืฅ ืื 71%ืืฉืืฆื ื ืืฆื ืื , ื ืืืืื 1000(ืืกืงืจ ืืืืคื . ืืืจืืช ืืืช ืืื ืื ืืืื ืฉืืชื ืืื ืืืืื. 328ืืงืจืืช ืฉืืื
ืืืจืืงืืื ื 63%-ื ืืฆื ืฉ, ZOA/ืืืจืืื ืฆืืื ื ืืืจืืง ืขื ืืืืฉืืืืื ) McLaughlinืืืฆืืขืืชื ืืืื ืืืชื ืื 80%-ื, ืืจืฆืืขืช ืขืื ืืชื ืืืื ืืืืื ืช ืืฉืจืื ืื ืืืฉ ืืชื ืืืืืืช ืืืืืืืช
ืื ืฆืืคืืืช ืืืืืืช ืืงืจืืช ืื ืกืืื ืื ืืงืจื ืืคืืกืืื ืืื ื. 407ืกืืืข ืืืจืืงืื ืืคืืกืืื ืืืืืืืืืช ืืืืืฉื ืคืื ืื ืืืชื , 408ืื ืชืืื ืืืืื ืืฉืืคืืจ ืืืืืฆื ืืฉืืื, 53% โืจืื ืืืืื ื ืืืื ืืฉ ืืฉืงืื , ืชืืืฉื ืืฆืืืืจืืืช ืืืฉืจืืืืชืชื ืืขื ื ืื ืืืืื .409ืฉืืื ืืืื ืืืขืจืืืชื
ืืืฉื ืืฉืืืื ืืืืืืช ืขื , ืืฆืืืืจ ืืืชื ืืืื ืืชื ืืืืืืชืืขืืื ืืืืืืืช ืืืคื ืืืืืฉ ืืช ืื ืืืช ืขืจืืื ืฉื ( ืืืืฉื ืืืืืื ืืืช' ืืืืืืฉ'ืขื ืืืืขืืืคืืกืืื ืืื ืืฉืืื ืืืื ืืืขืจืืืช
.410)ืืื ืื ืืืืืืืช ืืื, ืชืชืจืื, ืฉืืืืื, ืฆืืง
ืืืืืืช ืืื ืืืืื ืืื ื ืืืชื ืชืง ืืื ืืืืืคืื ืืช ืืจืฆืืขื ืืืืช ืจืืื ืงืจืื ืืืฉืจืื ืืืืืืจ ืืขืืืื , ืืจืฉืืช ืืคืืกืืื ืืืชืืื ืฉืืื ืฉืืืืจืืืช ืฉืืืืขื , ืคืื ื ืกืืืื ืง ืืขืืื ื
ืืืช ืกืืืืืฆืื ืฉืื .ืืืื ืืชืืช ืืงื ืืขืื ื โ ืืืฉ ืืืืฉืืืืืืื 1.8 โ ืืืืืืืืกืืืืฉืืืืฆืืช ืขืืืื ืืืืื ืขื ืืืฉื ืืืืืืื ืืื ืืจืฉืืช, ื''ื ืฉื ืืื''ืืขืช ืืฉืจื ืืขืืืื ืืืื
ื ืื ืืืื ืช ืืฉืจืื ืืืื 'ืืื ืช ื ืขื ืคืืื , ืืฉืื ืืืืืืฉ .411ืืืืฉืืช ืืฉืจืื ืืคืืกืืื ืืืชืฉืืืื ืืช ืฉ, ืช ืืคืืกืืื ืืืช ืฉืืจืืชืื ืืกืืกืืืืืืืจืื ืืืืืืืืืกืืืืืฉ ืืืืืืช ืืกืคืง
.412ืืืงืืืืื ืืื ื ืืกืืืืื ืืชืช ืืขื ื
ืืืื ืืชืงืฉืืจืช ืืขืืื ืืืคื ืงืฉื ืืืงืืจืช ืขืืืื ื ืจืฉืื , ืขื ืกืืื ืืืชื ืชืงืืชืืืืื ื, ืืคื ื, ืขืืจืืืช ืืื ืืื ืงื ืืืืืื ืืกืืืืืชืงืคืืช ืืฆื ืจืืฉ ืืืื .413ืขืจืืืืื ืืฆื ืืคืืกืืื ืืื ืืฉืจืื
<http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2005/08/16/international/i004640D77.DTL>, cb0739; Reuters (2005), 'Gaza pullout to bolster US-Israel ties โ White House', Reuters, 18th August, 2005; Pace S. (2005), 'Experts wonder if Israel's settlement evacuation can jumpstart peace talks', NewsVOAcom, 26th August, 2005, cb0806 407 WorldNet daily (2005)' 'Poll: Americans oppose Gaza withdrawal', Worldnetdaily.com, 10th July, 2005, <http://www.worldnetdaily.com/news/article.asp?ARTICLE_ID=45185>, cb0609; Epstein A., Cline E. (2005), 'Israel's deadly appeasement process continues', intellectualconservative.com, 28th August, 2005, <http://www.capmag.com/article.asp?ID=4377>, cb0808 408 Reuters (2005), 'Most Palestinians back Israel, Gaza pullout โ poll', Reuters, 13th May, 2005, <http://www.kibush.co.il/show_file.asp?num=3025>, cb0330 409 Aljazeera (2005), 'Peres: Israel must dismantle more W. Bank settlements', Aljazeera.com, 27th May, 2005, cb0348; Aljazeera (2005), 'Israel must carry out more withdrawals โ Army Chief', Aljazeera.com, 2nd June, 2005, <http://www.aljazeera.com/me.asp?service_ID=8677>, cb0506; MAS (2005), 'Last Gaza settlers forcibly removed', Muslim American Society, 17th August, 2005, cb0740 410 BBC (2005), 'Israel's Mr. TV blasts occupation', BBC News, 2nd June, 2005, <http://news.bbc.co.uk/2/hi/middle_east/4598965.stm>, cb0501; Reuters (2005), 'Israel's top TV anchorman slams settlements', Reuters, 31st May, 2005, cb0503; CSM (2005), 'Israel's orange-blue divide', The Christian Science Monitor', 9th August, 2005, <http://www.csmonitor.com/2005/0809/p08s02-comv.html>, cb0717; Buisson V. (2005), 'The spoils of Gaza', foreignpolicy.com, 26th August, 2005, cb0804; Yavin H. (2005), 'What Israel must do', boston.com, 24th September, 2005, <http://www.boston.com/news/globe/editorial_opinion/oped/articles/2005/09/24/what_israel_must_do>, cb0821; Ferziger J. (2005), 'Israel should pull out of west bank unilaterally, Barak says', Bloomberg.com, 1st November, 2005, <http://www.tau.ac.il/jcss/bloomberg311005.html>, cb0847; Berger R. (2005), 'Sharon redraws Israel's political map', newsVOA.com, 27th November, 2005, <http://www.voanews.com/english/archive/2005-11/2005-11-27-voa24.cfm?CFID=5570944&CFTOKEN=51196295>, cb0930; Williams D. (2006), 'Palestinian suicide bomber film fizzles in Israel', Reuters, 20th January, 2006, cb1128; Ben-Meir A. (2006), 'Israel's destiny', Zaman Online, 31st March, 2006, <http://www.turkishweekly.net/comments.php?id=2012>, cb1312 411 Morris H. (2005), 'Mandelson urges Israel to retain Gaza free trade zone', FinancialTimes.com, 20th May, 2005, cb0342; AFP (2005), 'Failing Palestinian economy threatens dialogue with Israel', Agence France Press, The Daily Star, 28th May, 2005, cb0349; Zippor A. (2005), 'Mubarak warns Israel: Don't turn Gaza into a prison', Israel Hasbara Committee, 21st August, 2005, cb0734; Reuters (2005), 'Israel's barrier depressing Palestinian economy โ UN', Reuters, 25th August, 2005, cb0802; AP (2005), 'Israel threatens to limit Gaza trade', AP, International Herald Tribune, 11th December, 2005, cb1041; Mitnick J. (2006), 'Israel's economy leaving Palestinians far behind', The Christian Science Monitor, 22nd May, 2006, <http://www.csmonitor.com/2006/0522/p01s03-wome.html>, cb2102 412 CV (2006), 'Israel builds ties with Hamas on humanitarian issue', chinaview.cn, 26th May, 2005, <http://www.reliefweb.int/rw/RWB.NSF/db900SID/VBOL-6CRDW2?OpenDocument&rc=3&emid=ACOS-635PFR>, cb0352 413 Rabinovich A. (2005), 'Take the settlers' rubble, Israel told', The Australian, 22nd April 2005, cb0305; Johnston C. (2005), 'Muslims say Israel to raze suburban Jerusalem Mosque', Reuter, 31st May, 2005, cb0504; Khouri R.G. (2005), 'Israel withdrawal is both historic and deceptive', The Daily Star, 18th August, 2005, <http://www.dailystar.com.lb/article.asp?edition_id=10&categ_id=5&article_id=17685>, cb0741; Farrel S. (2005), 'After the Gaza withdrawals now building begins in west bank', TimesOnLine, 25th August, 2005, <http://www.timesonline.co.uk/article/0,,251-1749605,00.html, cb0753; King L. (2005), 'Israel to seize Palestinian land for west bank settlement', latimes.com, 24th August, 2005, cb0754; Reuters (2005), 'Arab states aim to slam Israel at UN over atom bombs', Reuters, 23rd September, 2005, cb0819; BBC (2005), 'Israel-Arab spat at nuclear talks', BBC News, 28th September, 2005, cb0835; Aljazeera (2005), 'Is Israel ready for peace?', Aljazeera.com, 12th October, 2005, cb0906; Aljazeera (2005),
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
96
ืื ืกืืื ืืืืชื ืชืจืืื " -ืืฆืืจืืช ืืื ื .414ืชืืืจืืื ืืคืืืืืืงืืื ืืฉื ืืืืืช ืจืืืงืืืืช ืืฉืจืื ืืชืืืื ืช ืืกืืช ืฉ, ืืขืืื ืืื ืืช ืืฉืืื ืืขืช ืืงืืืช ืืฉืื ืข ื ืืฉืื ืืืจืช, ืชืงืฉืืจืชื
ืืคืื ืืช ืืจืฆืืขื ืฉ; 416ืืื ืื ืืืืช ืงืืืืืฉืจืื ืืื .415"ืืขืจืืื ืืืืืฉืืืืื ืืฉืืืื ืงืฉื ืืืืืืืช ืชืชืื ืคืืืขื ืืืื ืืืืจื, ืืื ืืื ืืืืืืืืช 417)ืืืืืืื ืืืช ( ืืืช ืขืจื ืืืื
โืืคืจืืืืื ืืืื ืืืช ืขื ืคืืืืืฉื ืืืื ื ืืขื ืืืื ืืืืื ืชื ืืืืง ืืช ืืช; 418ืืชืืฉืืืืืื ืขื ืืื ืืืชืงืคื .419ืชื ืืขื ืืคืืกืืื ืืื-ืืืืื ืฉืื ืืจื, ืชื ืืขื ืืืืืืื- ืืืื ืฉืื ืืจื
ืชืื ืฉืื ืื ืื ืืืขืื ืขื ืืืขืืื ( ืืจืืฉืืืืืืื ืชื ืืกืคื ืืช ืืืจื ืขืืืืืืื ืืืืจืืคืื ืืช ืืชืงืฉืืจืช ืืืืจืืคืืืช ืขื ืืืื ืชื ืืื ืืข; 420)ืืืืืก ืืืืืจืืช ืืคืจืืื ื ืืคืืกืืื ืื
ืืืฉืื ืืงืจืืขืช ืขืืืืื ืกืืืจืื ืืฉืจืืืื ื .421ืืืืืช ืืชืืฉืื ืืืจื ืืขืืจ ืืืฉืชืชืฃ ืืืืืจืืชืฉื ื ืืืืืื . 422ืืขืฆืจ ืืืฉืจืืืฉ ืืกืืจืื ืคืืกืืื ืืื ืืืืืืื ืืืชื ืืืฉื, ืืกืคืจ ืืงืืจืื
-ืืคืจืืืืงืฆืื ืื ืื, ืืืืื ืืื ืงืืฆืื ืืื ื ืขืฆืจื ืืขืงืืืช ืืจืืงืช ืจืืฉ ืืืืจ ืืชืื ืืกืื .424ื ืืจ ืืชืื ืื ืกืืื ืืขืืจ ื ืฆืจืช- ืื ืืืืงืืงืืขืงืืืช ืืจืืงืช ืืืื ืืฉืจืืืื ื ืขืฆืจื ; 423ืืืกืืืืช
ืืขืืช ืืงืืจื ืืืื ืืื .425ืืจืคืื ,ืคืขืื ืฉืืื ,ืกืืืื ื ืืจืืื ืืชืืืื ืืฉืจืืื ื ืืฆื ืืฉื ืืืจืืืืฉืช ืืชืื ืืืฉืื ืื ืื ืืงืฆืื ืืืืจืื - ื ืืืืื ืจืฆืืืช ืฆืื ืืจืืื ืืืื''ืืืฉืืื ืืช ืฆื
ืืฉืจืืืื -ืขืจืืื 13ืืืื ืืืจืืืช ืื ืืืืฉื ืืชืื ืืืฉืื ืื ืื ืฉืืืจืื ืฉืืื ืืืจ .426ืืืืชืืืจืืื ืจืืฉ ืืืืฉืืืืืืืืื ืืชืงืฉืืจืช ืืืจื ืื . 427ืืฆืคืื 2000ืืืืืืืช ืฉืืคืจืฆื ืืฉื ืช
ืืืช ืืืฉืคื. 428ื ืืคืขืื ืืืืืื ืืืืืืืช ืืฉืืืื''ืฉืจืื ืืกืืจ ืืืืืืช ืขื ืืืืฆืขืืื ืฉืฆื, ืืืจืืืจืืช ืฉืงืืื ืกืืจืช ืืืืืืช ืืฉืื ืื ืชืืืื ื, ืืืงืืช ืืืืืืืขืืืื ืืืชืงืฃ ืื ืงืืข ืฉืืืจ ื
ืืกืืืจืช ืืืืืฉ ื''ืฆื. 429ืืืืืืืกืืื ืืคืืกืืื ืืืช ืชืืืื ืืืืจืืืชืื ืืชื ืืขื ื ืืคืืืขืืช ื''ืฉื ืืื ืืืืืืช ืืืืืืคืจืขื ืืขืืืืช ืขืืืื , 430ืงืจื ืืช ืฆืืงื ืฉืืื ืงืฉืจ ืขื ืชื ืืขืช ืืืืืก
'Israel bypass approach not Arafat hampered peace', Aljazeera.com, 11th November, 2005, cb0917; Erakat S. (2005), 'Israel's bypass diplomacy cannot bring peace', Financial Times, 10th November, 2005, cb0921; Aljazeera (2005), 'Israel accused of stalling on Gaza', Aljazeera.net, 11th December, 2005, cb1042; Aljazeera (2006), 'Israel leaves Gaza agriculture in crisis', Aljazeera, 2nd March, 2006, cb1224 414 Keinon H. (2005), 'London Mayor blasts Israel again', The Jerusalem Post, 20th July, 2005, cb0620 415
Tahsin H. (2005), 'Sharon knows peace would not lead to Greater Israel', Arab News, 22nd April, 2005, <http://www.arabnews.com/?page=7§ion=0&article=62584&d=22&m=4&y=2005>, cb0308; McQuaig L. (2005)' 'Limited pullout won't bring Israel lasting peace', Toronto Star, 22nd August, 2005, cb0735 416 Ihle J. (2005), 'Anti-Israel article in magazine causes storm of protest in Ireland', Jewish Telegraphic Agency, 4th December, 2005, cb0923; Haaretz (2006), 'Zahar says there's no room for Israel on this land', AP, Haaretz.com, 2nd April, 2006, cb1326 417 CBC (2005), 'Catholic Patriarch calls for dismantling of Israel's security wall', CBC News, 24th December, 2005, cb1007; O'Loughlin E. (2005), 'Pilgrims bump into Israel's security fence', theage.com, 10th December, 2005, cb1037 418 IPC (2005), 'Israel denies cancer patient life-saving treatment abroad', International Press Center, 21st May, 2005, cb0340; Silverman (2005), 'Net effect: web sites that shape the world', foreignpolicy.com, July-August 2005, cb0606; Makdisi S. (2005)' 'Israel leaves but Gaza is hardly free', latimes.com, 21st August, 2005, <http://sareemakdisi.blogspot.com/2006/01/israel-leaves-but-gaza-is-hardly-free_26.html>, cb0736; MSN (2005), 'Is Gaza still occupied? Israel and Palestinians disagree', MSNNews, 12th September, 2005, cb0832 419 Aljazeera (2005), 'Israel plans W Bank apartheid roads', Aljazeera.net, 19th October, 2005, <http://english.aljazeera.net/NR/exeres/CDE217DB-D310-4CF7-BBC0-2BCFD2E739AC.htm>, cb0850 420 Fini (2005), 'EU accuses Israel on Jerusalem', Agenzia Giornalistica Italia, 7th November, 2005, <http://news.bbc.co.uk/1/hi/world/middle_east/4470118.stm>, cb0929; Devi S. (2005), 'Israel says EU is breaching international terror law', FinancialTimes.com, 11th December, 2005, cb1040 421 BBC (2005), 'Israel reconsiders Jerusalem vote', BBC News, 25th December, 2005, <http://news.bbc.co.uk/1/hi/world/middle_east/4559128.stm>, cb1005 422 Reuters (2005), 'Israel probes Koran accusations, finds no abuse', Reuters, 8th June, 2005, cb0509 423 Reuters (2005), 'Israel arrests two for pigs-head arrack on mosque', Reuters, 26th August, 2005, cb0805 424 BBC (2006), 'Israel Church attackers sorry', BBC News, 6th March, 2006, <http://news.bbc.co.uk/2/hi/middle_east/4775670.stm>, cb1222 425 BBC (2005), 'Israeli guilty of shooting Briton', BBC News, 27th June, 2005, <http://news.bbc.co.uk/2/hi/middle_east/4625355.stm>, cb0603; Dodd V. (2006), 'Israel to boycott inquest into death of British peace activist shot in Gaza', Guardian, 10th April, 2006, <http://www.guardian.co.uk/israel/Story/0,,1750623,00.html>, cb1332 426 Guardian (2006), 'Journalist's death in Israel was murder', Guardian, 6th April, 2006, cb1323; Aljazeera (2006), 'Family of shot TV man accuses Israel', Aljazeera.net, 4th April, 2006, cb1325 427 BBC (2005), 'Israel police escape riot charges', BBC News, 20th September, 2005, <http://news.bbc.co.uk/1/hi/world/middle_east/4259798.stm>, cb0823 428 Hindu (2005), 'Israel lifts all curbs on Army in fight on terror', The Hindu, 17th July, 2005, cb0617 429 Ellingwood K. (2005), 'Barrier in west bank is legal, court rules', latimes.com, 16th September, 2005, cb0825 430 Nessmand R. (2005), 'Israel shuts down Hamas charities', Guardian Unlimited, 28th September, 2005, cb0834
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
97
ืืืฆื ืฉืืื ืฉื ืืืืืื ืืืฉืชืชืคืื ืืืืื ,431ืชืื ืืขืืืชื ืืืฆืืื ืืกืื ื ืืืื, ืืืืืืืื ื ืืื ืืขืช ืื ืืกืชื ืฉื ืคืขืืื ืฉืืื ืืืจืฆืืช ืื ,432ื ืืจืืืืืืจืืช ืืื ืกืช ืืคื ื ืขืืชืื ืื
ืืืขื ืื ืขืฆืจ ) 'ืืื(ื ''ืงืฆืื ืืืืจ ืืฆื .433ืืืขืืจื ืืืืืืืื ืืืช ืืืืืืช ืชื ืืขื ืืืขืจื. 434ืืืืจ ืฉืืืืฉื ื ืืื ืชืืืขื ืขื ืืกืืก ืืืืง ืืืจืืื ืืื ืืขืช ืคืฉืขื ืืืืื, ืืืืืขื ืืืื ืืื
ืืื ืืฉืจืืืื - ืื ืืช/ืืื ืื ื, ืืฉืคืืืช ืขื ืืืืื ืชื ืืื ื ืืงืฉืืืืฉืจืื ืืืคืืช ืืืื ืชืื ืืืืื ืช AIPAC -ืฉื ื ืืืืจืื ืืฉืขืืจ ื. 435ืืื ืชืืฉืื ืืจืฉืืช ืืคืืกืืื ืืืช-ืื ืืช/ืืืื ืื ื) ืืืกืืืื()American Israel Public Affairs Committee (ืืืืฉืื ,ืืืืฉืื ืืืื ืืืืฉ ืฉืืจืืจืืช ืืฉืจืื
ืืฆื ืืืืงืช ืืืชื ืืืืงืืจืช ืงืฉืืืฉืจืื . 436ืืขืืื ืืคื ืืืืืื ื ืืกืืื ืืงืืืช ืืืืข ืืื. 437ืื ื ืืืืกืืจ ืืืืืืง ื ืื ืืืืื ืืช ืฉืืื ื ืขืืฉืืช ืื ืืฉืกืืืื ืืงืืืืจืืช ,ื"ืืืืื ื ืืืจื
, ืฉืืืื ืื ืืฆืื(ืืืืช ืืืืื ืืช ืืืกืืื ืืช ืืขืืื ืืืขืจืื , ืืืืื ืืื ืง ืืขืืืื ืกืืืื ืืฉืจืื . 438)ืืืื ืืืืจืื ื ืืื ืืืืืคืช ืืืงืืืฉืืืชืืืืช ืขื ืฉืืขืืจ , ืื ืืืจืื, ืื ืืขืื
) 2005ืคืืจืกื ืืืืฆืืช ( 2004ื ืืจืืื ืืื ืกืื ืืฉื ืช ''ืืืืืง ืืฉืืขืืชื ืืื ืืืฉืงืื ืืชืืขื
700ืืจื (ืืช ืืืฉืืช ืืฉืจืื ืืืืฆืืข ืคืฉืขืื ื ืื ืืื ืืฉืืช ืืคืฉืขื ืืืืื ืฉืืืฉืืืืืจ ืืืืืจื ืืกืจ ืืืจืืืช ืืืคืืื ืืจืืืืจืืช ืื; ืืืืื ืื ืกืืืืช ืื ืืืงืืืช 150ืืืื , ืคืืกืืื ืืื
ืืืช ืืืฉืคืืืืจืืช ืืืืืช , ื ืื ืื ืืฉืืืืืืืื ืืฉืืืืฉ ืืคืืกืืื ื; ืขื ืืืืจืื ืืืจืืืื; ืขืื ืฉืื ืงืืืงืืืืืื ืืืกืืจืื, ืขืื ืืืื, ืืจืก ืฉืืืชื ืฉื ืืชืื; 439ืืขืืืื ืฉืืกืจื ืืช ืื ืืื
ืืืืชืงืคื ืืืฉืจืืืืช ; )ืืขื ืงืช ืืกืื ืืช ืืืืืืื ืืืืชื ืืืื ืฉืืืฆืขื ืคืฉืขืื ื ืื ืคืืกืืื ืืื .440ืืืืืงืืจืืช ืืืื ืืืืืืืช ืฉืืื ืืขืงืืืชืื ืขื ืจืฆืืขืช ืขืื 2006ืืงืืฅ
ืืขืืจ ืืืืื ืืฆืืืืช ืืืคืืืืืืืช ืืชืืืืชืืืช ืืืฉืจืืืืืจืืช ืืืืงืืจืืช ื ืจืฉืื ืื ืืขื
ืืฆืืืื ืืืืื ืืืคื ืืช ืืืกืจ ืื ืขื ืืืืื ื ืืฉืื ืืืฉ ืืืืฅ ืื ืืืช ืืฉืจื. ืืชืืืชื ืชืง ;"ืขื ืืืืื ืืฉืืื"ืืฉ ืืจืืช ืืืงืื ืกืคื ืืืืืื ืฉื ; Soft Power/ืืฉืืืืฉ ืืืื ืืขืฆืื ืืจืื
ืืืืืฅ ืืืืืืช ( ืืขืฉืืื ืืชืืืืื ืืืื ืืืืจืืืืืืืืช ื ืื ื ืื ืืื ืืจืงืืจื ืืืืืื ืืืืจื ืืืืืืื ืช ืืื ืืคืืงืื ืขื ืืืฆืื , ืืื ื ืขื ืจืืืฉ ืืื ืืืงืืืืื, ืื ื ืืืืืงืืืืืช ืืชืืื ืืกืืจ ื
ื ืจื ืคืจืื ืืืฉืจืฃ 'ื ืฉืื ืคืงืืกืื ืื. 441(Prosor, 2006) ืืื ืจืง ืืขืฆืื ืฆืืืืช) ืืืืื ืื
431 Reuters (2005), 'UN: Israel puts human rights workers at grave risk', Reuters, 12th October, 2005, cb0907 432 BBC (2006), 'Israel army sorry for fake voting', BBC News, 29th March, 2006, <http://news.bbc.co.uk/2/hi/middle_east/4857958.stm>, cb1309 433 ABC (2005), 'Israel detains Australian woman', Australian Broadcasting Corporation, 26th December, 2005, <http://www.abc.net.au/news/newsitems/200512/s1537879.htm>, cb1004; Amayreh H. (2006), 'Israel introduces new travel restrictions', Aljazeera.net, 11th June, 2006, <http://english.aljazeera.net/NR/exeres/2C4D96C4-31A0-43DA-99F3-BC3CA15DF85A.htm>, cb2043 434 Williams D. (2005), 'Israel wants UK to tighten law on war crimes suit', Reuters, 18th September, 2005, cb0826; Aljazeera (2005), 'Ex-Israeli general tells of arrest bid', Aljazeera.net, 12th September, 2005, cb0830 435 Aljazeera (2005), 'Israel to impose tough citizenship limits on Palestinians', Aljazeera.com, 19th July, 2005, <http://www.aljazeera.com/me.asp?service_ID=9257>, cb0621; Gomez E.M. (2006), 'Israel to Palestinian husbands and wives of Israelis: Stay Out!', SFGate.com, 17th May, 2006, <http://www.sfgate.com/cgi-bin/blogs/sfgate/detail?blogid=15&entry_id=5255>, cb2101; Aljazeera (2006), 'Israel extends Palestinian spouse ban', Aljazeera.net, 25th June, 2006, <http://english.aljazeera.net/NR/exeres/A2EAC020-6534-4FEA-ADD6-B4B8635797B2.htm>, cb2018; Gomez E.M. (2006), 'Israel to Palestinian husbands and wives of Israelis: Stay Out!', SFGate.com, 17th May, 2006, <http://www.sfgate.com/cgi-bin/blogs/sfgate/detail?blogid=15&entry_id=5255>, cb2101 436 Vicini J. (2005), 'Pro-Israel lobbyists charged in US Pentagon case', Reuters, 4th August, 2005, cb0723 437 Nir O. (2006), 'Human trafficking report slaps Israel', Forward, 9th June, 2006, <http://www.forward.com/articles/human-trafficking-report-slaps-israel>, cb2056
438 The Marker )2005(' ,BDI :ืืืื ืืื ืง ืืขืืืื ืืฆืืืขืื ืื ืืฉืจืื ืืืช ืืืืื ืืช ืืืกืืื ืืช ,'TheMarkeronline ,3 2005, ืืืืืืกื ,cb0711 ; Izenberg D. (2005), 'Israel scores low on gov't quality study', The Jerusalem Post, 3rd August, 2005, cb0720
439 Bennhold K. (2005), 'Israel bans use of Palestinian civilians as human shields', The New York Times, 5th October, 2005, cb0843 440 BBC (2005), 'Amnesty slams Israel war crimes', BBC News, 26th May, 2005. <http://news.bbc.co.uk/2/hi/middle_east/4580139.stm>, cb0353; Aljazeera (2005), 'Report slams Israeli, US rights abuses', Aljazeera.com, 25th May, 2005, <http://english.aljazeera.net/NR/exeres/DFF54C66-6978-4679-AA1A-4E1A94CAD1F0.htm>, cb0354; Amnesty (2005), Public Statement, Amnesty International, 9th October, 2005, cb0839; BBC (2006), 'UN envoy attacks Israel over Gaza', BBCNews, 5th July, 2006, <http://news.bbc.co.uk/2/hi/middle_east/5150840.stm>, cb2026; Rettman A. (2006), 'Israel on edge of International law, Brussels say', euobserver.com, 5th July, 2006, cb2027; Benn A. (2006), 'U.S. warns Israel not to harm Abbas or Palestinian civilians', Haaretz.com, 2nd July, 2006, cb2028; DP (2006), 'India puts friendship with Israel at stake', dailypioneer.com, 10th July, 2006, cb2029; Gordon E. (2006), 'Israel's image โ why the all time low', The Jerusalem Post, 8th June, 2006, <http://www.jpost.com/servlet/Satellite?cid=1149572636869&pagename=JPost%2FJPArticle%2FPrinter>, cb2057 441 Prosor R. (2006), 'Address by Director-General Prosor to the 6th Herzlia conference', Israel ministry of foreign affairs, 22nd January, 2006, <www.mfa.gov.il>, cb1121
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
98
ืืืืื ืืฉืืคืืจ ืงืฉืจื ืืืื ืชื ืืชืืืืชื ืืืืกืืจืช ืืืืฆื, ืืืืื ืขื ืืืืื ืืชืงืจืืืช ืืืฉืจืืืคื ื ืืจืืฉ ืืืืฉืื ืืจืืื ืฉืจืื ืืชืงืื ืืืจืื ืื ืื ืืขืืจืืช -ื ''ืืืฉืืื ืืื. 442ื"ืืจืื
ืืช ืืืขืืืืชื , ืืจืืืืคืขื ืืจืืฉืื ื ืืืืกื, ืืฉืจืื ืืืืืื ืืืืืฉ; ืขืฆืจืช ืืืืืืชืืืืจื ืื ืจืง ืืืจืืืช ืขืื ืืื ืืืืืืจืืช ืฉืืฉ ืืืืจืกืื ืื ืืฉืื ืื ( 443ืืืืืืืืืืจืืช ืืืืขืฆืช
ืงืืจืื ืืช ืืชืงืคืืช ืืฉืจืืืื -ืืืฉืืช ืืฉืจืื ืืืืืื ืืืขื ืืง ืคืืฆืืืื ืืขืจืืื ).444ืงืฆืจืขืจื ืืืงืืจ ืืืืืชื ืืฆื ืืืก , ื ืฉืื ืืืืื ื ืืฉื ืงืฆื .445ืงืืฆืื ืืื- ืืืืื ืืืืืืืื ืืคืืืืขืื
ืฉืืืืข ืืช ืชืงืืืชื ืื ืชืื ืฉื ื ืืืืฉ ืืช ืืืื ืชื ืืขืจืื ืืืงืืจ , 16-ื ืืงืืืฉ ืืืคืืคืืืจ ืื ืืืงืืืกืืืื ืกืืจืช ืชืงืจืืืช ืืืคืืืืืืืช ืฉืืชืขืืจืจื ืืื ืืฉืจืื ืืืืชืืงื ืืืืื , ืจืฉืื ืืืฉืจืื
ืกืืจ ืืืฆืื ื โืืืื ืืืจืืื ื ืืกืืืข ืืืื ืืืืืืื ืื ืืื ืืื ืฆืืจืืฃ ืืจื .2005446 ืืชืืืืชืืช ืงืืืื ืฉืืจืื ืขื ืืืื ืืงืืช ืืคื .447ืืื ืืกืื ืืืืจ ืืืจืืื ืกืืืขืืืืืจื ืืืื , ืืืืื
- ืืกืืกืื ืืืฉืจืืืืคืจืืืืืช ืจ ืืช ื ืืกืืื ืืืขืื[ ืื ืฉืืื ืืืื ืืืขืจืืืชืืชื ืชืงืืช ื, ]448}ืกืืกืื ืืืืืืช ืืื ืฉืชื ืืืื ืืช{ ืืงืื ืกืคื ืืงืฉืืืจื 312ืืืจ'ืืืื ืืงืื ืกืคื ืคืืกืืื ืื
2006ืืจืืฉืืช ืฉื ืช 449ืืืืืจืืช, ืชืืืืช ืืฆืืืืจ ืืืฉืจืืื ืื ืขืืจ ืืจืื ืืืคื ืืคืืืืืืชืืฆื ืืืืืืื ืขื (ื ืืืฉืืช ืืฉืจืื ืืืชืจืกืงืืช ืืคืืืช ืืืืืื ืืฉืืืืช ืืืืื ืืงืืฆืื ื ืข
. 450)ืคืฉืืกืืืชืืฉืชืืืจื ืืชืงืฉืืจืช ืืืื ืืืืืืช ืืืืขื ืืช ื' ืืฉืจืื ืืืชื ื'ืืชืืืงืืช ืืคืืืช ืืชืืืื ืืืืืื ืืืืื ื ืฉืืจืืจืืช ืืฉืจืื ืืืืืจืืื ืื ืืืืช ืืกืืืช ืืื ืืขืฆืืืืช ืฉืขืจื
ืื ืกืืงืืจื , ืืืฉืจืืื ืืืืฅืืืฉืจืช ืืช ืืืขืื ื ืืฉืจื ื BBC-ืืืขื ืืขืืช ืืืืงื ื. 451ืืืืืืก .452ืืื ื ืืืืื ืืืืื ืื ืืืืืืื ืืืืจื ืืชืืืืืืืจืฉืช
ืื ืืืืื ืืชืื ืืงืืืื ืืช ืืืขืื ื , ืืกืืืื ืืฉืืืืืืืืื ืืืจืืขืื ืฉืืืืืจื ื ืืชื ืฉืืืฉื
ืืืืืืฉื ื ืฉืื ืืืจืื ืืืืจืืช ืืืช ืื ืืืืจืคืืชืืืฆืืจ โืืจืืฉืื . ืืืื ืช ืืฉืจืื ืืขืืื ืืืขืจืื 3,000ืืืกืืจืช ืืื ืืก ืืคื ื ( ื ืช ืืฉืจืื ืืขื ืืืคืืืืฉืืฉ ืืืืืง ืืช ื, ืื'ืืืืืื ืื
ืืืืกืจ ื ืืื ืืช ;ืื ืืฉืืื ืืื ื ืืืชืืกื, ")ืืขืืื ืืื ืืฆืืื ืืช"ืชืืช ืืืืชืจืช , ืกืืืื ืืื ืืืืจืืืคืจืช ืืืื ื ืืื ืืขืช ืืคืฆืช ื ืฉืง ืชืื ,ืช ืกืืื ืืช ืืื ืจืืื ืืืื ืืืืืืชืืืจืืฉื ืชืืืืขื ืืืืจืื ืฉืืืืื ืืืฉืืจ ืืืืกืื ืืื ืื ืืจืง ืืขืืื 164ืืืืืืคืจืฉืช ืงืจืืงืืืจืืช โืืฉื ื . 453ืืจืขืื ื
ื ืืฆืืื ืืืืืก ืืืืืจืืช โืืฉืืืฉื .454ืืืืืืืืช ืืืืื ืฉืืชืืืืื ืืขืงืืืชืื, ืืืืกืืื
442 Shahead S.S. (2005), 'Pakistan-Israel: Musharraf seeks ties with Israel, sources say', AKI, Stampa, 1st September, 2005, cb0815 443 HT (2005), 'Israel wants to join UN security council', HindustanTimes.com, 20th September, 2005, cb0817; Spetlanick M. (2005), 'Israel's Sharon returns to fight for political life', Reuters, 19th September, 2005, cb0822; Hoge W. (2005), 'UN warms up to Israel after a long cold shoulder', International Herald Tribune, 11th October, 2005, <http://www.iht.com/articles/2005/10/11/news/israel.php>, cb0838 444 Pipes D. (2005), 'Israel UN favorite', Israel Hasbara Committee, infoIsrael.net, 7th December, 2005, <http://www.frontpagemag.com/Articles/ReadArticle.asp?ID=20426>, cb0950 445 Caspi T. (2005), 'Israel seeks aid for Israeli Arabs attacked by Jews', Reuters, 25th September, 2005, cb0818 446 Telegraph (2005), 'Pope hopes to visit Israel', Daily Telegraph, 18th November, 2005, cb0934 447 Reuters (2005), 'Red Cross/Crescent has new emblem, Israel can join', Reuters, ABC-News, 11th December, 2005, cb1034
2006, ืืืืื 31, ืืืื- ืืื ืืืจืกืืืช ืชื, ืก ืืืืฉื ืืืืืื ืืืช''ืืื, ืื ืื ืชืื ืืืช ืืคืจืืืงื ืืืืื ืืืช ืืืืืืช, ืขื ืืื ืคืจืืืฉืืื , )2006. (ืคืจืื ื 448 2006, ืืืจืฅ 23, ืืจืืฉืืื, BBC-ืจื ืืืืืจ ืืชื ื'ืขื ืจืืฆ ืฉืืื, )2006. (ืืืืืจ ืจ 449
450 NYT (2006), 'For Israel's future, a moment of truth', The New York Times, International Herald Tribune, 6th January, 2006, cb1044; Morley J. (2006), 'Israel's election shows Kadima's unilateral appeal', washingtonpost.com, 24th March, 2006, <http://blog.washingtonpost.com/worldopinionroundup/2006/03/israels_election_shows_kadimas_1.html>, cb1227; Makovsky D. (2006), 'Israel's unlikely transformer', washingtonpost.com, 2nd April, 2006, <http://www.washingtonpost.com/wp-dyn/content/article/2006/04/01/AR2006040100010.html>, cb1313; Mcgirk T. (2006), 'Israel's controversial candidate', TIME, 23rd March, 2006, <http://www.time.com/time/world/article/0,8599,1176282,00.html>, cb1317
cb1413, 2005, ืืืื ynetnews.com ,2', ืืฉืจืื ืชืฉืื ืืชืืืื ืืืืจืืื ืื: ืืืงืื ืืืืืืช ืขืฆืืืืช, ')2006. (ื ืืืืืก ืจ 451452 Ynet )2006(' ,ืืืืืื ื-BBC ืืืืืจื ืืชืืืื ืืื ื ืืืืื ืื ,'Ynetnews.com ,2006, ืืืื 2- ื ,cb1417 18%ืืขืืืช , ืืื ืืืืื ืืกืืืืื ืขื ืืืืืจื ืื ืืืืจืื ืืฉืคืขื ืฉืืืืืช ืขื ืืขืืื 47%ื ืืฆื ืื , 2005ืืจืฆืืช ืืฉื ืช 33-ืืกืงืจ ืฉื ืขืจื ื 453
ืืจืื , 72%ืืจืืื ืื , 75%ืืจืืื , 77%ืืืืืื , 81%ื "ืืจื, 84%ืืจืื ืื -ืคื ืืจืฆืืช ืชืืฆืืืช ืขื , ืืฉืคืขื ืฉืืืืืช(ืืืืจืกืื ืฉืืฉืคืขืชื ืืืืืืช ).7%ืขืจื ืืกืขืืืืช , 37%ืกืื , 40%ื ืืืจืื , 43%ืจืืกืื , 68%ืฆืจืคืช , 71%ืงืืจืืื
FP (2006), 'Who do you love?', Foreign policy, February, 2006, cb1205; Dimmore G. Devi S. (2005), 'Mideast arms race fears as Israel ups Iran pressure', FinancialTimes.com, 9th December, 2005, cb1035 454
Mallow J. (2006), 'Letter from Copenhagen', Forward, 3rd February, 2006, cb1122; Nahmias R. (2006), 'Terror increased sympathy for Israel', Ynetnews, 9th June, 2006, cb2045
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
99
59%ื ืืฆื ืื , 2006ืืจืืฉืืช ื"ืืจืืืกืงืจ ืฉืขืจื ืืืื ืืืืืค ื( 455ืืคืจืืื ื ืืคืืกืืื ืืืืฆืืืขืื ืื 50%-ืืืงื ืื ืืจืคืืืืฆืืืขืื ืืื 77%[ ืืืืืจืืงืืื ืชืืืืื ืืืืื ืช ืืฉืจืื
ืืชืืืืื 15%ืืขืืืช , ]ืืืื ืืขืืงืืื ืืืจ ืืืฉืืช ืืื ืืืืืืืช 66%; ืืืืงืจืืืืืืฆื ืืฉืืืื ืืืืจืืข ืืจืืฉืื ). 456ืืืืกืืืข ืืืืื ืื ืืฉืืจืืืชื ืืชื ืืืื ืืืชื ,ืื ืืืืืคืืกื
1973ืืื " :ืื "ืืขืืืื"ืืืื , ืืืขืื ืื ืขืชืืงื ืืืืื ื ืื ืืืื ืช ืืฉืจืื ,ืืขืื ืฉืื ืืืืชืจืืช; )2006ืืืืืจืื ืฉื (ืืจืืืืื $ 1.6ืืืืื ืช ืืฉืจืื ืืืืขื ืืกืืื ืืืื ืฉื ื"ืืจืืืงืฃ ืชืืืืืช ืืคื ืฉืชืืื ืืืขืืืช ืืืืืืช ืฉื ืืืืืื ( ืืืจืืงืืืืืืืฆืข ืืื ืืืจื $ 5,700-ื
.458ืืฉืจืื ืขืืขืืจืจ ืื ืกืืืืืืจืืืช ืจืื ,ืื ืื ืื; 457)"ืืืืืืื ืื
ืืืงืืืืืืืืื ืืืืืืื ืืฆื ืืืชื ืืฉืจืื ืืชืืืืืืช ืืื ืื ืืฉื ืืื ืืืืื ืืจืืฉืื ืืืื ืืืคืขื ืขืืื ืืืฅ . )ืืจืื ืืขืจื ืืกืขืืืืช, ืืฆืจืื โืืืื ืื ืืืื ืืืื ืืช ืขืจืืืืช ( ืืืื ืืืืืืช
ืืืืืืื ืืืืจืืคืื ืืืฉืืื ืืช G8-ืฉืจื ืืืืฅ ืฉื ื, ืืฉืืจ ืืขืฆืืจืช ืืืชืงืคื ื ืื ืืืืืืืืืืชืืฆืืืช ืฉื .)ืชืื ืืคื ืืืช ืืฆืืข ืืืฉืืื ืื ืขืืจ ืกืืจืื ืืืืจืื( ืืืฉืืจ ืืืฆืชืชืืืืืืืืื
ืื ืขื ืืืืฃ ืืืืื ืืืฉืืคืช .459ืืืืืืฆื ืืืชืงืคืช ืืืคืืืืืื ืฆืืืืจืืช ืขืืืืช ืืืคืืืืืืืืืฉืฉ ืืืืืื ืืชืืฉืืช ืืืคืืืขื ืืืืืืช ืืืืืจ , ืชืืื ืืช ืืืจืก ืืื ืคืืขืื ืืงืฉืืช ืืืื ืื
โื "ืืืฅ ืืืฉืจ ืืืจื โ ืืืืช ืืชืืืื ืืืื ืืืืืืช, )ืืืื ืขืืื ืืคืฉืจืืช ืืืืืจื ืื ืคื(ืืืคืกืงื ืืืืืืช ืืืขืืื ืงืจืืื ืืฆืื ,ืขื- ืกืจืืืื ืืคืื ืืืืืืืืืืืืืืื ืื ,ืืชืืคืืืืืืงื ื ืืข ืืืืืืืื ืืืืขืื [ ืืืงืืื ืขื ืืฉืืจ ืืกืืจื ืืืฉืืืืชืขืืจืจ ืฉืื ืืืืืื ,ืืืืืื
ืื ืฉืืืืื ืฉืื ืื ืขืืืื ืืช ืฉื ืื ืืฉืื ืื ืงื .460(Gissin, 2006) ]ืืขืืืืชืงืฉืืจืช ืืื ืื
) ืืื(, 50%) ืจืข(ื "ืืจื: ืกืืื ื ืืฆืืื ืืืืืก ืืืืืจืืช ืืื ืืืช ืืจืฉืืช ืืคืืกืืื ืืืช ืืขืืงืจ ืืฉืืืื ืืืืื ืืช ืฉืื ืืช PEWืืกืงืจ ืฉืขืจื ืืืื ืืืืงืจ 455. 24%) ื(, 32%) ืจ(ืจืืกืื ; 11%) ื(, 71%) ืจ(ืืจืื ืื ; 24%) ื(, 69%) ืจ(ืฆืจืคืช ; 28%) ื(, 47%) ืจ(ืกืคืจื ; 32%) ื(, 34%) ืจ(ืืจืืื ืื ; 20%
.260ืจืื ืืงืืจ ืืขืจื Aljazeera (2005), 'Israel: Hamas win would be disastrous', Aljazeera.net, 17th December, 2005, <http://english.aljazeera.net/NR/exeres/3D346E3D-54D5-4A9E-872C-70552B90F3ED.htm>, cb1026; Gilboa E. (2006), 'Voting isn't democracy', LA Times, 31st January, 2006, <http://www.latimes.com/news/opinion/commentary/la-oe-gilboa31jan31,0,6977061.story?coll=la-news-comment-opinions>, cb1125; Mitnick J. (2006), 'Israel's Hamas policy could boost Iran, deepen Palestinians woes', The Christian Science Monitor, 21st February, 2006, <http://www.csmonitor.com/2006/0221/p10s01-wome.html>, cb1219; Amr W. (2006), 'Abbas offers peace talks with new Israel government', Reuters, 11th April, 2006, cb1329; Economist (2006), 'Israel-hating rhetoric hurts Palestinians, too', Economist, 22nd April, 2006, cb1407 456 Benhorin Y. (2006), 'Poll: Most Americans support Israel', Y-net-news.com, 15th February, 2006, cb1208; Jacoby J. (2006), 'America takes side of Israel', boston.com, 26th March, 2006, <http://www.boston.com/news/world/middleeast/articles/2006/03/26/america_takes_side_of_israel>, cb1327 457 TDD (2005), 'Wiped off the map: Iranian President Ahmadinejad's statement regarding Israel has caused a political storm', The Democrats Diary, GlobalResearch.ca, 30th October, 2005, <http://www.globalresearch.ca/index.php?context=viewArticle&code=DEM20051030&articleId=1171>, cb0848 458 Sanminiatelli M. (2005), 'Italy upraids Iran on Israel stance', Guardian Unlimited, 6th November, 2005, cb0901; Reuters (2005), 'Germany's Merkel backs Israel over Iran', Reuters, 17th November, 2005, cb0940; Reuters (2005), 'EU to condemn Iran leader on Israel, warn on nukes', Reuters, 15th December, 2005, cb1025; AP (2005), 'Iran could be sanctioned for riling Israel', AP, Forbes.com, 16th December, 2005, <http://abcnews.go.com/International/wireStory?id=1414247>, cb1027; Reuters (2005), 'Iranian president sticks by anti-Israel comments', Reuters, 12th December, 2005, cb1030
459 Sofer R. (2006), 'Livni: No erosion of Israel's stance in the world', Ynetnews.com, 7th June, 2006, cb2024; Genran A. (2006), 'Bush giving Israel running room', Forbes.com, 18th July, 2006, <http://www.forbes.com/home/feeds/ap/2006/07/18/ap2887986.html>, cb1963; Abu-Nasr D. (2006), 'Arabs divided on Hezbollah over Israel', AP, HoustionChronicle.com, 18th July, 2006, cb1962; MacAskill E., Tisdall S., Wintour P. (2006), 'United States to Israel: you have one more week to blast Hizbullah', Guardian, 19th July, 2006, <http://www.guardian.co.uk/israel/Story/0,,1823817,00.html>, cb1960; HT (2006), 'Israel misrepresented claims ambassador', HarrowTimes.co.uk, 20th July, 2006, <http://www.harrowtimes.co.uk/news/localnews/display.var.842616.0.israel_misrepresented_claims_ambassador.php>, cb1931; Kalman M. (2006), 'Under Olmert, Israel putting new emphasis on diplomacy', SFGate.com, 30Th July, 2006, <http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2006/07/30/MNGEJK849B1.DTL&feed=rss.news>, cb1909; IT (2006), 'Dalia Itzik announces Int'l diplomacy blitz', Israel Today, 30th July, 2006, <http://www.israeltoday.co.il/default.aspx?tabid=178&nid=8840>, cb1910; Weymouth L. (2006), 'The axis of hatred', Newsweek, 31st July, 2006, <http://www.msnbc.msn.com/id/13990472/site/newsweek>, cb1948; Nouehed L. (2006), 'Israel strike kill 17 Lebanese', Reuters, 7th August, 2006, cb1920; News (2006), 'Israel slams Iran, Syria', News.com.au, 7th August, 2006, cb1925; IT (2006), 'Government spokespersons to improve Israel's image abroad', Israel Today, 6th August, 2006, cb1927;
ืืืืืจืื ืืฉืจืืืื ืืืื ืื ืื ืืืชืืื , ')2006. (ืงืื ื ื; cb1928, 2006, ืืืืื Ynet ,16', ืืืกืืจื ืืืฉืจืืืืช ืขืืืืช ืืฆืืื: ืืฉืจื ืืืืฅ, ')2006. (ืกืืคืจ ืจ ; cb1965, 2006, ืืืืื Ynet ,20', ืืกืงืจืื ืืืชืืื ืืช, ืืืืงืืงืื: ื ืืืืื ืขื ืืขืช ืืงืื, ')2006. (ืงืื ื ื; cb1966, 2006, ืืืืื Ynet ,19 ',ืขื ืืืืืื
, )2006. (ืคืจืืืื ื; cb1911, 2006, ืืืืื 26, ืืืืืก', ืืื ืื ืจืืฆื ืืืืืช ืืื, ืื ื ืื ืืจืืืขื ืืืืืืช: ืืืจื ืจืื ืืืืืืก, ')2006. (ืืจืจื ืง- ืฆืืจืืื, 2006, ืืืืืืกื Ynet ,1', ืฉืจื ืืืืืื ืื ืืกืืืื ืืงืจืื ืืืคืกืงืช ืืฉ ืืืืืืช, 'cb1930 ;Ynet, 2006, ืืืืื Ynet ,26', ืืืจืืืืื ืืืืืฉืื 8ืฆื : ืืื ืกืช'
cb1959 460 Gissin R. (2006), 'The critical importance of Israeli public diplomacy in the war against the Iran-Hizbullah axis of terror', Jerusalem center for public affairs, vol. 6, no. 9, 23rd August, 2006, <http://www.jcpa.org/brief/brief006-9.htm>, cb2108; Sandler N. (2006), 'New fighting spook investors in Israel', BusinessWeekonline, 12th July, 2006, cb2011; Elliot M. (2006), 'The way out of this mess, The six keys to peace in the Middle East', Beyer L. (2006), 'What was he thinking?', TIME, 20th July, 2006, <http://www.time.com/time/magazine/article/0,9171,1218058,00.html>, cb2003/4; Elliot M. (2006), 'The war that never ends begins a violent new chapter', Butlers A.L. (2006), 'The party's over', TIME, 24th July, 2006, <http://www.time.com/time/magazine/article/0,9171,1214968,00.html>, cb2002; Krauthammer C. (2006), 'Stop demonizing of Israel for merely defending itself', Washington Post, 27th July, 2006, cb1932; Moore C. (2006), 'The tall story we Europeans tell ourselves about Israel',
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
100
ื ืืืืขื ืงืฆืจ ืืืขื ืื ืืื ืืืื ืขื ืืืืื ืืืืืืง ืืืื, ืืชืืืืช ืืืชื ืืืืื ื ืืืืื
.ืฉืืืขืืช
ืืขืงืืืช ืืืชืงืคื ืืืฉืจืืืืช ืขื , ืืืจืืงืืืืืืืืฉืื ืืืื ืืงืจื TIPืืกืงืจ ืฉืขืจืื ืขืืืชืช ืืกืืืื ืขื ืืืืืจื ืื ืขื ืืฉืจืื ืืืืฉืื ืืืืืฅ 52%, ืจืฆืืขืช ืขืื ืฉืงืืื ืืืืืืช ืืื ืื- ื, ืืืฉืืจืืช ืืคืืกืืื ืืื ืืืืจืืืื ืืืฉืืื 45%. ืขื ืืคืืกืืื ืืื ืืืืฆืขืืื ืฆืืืืื
ืื ืืช ืืืกืื ืืืฉืจืืืืช ืื .461ืืคืืกืืื ืืื ืฉืชืืื 6%- ืืืฉืจืื ืืืฉืืืื ื ืชืืื 45%ืืืืืฉืช ืขืืืืช ืื ืชืคืขื, ืืืืฆืขืืช ืืืฅ ืืืกืืื ืขื ืืืืืืืกืืื ืืืืจืืื ืืคืืกืืื ืืืช
ืกืงืจืื ืฉืืฆืืืขื ืขื ืืจืืื ืฉืืื ืืืื ืืืืื ื ืชืืฆืื. ืืืืืื ืชืืฆืื ืืคืืื ,ืื ืืืช ืืืืืก 69% โ ืืืืืฉืื ืืื, ืืืชืืื ืขื ืืกืืื ืฉืืื ืขื ืืฉืจืื ,ืืคืืกืืื ืืื ืชืชืืืืืจืืช
)4/06( ,76% )6/06( ,51% )8/06(462 .
ืืืืืจืืงืืื ืืฆืืืงื ืืช ืคืขืืืืช 56%, ืขื ืชืืืืช ืืืชืงืคื ืืืื ืื TIPืืกืงืจ ื ืืกืฃ ืฉืขืจืื ืืืืืืืืื ืจืื 60%-ืืืืืืก ืจืื 54% .ืืืื ืื ืืืืช ืคืขืืืืช 59%- ื, ืืฉืจืื ืืจืฆืืขื
ืืืฉืืื ืืืืืจืืงืืื 67%ื ืืฆื ืื ,ืจืื ืืฉืืืข ืืฉืืืฉื ืืืืืืืืกืงืจ ืฉืข .463ืืจืืจ ืืจืืื ืืจืื ืืืกืืื ืืงืืฆืื ื ืืืืจืื ืืืืกืจ ืืืฆืืืืช 63%. ืืช ืคืขืืืืช ืืฉืจืื ืืืื ืื ืืืฆืืืง
. 464ืืกืืืื ืขื ืืืืืจื ืื ืคืขืืืืช ืืฉืจืื ืืืื ืื ื ืืขืื ืืฆืืจืื ืืื ื 74%- ื, ืืืืืืืืจื ืืชืขืื ืืืฆืืื ,ืืืืืืืขื ืกืืื 2006ื ืืืืืฉ ืืืืืกื "ืืืจื Pew ืืืืงืจ ืืกืงืจ ืฉืขืจื ืืืื
-ื, ืืื ืืืืื ืืกืืืื ืขื ืืืืืจื ืื ืืืืืืืืื ืืื ืืืืจืืืื ืืืชืคืจืฆืืช ืืืืืืืช 42%ืื
telegraph.co.uk, 29th July, 2006, <http://www.telegraph.co.uk/opinion/main.jhtml?xml=/opinion/2006/07/29/do2902.xml>, cb2111; Sandler N. (2006), 'Israeli companies feel the hot breath of war', BusinessWeek, 28th July, 2006, <http://www.businessweek.com/globalbiz/content/jul2006/gb20060727_827175.htm>, cb1913; Gwertzman B. (2006), 'Choucair: Israeli attacks on Lebanese civilians hurt U.S. standing in region', Council on foreign relations, 31st July, 2006, <http://www.cfr.org/publication/11182/choucair.html>, cb1958; Gwertzman B. (2006), 'Steinberg: Israel hoping attacks on Hezbollah serve as warning to Iran', Council on foreign relations, 1st August, 2006, <http://www.cfr.org/publication/11215/steinberg.html>, cb1946; Gardels N. (2006), 'Beginning of the end for Israel?', Yahoo!News, 1st August, 2006, cb1945; Black I. (2006), 'For Israel, the shooting goes on but so does the weeping', Guardian, 1st August, 2006, cb1952; Nir O. (2006), 'Israeli military policy under fire after Qana attack', Forward, 4th August, 2006, <http://www.forward.com/articles/israeli-military-policy-under-fire-after-qana-atta>, cb1933; Dyer G. (2006), 'Israel-Hezbollah conflict: the end game', The Japan Times, 5th August, 2006, cb1940; Nevius C.W. (2006), 'Can we be mad at Israel, but not hate the Jews?', SFGate.com, 6th August, 2006, cb1943; MacFarguhar N. (2006), 'Arab world finds icon in leader of Hezbollah', The New York Times, 7th August, 2006, <http://www.nytimes.com/2006/08/07/world/middleeast/07nasrallah.html?ex=1312603200&en=b924388c96743238&ei=5090>, cb1919; Russell A. (2006), 'Death mount as UN seeks ceasefire', telegraph.co.uk, 7th August, 2006, <http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/08/07/wmid07.xml>, cb1921; Lappin Y. (2006), 'CNN Int'l snubs Israeli civilians', Ynetnews.com, 15th August, 2006, <http://www.ynetnews.com/articles/0,7340,L-3291328,00.html>, cb2413; Devine F. (2006), 'Israel grotesquely cast as villain in one-sided TV news', The Australian, 18 August, 2006, <http://www.theaustralian.news.com.au/story/0,20867,20164115-31501,00.html>, cb2110; Keinon H. (2006), 'Diplomacy: The French connection', The Jerusalem Post, 24th August, 2006, <http://www.jpost.com/servlet/Satellite?pagename=JPost%2FJPArticle%2FShowFull&cid=1154525940326>, cb2408; Raskas A.U. (2006), 'What U.S. Jews now expect of Israel', haaretz.com, 25th August, 2006, <http://www.haaretz.com/hasen/spages/754726.html>, cb2410 Miller J. (2006), 'The Hezbollah-Israel conflict in the world's eyes', USC Center on Public Diplomacy, 26th August, 2006, <http://uscpublicdiplomacy.com/index.php/newsroom/pdblog_detail/060826_the_hezbollah_israel_conflict_in_the_worlds_eyes>, cb2407; LATimes (2006), 'Pay attention, Israel', latimes.com, 15th September, 2006; Thakur R. (2006), 'Weighing Israel's way of war', The Japan Times, 18th September, 2006; Arkin W.M. (2006), 'Facts and myths about the Israel-Hezbollah war', washingtonpost.com, 19th September, 2006
, ืืืืืก', ืืขืจื ืืกืืจื ืคืืืช, ืคืฆืฆืืช ืืืืืช, ')2006. (ืกืืื ื; cb1915, 2006, ืืืืื Ynet ,16', ืืกืืจื ืขืืืืช, ืืืืืขืื ืืืฉื, ')2006. (ืจืกืืืื ืืง -ืืืื ืืืืืชื ืืืฉืจืืื ืืืืจ ืืืงืืื , ')2006. (ืกืืื ื; cb1929, 2006, ืืืืื Ynet ,26', ืกืืคืืื ืืฉืืื ืืืจืืคื ืืืื ื, ')2006. (ืืืื ืฆ; 2006, ืืืืื 17
2, ืืืืืก', ืืขืืช ืืืืื ืชืืื ืืช ืืืืขื ืืืคืจ ืื ืืฆืืื ืกืืื ืืืืช ืืื: ืืืื ืืจืืื ืืขืืจืจ ืกืขืจื, ,)2006. (ืืืืื ื; cb1912, 2006, ืืืืื 31, ืืืืืก', ืืืืขื', ืืืืจืื ืืฉืืืจืื ืฉื ืืคืจ ืื ื; ืคืขืจื ืืื ืื ืืฆืคืืช ืืืืืช, ืืืขืืจ ืคืฆืืขืื, ืืื ืืฉืื: ืืืืืจ ืืืจืืงืื, ')2006. (ืืืืื ื ;cb1934, 2006, ืืืืืืกื. ืฆืืืจืื ื; cb1936, 2006, ืืืืืืกื 3, ืืืืืก', CNNืขื ืืฉืืืืืืื ืขื ืืืืื ืฆืจืื ืืืฉืื , ')2006. (ืืืื ืข ;cb1935, 2006, ืืืืืืกื 3, ืืืืืก
ืขืืจื ืืืฉืืช ืืืืฅ ืืขืจืืฅ , ื ืืฆื ืืืจืืืืฅ, ')2006. (ืกืืืื ื ;cb1918, 2006, ืืืืืืกื Ynet ,7', ืืฉืืื ืืคืกืงืช ืืฉ, ืื ืืืชืืื: ืขืืชืื ืื ืืขืืื, ')2006(ืืื ื ืืคืื ืืช ืื ? ืืคืกืื ื ืืืืืื, ')2006. (ืกืืื ื; cb2112, 2006, ืืืืืืกื 17, ืืืืืก', ืืฉืจืืื-ืกืืงืืจ ืืชืงืฉืืจืช ืืืจื ืืืืืื ืื ืืื ืื ืื: 10
; cb2105, 2006, ืืืืืืกื Ynetnews.com, 23', ืืืฉืคืืื ืื ืืฉืืช ืฆืืคื ืืืืืจ, ')2006. (ืืืื ืฆ; cb2105, 2006, ืืืืืืกื 22, ืืืืืก', ืืืชืจืื ืืกืืจืชื, 2006, ืืืืืืกื Ynet ,23', ืืคื ื ืฉืงืืืืื ืืช ืืืืืจืื, ')2006. (ืืืื ื; cb2106, 2006, ืืืืืืกื 23, ืืืืืก', 0ืืฉืจืื 1ืืืจื 'ื-ืื, ')2006. (ืืื ืข
cb2402 ;2006. (ืฉืืื ื(' ,ืืืชื ืืกืคืืง ืืืกืืจื ,'Ynet ,1 2006, ืืกืคืืืืจ ,cb2403 ;ืืืกืื ื- ืจืฉืฃ) .ืื ืืฆืืื ืืฉืงื ืืงืจื ืืชืืืขื, ')2006 ,'Ynet ,5 cb2404, 2006, ืืกืคืืืืจ
461 TIP (2006), 'Major U.S. poll shows support for Israel remains high and Americans reject caving to Palestinians', The Israel Project, 11th July, 2006, <http://www.theisraelproject.org/site/apps/nl/content2.asp?c=hsJPK0PIJpH&b=689705&ct=2761381> 462 Near East (2006), 'Fewer Palestinians want peace with Israel', Angus Reid global scan: Polls & research, 16th August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12823>, viewed 11th September, 2006; Fisher I. (2006), 'Israel squeezes and Gazans adapt to the vise', The New York Times, 2nd July, 2006, cb2006 463 TIP (2006), 'New poll shows huge surge in support for Israel among American voters: Overwhelming feeling that Hamas and Hezbollah have gone too far', The Israel Project, 19th July, 2006, <http://www.theisraelproject.org/site/apps/nl/content2.asp?c=hsJPK0PIJpH&b=689705&ct=2787991 464 TIP (2006), 'New poll shows strong and stable U.S. support for Israel in third week of conflict with Iran-backed Hezbollah', The Israel Project, 4th August, 2006, <http://www.theisraelproject.org/atf/cf/{84DC5887-741E-4056-8D91-A389164BC94E}/20060804_Israel_Hezbollah_poll.doc>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
101
ืืจืกื ืื ืืืืืืืืื ืืื ืืืจืืืื ืืืจื 29%ืื ืืืช ืจืง . ืื ืืฉืจืื ืืืืชื ืืืืจืืืช 12%
ืจื ืื ืืกืืืื ืขื ืืืื 23% .ืื ืืฉืจืื ืืืืชื ืืืจืืืช ืืืจื ืืืืจืืื 21%-ื, ืืืืจืืื ื"ืืจืืืฆืืืืจ ืืจืกื ืื ืขื ื 40%-ื .ืขืฉืชื ืืช ืืืืจ ืื ืืืืื 44%ืืขืืืช , ืืฉืจืื ืืืืืืืืกืืืื ืขื ืืืืืจื ืื ืืืืกืื 61%-ื. ืฉืืืจื ืฉืืฉ ืืืงืจื 8%ืืขืืืช ,ืืชืืื ืืืฉืจืื
ืืืื ืขื ืื ืืื ืืืืชื .ืฉืืจืกื ืื ืืื ืื ืืืื 23%ืืขืืืช , ืืชืงืฉืืจืชื ืืืฉืืจ ืืื ืืืื ืืืืจื )44%( ืืคื ืืกืงืจืื ืืฉืืืื ืื, ืืงืจื ืืืืจืืงืืื ืืฉืจืื ืขืืืื ืืจืืช ืืืืื ืืืคื
ื "ืืื ืขืืืื ืจืืืื ืืืฉืจืื ืืช ืืืช ืืื ืืช ืืจืืชื ืืืจืืืืืช ืฉื ืืจื; 465ืืืืืื )52%( . 466ืืขืืื
, ืืืคื ืืฉืจืื ืงืฉืืืช ืืืงืืจืืขื ืืืืืขื ืืืืจืืคืืื ,ื"ืืขืืืช ืืืฆืืื ืืชืงืฉืืจืชืืช ืืืจืื ืขื ืืืกืจ ืืืืืชื "ืืขืื ืืฆื, ืฆืืข ืคืฉืขื ืืืืืืืืฉืืื ืืืชื ืืื ,ืื ืื ืื ืืืฆืืืง ืืช ืชืืืืช
ื ืืืช ืืืืื ืืช ืืืืจืืืช ืืืชืคืจืฆืืช ืืืืืืืช ืขื ืื ืข ,ืืืชืืืื ืืื ืืืืื ืืืืืืืืืื ืืืฉืจืื "ืืื ื ืืืืืจ ืืขืืืืช ืืจื ืจืืฉ ืืืืฉืืืืืจืืื ืื ืืืืื ืชืืืืช .467ืฉื ื ืืฆืืืื
ืขืืืจ YouGov ืืืื ืฉืขืจื ืืกืงืจ. 468ืืืืฉืื ืืืืื ืืชืงืฉืืจืช, ืืคืจืืื ื ืืืืืืืื ืกืืขืจืืืื ืืฉืจืื ืื ืขืฉืชื ืื ืื -ืืกืืืื ืขื ืืืืืจื ืืืืจืืืื 59% ืืืืืื ืืืืจืฃ ื ืืฆื ืื
ืืจืกื ืื ืชืืืืช ืืฉืจืื ืืืืชื ืื 63%-ื; ืฉืืืืืืชื ืืืื ืืื ืืข ืคืืืขื ืืืืจืืื ืืืื ืืืืืจืืืื ืื ืขื ืืขื ืืืื ืืขืช .469)ืขืืืจ ืืืจืืืื ICMืืกืงืจ ืฉื ืืืื 61%( ืชืคืจืืคืืจืฆืืื ืืื
ืืืจืื ืจืืช . ื ืชืื ืฉืงืืื ืืืืืง ืื ืืกืงืจ ืืืจืืืืจ ืืืืืื ืื ืขืจื ืขื ืืื ืืื ืืืจืกืืืช ืงืืืื ืืคืืง ืืืืื ืช ืงืื ืืืงื. 321ืจืื ืืงืืจ ืืืขืจื 465
ืืกืงืจ ืฉืขืจื ืืืื ืืืืื ืืื ืืจื ืฉืืื ื ืืกืืฃ ืืืืฉ ืืืื ) . 65.9(ืืืืืกื , )62.9( 2006ืืื ื ): 100ืขื 1ืขื ืกืงืื ืฉื (ื "ืืืืืืืชืืืช ืฉื ืืฉืจืื ืืืคื ืืจืืืื ืื ืืืจืง ืืืืืก CBSืืกืงืจ ืฉื ืขืจื ืขืืืจ ืจืฉืช . ืฉืืืฉืืื ืืช ืืฉืจืื 12%ืืขืืืช , ืืืืืจืืงืืื ืืืฉืืื ืืช ืืืืืืืืื ืืืืจืืืื ืืืืืื 61%
ืืืืืฉืื ืืืื ืคืืกื ABCืืกืงืจ ืฉื ืขืจื ืขืืืจ ืจืฉืช . ืืช ืฉื ื ืืฆืืืื 46%-ื ืืช ืืฉืจืื 5%, ืืืืืจืืงืืื ืืช ืืืืืืืืื 38%ืืืฉืืื , ืืกืืฃ ืืืืฉ ืืืืืืกืงืจ ืฉืขืจื ืืืื ืืืืงืจ ืืืจืืก ืืืืฆืข . ืืช ืฉื ื ืืฆืืืื 46%-ืืช ืืฉืจืื ื 7%, ืืืืืจืืงืืื ืืช ืืืืืืืืื 39%ืืืฉืืื , ืืจืืฉืืช ืืืืฉ ืืืืืกื
ืืืืืจืืงืืื ืืช 54%ืจ ืฉื ืขืจื ืขืืืจ ืจืฉืช ืคืืงืก ื ืืื ืืฆืืืงื ืืกืง. ืืช ืืฉืจืื 22%-ืืืืืจืืงืืื ืืช ืืืืืืืืื ื 58%ืืืฉืืื , ืืืืฉ ืืืืืกืืืืจื ืจืืฉ ืืืืฉืื ืืืื ืืืืืจื , ืืืืจืื ืจืืืช ืืืื ืืื ืืืื ืืืืืจ. ืื ืืืจืกืืืืช ืืกืคืืง 31%- ืืืืชื ืืืจืกืืืืช ืืืื ื 37%ืืืขืช , ืชืืืืช ืืฉืจืื . 25%ื ืืจืฉืืช ืืคืืกืืื ืืืช ืืืืื ืขืืืก ื ืฉื, 31%ืจืืฉ ืืืฉืืช ืืื ืื ืคืืื ืกื ืืืจื , 44%ืืืื ืขืืืืืื ืืืจืื , 49%ืืืงืื ืจืืฉืื
Pew (2006), 'Americans support for Israel unchanged by recent hostilities', The Pew Research Center, 26th July, 2006, <http://pewresearch.org/reports/?ReportID=37>, cb1904; Quinnipiac (2006), 'U.S. voters feel batter about Israel, Quinnipiac national thermometer poll shows', 28th August, 2006, <http://www.quinnipiac.edu/x19355.xml>, viewed 31st August, 2006; Zogby (2006), 'Americans worried over Mid-East war's future', Angus Reid global scan: polls & research, 5th August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12752>; CBS & NYT (2006), 'Americans study blame, role on Mid-East crisis', Angus Reid global scan: Polls & research, 31st July, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12716>; Harris (2006), 'Most Americans blame Hezbollah for war', Angus Reid global scan: Polls & research, 2nd September, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/13001>; Economist (2006), 'To Israel with love', The Economist, 3rd August, 2006, <http://www.economist.com/world/na/displaystory.cfm?story_id=7255198>, cb2113; Opinion dynamics, Fox News (2006), 'Americans support Israel's take on crisis', Angus Reid global scan: Polls & research, 13th August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12800>; Harris (2006), 'Americans review Mid-East leaders, groups', Angus Reid global scan: Polls & research, 3rd September, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/13004>, viewed 11th September, 2006
.47%ืืฉืจืื , 50%ืืคื , 61%ืืืกืืจืืื , 64%ืงื ืื , 74%ืืจืืื ืื : ื"ืืืจืื ืื ืืช ืืจืืช ืืจืืืืืช ืฉื ืืจื 466Harris Interactive (2006), 'Great Britain, Canada, Australia, Israel and Japan continue to be the countries most widely seen as close U.S. allies', The Harris poll #60, 3rd August, 2006, <http://www.prnewswire.co.uk/cgi/news/release?id=129157>, cb2409, viewed 31st August, 2006 467 Hague W. (2006), 'We should not be afraid to criticize Israel', telegraph.co.uk, 23rd July, 2006, <http://www.telegraph.co.uk/opinion/main.jhtml?xml=/opinion/2006/07/23/do2304.xml&sSheet=/opinion/2006/07/23/ixopinion.html>, cb1902; Portillo M. (2006), 'The bloody truth is that Israel's war is our war', Times Online, 23rd July, 2006, <http://www.timesonline.co.uk/article/0,,24392-2281508,00.html>, cb1903; Black I., Gilmore I., Prothero M. (2006), 'The day Israel realized this was a real war', Observer, 30th July, 2006, <http://observer.guardian.co.uk/world/story/0,,1833349,00.html>, cb1907; McGirk T. (2006), 'A mixture of regret and resolve in Israel', TIME, 30th July, 2006, <http://www.time.com/time/world/article/0,8599,1220487,00.html>, cb1908; Perlman M. (2006), 'UN rights groups accuse Israel of possible war crimes', Forward, 28th July, 2006, <http://www.forward.com/articles/un-rights-groups-accuse-israel-of-possible-war-cr>, cb1914; Gilmore I. (2006), 'Israel pilots deliberately miss targets', Observer, 6th August, 2006, <http://observer.guardian.co.uk/world/story/0,,1838437,00.html> cb1916; Fisk R. (2006), 'Slaughter in Qana', The Independent, 6th August, 2006, <http://news.independent.co.uk/world/fisk/article1215967.ece>, cb1917; Philipp P. (2006), 'Israel deserved war crime label', Deutsche Welle, 24th August, 2006, <http://www.dw-world.de/dw/article/0,2144,2145797,00.html>, cb2414 468 Hinsliff G., Temko N., Beaumont P. (2006), 'Cabinet in open revolt over Blair's Israel policy', Observer, 30th July, 2006, <http://observer.guardian.co.uk/world/story/0,,1833538,00.html>, cb1906; BICOM (2006), 'Media summary: 15 Israelis killed and over 200 injured on Sunday in most deadly Hezbollah missile attacks since conflict began', BICOM, 7th August, 2006, cb1924; Carlin B. Isaby J. (2006), 'Jackson pours fuel on Tory row with defense of Israel', Telegraph.co.uk, 7th August, 2006, <http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/08/07/njackson07.xml>, cb1926; Gerstenfeld M. (2006), 'British attitudes toward Israel and the Jews โ Interview with Zvi Shtauber', Jerusalem center for public affairs, 2005, viewed 22nd August, 2006, <http://www.jcpa.org/israel-europe/ier-shtauber-05.ht>, cb2114; Khaled Y.O. (2006), 'Galloway says Israel poisoning West', Reuters, 31st August, 2006, cb2406 469 YouGov (2006), Daily Telegraph results, July 2006, <http://www.yougov.com/archives/pdf/TEL060101012_3.pdf#search=%22telegraph%20lebanon%20gaza%20yougov%22>; ICM (2006), 'The Guardian Poll โ July 2006', <http://www.icmresearch.co.uk/_vti_bin/shtml.dll/reviews/search.htm>, viewed 31st August, 2006
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
102
.470ืืืจืฆื ืื ืืืืื ืืืช ืืจืื ืืืชืจ ืืืจืกืืืืช ืืืคื ืืืืื ืืืจืืจ ืืืกืืืืืืืฉืืชื ืื ืง
ืืืฉืืื ืืช ืฉื ื ืืฆืืืื ืืฆืจืคืชืื La Croix ,58%ืขืืืจ ืขืืชืื CSAืืกืงืจ ืฉืขืจื ืืืื Isopublicืืกืงืจ ืฉืขืจื ืืืื . 471ืืช ืืฉืจืื 6%-ืืช ืืืืืืืืื ื 13%, ืืืืจืืืื ืืงืื ืคืืืงื
. 472ืืืช ืืชืงืืฃ ืืช ืืืืืื ืืืืฅ ืืืืืืืชืืืืช ืื ืื ืืืืชืืืืฉืจืื ืืืฉืืืืฆืจืื 71%ืืืขืช ืืืชืงืคื ืืืฉืจืืืืช ืืืกืคืจืืื 80%ื ืืฆื ืื ืืืขืช Instituto Opinaืืกืงืจ ืฉืขืจื ืืืื
ืืืจืืกืื 23%ืืืฉืืื , ืืกืงืจ ืฉืขืจื ืืจืื ืืืืงืจ ืืืื ืจืืกื. 473ืืืื ืื ืื ืืืืชื ืืืฆืืงืชืืช 13%, ืืช ืืืืจืืงืืื 21%(ืืช ืืืืืืืืื 14%- ืืช ืืฉืจืื ืืืืจืืืช ืืืฉืืจ ื
ืืกืงืจ ืฉืขืจืื ืืืืขืฆื ืืืกืืจืืืืช ืขืืืจ ืขืืชืื ืืืื ืื ื . 474)ืืช ืืืจืื ืืกืืจืื 5%-ืืืก ืืืืืฉืืืจ ืขื ื ืืืจืืืืช ืืื ืืฉืื ืื ืขื ืืืฉืืชื ืืืงื ืืื 77%ื ืืฆื ืื , CTVืืืื ืืจืฉืช
ืืกืืืื ืขื ืืืขืช 32%-ื, ืืชื ืืื 45%. ืืืกืืจืช ืืกืืกืื ืืื ืืฉืจืื ืืืื ืืืืืืืืื, ืืฆืืืงื ืืช ืชืืืืช ืืฉืจืื 37% .475ืช ืืฉืจืืืืจืคืจ ืืคืขืืื ืืจืืฉ ืืืฉืืชืืชืืืื ืฉื
ืืืืื ืืช ืืืืจืืืืช ืืงืื ืคืืืงืืื ืืืืืจ ืขื 47% .476ืฉืื ืืฆืืืงื ืืืชื 42%ืืขืืืช .477ื ืฉื ื ืืฆืืืืืข 14%-ืืขื ืืฉืจืื 19%, ืืืืจืื ืื ืืืกืืจืื, ืืืืืืืืื, ืืคืืกืืื ืืื
ืื ืขื ืืืืจืืื ืืืืืืืื ืืจืืฉื, )ืืืงืื ืฉื ื(ืืฉืจืื ื 20%-ืืืืจืื ื ืจืืืื 26%ืขื ืืืช . 478ืืขืืื ืฉืืื
ืจืืช ื ืืืืืช ืืืืคืืื ื ืืืืืจืื ืฉื ืืืืื ืืืืฉ ืืืืืื ืืืื ืื ื ืขืจืื ืืืืงื ืืืืื ืช
8-ืืื ืืืื ืืชืืจื, Google Newsืฉืื ืืืืฆืขืืช ืื ืืข ืืืืคืืฉ , ืืฉืจืื ืืจืฉืช ืืืื ืืจื ื 200%-ืืืืช ืืืืืืจืื ืืืฉืจืื ืืจืฉืช ืงืคืฆื ืืฉืืขืืจ ืฉื ื. 2006ืืืืืืกื 7-ื, ืืืืื
ืขืืงืจ ืืืืืืจืื ืืื ืืืงืฉืจ ืืืื ืื . 479)193,000- ื 65,200- ื( ืฉ ืฉืืืจืชืืืืฉืืืื ืืืืืืืืช ). 25%-ื 66%-ืืจืืื ื(ืืืคืืกืืื ืืื ืืฉืืขืืจ ื ืืื ืืืจืืื , 52%ื "ืืืจื, 88%
ืืืคืืกืืื ืืื 72,500ืืขืื , 138,000ืืืืืืืืื , 169,000ืขืืื ืขื ืืืืืืจืื ืืืื ืืืืืคื , )82,500( ืืืืืืจืื ืืืืืื ืืืืชืจ ืืืชื ืืืืจืืช ืืจืืช ืืืฉืืืื/ืืืื ืืขืจืื. 55,700
ืืืืื ืืช ). 14,300(ืืฆืืจ ืืงืื ืจืืืขื , )18,400(ื ื ืืงืื ืฉืืืฉื ืืืคืจ , )22,600(ืืืงืื ืฉื ื
ืืื ืืืืื ืืืจืืืื ืืกืืืืื ืขื ืืืืืจื ืื ืขื ืืืฉืืชื ืื ืงืื 53%ื ืืฆื ืื , 2006ืืืืืฉ ืืืืืกื YouGovืืกืงืจ ืืขืช ืงืื ืฉืขืจื ืืืื 470
69%. ืืืื ืื ืฉืงืื ืื ืืกืขืื ืืืืื ืืฉืืืช ืืชืขืืคื ืขื ืืกืืก ืจืงืข ืืืจืื ืืืฆืื ืืื 55%. ืืื ืืืืืื ืืืจืืจืืืืื ืืืช ืืืฅ ืืจืื ืืืชืจ ืืืจืกืืืืช ืืชืืืืืื ืื ืื ืืขืืื ืืืขืจืื ืืฆืื ืืืืืืช ืขืืื ืืื 73%. ืืืื ืืคื ื ืืืืชื ืืืืช ืืฉืคื 90ืืกืืืืื ืื ืืฉ ืืขืฆืืจ ืืฉืืืื ืืคืขืืืืช ืืจืืจ ืืืฉื
ืืฉืืื ืขืื ืื ืขื ืืจืืื ืื ืืืืฅ ืืืื ืืืช ืืืฅ ืงืจืืื ืืืชืจ ืืืืช ืฉื ืืจืฆืืช ืืืืืื 45%, ืืืืจืืช ืืื .ืืจืืจืืกืืื ืืืกืืืื ืืืืืืืื ืขื ืืจื ืืืื . ืืืืจืืคืื ืืืฉืจ ืืืืจืืงืืืช
YouGov (2006), Spectator survey results, The war on terror, August 2006, <http://www.yougov.com/archives/pdf/SpectatorPollResults.pdf> ืืช ืืฉืจืื 30%, ืืืฆืจืคืชืื ืืช ืืืืืืืืื ืืืืจืืืื ืืืืืื 39%ืืืฉืืื , Le Journal du Dimancheืขืืืจ ืฉืืืขืื Ifopืืกืงืจ ื ืืกืฃ ืฉืขืจื ืืืื 471 .ืืช ืืืจืื 12%-ื
CSA, La Croix (2006), 'French blame both sides for Mid-East crisis', Angus Reid global scan: Polls & research, 28th July, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12683>; Ifop (2006), 'French assess blame, want UN in Lebanon', Angus Reid global scan: Polls & research, 26th July, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12663>, viewed 11th September, 2006 472 Isopublic (2006), 'Swiss chide Israel over war conduct', Angus Reid global scan: polls & Research, 22nd August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12874>, viewed 11th September, 2006 473 Instituto Opina, Cadena Ser (2006), 'Spainiards support deployment, criticize Israel', Angus Reid global scan: Polls & research, 11th September, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/13099> 474 All-Russian public opinion research center (2006), 'Russians blame Israel, U.S. for Mid-East war', Angus Reid global scan: Polls & research, 3rd August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12741>, viewed 11th September, 2006 475 Gregg, Kelly, Sullivan & Woolstencroft (2006), 'A report to the Globe and Mail and CTV: The Middle East conflict', The Strategic Counsel, 31st July, 2006, <http://allangregg.com/polls/2006-07-31%20GMCTV%20July%2027-30%20(Jul%2031).pdf>; CP (2006), 'Ottawa's pro-Israel tilt could take political toll: Arab critics', Canadian Press, Canada.com, 19th July, 2006, <http://www.canada.com/topics/news/national/story.html?id=8b500192-5eea-411f-a260-4ee02c28ac81&k=193>, cb1961 476 Innovative research group, Canadian defense & foreign affairs Inst, Ottawa citizen (2006), 'Canadians divided by Israel's response', Angus Reid global scan: Polls & research, 1st August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12723>, viewed 11th September, 2006 477 Ipsos-Reid (2006), 'Canadians blame groups for Mid-East turmoil', Angus Reid global scan: Polls % research, 3rd September, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/13007>, viewed 11th September, 2006 478 Innovative research group, Canadian defense & foreign affairs Inst, Ottawa citizen (2006), ' Iran and Israel are threats for Canadians', Angus Reid global scan: Polls Research, 2nd August, 2006, <http://www.angus-reid.com/polls/index.cfm/fuseaction/viewItem/itemID/12734>, viewed 11th September, 2006
.ืืฆืจืื ืืฉืืืื ืืืกืืจ ืืงืืืืื, ืืืืื ืืืืืืืืช ืืฉืจืื 2.5.3 ืจืื ืกืขืืฃ 479
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
103
ืฆืืจ , )15,600(ืืืืจืืช , )20,900(ืืฉืจืื , )21,000(ืืื ืื -ืืืขืจืื ืฉืืืื ืขื ืืคืฆืฆืืช
-ืืืจืืื ืืฉืจืืืื ื, ืชืืืืขื 50,800-ืืฆืื ืืืฉืจืืื ืืืืืจ ื). 4,340(ืืืืคื ) 5,320(- ื ืืฉืจืืืื ืฉื ืืจืื, 41,800- ื ืืื ืื ืื ืฉื ืืจืื; 29,000- ืืืืจืืื ืืื ืื ืื ื, 32,200ืืืืื -ืืืืฉืืื ืฉืืื ืืชืืืจื ืืืฉืจืื ืืืืื ืื ืืฉืชืืืจื ืืช ืืืืจืืขืื .22,400
, )18,600(ื ืคืืขืื , )67,900(ืืชืงืคืืช ; )40,400(ืืืฉืืจ ) 48,900(ืงืื ืคืืืงื , )96,700(). 7,560(ืืืืืืื ืืืืจืืคืื ) 71,700(ื "ืืื, )120,000(ื "ืืืืืจืื ืืืจื; )17,300(ืืจืืจ
ืืืจืืจืืกืืื , )23,100(ืืืืืืื , )27,200(ืืืืืจื ืืจืฉืช ืืื ืฉื ืืจืืื ืืืืื ืืืืืืืื ืจืืฉ ืืืืฉืื : ืืืืฉืื ืฉืืื ืืจืืช ืืืืืืจ ืืืืืื ืืจืฉืช). 4,730(ืืืจืืืืื ) 10,500(
ืืืฉ ืืืืืจ ืืจืฉืช ืืืืชื ืชืงืืคื ' ืืจื'ื ื"ืืื ื ืฉืื ืืจืืืฆืืจืื ืืฉื[ 30,200(ืืืื ืืืืืจื ืจืืฉ ืืืฉืืชื, ืืืืขืืช 43,000-ืฉืจืช ืืืืฅ ืืืืจืืงืืืช ืงืื ืืืืกื ืจืืืก ื, ืืืืขืืช 124,00-ื
ืขืืืจ ืืืืืืฉืจ ื, )18,100(ืืกื ื ืกืจืืืื ' ืืฉืื, ])ืืืืขืืช 39,900- ืืจืืื ืื ืืื ื ืืืืืจ ืืฉืจืช , )4,180(ื ืื ื ืืืืจืื "ืื ืืืืฉืืจืืจ ืืฉืจ, )4,710(ื ืื ืืืืฅ "ืืจืืื, )10,100(ืคืจืฅ
.480)2,710(ืืฉืืขืื ืคืจืก ,)2,940(ืื ืืฉืื โื "ืืืืจืช ืฆื, )3,170(ืืืืฅ ืฆืืคื ืืื ื ืืฉืืจืช ืืฉืจืื ืืคืงืืืื ืืืืจืื ืืืฉืจื , ื"ืืืกืืจืช ืืืื ืฉื ืขืจื ืขื ืงืฆืื ืื ืืืืจืื ืืฆื
ืืืืืืขืื ืืืืขืื ืื , 2006519ืืืืื ืืืืจืฃ ืืืืืื ืืืืืื ื"ืืืืกื ืืืฉื, ืืืืฅืืขืืืื ืืช ืืืื ืช ืืืืื ' ืืืืฉ' ืืชืืื ืืืื , (underdog)' ืืืฉ'ืืื ' ืืืง'ืกืืืืืฆืืืช ืืฉืืจ ืฉื
ืืืช ื ืืชื ืืืชืจ ืืื ืืื. ืืืืงืืจืช ื ืืงืืช ืขื ืคืขืืืืชืื' ืืืืืง, 'ืืืืื ืืืืจืื ืชืงืฉืืจืช ืืขืืืืืฆืืื ืืฆืจืื ืืชืืืขืช 'ืืืืงืฉ', ืืขืชืืงืืืขืช ืฆืืืืื ืืขืช ืืืืฉื ื- ืกืคืืจ ืืืจืืขืื ืืืื ืืื
ืืืืืื ืืจืืฉืื ื . 'ืืืืฉ'ืืืืืืืช ืขืืืืช , ืขืืืืชืืืขืืื ืืืืืช ืืืขืช ืืงืื ืืงืืืงืืืืืช ืืขืืืช ืืืืงืืจืช ืื ืืงืืช ,465ื"ืืื ืืชืืืื ืื ืืืืืช ืืื ื ื ืื ืืช ืืืื ืช ืืฉืจืื ืืืจื
ืืขืืืื ืืงืฆืืขืืช ืืงืจื ืื ืืืื ืืขื ืชืืืื ืฉืืื ืชืืืื ืืืขืจืืืช ื ืืื ื. ืืืืื ืืช ืืืจืืคืืืืื ืืช ืืจืืช , ื ืื'ืฆ'ืจืืกืื ืืื ืืืืจืืื ืืฆ: ืืืืืืืช ื ืืกืคืืช .313ื"ืืืืจืื ืชืงืฉืืจืช ืืืจื
ืืจืืื ืื ืืื , ืืจืืื ืื ืืื ืืงืชืืืื ืืฆืคืื ืืืจืื ื, ืื ืืื ืกืจืืื ืืืืืืช ืืืืงื ืื"ื ืืื "ืืจื, 89ืืืืื ื ืืื ืงืืื ืืืกืืจืช ืืฉืืจ ืืืืืื"ืืจื, ืคืืงืื ืืืจืื ืืื ื ืืืืืื ืขื ืืื
ืจืืืืจ ืชืืช ืืืืืืืช ืืืคืจืืงื ืฉืืื ื ื ืงืืืืช ,ืืื ืฆืคืื ืงืืจืืื ืืืกืืจืช ืืืืืช ืงืืจืืื ืืืืกืืืืงื'ืฆืืจืื ืื ืื ืืฆืืช ืืื : ืืืืืืืช ืืืกืืืจืืืช ืืืขืช ืืืืฉื .ืืขืืืืืชืงืฉืืจืช ืืื
ืืืชืจืืืืช ืืขืจืื ืืืืกืื ืฉืืื โื "ืืจื ,)ืืกืืืืืืืื ืืืืืง ืขื ืืฆื ืืชืืงืคื ืฉืืืฆืื(. (Aboriginals, Maoris)ืืืืื ืืฉืืืืช ืืืืืืช ืฉืืื ืืืืืืื โืืืกืืจืืื ืื ืื ืืืื ื , ืืืื ืืืื ืื
ืืชืคืฉืืืช ืืืจืื ืฉื ืืืืืคืจืื โืืืืกื ืืจ ืืืืื : ืืืืืืืช ืืืกืืืจืืืช ืืืขืช ืืขืชืืงืืขื ืืืื ืืืฆืื ' ืืืืง'ืืื ืืกืืืืืฆืืืช ืืืื ืืงืคืื ืืฆื . 370)ืืืืืฉ ืืขืจืื ืฆืืจ ืืขืื(ืืืืื ืืช
ืืืืื ืืื โืืืืืช ืงืืจืืื (ืืืขืืจ ืืืืจืืข ืืืงืืื ืืฆืืช ืืืืื ืืืืื', ืืืืฉ'ืฉื ืืฆื ืืชืคืฉืืืช ืืงืืืื ืืื ืืืฆืจ ืืืืืจืืช โ ื ืืื ืงืืื"ืืจื; ื ืืืชืคืฉืืืช ืืงืืืื ืืื"ืกืื ืืืจื .ืขื ืฉืืื ืืขืืื ืืืื ืืืื ื, )ื"ืฉื ืืจื
ืืืืฆืจ ืืืฉืจืืื .2.5.7
ืืืืื ืืืืื ืืืช ืขื ืืื, ื ืืืงืจ ืฉืืืืฉ ืื ืฉืื ืืืืื ื ืืฉื ืงืฆื''ืืื .ืืืืื ืืืืืืช
, 2006ืืจืืฉืืช ืืงืจืืช ืื ืก ืืจืฆืืืื ืืฉืืืฉื, ืืืกืืจืืืื ืืืจืื ืืืื ืชืืืื ืืืจืฆืืืืืขืืงืจ . ืืช ืืืจืืชืฉืืขืืจ ื ืืื ืืืฉืืืื ืืืืื . ืืฉืจืืืื ืืืื ืืืืื ืชืืื 77% ืจืง ื ืืฆื ืื .%86 โ ืืืืืืืืืืฆืืขื ืืขืจืืช ื %97 โืืื ืืืืืืื ืืืืืืืช ืืชืืงืืช ืืืืฉืืื ืืืืืื
.22%481 โืืื ืื ืืืื ืืืช ืืจืืืื 38% โืืืืืงืจืืื ืืืฉืจืืืืช ืืืื ืืืืจืื ื ืืื ืืืืชืจ
ื ืืืืื 10,886ืขื , ื ืืืื ืืืืงืจ ืืืืืงืจืืืืจืคืื ืขืืจ ืืฉืจื ืืชืืืจืืชืืกืงืจ ืฉืขืจ .ืชืืืจืืช-ืืืืืช ืืจืืื ื( ืืื ื ืืืืืื 43% ื ืืฆื ืื, 2005ืืืืฆืืช , ืจืื ืืืืืขืื ืืืฉืจืืืชืื ืืงืจื 51%. 40ืืืื ืืืืืฆืข . ืืืกืืืื ืืื ื ืืชืืช ืืืจืืช 5%- ื ืืฆืจืื ื 43%, )57% โ 2003
480 Google (2006), Google News Search, 7th August, 2006, cb1969
cb1126, 2006, ืืื ืืืจ Ynet-news, 18', ืคืืืช ืืืืืงืจืืื, ืืืฉืจืืืื ืืืื ืืืืืืง ืืืฆืื, ')2006. (ืกืืคืจ ืจ 481
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
104
ืขืืื ( ืืืืื ืืืืื 29%, )ืืฉืคืื, ืืืืืืื, ืขืกืงืื('' ืืืืืืืช''ืืืงืจืื ืืืฉืจืื ืืกืืืืช
16%, )11%- ื 14%- ืืจืืื ืืืืืขืื ืืืืืื ืืืื ืื ื; 18%- ื 11%-ืืืืืขืื ืืชืืืจ ืืืืืื ื. ืืืืืืื ืืืืขื 35%-ืืจืื ืืืืืช ื 21%, ืฉืื ืืืจืืฉืืื 65%. )10%-ืขืืื ื( ืฆืืืื ืื. )38%-ื 24%-ืขืืื ืืืืงืจืื ืคืขื ืจืืฉืื ื ื( ืืื ืืืงืืจ ืฉื ื ืื ืืืชืจ 62%ืขืืืจ
ืืืคืฉื ืืืืืืช โืืืืืืช ืื ืืฉืจืื ืืื ื ื ืืฆืืื ืขื ืืคืช ืืชืืืจืืช ืื, ืืืฆืืื ื ืืชื ืืืกืืงืืืืืืข , )ืืจืืื ืื ืื ืฆืจืคืช, ื"ืืจืื(ืืฉืจืื ืืื ื ืืืืื ืืืืงืจ ืืืชืืืจ ืืืืืฆืข . ืืืชืืจืืืฉืืข ืจืฆืื ืืืืคื ืืืื ื, ืืืงืจ ืืืจืืฉืืื ืืืืืชื ืืืขืจืื, 40ืืืื , ืืืืจืืฉืคืืชื ืืืืงืืจ
.Value for money(482/ืชืืืจื ืืืกืฃ โืขื ืฉืืืช ืืืืืฆืข ืืืจืืช ืฉื ืืชื ืฆืืื ื ืืื( ืืืืื
2.29ืขื ืขืื ,ืืืืืืืืชืืชื ืืขืช ืืชืืืจืืช , 2004ืืฉื ืช ื ืชื ืืฉืืง ืืืืขื ืฉื ืืืื ืช ืืฉืจืื 1.505- ืืคืืขื ื ืื ืกื ืืืฉืจืื ื. 192ืืืืืื$ 1.7 ืฉื ืืื ืกื ืืืืืชืืคืืื ืฆืืื ืขื , ืืืืืื ืชืืืจืืืช ืืชืืืจ ืืืืงืฃ ืฉื ืขื ืืื ืกื ืืืืฆืข, )ืคืืืช ืื ืชื ืืฉืืง ืืืืขื 34%-ื( ืืืืืื ืชืืืจืื
ื ืื ืกื 2005ืืฉื ืช . )ืืืื$ 816 -ืืืืืื ืชืืืจ ืืืืืืฆืขืช ืืืื ืกืืืขื 20%- ื($ 980ืืืื ืกืืช ืืืืฆืจ %8.2( ืืืืืื$ 21.91ืืืื ืืกื ืืืฉืง ,483ืืืืืื ืชืืืจืื 1.916ืืืฉืจืื 6.4, ืืืืืืื ืืืฆืจื 8.2, ืืืืืื ืชืืืจืื ืฉืืืงืจื ืืืื ืื 1.1- ืืืช ืืืฉืืืื ื. 484)ืืืฉืจืืืืฉืื ืื ืืกืืช ืชืืืจืื ืืืฉืจืื ืืื . 485ืืืืืื ืืืืจืงืื 20.3- ื, ืืืืืื ืืืืื 14.3, ืชืื ืืกืืืืืืืื ืืชื ืืขืช ืืชืืืจืืช ืืขืืื (ืืืืืื ืืืฉ ืืืืฉื 2.672 โ) ืืจื ืคืจืืฅ ืืืื ืชืืคืืื( 2000ืืฉื ืช
ืืืืืื 2.04ืืฉื ืชื ืืฉืืง ืืืืขื ืฉื ืืฉืจืื ืขืื ืขื ; ืืืืืื ืืืฉ 681ืืืืชื ืฉื ื ืขืืื ืขื ืืฉื ืื ืื ืฆืืื ืชื ืืขืช ืืชืืืจืืช ืืืฉืจืื ืืืืจืื ืืจืื ืืขืืจ ืื ืชื ืืื , ืืคืืขื .486)ืืืฉ
.487ืืฉืืง ืืืืขื
548-ื( ืชืงืฆืืื ืงืืฆืฅ. ืื ืคืกื ืขื ืืฉืจื ืืชืืืจืืช ืืืฉืืจ ืฉืขืืจื ืชืขืฉืืืช ืืชืืืจืืช ืืืฉืจืื ืืืชืงืฆืื 11.35%-ืขืจื ื- ืฉืืื{ ]ืงืืฆืืฅ 64%[ 2005-ื โชืืืืืื 196- ื 2000ืืฉื ืช โชืืืืืื 41- ื, 2000ืืฉื ืช โชืืืืืื 147-ืชืงืฆืื ืคืขืืืืช ืฉืืืืง ื; }ืืืืื ืืืชืืืจืืช ืก''ืืชื ืืืฉืจื-ืืืืืช ืืื, 12489-ื 17-ื ื ืฆืืืฆื''ืืกืคืจ ื ืฆืืืืืืช ืืื, 488])ืงืืฆืืฅ 72%[ 2005-ื โชืืืืืื
cb0937, ืืืื ืืืืืงืจืืืืจืคืื, 2005ื ืืืืืจ , ืืฉืจื ืืชืืืจืืช', 2005ืืื ื -ืื ืืืจ, ื ืืฆื ืฉื ืชื''ืื โืกืงืจ ืชืืืจืืช ื ืื ืกืช , ')2005(ืืฉืจื ืืชืืืจืืช 482. ืืคื ืกืื ืืฉืจื, ืื ืืกืืช ืืืฆืืืืช. 1/ืืื ื, ืชื ืืขืืช ืืืืจื ืืชืืืจืืช. ื, 5/2006' ืื ืืกืืืืกืื ืืืฉืจืื ืืกืืืจื, )2006(ืก ''ืื 483
http://www.cbs.gov.il/yarhon/e1_h.xls 59' ืขื, ื''ืืืืฆืืืช ืฉื ืืฉืจืืืื ืืืืฆืืื ืืื) 1(ืืื ืกืืช ืืชืืืจืืช . 18ืืื , 2006/1ืจืืขืื ืกืืืืกืื ืืชืืืจืืช ืืืฉืืจืืชื ืืืจืื , )2006(ืก ''ืื 484
http://www.cbs.gov.il/tourism_q/t18.pdf 485 WTO (2006), Tourism Highlights 2006, World Tourism Organization, UNWTO*OMT*IOHBTO, pp. 6, 9, <http://www.unwto.org/facts/menu.html> , viewed 21st November, 2006
.31' ืขื, ื ืืฉืจืืืื''ืืืฆืืืืช ืืื) ืชืืืจืื ืื ืืกืขืื ืืฉืืื(ืื ืืกืืช ืืืงืจืื . 1ืืื , 2006/1ืจืืขืื ืกืืืืกืื ืืชืืืจืืช ืืืฉืืจืืชื ืืืจืื , )2006(ืก ''ืื 486http://www.cbs.gov.il/tourism_q/t01.pdf ;ืื ืืกืืช ืืืงืจืื ืืคื ืืจื ื ืกืืขื. 6/ืืื ื, 20067/' ืืืจืืื ืืกืืืืกืื ืืืฉืจืื ืืก, )2006(ืก "ืื ,
.cbs.gov.il/yarhon/e6_h.xlshttp://www ,ืื ืืกืืช ืืืฆืืืืช 4.1ืืื , 47' ืืก 1996ืืฉื ืชืื ืืกืืืืกืื ืืืฉืจืื , )1996(ืก "ืื; 2006, ืืืืืืกื 31- ื ืฆืคื ื 138' ืขื, ืืคื ืกืืื ืืฉืจื
ืืืจืฅ ืืื ) ืืืื ืืช 14ืืชืื ( 8ืืืจืื ืืฉืจืื ืืืงืื , 2000ืืกืงืจ ืืขืช ืงืื ืฉืขืจื ืืืื ืืืจืืก ืืงืจื ืืืจืืงืืื ืืฉื ืช .ื"ืืืจืื ืืขืืคืืช ืืืจื 487ืจืืช ืืืขืืคื 2000ืื ืืฉื ืช , ืืฉืืขืืช ืืกืงืจ ืืื ืชืื ืื). 13ืืืจืื (ื ืืืืชื ืฉื ื "ืชืืืจืื ืืืจื 480,000ืืคืืขื ืืืืขื ืืืฉืจืื ืจืง . ืืืขืืคืช ืืืืงืืจ
ืืกืืืื ืืื ืืืกืืืข ืขื ืชืขืฉืืืช ืืชืืืจืืช ืืืฉืจืื ืื ืชื ื. ืคืขืจ ืฉื ืืข ืืกืืจืช ืืืกืืื ืืืืจ ืืืืฆืืข; ืืืืงืืจ ืืืฉืจืื ืืืืชื ืืืืื ืืจืืช ืืืืืืฉ ืืคืืขื .ืืื ืฉื ืืชื, ืืืกืจืชื
Taylor H. (2006), 'Australia, Italy, U.K., and France favorite foreign countries for vacations if cost not an issue', The Harris poll #39, Harris Interactive,10th August, 2001, <http://www.harrisinteractive.com/harris_poll/index.asp?PID=250>, cb2415, viewed 31st August, 2006; BTS (2006), 'Table 1-43: Air passenger travel departures from the United States from selected foreign countries by flag of carriers', Bureau of Transportation Statistics, <http://www.bts.gov/publications/national_transportation_statistics/html/table_01_43.html>, viewed 6th September, 2006, cb2415
, 19.06.2006 โื ืชืื ื ืืืฆืืข ืืคื ืฉื ืจืฉืื ืืกืคืจื ืื ืืืช ืืืฉืืื ืืช ืฉื ืืืฉืจืืื , 2005ืชืืฆืืืช ืืฉื ืช , ืืฉืจื ืืชืืืจืืช, )2006(ืืืืฆืจ ืืฉืจื 488>A37-N2005,-http://147.237.72.152/magic94scripts/mgrqispi94.dll?APPNAME=budget&PRGNAME=doc3&ARGUMENTS=;<
>;tp://www.mof.gov.il/budget2005/doc/tayarut.pdfht <, 19ืขืืื , ืืฉืจื ืืชืืืจืืช โืืฆืขืช ืชืงืฆืื , 2005ืชืงืฆืื ืืืืื ื ืืฉื ืช >http://www.mof.gov.il/budget2000/part54.htm<, ืืฉืจื ืืชืืืจืืช, 2000ืขืืงืจื ืชืงืฆืื ืืืืื ื ืืฉื ืช , )2000(ืืฉืจื ืืืืฆืจ
ืฆืจืคืช , )5%; 75,895(ืืจืื ืื , )3.9% โื ืื ืืกืืช ''ืืืื ืืก; 55,702 โ 2004ืื ืืกืืช ืชืืืจืื ืืฉื ืช (ืจืืกืื :ืืืจืฆืืช ืืืฅ ื ืฆืืืืืืช ืืฉืจื ืืชืืืจืืช 489, )9.7%; 146,482(ืืจืืื ืื , )1.5%; 22,598(ืฉืืืืฅ , )1.4%; 21,396(ืกืคืจื , )2.8%; 41,991(ืืืืืื , )2.7%; 40,379(ืืืื ื , )17%; 257,484(
ืืืชืจ ืืืฉืจื ืจืฉืืืืช ื ืฆืืืืืืช ืื ) [1%; 14,871(ืืืกืืจืืื , )2.9%; 43,573(ืงื ืื , ]ืืก'ืื ื-ืืืก[ื "ืืจื ,]ื ืื ืืืจืง) [25%; 379,127(ื "ืืจื ].ืืฉืืืืื ืืืืจืื ืงืืจืืื
<http://www.tourism.gov.il/Tourism/Ministry+of+Tourism/Offices+around+the+world.htm> ,ืื ืืกืืช ืชืืืจืื ืืคื ืืจืฅ ืืืจืืืช. 3ืืื , ืชืืืจืื ื ืื ืกืื ืืืืฆืืื, ืชืืืจืืช. 1, 2006/1, ืจืืขืื ืกืืืืกืื ืืชืืืจืืช ืืืฉืืจืืชื ืืืจืื, )2006(ืก ''ืื
<http://www.cbs.gov.il/tourism_q/t03.pdf>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
105
ืืืืงืช ืืืืงืจ ืื ืืืฆืข( ืืขื ืืืื ืืืงืจืื ืืงืฆืืขืืื ืืขืจืื , ืืืฃ ืืกืืจื ืคืืจืง, ืืืื ืืจืื
. )ืชืจืืืช ืืขื ืฃ ืืืฉืง โ ืืืืคืงื ืืืืื
ืืจืฅ '' - ืืืืืจ ืืืชืื ืงืื ืกืคื ืืืืื ,ืืืืช ืืคื ืื ื ืืฆื ืืืฆืจ ืืชืืืจืืช ืืืฉืจืืืืืฉืืื ืืืจืชืืจืืช ืืืกืืืืช ืืฆื ืืืชืืืืืช ืืื( ืืืืคืฆืื ืืงืืืกืืช ืืืืืืจืช ,Terra Santa/"ืืงืืืฉืืืืกืจ ืฉืืืื , ืืืจืฆืืช ืืืฅ ืืืืชืจืื ืืืงืืืฉืื ืื ืฆืจืืช ืืจืื ืืืืงืืืืช ืืื ืกืืืช, ืืืืืชืืง
ื ืืคืฉ ืืชืจ -ืืืืจื ืืืื ืืืงืื ืกืคื ,ืื .)ืืจืืืืจืืืืืื- ืืงืกืืขื ืืชืจื ืืขืืืื ืืจืื ืืืจืฅ ืืืชืืืื ืขื ืืกืจืื ืืืกื ( ื ืื ืืืืืจืืื ื ืชืจืืืช, ื ืืคืื, ืฉืคืืช ,ืงืืืื ืืจืืืชืืื ื :ืืื ื-ืจื
ืืื ืืื ืืขืืื ืืชืืจืื ืืืืืจืืื ,ืืืชืฉืชืืืช ืื ืืืืฉืงืขื ืืงืืืื ืชืืืจืืชืืืืจื ืืชืืืืืื ืจืฉืืืืช ืืชื ืืฉืืช ืืืจืืชืฉืงืืืืช ืืืืื . )ืืืืืื ืืืชืื ืืก, ืืืจืงืื, ืืฆืจืื โ ืืชืืืืืืื ืืืฆืื ืืช ืืฉืจืื ืืชืงืฉืืจืช ืืืืืืืืช โ ืืืจืฅ ืืขืืกืงืืช ืืคืขืืืืช ืืกืืจืชืืช ืืืืฉื
ืืืื ืืชื ืืืื ืื ืืฉืงื ืืื ืืืืื ื ืฉ, )ืืืื ืงืื ืกืคื ืืืื ืืง(ืืืฆืืื ืืกืื ื ืืืืืชืงืคืช ืืื โืืชืืื ืืืฉืจื ืืกืืืื , ืืจืืช ืืจืืืื ืืืฆืจ ืื ืืคืฉ). ืงืืืื ืงืื ืกืคื ืชืืืจืืชื(ืืืกื
ืืืจืืช โืืืืขื ืื ( ืืืืจ ืกืื ืืช ืืืืข ืฉืืชืคืชืื ืืกืืืืชื ืืืืืื ืืืืืื ืืืื ื ืืื ืืงืื ืืช ืืืืืืืื ืขื ืื ืืฆืจืื ืืชืืฆืื ืืฉืื ืืืื ืืืฆืืืืช ืืงืจืงืข, ืืืจ ืืืืื 15ืื ืคืขืจืื ืืขืืืง
).ืืื ืื ืืชืฉืชืืืช ืืืืืจ
ืืชืืืืกืืช ืืื ื, )ืช''ืชื(ืกืืื ืืืฉืจื ืืชืขืฉืืื ืืืืกืืจ ืืชืืืจืืช ืืฉืจื ืืชืงืืคื ืื ืืื ,ืืจืืช ืืชืฉืชืืืช ืื ืืืืืช, ืืขืืจ ืืื. ืขื ืคื ืืชืขืฉืืื ืืืืืฆืืจ ืขื ืคื ืืื ืืข ืืจ ืืขืืืคืืช ืืฉื ืืช
ืืืืืื ืืื ืืช 3ืืงืกืืืื ( ืืืืืื ืืชื ืืืืืืืจื โืงืืืืช ืืืืืช ืงืืืืืช ืืขื ืฃ ืืืฉืจืื ืืืืืืช ืืงืืคืืื , ืืฆื ืืงืฉืืื ื ืืชื ืืืฆืื ืืืืื ืงืืืื ืจืืืืื ืืฆืืื. 490)ืืืืืืช ืชืืืจ ืืฉื ื
ืงืืืื ืืฉืจืื ืืืืคืฆืื ืื ืืคืฉ ( "Think Israel" โืชืืช ืืืืชืจืช , ืืืื ืืื ืืฉืืช ืืชืืืจืืชืื ืฉืื .491)ืืืืืืืืช ืืื , ืืืื- ืชื โืืืืื ืชืจืืืชืืช ืื
ืืฆืื , 2006ืืืืืฉ ืืช ืืืืฆืืชืื ืืจืืฉืืช ืืฉืจื ืืชืืืจืืช ืขื ืืืืืื ืืฉืืื ืืืืื ืฉืืืงื
, ืืืชืจ ืืืกืืช, ืืืชืจ ืืืจืืช ืชืขืืคื: ืืื ืืืืืฆืืช. ืืืืืื ืชืืืจืื 5ืื ืืกืช โ 2011ืืขื ืืฉื ืช ; ืืืืจืช ืืืฉืงืขืืช ืืชืฉืชืืืช ืชืืืจืืช ).ืงืื ืกืคื ืืฉืืืื ืืคืชืืืื(ืืืชืจ ืืงืืืืช ืืฉืืื
ืืจืืช ืืขื ืฃ ืืืืฆืขืืช ืจืืช ืืฉ ืชืืขืื, ืืชื ืืืืืฉืืคืืฆืื ื, ืืชื ืืืืืืืืืืช ืืกืคืจ ืืืจื ืืืง ืฉื ,ืืืืืืืืฉ ืืกืืจืืืืืช ืฉืืืืง ืืจืืืช ื .ืืกืจืช ืืืฉืืื ืื ืืกื ืืืฆืืื .ืชืืื ืืืช ืืืฉืจื
ืืชืืฆืื ืืืงืฉืืื , 2006ืืกืืฃ .492ืืฉืจื ืืงืืืื ืชืืืจืืชืืืืืืช ืชืงืฆืื ื, ื''ืืงืฆืืขื ืืืืืืืืื , ืืืชื ื ืืืฅ ืืืชืืืื ืืขื ืฃ ืืืืจืืื ืืื ืืกืืช ืชืืืจืื ืืขืงืืืช ืืืืืช ืืื ืื ืืฉื ืืื
ืืืืฉืงืืข ืืืืื ืชืงืืคื ืฉื , ืืืฉืืช ืืฉืจืื ืืืืฅ ืชืืื ืืช ืฉืืืืงืืช ืืืืืืช ืืงืืืื ืืชืืืจืืช .493ืืืืืื$ 150ืฉื ืื ืกืืื ืฉื 3
8-ืืืฆืื ืืืงืจ ืฉืขืจืื ื Ernst & Youngืืฆืืื ืืืจืช ืืืืงืจ ืืืื ืืืืืืช 2006 ืื ืืืืืจ, ืืฉืจื ืืชืืืจืืช ืขื ืืื ืืืืืืฉ ,ืืชืืื ืืช ืืกืืจืืืืช ืืงืืืื ืืืฆืจ ืืชืืืจืืช ืืืฉืจืืืืืืื ืืช
51-ื, ืงืืืฆืืช ืืืงืื 18, ื ืืืืื 8,400ืืืืงืจ ืืื ืจืืืื ืืช ืขื . ืืืืืื$ 1.5ืืขืืืช ืฉื ืืฉืืืงืื ืขื ( ืืืื ืืช ืืขื ื ืืืจืืช 8-ื ,ืขืืืง ืขื ืืคืขืืื ืชืืืจืืช ืืื ืืืืืืืืจืืืื ืืช
ืืืจืช .ืจืืกืื ืืกืื, ืฉืืืืื, ืืืืืื, ืฆืจืคืช, ืืจืื ืื, ืืจืืื ืื, ื"ืืจื: )ืืคืืื ืฆืืื ืืืืืื, ืืืงืจืืืืืืืื 4-5- ืืืฉืจืื ืืชืืืจืื ืืืืื ืืืืคืืช ืื ืืกืืช , ืฉื ืื 5-ืชืื ื ,ืืชืืื ืืช
ืืืืงืจ ืืฆืืืข ืื . ืืืฉืง ืืืืืื ืืงืืืืช ืขืืืื 45,000- ื โชืืืืืื 18ืชืืกืคืช ืืื ืกืืช ืฉื , ืืืืืื ืชืืืจืื 17.9ืืืืื ืืช ืื ืืื ืืช ืขืืื ืขื 8- ื) ื ืืื ืืช ืืืงืจ ืืืฉืจืื(ืคืืื ืฆืืื ืืฉืืง
, ืืฉืจื ืืชืืืจืืช, ืื ืืืช ืชืืื ืืกืืจืืืื, ืืจืงื-ืื ืื ืฉืจ, ื ืืืืจ ืืืกืืจืืืื ืืืืื ืืืช"ืกืื ื, ืขื ืืืขืื ืฉื ืืจ ืจืืืื, )2006. (ืืจืงื ื -ืฉืจ, .ืฉื ืืจ ื 490 cb1602, 2006, ืืืื ื 14
, ืืืื 31, ืืจืืช ืืืฉืขืืจ ืื ืื ืืฉืืช ืชืืืจืืช ืืฉืจืื ืืืื ืืืื ืืืืจ ืืจืืฉ ืื ืื ืืฉืืืืง ืืืฉืจื ืืชื"ืกืื ื, ืขื ืืืจื ืืจืืจื ืฉืืื, )2006. (ืืจืืจื ื 4912006 ,http://www.thinkisrael.com/high><
492 Krawitz A. (2006), 'Surge expected in flights to Israel this year', Jerusalem Post, 2nd May, 2006, cb1415 2006, ืืืืงืืืืจ 29, ืืขืจืื nrg', ืืืืืื ืืช ืืชืืืจืื, ')2006. (ื ืจืืื 493
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
106
ืืืืื ืืืืื ื-ืืืฆื ืืคืืืืื. ืืืืืื 1.2ืืฉืืคืืขื ืืืืช ืืืืงืจืื ืืืืชื ืืืื ืืช ืขืืื ืขื
. ืืื ืืื ื ื ืืกื ืืืื, ืืืืื ืืกื ืืืืงืืจ ืืืฉืจืื
ืื ืืืื ืืืืื ืืงืื ืกืคื ืฉื ืชืจืืืช ืืืืกืืืจืื ,ืืืขืช ืืืืงืจืื, ืืืชืจืื ืืืจืืื ืฉื ืืฉืจืืืืื ืืืชืจ ืืืืื , ืื ืืืชืจ ืขืืืื ืืจืื. ืืฉืืจืืฉืืื ืืืืื ืืช ืขืืื ืืืฉืืื ืืืจืืื, ืืชืืช
ืงืื ืกืคืืื ืืืืจื ืืืืืื . ืืงืื ืืฆืืืฆืืืชืจืื ื ืืกืฃ ืืื ื ืืืืื ืืืคืฆืืืช ืืืืื ืืืืืจ .ืืืืืงืืจ, ืืืื, ืืืคืฉืืช ืื ืืฉืืฉ ืืชืืืืืืช ืืื ืชืืจืืช ืงืฉื ืืฆื ืืฆืจืื: ืขืื ืคืืื ืฆืืื ืืฉื ืื ืืฆืื ืื, ืืืจืืง ืืืื ืืืื: ืืืขืืืชืืืช โืืืื 2-3ืืืงืืจื ืขืจืื ืื ื ; ืชืื ืืกืื ืืกืคืจื, ืืืืืื, ืืืจืงืื
โืืืคืฉืืช ืืจืืืืช ; ืืืจืฅ ืืืืืืจ ืืืืื ืืื ืืืจ ืืืืขืื ืื ืขืืืฃ, ืืืืืจ ืืงืจ ืืืื; ืชืืจืืช ืงืฉื ืืฆื ืืฆืจืื, ืืชืจื ืฆืืืื: ืืืขืืืชืืืช โืืืคืฉืืช ืืืข ;ืชืืจืืช ืงืฉื: ืืืขืืืชืืืช
ืขื ืืฉืจืื ืืืฆื ืืช -ืืืื ืืืช ืืืืจืื : ืืื ืืืืืฆืืช .ืฉืืง ืืืืื: ืืืขืืืชืืืช โืืืืื ืืืืจ ืืืืืจืื ืืืืืื ืืืืืื ืืฉืืขืืชืืช , ืืื ืืืืจื ืืืืื ืืืืืจืื ืื ืืจืืช ืืืืจื ืืื
- ืืืงืืจ ืืืชืจืื ืืืกืืืจืืื(ืืืืื โื ืืืื ืืืช ืืืฆืจ ืืื. ืืชืขืืคื ืืืืืืจืืืืฆืื ืืฉืืงืืืื ืืืช ืืืฆืจ ืืืงืคื ]).ืืืชืจื ืืืจืคื ืืืื ืจืช, ืืืืคื ืืื[ืืชืืื ืืฉืืืื ืืื ื ืืคืฉ -ืชืจืืืชืืื
ืืืื ืืฉืืืช ืจืฉืชืืช ืืืืชื ( ืืชื ืืืืืืืืืื ืืืืืืช ืืฉืืจืื ืืืฉืืคืืฅ ืืขืจื ืืืืจืื ื -; ืืื ืื ืืืฉื ืฉื ืืืืฉืคืฅ ืืืคืชื ืืช ืืชืจื ืืืฉืืื ืืืชืืืจืืช ืฉื, ืืฉืืจื). ืืืืืืืืช ืืขืืื
ืืืืืืช , ืืืื-ืืืฃ ืชื, ืืขืืจ ืืขืชืืงื ืืืจืืฉืืื(ืืืื ืืชืฉืชืืืช ืืฆืืืืจืืืช ืืืชืจื ืืืืงืืจ ืฉืชืืจืื , ืืืขืฆื ืืืฉืงืขืืช ืืชืืืจืืช ืืืงืื -ืืกืืจืืืื ื ืืืืืืช ). ืืจืื ืืขืืจ ืืืจืื, ืืืืืช, ืฉืชืงื ืืชืกืืืข ืืืฉืงืืขืื ืคืืื ืฆืืืืืื ืืงืืืืื ืืืจืื, ืืืืจืืื ืืฆืืืืจืืื ืืจืืืื ืืืื ืืื
- ืืกืืจืืืืืช ืฆืื ืืจืืช ืฉืืืืง .ืืกืืจืื ืืืืกื ืืื ืืืฆืื ืืืื ืืืชืืืื ืืื ืื ืื ืื ืืืืจืืงืจืืืืืฉืืฉืื ืืื ืืืื ืืขื ืขืืืจ ืงืื , ืืืงืื ืืกืืื ื ืื ืกืืขืืช ืืงืื ืืขื ืืจืืื ืืฉืื ืื ืขืืืืช
. 494(Ernst, Young: 2006) ืืืืืื ืืืืฉ ืฉื ืื ืืืืืช$ 250ืชืงืฆืื ืฉืืืืง ื ืืจืฉ .ืืงืืืืชืืื
ื ืืืจืช ืืฆืจืื , ืืืื ืืื ืืกืคืืื ืืืฉืจืืืืชืืกืืืจืืช ืืฆืื ืืืื ืชืืฆืจืช 14%-ืืจืง .ืืฆืื ืืืืืื$ 42.588ืืชืื ืกืืื ืืืื ืฉื ืืืืืื$ Made in Israel" )5.962" โืืกืืคื ืชืืช ืืืืชืจืช
ืืฆืื ]ืืืื ืกืืช ืืืืฆืจ ืืืฉืจืืื %82[ ืืืืืื$ 56.623; 2005ืืฉื ืช ืืจืืื ืืฆืื ืกืืืจืืชืชืขืฉืืืชืืช ืืืืขื ืืืืจืื ืืชืืฆืจืช ืื 86%- ื .495])ืืชื ืชืืืจืืชืื ืืืื ืฉืืจ[ืกืืืจืืช ืืฉืืจืืชืื
ืฉืื ื ืืืืืช ืื ื ืืชื ืืืชืจ ืืืชื ืืฉืจืืื ืืื . ืืื ืืื ืืชืืืื ืืืืฆืืจ ืืฉืงืืคื ืืฆืจืื ืืกืืคืืืืชื ืืืืื ื ืคืืื ืฆืืืื ืฉื ืืงืืืื ืืืจืืื ืืจืืื ืืฉืื . ืืืืืืืืืืืฉืืืงืื ืืืืืช
496(Anholt, 2005) .497ืื ืืื ื ืืืืืืืืช ืืขืืืืขื ืืืช ืืืืฆืื ืืืืืืช ืืืืงืจ ืืคืืช . 1.531 โืขื ืกืืื ืืืฆืืืช ืืืื ืฉื ืืฆื 2005ืชืงืฆืื ืืฉืจื ืืชืขืฉืืื ืืืืกืืจ ืขืื ืืฉื ืช
ื ืฆืืืืืืช 39 ืืืฉืจื. 498ืกืืจ ืืืฅืชืงืฆืื ืืขืืืื โชืืืืืื 34 โืืชืื ืกืืื ืื . โช ืืืืืื .499ืืืจืฆืืช ืืืฅ
494 MT (2006), 'A new market strategy for Israeli tourism', The Ministry of Tourism, Government of Israel, Hospitality and tourism advisory services, Ernst & Young, LLP, November, 2006, <http://www.tourism.gov.il/Tourism/Ministry+of+Tourism/Forms+and+Info/Ernst+and+Young+Report.htm>, cb2308
$ 2.196ืชืจืืคืืช , ืืืืืื$ 1.066ืขืืจ /ืืืืฉื/ืืงืกืืื, ืืืืืื$ 656 โืืืฆืจื ืืืื ืืืฉืงืืืช , ืืืืืื$ 1.024 -ืชืืฆืจืช ืืงืืืืช .ืืฆืื ืืืฆืจื ืฆืจืืื 495ืืฉืืงืื , ืืืืืื$ 489ืชืืฉืืืื , ืืืืืื$ 40ืจืืืืื , ืืืืืื$ 155ืฆืืื ืืืงืืจืื ื ืืืชื , ืืืืื$ 56ืืืฉืืจืื ืืืืช , ืืืืืื$ 216ืกืืื ืืชืืจืืงืื , ืืืืืื .ืืืืืื ืืฆืื ืกืืืจืืช ืืฆืจืื ืืกืืคื$ 5.962ื ''ืืกื .ืืืืืื$ 38ืืืื ืืช , ืืืืืื$ 527 cb0938, ืขื ืคื ืืฉื ื โืืฆืื ืืคื ืขื ืฃ ืืืืื . 3.ืืื ื, 2006ืืจืืื ืกืืจ ืืืฅ ืืืืืฉ ืื ืืืจ , ,)2006(ืก ''ืื
<http://www.cbs.gov.il/archive/200601/fr_trade/tc3.xls> 496 Anholt S. (2005), 'Brand new justice', Elsevier Butterworth Heinemann, 2005, ISBN 0-7506-6600-5
.OECD-ืืืืืฆืข ืืืืื ืืช ื 2.1%-ืืืฉืืืื ื, 4.8%ื "ืืืฆืื ืืืืืืช ืืืืงืจ ืืคืืชืื ืืืจืื ืืืฉืจืื ืืืืื ืืชื 497 ,814' ืขื, )ืค"ืื(ืืืฆืื ืืืืืืช ืืืืงืจ ืืคืืชืื , 28.14ืืื , 2005ืืฉื ืชืื ืืกืืืืกืื ืืืฉืจืื , )2005(ืก "ืื
2006, ืืืืืืกื 29- ื ืฆืคื ื, <http://www1.cbs.gov.il/shnaton56/st28_14.pdf> ,19.06.2006, ืชืขืฉืืื ืืืกืืจ, ืื ืืืช ืืฉืืื ืืช ืฉื ืืืฉืจืืื ื ืชืื ื ืืืฆืืข ืืคื ืฉื ืจืฉืื ืืกืคืจื, 2005ืชืงืฆืื ืืืืื ื ืืฉื ืช ,)2006(ืืฉืจื ืืืืฆืจ 498
<http://147.237.72.152/magic94scripts/mgrqispi94.dll?APPNAME=budget&PRGNAME=doc3&ARGUMENTS=-N2005,-A36> , )467$(ืืจืืื , )3,679$(ืืืืื , )80$(ืืืกืืจืื , ) ืืืืืื$ 423 โืชืคืืงื ืื ืฆืืืืช ืขื ืืกืืก ืืฉืชื ื ืืืงืฃ ืืฆืื (ืืืกืืจืืื โื ''ื ืฆืืืืืืช ืืื 499
, )1,223$(ืืืื , )206$(ืืืื , )1,346$(ืืจืื ืื , )882$(ืฆืจืคืช , )121$(ืคืื ืื ื , )98$(ืื ืืจืง , )65$(ืืื 'ืฆ, )748$(ืกืื , )482$(ืงื ืื , )42$(ืืืืืจืื , )146$(ืคืืืื , )63$(ื ืืจืืืืื , )1,260$(ืืืื ื , )1.8$(ืืืื ืืจ , )214$(ืืงืกืืงื , )450$(ืืจืื ืงืืจืืื , )799$(ืืคื , )898$(ืืืืืื , )76$(ืืื ืืจืื , )449$(ืชืืืื ื , )602$(ืืืืืืื , )900$(ืฉืืืืฅ , )135$(ืฉืืืืื , )688$(ืกืคืจื , )354$(ืกืื ืืคืืจ , )418$(ืจืืกืื , )189$(ืจืืื ืื , )73$(ืคืืจืืืื ). 35$(ืืืืื ืื , )ืืก'ืื ื-ืืืก(ื "ืืจื, )ืืืกืืื(ื "ืืจื, )ื ืื ืืืจืง(ื "ืืจื, ]ืฉืืงืื) [15,500$ โืืืื (ื "ืืจื, )1,650$(ืืจืืื ืื , )903$(ืืืจืงืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
107
ืืื ืืขื ืฃ ืืช ืืื ืืืืืืืช ืืชืขืฉืืงืืืื ืืืฉืืช ืืฉืจืื ืืืืื ืืืืจืื ืขื 2006ืืืืฆืืช ืืืืืจ ).ืชืงืฆืื ืฉืืืืงโช ืืืืืื 5( โชืืืืืื 120ืฉื ืื 3ืืืฉื ืืืืืืฉืงืืข ืืงืืื, ืืกืืจืืื
ืืืจืฉ ืคืชืจืื ืืช ืืื ืืืืืืื , ืฆืืื ืืงืฆื ืืืืจ, ืืืืืื$ 400ืคืขืืืืช ืฉืืง ืืืื ืืขืืืื ืืื ื ืฉืืง โืืชืขืฉืืื ืืืฉืจืืืืช ืืชืจืื ืืช ืืืื ืื . ืื ืื ื ืืืื ื ืชืืจืืชื ื ืื ืืืืืืจ, ืืืฉื ืืืืืืืื , ืืืืืืืช ืืืฉืืช ืื ืงืืืืื, ืืชืงื ืืชืคืื ืืืืืืืื ืืกืืื ืืขืืื(ืืคืืชื ืืงืืื
โืชืขืฉืืื ืืงืืืืช ืืคืืชืืช , ืืขืื ืฉื ืืืืื ืขืืืื, ื ืืกืืื ืืจืื ืฉื ืื, )ืืจืฆืืช ืืืืืืืชืืืืื ื ืืจืืืื ืืืกืื ืืคืืชืื ืืชืจืื ืชืืจืืชื ( ืืืจืืช ืืื ืง ืืืฉืืช 60ืืืขื , ืืืืืื ืืฆืื$ 800ืขืืื '10ืืืืื ' ืืืืืจื ืืชืืื ืืช ืืืกืืจืืืืช. )207ืืืืงื ืคืืจืืจืฉื ืคืจืืคืกืืจ ืืฉื ืชื ืขื ืคื
ืจืืฉืื ื ืืคืขื ืืืืื .ืืืืืฆื ืฉืืงื ืื ืืฉืจืืืื ืืืืืืื ืืชืืื Waterfronts ืคืืจืื ืืืืืืืืืืืช ืืืืืืืช ืืคืชืจืื ืืช ' โืืืืฆืื . ืืืชื ืขื ืฃ ืชืขืฉืืืชื ืฉืืืฉืืชืงืืืช ืืืืื ืืืฉืจืื
ืขืืืื ืคืขืืืืช , ืืืื ืืืช ืืืฉืืชืืช ืืืืืช โืืืจืืืืื ืืืกืืจืืืืื .'ืืืืื ืืชืงืืืฉืืืื , ืืขืืงืช ืืขืืจืืืช ืืื ืคืจืื, ืืืืืง ืืืืืื ืช ืืืงืืืื, ืืื ืืืืืืช ืืชืขืฉืืืช ืืืื
$ 2 โ 2010: ืืขืื ืืืฆืื ืืืืืืืื .ืืืืืจืช ืชืคืงืื ืืงืืจืืช, ืืืจืืื ืืกืืจืืืืื ืืืจืฆืืช ืืืฅ .500ืืืืืื$ 10 โ 2020, ืืืืืื$ 5 - 2015, ืืืืืื
$ 487.10ืขื ืกืืื ืืืื ืฉื ืขืื 5200ืืืฅ ืืืฉืจืื ืืฉื ืช ืชืืฉืื ืืืงืฃ ืืฉืงืขืืช. ืืฉืงืขืืช
ืืงืืช (ืืฉืงืขื ืืฉืืจื ืืืืืื$ 5.869 ืืกืืื ืื ).ืืืื ืกืืช ืืืืฆืจ ืืืฉืจืืื 15.2%( ืืืืืืื ืืฉืงืขืืช ''ืืก 56%-ื). ืืขืืจืช ืืขืืืช ืื ืืืช(ืจืืืฉืช ืขืกืง ืื ืืืืืื$ 4.618; )ืขืกืง ืืืฉ
ืืืงืฃ ืืฉืงืขืืช , ื ืืื). ืชืขืกืืงื, ืืืฆืืจ(ืืืื ืชืืกืคืช ืืชืคืืงืช ืืืฉืง ืืืฉืจืืื ืืืฅ ืชืืฉืื ืฉืืืื ืืฉืงืขืืช ืชืืจืืืืคืจืฉ . ืืืืืื$ 15.678ืืืฅ ืขืื ืขื ืกืืื ืืืื ืฉื ืืฉืจืืืื ืืืจืฆืืช
ืงืคืฆื ืืฉืงืขืืช ืชืืฉืื ืืืฅ ืืืฉืจืื 2006ืืจืืขืื ืืจืืฉืื ืืฉื ืช .ืืืืืื$ 5.191ื ืืืืงืฃ ''ืืื .501ืืืืืื$ 11.955- ื
ืฉืง ืืคืืขื ืืชื ืื ืฉืืง ืืื ืื ืื ืืืช ืื, ืืขืืจืืืช ืืืฉืืชืืช ืืืืืจืช, ืืฉืืืื
ืืืจืืช (ืืฉืงืขื ืื ืืขืืื ืืชืฉืชืืืช ืืื ืื ) 502ื"ืืืฆืื ืืืืืืช ืืืืื ืืืืื ืืชื
ืจืืืืืืืช ืืืื ืืกืคืจ ืืืืื ืฉื , ืืชืืืืจืืืืืืงื ืื , ืืืจืืื ืืืืืืื ืืื ืืคืืืืกืืืื
ืืืจื ืืืืื ืขืืืื ืืฆืืื [ืฉืืืืื ืืช ืืืื ืกืืช ืืงืฆืืขืืช ืืืชืืคืืื ืื ืืขืืืื ืืงืจื
ืืืฆืจ ืชืืืช ืืืืืจืช , ืืจืืืช ืฉืืจ ื ืืืืืชืืืืกืจ ืขื ืืื ืืืจืืื , ืืชืฉืืืื ืืขืืจื
ืืขืจืืช ืจืืืืืืืจืื ืืืฉืืชืืช ื ืืงืฉื ; ]Shai et al.) 2000(503ืขืกืงืืื ืืืฉืงืขื ืืืื ืื ืืฉืืฉืืื ื ื ืืื ืื ืขื ืืกืืก ืืืื ืื , ืชืงืฆืื ืืืฉืืชื ืื ืื ื ืืชืื ืฉืืงืืืื ืคืืืืืืื; ืืืืืืื
;Mazor, 1990; Tachlit, 1999ืืืจืืช ืืกืคืจ ื ืืกืืื ืืช ืืืืืืฉ ืืืื ืืืคืฆืืื ืืื [ืืื ืืขืืื ืืืื
<http://www.moit.gov.il/NR/exeres/591A9424-3C0F-4BD1-A5FC-769157ADE0A4.htm>,
,ืืืื ืืืฆืื โืืจืฆืืช ืืกืืจ . 1.ืืื ื, ืกืืจ ืืืืฅ ืืคื ืืจืฆืืช. ื, 5 โืืจืืฉืืื , 2006ืืื , ืืจืืื ืืกืืืืกืืืงื ืฉื ืกืืจ ืืืฅ, )2006(ืก ''ืื <http://www.cbs.gov.il/fr_trade/td1.xls>
ืืจืืืจ . cb2303; 2006ืืืืงืืืืจ 17, ืืืฉืขืืจ ืืืืื ื ืขื ืืืฃ ืืชืงืฆืืืื ืืืฉืจื ืืืืฆืจ Waterfrontsืขื ืืืจื ืืืื ื ืฉืื ืจืืืื, )2006. (ืืืื ื 500 ; 2006ืืื , ืืจืืืจ ืืืขืฆืื', ืืื ืืชืงืืืื ืืชืื ืืช ืืืคืืืช ืืฉืจืื ืืฉืืงื ืขืืืื ืืืืื ืืคืชืจืื ืืช โ 10ืืืืื , ')2006(
Sandler N. (2006), 'Israel: Waterworks for the World?', BusinessWeek online, 30th December, 2005 , ืืืื ืืชืฉืืืืื ืกืืืื. 1.ืืื ื, ืืืื ืืชืฉืืืืื. ื, 3/2006' ืืืจืืื ืืกืืืืกืื ืืืฉืจืื ืืก, )2006(ืก ''ืื 501
2006, ืกืืืืืื 29-ื ืฆืคื ื, <http://www.cbs.gov.il/yarhon/g1_h.xls> .OECD 6.1%-ืืืฉืืืื ืืืืืฆืข ืืืื ืืช ื, 9.2%ื "ืืืฆืื ืืืืืืช ืืืฉืจืื ืืืื ืื ืืืืกืืืช ืืื ืื ืืืืื ืืชื 502, 813' ืขื, ืื ืืืืืืช ืืืื ืืืืืฆ, 28.13ืืื , 2005ืืฉื ืชืื ืืกืืืืกืื ืืืฉืจืื , )2005(ืก "ืื
<http://www1.cbs.gov.il/shnaton56/download/st28_13.xls> 2006, ืืืืืืกื 29- ื ืฆืคื ื, ืคืจืืืงื ืื ืืืจ ืืฆืืง ', ื ืืงืฉืจ ืืื ืฉืืืืื ืืืื ืกืืช ืืฆืืืื ืืืืืืชืข: ืืื ืฉืืืืื ืืคืจืืข ืืฆืืืื, ')2000. (ื ื 'ืืืจืื ืืฆ, .ืืืืจ ื, .ืืื ื, .ืฉื ืฉ 503
cb1701, 2000, ืืื ื, 1ืืืืจืช , ืืืื ืื ืืืจ ืืืจืืฉืืื, ืืืจืชื
ืืฆืื ืืืืืืฆืื ืฆืจืื ืืชืืืจืืชืืฉืงืขื ืืฉืืจืืืฉืงืขื ืืื ืืืช
ืืืืฆืจ ืืืฉืจืืืืืื ืกืืช ืืชืคืืืืช .2.5.7.1ืืจืฃ
1.9$ 5.9$
50.7$
6$
4.6$
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
108
Rein, Lerner: 2001; Arad et al.,) 2001[(504 ,ืืืืชื ื ืืืฆื ืืืื ื ืืืืืื ื ืืืชื ืืฆืืืื ;
ืขืกืงืื ืืื ืื ืืื ืืงืื ืื ืขื ืคื ืืืขืจืืช ืื ืงืืืช ืืคืื ื ืกืืช ืืืขืืืคื ืขืกืงืื ืืืืืื , ืืืืกืืฃ . 505)ืื ืืืืืืืื ืืช ืืื ืืขืื ืืืืืจื ืืฆืืืื ืืืืื ืืืืืช ืืืืืืืืืืืืืืื ืืจืื ืืืฉืง(
ืืคืืขื , ืืืงื ืืืื ืืงืืืื ืืฉืงืขืืช 2004ืืืกืืจ ืืืชืขืกืืงื ืืฉื ืช , ืืืฉืจื ืืชืขืฉืืืืคืขืื ืืกืืจืช ืืืืคืืช ืืงืืืื 2000ืขื ืฉื ืช ( ืืงืืืื ืืฉืงืขืืช ืืฉืืจืืช ืืืืื ืช ืืฉืจืื
178ืืืื ืืชืืจื ืืื . )ืงืฆืื-ืื ืคืขืืืืชื ืขืืืขืื ืขื ืชืืืืช ืืื ืชืืคืืืช ืื, ืืฉืงืขืืชืื ืืขืงืจืื ืืช ืืืงืฆืืขืืื ืืื ืืื ืืช ืขืืื ืขื ืคืืืคืืขื , ืืืืช ืืืืืืื ืืืืื ืืช ืืขืืืืชืืช , ืคืืชื ืงืื ืกืคื ืืืืชืื ืืขืงืืืช ืชืืืื ืขืืืื ืืืกืืจ. ืืฉืืืืง ืืืืืชืื ืืืื ืืืืืืื
ืืืงื ืืชืจ. Where Breakthroughs Happen โืืกืืกืื ืืืืื , Invest in Israel โืืืืื ืืคืืชืื ืืืฆืขื , www.investinisrael.gov.il - ืืื ืืจื ื ืฉื ืืขื ืืฉืจืช ืืช ืฆืืืืจ ืืืฉืงืืขืื
1ืขื ืชืงืฆืื ืฉืืืืง ืืื ืืืืื ืฉื , ืฆืืืช ืฉื ืฉืืฉื ืขืืืืื ืขื ืืืืืืื ืื ืืื .ืงืืืื ืืืืจืืช. 499ืช"ืืื ืืืกืืจืืื ืฉื ืืฉืจื ืืชืืืืืฆืขืืช ืืขืจื ืื ืกืค ืืืจืฆืืช ืืืฅืืคืืขื , โชืืืืืื
ืืชืคืืกืช .ืคื ืืืช ืืืืชืืืช ืืฆื ืืฉืงืืขืื ืืื ืืืืืืื 10-ืืื ืืช ืืืืืฆืข ืืืืืื ืืืคื ืื ืืื , ืืงืืงืืช ืืคืชืจืื ืืช ืื ืืฉื ืฉื ืืืฉืจืืืื ืจื ืืืืืืืชืื ืฉื ืืืงืฆืืข ืืืื ืืืืจืืช ื
ืื ืืืืช ืืจืืืืื ืื ืืชืจืืฉืืช ืคืจืืฆืืช ืืืจื ืืืงืื ืฉ, ืืช ืืืชืจืื ืืืืกื ืฉื ืืฉืจืื ืืคืืื ื .506)ืืืืช ืืืืืืื ืืืืืืืืื , ืืืขื ืืืืื, ICT-ืืชืืืื ื(ืืืืงืจ ืืืคืืชืื
ืืืืจื ืืืืื ืืช ืชืคืืกืืช ืืฆืืืืจ 2001ืฉื ืขืจื ืืฉื ืช ืืืกืืจืช ืืืงืจ ืืื ืืื ืกืช . ืืืฉื
ื ืชืืื ืคืขืจ ืืฉืืขืืชื ืืื ืืฆืืคืืืช ืืืฉืืจ .ืืืืืืื ืืืฆืืืืขืื , ืืช ืืจืฉืืช ืืืืืงืงืชืืฆืืื ืืืกืื ืืืืืฆืข ืืช ืืขืจืืช . ืืืื ืฉืืืขืืช ืืจืฆืื ืืืืคื ืืืืืฉื ืืืืื ืช ืืฉืจืื, ืืงืจืืืื
ืืืขืจืื ืื ืืืื ื ืืชื ื ). ืจืข ืขื ืื ืจืข( 10ืขื ืกืืื ืฉื 3.6ืืื , ืืฆืืืืจ ืืืฆื ืืืืื ืืกืืืจ ืืืชืจ ืืืืจืื ืืืืืื ืืืืืืืืื . ืืืืืืื ืืืฆื ืืืืืื, ืืืืืืจื ืืืืฆื ืืจืื ืืืืื ื
ืืฉืื ืืืืืืฉ ืื ืืืืงืจ ื ืขืจื ืืืืฉืื ืืืืืื ืืืจ ืคืจืืฆืช ( ืืชืืช ืืืขืจืืืช ืืืกืืืฆืืืืจ ืืืจืืื . ืืืืงืื ืฉืืืฉื ืืืฆื ืืืืจืชื, ืืืจืื ืืืฆื ืืืืืื, )ืืงืฆื-ืื ืืื ืชืืคืืืช
ื ืืฆื ืงืฉืจ ืืืืื ืืื ืืขืจืืช ืืฆื ืืืืื ื . ืืืืืืื ืืื ืกืช ืขืืกืงืช ืืืชืจ ืืืื ืื ืืฉืื ืืฉื 3.7 โืฉืืืื ืืืืชืคืงืื ืืื ืกืช ืจืืืช ืืืื ืืืกืื ืืช ืืข. ื ืืช ืืื ืกืช ืืืืกืืืืขืจืืืช ืื ืืชืืฆืืื ืื ืืื ( 2.8 โืฉืืืื ืืืืืขืจืืืช ืืชืจืืืช ืืื ืกืช ืืืืจื ืืืฉืจืื ื. 10ืขื ืกืืื ืฉื
-ืื ,ืืชืืืืฉืื 50% ,ืืืฆืืืืจ ืืื ื ืืจืืฆืื 88%. )1.7ืืืืชืจ ื ืืชื ืืชืจืืื ืืืืืืช ืืขื ืืืื ืืืฉืจืื ืืจืืื ืืจืืช ืืืืื ืืืืกืืืช ืฉ ืืืืจื ืฉื ืื ืืืื ืจืืืื. ืืื ืืืื ืืื ืกืช 55%
] 95[ืืืช ืืืฉืคื ืืขืืืื ; 76%] 01[, 90%] 95[ื ''ืฆื; 14%] 2001[, 41%] 1995[ืื ืกืช (ืื ืื ื )11%] 01[, 21%] 95[ืืคืืืืช ; 16%] 01[, 40%] 95[ืืืฉืื ; 61%] 01[, 85% .76Bar-Ilan, Tzemach, Soffer) (Pess: 2001 507ืืขืืื
, .ืืืืืื ื-ืืืืื, .ืืืืจืื ืจ; 1991,ืืื ืืืืจ ืืืฆืืืช ืืืงืฆืืขื ืืืืืจ', ืจืฆืืื ื ืืืชืืืืืืืื ืืชืกืจืืื ืขื, ืืงืืื: 2020ืืฉืจืื , ')1991. (ืืืืจ ื 504, .ืฉืจืื ืข, .ืงืืืื ืืจื ื, .ืงืืืื ื, .ืงืืืื ืข, .ืงืืืจืื ื , .ืคืื ื, .ื ืืื ืฉ, .ืืจืื ืจ, .ืืืืืื ื, .ืืืื ื ื, .ืื ื, .ืืืืจืื ื, .ื ืืื ื-ืืจ, .ืืื ื- ืืจ, .ืกื ืกืืืค
ืงืจื ', ืืืืจื ืืืฉืจืืืืชืชืจืืืฉืื ืืขืชืื : 2025ืืฉืจืื , ')2001. (ืืจื ืจ ื, .ืจืืื ื; 1999, ืขืืืชืช ืชืืืืช', ืชืื ืืช ืืืฉื ืืืฉืจืื: ืชืืืืช, ')1999(ืืืืื ืื : ืืืื ืืืืกื ืืืืืืื ืืืืืื, ')2001. (ืืืจ ื-ืื, .ืฉืืฉื ื ืฉ, .ืกืืคืจ ื, .ืื ืืื ืค, .ืงืืืฉ ืฉ, .ืืืืื ื-ืื, .ืืจื ืข; ืคืจืืจืื ืืืจื ืกืืืคืืื ื
cb1701, 2001, ืืช ืืืืกืืจืืืืืืืืื ืืืืื ื/ืืืคืืืืืื ืืืกืืจืืืื, ืก ืืืืืจ ืืืืฉื''ืืื/ืืืจืื ืืืื ืชืืืื ืืจืฆืืืื, ืืื ืก ืืจืฆืืื', ืืืืื ืืืช- ืขืืืจ ืืืฉื ืจืืฉ ืืื ืกืช ื, ืืืกืืก ืืืฆืืจืช ืืฉืืื ืืืืืื ืืืฉืจืืืืช, ืืงืจืืช ืืชืืืช ื ืืืจ ืขืืื ืืกืืจืืื 2002/3ืืชืื ืกืืจืช ืืคืืฉืื ืืฉื ืช 505, ืืื ืืืืืืจื โืืืื ืืืฉืจืืืืช ืขื ืืืืืื ืืืืืืื ืื.) ืฉืืจืื ื, .ืจืืืช ืฆ, .ืขืืืจ ืช, .ืืกืื ืจ, .ืืฉืืื ืฉ(ืขื ืืื ืฆืืืช ืืืขืฆืื , ื ืืืจืื ืืืจื''ื, 21
, ืืฉื ืืืืื; ื ืื ืง ืืจืื ืชืื ืืืกืงืื ื''ืืฉืขืืจ ื ืฆืื ืืก ืืื ืกื ืืื ื, ื ืืฉื ืืืืฉ''ืขื; ื ืืฉืจื ืืืืฆืจ''ืืฉืขืืจ ืื ื, ืืื ืืจืืื; ืืืฉื ืจืืฉ ืื ืง ืืจืืฉืืื cb1701, ืื ืงืก- ืื ืืืื ืืืืจืช ืืืฉืงืขืืช ื ืฉืืื; ื ืืฉืจื ืจืืฉ ืืืืฉืื''ืืฉืขืืจ ืื ื
2006, ืืกืคืืืืจ 25, ืืืกืืจ ืืืชืขืกืืงื, ืืืืื ืืงืืืื ืืฉืงืขืืช ืืืฉืจื ืืชืขืฉืืื ืืืืกืฃ ืื ืื, ืื ืืืช, ืขื ืจืื ืจืืขื ืืจืืื, )2006. (ืจืืขื ืจ 506, ืืจืืฉืืื, ืื ืกืช, ืืจืื ืืืงืจ ืืืืืข, ื ืืืงืจ''ืื', ืชืคืืกืืช ืืฆืืืืจ ืืช ืืจืฉืืช ืืืืืงืงืช, ืืื ืืื ืกืช, ')2001. (ืคืก ื, .ืกืืคืจ ืฉ, .ืฆืื ื, .ืืืื ื- ืืจ 507
cb1604, 2001,ืคืืจืืืจ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
109
ืื ืืืขืช ืืกืืืื ื ืชืื ื ืืืืฆืจ ืชืืืืกืงื
, ืชืืืจืืช, ืืืืื ืืืืืืช - ืืืฉืจืืื ืกืืืื ื ืชืื ืื .ืืืืฉื ืืฉืงืขืืช, ืืฆืื
ืืืืืื$ 69.02 โืืื ืกื ืืืืืช :ืืืืืืืืื ืืืื ืกืขืืฃ ืืื ืกืืช ( 2005ืืฉื ืช ืชืงืฆืืื ืืฉืจืื ืืืฉืื ). ืืืขืืจืืช
ืืขืืกืงืื ืืืืคื ืคืขืื ืืงืืืื ืืืืฆืจ โ] ืช ืืชืืืจืืช''ืชื[ืืืฉืจืืื ืืืจืฆืืช ืืืฅ
]. ืืืื ืกืืช 0.54%[ โช ืืืืืื 1.727 75 โืืฉืงืขื ืืืืืช ืืฉืืืืง ืืื ืืืืื
ืชืื , ]ืืืื ืกืืช 0.02%[ โชืืืืืื ื ืฆืืืืืืช ืืืืืืืช ืืืจืฆืืช 51ืืคืขืืช
, ืืฆืื ืกืืืจืืช(ืืืืฆืจ ืืืฉืจืืื . ืืืฅืืืื [ืืื ืกืืช , ืชืืืจืืช, ืฉืืจืืชืืืฆืื ืืขืฉืืจ ืฉื ืืช ) ืืืฉืงืขืืช] ืืขืืจืืช
11%-ืืชืฉืขืื ืืืืืฆืข ืืืื ืฉื ื ืืืืื ืง , 2001/2-ืฆื ื ื; )ืงืฆื ืืืืจ ืืืืชืจ(
ืืขื ืืจืืชื ืืฉื ืช 9%-ื 2004- ืฉืื ืืืฆืืืื . 11%-ื 2005-ืื, 2000
ืืืฉืืขืืชืืช ืืืืชืจ ืืืืจื ืืฉื ืื ืืืืชื . 508ืชืืฉืื ืืืฅืืืฉืงืขืืช
ืื ืืชืื ืืฉืืืืชื ืฉื ืืืื ืืืืฆืจ ื ืืชื ืืืืื ืื ืจืืช ืจืืืฉืืช ืืืฆืื ืืื ืืื
ืืชืจ ืืชืจืืืฉ ืืืฆืืืข ืขื )ืื ืืกืืช ืชืืืจืื( ืืชืืืจืืช ืขื ืฃืืขืืืช , ืืืืืืื ืืคืืืชื ืืืืจืืขืื ืืชืืื ืืืฉืงืขืืช ืฉืืื ืจืืืฉ ืืืจืืืช ืงืืฆืื ืืืช, )ืืชืจืกืง ืืืืืจืืช ืืืชืืืฉืฉ ืืืืืืืช( .)ืืชืจืกืง ืืืชืืืฉืฉ ืืืจ(
โ ืืืืืื ืืืืืืช ืฉืื ืืฆืืืื ืืฉืจืื ืืคืชื ืืชืจืื ืชืืจืืชื ืืืขืืืชืืื ืืื ื ืืชื ืืืฆืืืข ืขื ืืืงืจืื . )(ICT - Information & Communication Technologies ืืื ืืืืืืืช ืืืืข ืืชืงืฉืืจืช
ืืชืืืืช ืืืชื ืชืื, ืื ืืขืืื ืืฉืืช ื ืืกืืื ืืืืข ืืฆืืืจืื ืืืกืงืืืจ ืืฆืืื ืืกืงืืืจ ืืืืจืื, ืืื ืื .530)ืืืื ืื ืืจืืฉ ืืคืชืจืื ืืช ืืืชื ืืขื ื ืืืชืืืืืืืฉืืืื ืืืืืื (ืคืชืจืื ืืืขืืืช
ืื (ืืืืืื ืืงืฆืืขืืื ืืขืืื ืืืคืื ืืืืช ืืืขืจืืืช ืืืืืืืช ืืฆื ืืืืืื ืืืฉืจืืืืื ืืง ืืจืืฉืืช -ืืชืจืกืงืืช ืืืขืช ืืื, ืืงืฆื-ืืฉืืืงืืื ืืืฉืืื ืืช ืืฉืืืืช ืืื ืชืืคืืืช ืื
ืืืืืื ืืืฉืจืืืืช ืืื ื ื ืคืขืืื , ืขื ืื ืืืช. 509)ืืืืชืื ืฉื ืืื ืืขืงืืืชืืืื, ืืืืื ืืื
ื ืชืื ื ืืื ืกืืช ืืขื ืฃ { 484ืจืื ืื ืืขืจืืช [ 551-552' ืขื, ืกืืืื ืืืื ื ืืชืฉืืืืื, 15.1ืืื , 2005ืืฉื ืชืื ืืกืืืืกืื ืืืฉืจืื , )2005(ืก "ืื 508
2006, ืืืืืืกื 29-ื ืฆืคื ื, http://www1.cbs.gov.il/shnaton56/download/st15_01x.xls><, ]501-ื} ืืืืื 1996-ืืชืืืจืืช ืืืฆืืื ื 25ืืงืื โ 2006ืืฉื ืช , ื ืื'ืื IMD ืืื ืื ืขืกืงืืืก ''ืืืืื ืืชืืจืืชืืืช ืฉื ืื )ืืื ืื ืคืืื ืฆืืื( ืืืจืื ืืืืืืืืืื ืืืืืื ืืืฉืจืืืืช 509
, ืืฉืงืขืืช ืืื ืืืืืืืช, ืกืืจ ืืื ืืืืื, ืืืืื ืืงืืืืช(ืืืฆืืขืื ืืืืืืื โืืจืืืื ืฉืงืืื ืืืืจืื ). 56ืืืืืืื 42ืืืื , 36ืกืคืจื , 28ืืคื ื ืฆืจืคืช (, ืืืืื, ืฉืืง ืขืืืื, ืืฆืืจ(ืืขืืืืช ืขืกืงืืช ; )ืืื ื ืืืจืชื, ืืงืืงื ืขืกืงืืช, ืืื ื ืืืกืื, ืืืื ืืืช ืคืืกืงืืืืช, ืชืงืฆืื ืฆืืืืจื(ืืขืืืืช ืืืฉื ; )ืืืืจืื, ืชืขืกืืงื
ืืืืืืื ืฉื ืืคืืจืื ืืืืืื ืืชืืจืืชืืืช ืืืื ืื ). ืืืืืช ืกืืืื ืืืื ืื, ืืจืืืืช, ืืืขืืช, ืืื ืืืืืืช, ืืกืื(ืชืฉืชืืืช ; )ืขืืืืช ืืขืจืืื, ืืืฉืืจื ื ืืืื 2006-2007-ืขื ืืื ืืชืืจืืชืืืช ืืืืืืื ื 15ืืืงืื . ืืืืืืก ืืืื ืืฉืจืื ืืืืจืื ืืืฆืื ืืืชื ืืฉืืจืช ืืืฉืงืื ืืืืืืืื ืืืืืืืื ืืขืืื ืืขืืืืืขื ืืขืืืืช 29ืืงืื : ืืืจืื ืขื ืืืื ืืฉื ื(ืืืื ืืช 121ืขื ืืื ืืชืืจืืชืืืช ืืขืกืงืืช ืืชืื 19ืืืงืื , )2005-ื 23ืขืืื ืืืงืื (ืืืื ืืช 125ืืชืื ืขื 3, ืขื ืืขืืืืช ืืฉืืง 14, ืขื ืืฉืืื ืืืืื ืืืืฉืจื ืืงืฆืืขืืช 20, ืขื ืืจืืืืช ืืืฉืืื ืืกืืืืช 17, ืืงืจื- ืขื ืืืืืช 50, ืขื ืชืฉืชืืืช 24, ืืืกืืืช
ืืืืืช ืืืืืช . ICT/ืืืืข ืืชืงืฉืืจืช ืชืืชืืืจืช ืืืจืื ืขืฆืื ืืืื ืืืืืื). ืกืืืื- ืื ืืืฉืืช ืืืื 2, ืขื ืืืฉื ืืช 7,ืขื ืชืืืื ืขืกืงื 17, ืืืื ืืช ืืื ืืืืืืชืฉืืจื ืขื ืืืก , ืชืืจืฆื ืืฉืงืืขืื ืืจืื, ืืฉืงืืขื ืืืื ืื; ืฉืืชืคื ืคืขืืื ืืชืืื ืืกืงืืืจ ืืคืจืื; ืืืืฉืื ืืืคืื ืืช ืืฉืจืื ืืืจืื ืืืืืช ืืืืข
ืงืืืื ืชืืืื ืืืืจื ืืืฆืื ืืืืื ืืคืชืื ืืช , ืฆืืฆืื ืืช ืืกืงืืืจ ืืฆืืืืจื, ืืงืื ืืืืช-ืืืืื ืืืฆืืืืช ืืงืจื, ื ืืืืืืืื ืืขืืื"ืชื/ืค"ืงืขื ืืืืืฉืืื ืืืจืขืื , ืืืืื: ืืกืจืื ืืช. ืชืงื ืืช ืืืืืืืช ืืืขืกืงืช ืขืืืืื, ืจืืืช ืืชืงื ืืช ืืืกืื, ืืืืจืืงืจืืื ืืืฉืืชืืช ืื ืืขืืื: ืืขืืืช. ืืฉืืืงืื ืืคืื ื ืกืื
, ืจืืช ืืืฉื ืืช, ืขืกืงืื-ืค ืืืงืจ ืืื ืืืจืกืืื"ืฉืช, ืืืื ืืช ืืื ืืืืืืช: ืืชืจืื ืืช. ืืืจืื ืืฉืจืื ืืื ืืืืื, ืืืฉื ืืืฉืจืื, ืจืืช ืืกืืื ืืืืืืช, ืชืืืืืืฉืื ืืชื 17ืืืืจืืช ืืฉืจืื ืืืืงืื , Foreign Policy ื ืืจืื- ืืืื ืืืืืืืืืฆืื ืฉื ืืืื . ืกืืืื ืืชืืจืืช ืืงืืืืช-ืงืจื ืืช ืืื, ืืืืืช ืืืกืืืช ืืืงืจ ืืืขื
ืงืฉืจ ืืืฉื , )ืืฉืชืืฉื ืืฉืจืชื ืืื ืืจื ื( 16ืืืืืจืืืช ืืื ืืืืืืช , )ืกืืจ ืืืฉืงืขืืช ืชืืฉืื ืืืฅ( 19ืจืืช ืืื ืืืจืฆืื ืืืืืืช : ืืฉืืงืืืื ืืืืืจืืืื. ืืืื ืืช 62
50100150200250300350400
1993 1996 1999 2002 2005
ืชืืืจืื ืืฉืงืขืืช ืืฆืื
ื ืืชืื ืขืืชื ืืฉืืืืชื โืืื ืืืืฆืจ ืืืฉืจืืื .2.5.7.3ืืจืฃ
$0$10$20$30$40$50$60$70$80
1990 1993 1996 1999 2002 2005
ืืฉืงืขืืชืืื ืกืืชืชืืืจืืชืฉืืจืืชืืืกืืืจืืช
ื ืืชืื ืขืืชื โ ืืืืฆืจ ืืืฉืจืืืืืื ืกืืช .2.5.7.2ืืจืฃ
U$Dืืืืืืื ื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
110
ืืืขืืื ืืช ืืฉืจืื ืืชืืจืืช ืจืืืื ืขื ืฃ ืืชืืืจืืช ืื ืืฆืืื . ืืฉืืืงืื ืืฆืจืื ืืื ืืืื ืืืืืืื-ืืืืชื ืืืฉืจืืื ืืื ื ื ืงืืื ืืฉืืง ืืืืืืื, ืืชืืื ืืืฆืื. ืืืืฆืจ ืืืฆืื ืืืื ืืืืืืื ืืืืชื
ืื ืืฆืจื ืื ืืจืฆืืช ืืืฅืืืืขืื ืืืจืืื ืืืืืืื ื ืืขืืชืื .ืฆืจืื ืืกืืคืืืืื ืฉืงืืฃ ื, ืฆืจืื ืืืืชืจ ืคืชืจืื ืืช ืืื ืืขืื ืืื ืื ืืชืื ืฉืืงืืืื ืคืืืืืืื(ืืฉืจืืืื ืืืฆื ืฉืืื ืืื ืืจืืจื
ืชืืจืื ืืืฉืงืขืืช ืืืฉืจืื ืืชืืคืืื ืืขืืงืจ ืืืฉืงืขืืช ืืฆื ืืืจืืื . 510)ืืืืื ืืช ืืืืจื ืืืืืืช .ืืื ืืื ืืืฉืงืขืืช ืืืฆืืืืจ ืืจืื- ืขืชืืจื
ืืืฉืืจ ืืืกืืจื ืืืืืื .2.5.8
ืืื ืื ืืืืืืช ืื ืืืฉืืช ืืฉืจืื ืืื , ืืืืื ืื ืืืจืฅ ืืืขืืื ื ืืืจืืื ืืกืื ืืืืคืจืกืืืื
ืืืฉืจืื ืงืฆืื ื . 511(Goodman, 2002-3) ืืื ืืกืื ืืืืืืืืื ืืื ืื, ืงืจืืืื ืืืื ืจืง ืืฉืื ืฉื ืชื ืืืื ืฉื ื ืงืืจืก , ืืืืฅืืืืฉืื ืืืื ืขืืจื ืืฉืจื . ืชืืืฉืืจืืจืืืืชืื ืืช ืืื ืืฉืจื ืืืฉืืชื ืืข, ืฆืืขืจื ืืืฉืจื ืืืกืืจืช ืฉืฉืช ืืืืฉื ืืืฉืชืืืืช ืืจืืฉืื ืืื .ืืืืืจืื ืืืืจืื ืืืกื ืฆืืืืจื
ืืืฉืจื .ืืจืช ืืืืืคืืืืืื ืืฆืืืืจืืชืื ืืชืงืฉืขืืืจืื ืืืฉื ืฉืืืขืืื ืืืฉืจื ืืงืืคื ืืชืื (CNNืจืฉืชืืช ืืืืืืืืื ืืืืืืืืช ืืขืืื ืืขืืจื ืืขืงื ืืืจ ,ืืืืืืขืจื ืชืงืฉืื ืื ืืื ืืืืฅ
(ABC, NBC, CBS, FOX, BBC, SKY512 ืืืขืจื ืืงืืื ืืขืืงื ืืืจ ืจืฉืชืืช ,ืกืืื ืืืืืืืืืืื 1 โืชืงืฆืื ืฉื ืชื ; ืฉืขืืช ืืืืื 8) ืขืจืืื- ืื, ืืืจื'ื- ืื(ืืขืจืืืืช ืืืืืืืืช ืืืืืืืืื
ืืื (ืืืืจื ืืืฉืจื ืืคืฆืช ืืืืข ืืืื ืืืช ื โืืจืืฉืื . ืืืขืจื ืฉืืืฉื ืชืืฆืจืื ืืจืืืืื. โชืืืืืืื ืืช ืื ืชืื ืื , ืืืช ืขืืชืืื ืืืืคืงืื ืคืขืืืื ืืืืื''ืื โืืฉื ื ).ืืชืืืื ืืืืืืช
: ื ืืชืื ืืืืืช โืฉืืืฉื .ืืื ืฉืืืืจ, ืื ืืืืืจืื ืคืืกืืื ืืืืืฉืื, ืืืืจืื, ื ืืฉืืื โืืืืื ืืืฉืจื ืืื ืืขืจื ืชืงืฉืื ืืขืืงื ืืืจ . ืืืช ืืืชืจืขืืช ืขื ืืกืืคืืจ ืืชืงืฉืืจืชื ืฉื ืืืจืืชื ืืขืจ
, )ืืืงืืจืื ืืื ืืืืืคืกืื(ืืจืื ืืงืืืืืืืืขืงื ืืืจ ืืื ืชืงืฉืืจืช . ืืืื ืืจื ืืคืจืกืืืื ืืจืฉืช . 513ืืคืืืจืืช ืืจืืื ืืขืืืืืฉืจืื ืื ืฉื ืืฉืื ืืฉืืจืืจืืืืช ืืื ืฆืืืืืืช ืขื ืืืื ืขืฉื ืืจืื
ืืื ืฉืืขืืจ ืืืฉืงืขื ืงืืื ืงืฉืจ ืืืืื. 62ืืืจืื ืืืจืื ืืืงืื . 46ืืืืืืจืืืช ืคืืืืืืช , )ืชืงืฉืืจืช ืืืคืื ืืช ืืืขืืจืืช ืืกืคืื ืืื ืืืืืืืช, ืชืืืจืืช ืื ืกืืขืืช( 9
ืืืื ืืฉืจืื 2004-5ืฉื ืืืืืื ืืืืจืืคืื ืืฉื ืื ืืืืืช ืืืื ืืืช ืืืืฉื ืืช ื ืืืขืงื ืืืจ ''ืืื. ืืืืืืืช ืืืื ืื ืืืืืคืฉ ืืคืืืืื ืืืจืืช ืืืืืืืืืฆืืืืืขื ืื ืืืื ืืื ืืืื ืืืก. ืืืืืช ืืืฉืืื ืืืืืื ืืืฉืจืื ืืงืืืช ืฆืืื ืื ืืืืืื. ืืง- ืขืืงืจ ืืฆืืืื ืืืืืืืช ืืืืืกืช ืืฆืืืื ืืขื ืคื ืืื. ืืฉืืืื
, ืืืืืื ืืืจื 48ืืืื ืืืืฆืื : ืืืกืืืจ ืืืงืจ ืชืืื ืกืืช ืืื ืืืจืกืืืื). 60ืืจืื ืื , 83ื "ืืจื, 140ืืฉืจืื (ืฆืืืืจ ืขืืืืื ืืืืืืืื ืืขืืื ืืืขืจืื ; 21.6%ืืืฆืื ืืืฉืจืืื ICT-ืืืืงื ืฉื ืชืขืฉืืืช . ืืืืืื ืืืจื 12ืืื ืืืจืกืืืช ืืจืืืืจื , ืืืืืื ืืืจื MIT 21, ืืืืืื ืืืจื 24ืืืื ืืืจืกืืื ืืขืืจืืช
; ืขื ืืืืื ืืืฉืืชื ืืคืืชืื ืืกืืจืืืืืช ืืืฉื ืืช ืืจืืืช ืืืื-ืืขืืจ ืื ืื ืื โืขื ืืืช ืืืฉืจืื ืืืืฉื ืืืช ืืจืืืืช . 4.5%ืืืืืืืื , 18%ืืืจืืื ืื ืืืกืืจ ืืืืืืช , ืฉืืจ ื ืืื ืืืืจืื, ืืกืคืจ ืฉื ืืช ืืืืื ืืืืฆืข ื ืืื, ืืืชืืช ืฆืคืืคืืช(ืืจืืื ืืชืืฉืืช ืืจืืช ืืืื ืื ืืืกืืื ืืืชืืืื ื -ืืืืื ืืื ืืจืืื ). ืื ืขื ืืืช ืืกืคืจ ืฉืขืืช ืืืจืื ืืืืืืืื ืืขืืื, ืืืืื ืืกืืืื ืืื
IMD (2006), 'The world competitiveness scoreboard 2006', IMD competitiveness yearbook 2006, p. 5, <http://www01.imd.ch/wcc/ranking>, cb1411; WEF (2006), 'Global competitiveness report 2005-2006', Competitiveness ranking, 3.2 Israel: Factors in the emergence of an ICT powerhouse, A. Lopez-Claros, I. Mia, pp. 89-105, 4.2. Country profiles, Executive opinion survey 2005, World economic forum, September, 2005, <http://www2.weforum.org/site/homepublic.nsf/Content/Global+Competitiveness+Programme/Global+Competitiveness+Report.html>, cb2310; Lopez-Claros A., Altinger L., Blanke J., Drzeniek M., Mia I. (2006), 'The Global competitiveness index: Identifying the key elements of sustainable growth', chp. 1.1, pp. 3-41, Global competitive report 2006-2007, World economic forum, 26th September, 2006, http://www.weforum.org/en/initiatives/gcp/Global%20Competitiveness%20Report/index.htm FP (2006), 'Measuring globalization: The Global top 20', Foreign Policy, May-June 2005, pp. 52-60, cb2313; Teubal M., Moser N., Rosenzwieg Y., Levin C. (2006), 'Annual innovation policy trends and appraisal report, Israel 2004-5, European trend chart on innovation', European Commission, 2005, <http://trendchart.cordis.lu/reports/documents/Country_Report_Israel_2005.pdf>, cb2405, viewed 18th September, 2006;
cb2419, 2006, ืืกืคืืืืจ Ynetnews ,12', ืืฉืจืื ืืชืืชืืช ืืกืคืจ ืฉื ืืช ืืืืืื ืืืขืจื, ')2006. (ื' ืืืืงืืืืฅ. ืืคืืืืืืงื ืืฉืงื ืืจืืื ืื ืืื ืืช ืืืจืืื ืขืกืงืืื ืืงืืืืื ืืืืืช ืืืืข ืขื ืืืจืืื ืขืกืงืืื ืืฉืจืืืื. ืืืืื ืงืืืกืืช ืืื ื ืืืฆื ืืืืื ืืช ืกืงื ืืื ืืื 510
ืฉืืืื ืื ืืฉืคืขื ืืจืืืืช ืขื - ืืืจืืื ืืื ืืืงืืืืืืื ืืืืจืืื). ืกืืจ ืืื ืืืืื, ื"ืชื(ืืืืืื ืืืงืฃ ืืกืืจ ืืืชื ืืฆืืืฆื ืืืฉืืืื ืืืืงืฃ ืืคืืื ืฆืืื ืืืจืื ). ืืฉืืืืื ืขืื ืืชืงืืคืช ืืืื ืช ืจืืฉ ืืืืฉืื ืืฉืขืืจ ืืืืฃ ืคืืื ืืฉื ืืช ืืฉืืขืื(ืืื ืฉื ืื , ืืฉืจืืืืช ืืงืืืืช ืืืืื ืืช ืืื- ืืืืืืจื ืืื ืื
).ืืฉืจืืืื-ืืื ืื ืื(ืื ืื ืืจืืืื ืฉืืื, ืื ืืจืง, ืคืื ืื ื): ืืืืื ืื ืืจืข(ืืฆืื ืฉื ืืฉืจืื cb23, 2006, ืืกืคืืืืจ 6, ืกืืืงืืืื; ืคืื ืื ื ืื ืืจืืืื, ืื ืกืคื ืืืืืื ืืืฉืจืืื ืืฉืืืืื, ืฉืืื-ืขื ืืจืืื ืืืฉ ืจืืืื, )2006. (ืฉืืื ื-ืืืฉืฉื ืชืกืืืืืช ืชืงืฉืืจืชืื; '2002, ืื ืืืืืจ 14, ืืืื-ื ืืื, ืกืื ื ืจืืฉืื ื', ืืืืืฉ ืชืคืืกื ืืืฉื: ืฆืื ืืืฉืจืื-ืืืกื ืชืงืฉืืจืช, ')2002-3. (ืืืืื ื 511
, BBC-ืืชื ืืืืช ืืืื ืืืช ืืืกืืจื ืื: ืืืื ืืืช ืืชืงืฉืืจืช ืฉื ืืืื ืช ืืฉืจืื; '2003, ืืืื ื 26, ืกืื ื ืฉื ืืื', (ICC)ืืงืืช ืืืช ืืืฉืคื ืืคืืืื ืืืื ืืืืื ืืจืื ืืคื , ืจืืก ืืจืื ืคืื'ื ืืจืืื ืืฆืฉ ื''ืคืจืืืงื ืืืงืจ ืื ืืฉื ืชืงืฉืืจืช ืืืกืืจืืืื ืข; 2003, ืื ืืืืืจ 26, ืืืื-ืชื', ืืืจืขืื ืืืืืืืืช, ืืชืงืฉืืจืช
.ืืืื-ืืื ืืืจืกืืืช ืชื, ืืืืงืจืื ืืกืืจืืืืื, FOX 23%: ืืงืืจืืช ืืืืืืืืื. 23%ืืื ืืจื ื , 36%ืจืืื , 40%ืขืืชืื ืื , 57%ืืืืืืืื ). 2006ืืื ( ื"ืงืจืืื ืืืืื ื ืืืืฉืืช ืืืจื, ืฆืคืืื 512
CNN 22% ,NBC 15% ,ABC 14% ,CBS 13% ,MSNBC 11% ,CNBC 11% .ืืงืืจืืช ืืืื ืืจื ื :MSNBC 7% ,Yahoo 5% ,CNN 5% . ืื ืื ืชืื ืื . ื"ืืืจื+) 18(ืืื ื ืืืืืื ืืชืื ืืื ืืฆืืืืจ ืืืืืจ
Pew (2006), 'Online papers modestly boost newspaper readership', Pew Research Center for the People & the Press, 30th July, 2006, <http://people-press.org/reports/display.php3?PageID=1065>
ืืฉืจื , ืืืฃ ืืชืงืฉืืจืช ืืืืกืืจื, ืืืขืฆืช ืืืืืงืช ืืกืืจื, ืืืืืช ืื ืืื, ืื ืื ืืืืงืช ืืืกืืจื, ืืืกืื-ืขื ืืืืจ ืจืฉืฃ ืจืืืื, )2006. (ืืืกืื ื- ืจืฉืฃ 513 cb15, 2006ืืืื 9, ืืืื-ืชื; ืืืจืช ืงืืืคืืก, ืืืขืฅ ืืกืืจืืื ืืืฉืจื ืืืืฅ, ืชืืืืื ืคืืจ, ืืืืฅ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
111
ืขื ืืืืืืจืืช ืืืคืืืืืื ืฆืืืืืงืฃ ืืืฉืงืขื ืืืืคืืืืืื ืืฉ ืืื ืืืขืืืช ืืืจืืืืืช ืืืืช ืืืืืืื 45ืืืืคืืืืืื ืฆืืืืจืืช , โช ืืืืืื 1.342 โืืืืคืืืืืื . ืืืื ืืืฉืืช ืืฉืจืื ืืฆืืืฆื
)ืืืจืืงืืืชืงืฆืื ืกืืืข (ืืืืจ ืืจืืฉ ืืืืืื$ 2.3- ืชืงืฆืื ืืืฉืืชื ื โช ืืืืืื 34.240ืืขืืืช , โชืืืืคืืืืืื ืฆืืืืจืืช ืขื ืื ืืืืจ $ 0.00125- ื, ืืืืคืืืืืื$ 0.04( 2005ืืฉื ืช ,514ืืืืืื
.516)ืงืื ืกืืืืืชื ืฉืืจืืจืืืืช(ืืืฅ ื ืฆืืืืืืช ืืืจืฆืืช 80 ืืืฉืจื ืืืืฅ .515)ืืืืืืืืืฉืงืข ื
ืืงืืจืื ืืืืืช ) ืฉื ืื 4- ืืืืืื ื$ 280( ืืฉืืขืืชืืืืืฉืืืื ืืืืฉืืืืืงืืื ืืฉืงืืขื ืืจืื ืืฉืืืช ืืืคื ืฆืข, ืื ืืืืืื ืืืื ืฉื ื 'ืืกืข ืืืจ'ืืืกืืจืช ืชืืื ืืช , ืืืืืช ืืชืคืืฆืืชืืืืื ืช ืืฉืจืื ืืืชืจ ืืช ืืืงื ืื ืจืืืื , ืืืช ืืฉืขื ืฉืจืืื ืืฆืขืืจืื ืืื .ืืืืฉืืช ืืืฉืจืื
ืคืืืฉืช ืขื ืืื ืืื ืืืฉืคืขืืชืืื ืืืื ืืชืงืืคื ืฉืื ืชืคืืก. ืืืืืื ืืื ื ืืืืืจืื ื ,ืืืืืืืืืืื ืกืืื , ื ืืืื ืืช ืืคืืืืื ืกืืจื ืืฉืชืืืืจืฆื ืืคืืกืืื ืื, 1982-ืื ืืืื ืื ืืืฉืจ
ืืืจืืื ืืฉืจืื ืืืืืืืช"ืชืคืืกืช ื, ืืงืฆื- ืฉืืื ืขื ืืื ืชืืคืืืช ืื ืืืช ืืฉืจืืืืืกืจืืืช ืืืื . 517"ืืืืืืจ ื ืืืืืคืืกืืื ืืืื
ืงืฆืื ื .ื ืืืฉืจืืช ืืืฆื ืืืชื ืื ืืื ืืฆืืืืชืืืืืื ืขืืืจื โ ื ืืคื ืื ืืกืงื ืืช ืืื''ืื ืฆื
. ืฆืืืชื ืฆืืืื ืืฆืืจืคืื ืืคืขืืืืช ืฉืื .ืืงืืื ืืืง ืืชืื ืื ืืคืขืืืืช ืืฆืืืืชืขืืชืื ืืช ืืืชื . ืืืืืืช ืืืืืืืชืื ืืืืืง ืืื ืืืจืืืืืืจืช ืืงืจื ืืืฆืืืืืืฅ ืืฉืจืืืื ืืืชืื ืื ืขืืชืื ื
, ื ืืฉืืื ืืืืืช ืืคืืงื"ืืฆืืช ื ืฆืืื ืืืืจ ืฆื. ืชืืจืืืื ืืืืืื ืืขืช ืืืืื ืืืืจืื ืชืงืฉืืจืช โืขืืืื ืืื ืืืืื ืขืจืืฆื ืชืงืฉืืจืช ืืขืืื ืกืืื ืืฉืขืื ืืืืืื ืืชืืืช . ืืืืืืืืื ืืงืฆืจ ืืื ื
ืืืืฆืืช , ื ืืืืจืื ืขืืืจืื ืืฉืชืืืืช ืืช ืฉืืืฉื ืืืื ืืชืืืื ืืชืงืฉืืจืชืงืฆืื ื. 7/24/365518ืืืช . 519ืืืืื ืืืืืืืืกืืจืช ืืกืืื ืืืืืืืื ืืืืืื ื, ื ืืฉื ืืคืงืืืืืช ืืืฉืืืืง ืืืื ื
;520ื''ืฉืืฉ ืืงืื ืจื ืืฉืืคืืจ ืืขืืืื ืืืงืฆืืขืืช ืืกืืจืืืืช ืฉื ืืืืจ ืฆื ืืืขืจืืืช ืืืจืืชืืืฉืืื ืืืืจ ืืืชืืฉื ืืชืืื ืืืืืจืืช ืขืืืขืงืืืช ืืืืืืช ืืื ืื ืืฉื ืืื ื ืฉืืขื ืืืงืืจืืช ื
ืืจืืืช ืืคืงืื ืืฆืื ืืื ืืืืื ืืขืช ืืืืืื ืื ืืืจ ืขืืืื ืืื ืืฉืืจ ืืืืจ ื .521ืืฆืืืืช
,31, 30, 16' ืขื, ื ืืชืื ืืฆืขืช ืืชืงืฆืื', ืคืจืง ื, ืชืงืฆืื ืืืืื ื, ืืฆืขืช ืชืงืฆืื ืืฉืจื ืืืืฅ ,)2005(ืชืงืฆืื ืืืืื ื 514>/budget2005/doc/hoz2.pdfhttp://www.mof.gov.il ;<ืืืคืจืื 5, ืืืจืฅ', ืืขืจืืช ืืืืืื ืืืฉืฉืช ืืืืคืื ืืืจืชืืช ืฉืชืคืืข ืืชืงืฆืืื, ')2006. (ืื ื ,
2006 ,cb1518 ืฉืืืฉืงืข $ 1ืขื ืื : ืคืงืืืจ ืืืฆืืืช. โชืืืืืื 50.615ืขืื ืขื ืกืืื ืืืื ืฉื , ืืืฆืืข ืชืงืฆืื, 2004ืขื ืืกืืก ืืงืืจ ืืืืคื ืชืงืฆืื ืืืืืื ืืฉื ืช 515
.ืืืืคืืืืืื ืฆืืืืจืืช$ 0.001-ื, ืืืืคืืืืืื$ 0.03ืืืฉืงืข , ืืืืืื 1482cb, 2005, ืืกืคืืืืจ www.faz.co.il ,13 ',ืฉืงืืคืืช ืืชืงืฆืื ืืืืืื, ')2004. (ืกืืื ื
, ืงืืืืืืื, ืกืื, ืืื'ืฆ, ืงื ืื, ืงืืจืื, ืืืืืจืื, ืืจืืื, ืืืืื, ืืืกืืจืื, ืืืกืืจืืื, ืืจืื ืืื ื, ืื ืืืื: ืฉืืจืืจืืืืช. ืืฉืืืืช ืืฉืจื ืืืืฅ ืืืจืฆืืช ืืืฅ 516, ืืืืืืื, ืืืื, ืืจืื ืื, ืฆืจืคืช, ืคืื ืื ื, ืืชืืืคืื, ืื ืกืืืืืจ, ืชืืจืคืืืืืงื ืืืืืื ืืงืื ื, ืื ืืจืง, ืืงืืืืืจ, ืืื'ืฆ, ืงืคืจืืกืื, ืืืฃ ืืฉื ืื, ืงืืกืื ืจืืงื
, ืจืืื ืื, ืคืืจืืืื, ืคืืืื, ืืคืืืืคืื ื, ืคืจื, ื ืืจืืืื, ืืืื ื, ื ืคืื, ืืืื ืืจ, ืงืกืืงืื, ืืืืืื, ืงืืจืืื, ืงื ืื, ืงืืืกืื, ืืคื, ืืืืืื, ืืืจืื ื, ืืืื, ืืื ืืจืืืืืืืื , ืืืชืืงื, ืืืืื ืื, ืืื ืฆืืืื, ืืืืืงืืกืื, ื"ืืจื, ืืืืจืืืืื, ืืืงืจืืื ื, ืืจืืื ืื, ืืืจืงืื, ืชืืืื ื, ืฉืืืืฅ, ืฉืืืืื, ืกืคืจื, ืืจืื ืืคืจืืงื, ืกื ืื, ืจืืกืื
ืืืก , ืืืกืืื, ืฉืืงืื, ืืืกืืื, ืืืื ืื, ืืืกืื ืืื, ืืื ื ืงืื ื, ืฉื ืืื, ืืืจืื ืื, ืืื ืืจืืืื: ืงืื ืกืืืืืช). ื ืื'ื(ื ''ืืื, )ื ืื ืืืจืง(ื ''ืืื, )ืืจืืกื(ืืืืจืืคืื . ืคืืืืืคืื ืืกื ืคืจื ืกืืกืงื, ื ืื ืืืจืง, ืืืืื, ืืก'ืื ื
<http://www.mfa.gov.il/MFA/About+the+Ministry/Diplomatic+missions/Web%20Sites%20of%20Israeli%20Missions%20Abroad> 517 AP (2005), 'Israel to spend millions to attract young visitors', AP, Jerusalem Post, 26th May, 2005, cb0351; Zoll R. (2006), 'For younger Jews, Israel is not the focus', AP, ABC.news, 8th January, 2006, cb1046; Hastings M. (2006), 'Israel can no longer rely on the support of Europe's Jews', Guardian, 20th June, 2006, cb2014; Klieman H. (2006), 'British Jews to improve Israel's image', Ynet, 24th June, 2006, cb2016; Grant L. (2006), 'What British Jews think of Israel', The Independent, 18th July, 2006, <http://news.independent.co.uk/uk/this_britain/article1183428.ece>, cb2020
2007, ืืื ืืืจ 10, ืืืื-ืชื; ื"ืืืืืช ืืืืจ ืฆื, ืจืืฉ ืชืืื ืชืงืฉืืจืช ืืื ืืืืืืช, ื ืืืืื ืืืืืืืฅ"ืขื ืจืกืจืืืื , )2007. (ืืืืืืืฅ ื 518ืืืืื ; 2005ืืคืืจืืืจ 16, ืืกืื ืจืื, MINDSPACE โืืืฉืืื ืืกืืจืืืืช ืืชืงืฉืืจืช ืฉืืืืงืืช ืกืื ื, )2005(ื "ืฆื โืืืืื ืืืืืื ืืืืื 519
2006ืื ืืืืืจ 2, ืจืื ืืกืื, MINDTALK โืกืื ื ืืฉืืืืง ืืืื ื ืืืืฆืืช ื ืืฉื ืืคืงืืืืืช , )2006(ื "ืฆื โืืืืืื ืืืืื 2005ืื ืืืคืจ 5, ืืืื-ืชื; ื''ืืืืืช ืืืืจ ืฆื, )ืืฆืืจื ืืืืจืื, ืืกืืจืืืื, ืืืงืจ(ื ''ื ืืื''ืจื, ื ืขืืืช ืืื ื''ืขื ืื ืฉืืื, )2005. (ืืื ื ืข 520ืื ืืืืืืืช , ืืขืืจ ืืืขืจืื ืืฆืืืืจืืช ืืืืืืช ืขื ืืืฉื ืืืืืืช ืืื ืื ืืฉื ืืื . ื ืืชืืื ืืืืืจืืช ืืืืื ืืืืืช ืืื ืื ืืฉื ืืื"ืืฉืืื ืฆื 521
. ืื"ื ืฉืืขื ืืืงืืจืืช ืขื ืืชื ืืืืช ืืขืจื ืืืืืจืืช ืืฆื, ืฉืืืืื ืืืงืืช ืืกืคืจ ืืขืืืช ืืงืืจื, ืืืกืืจืืืืืช ืืื ืืืชื ืืืืช ืืืจื ืืืืฉืืชื ืืืืจื ืืฆืืื. ืืงืจื ืืืจืืื ืคืืืืืืื ืืืืื ืืชืงืฉืืจืช, ืืขืงืืืช ืืืืงืืจืช ืืฆืืืืจืืช ืืงืฉื ืฉื ืืชืื ืขื ืืืื ืช ืืฉืจืื ืืืืจืืคื, ืืกืงื ืืช ืืืืื ืืืืขื ืืืจืืื ืฉืื ืื
. ืืืืจ ืืืฆืข ืืืชื ืชืงืืช ืืจืฆืืขืช ืขืื, ืืืืืื ืืืืื ืืช ืืืจืื ืื ืืฆืจืคืช, ืืืช ืืืืจ ืชืงืืคืช ืขืื ื ืืืกืืช ืืืกืืจืชื ืืฉืชืคืจื ืชืืืืช ืืฉืจืื ืืืืจืืคืืืื ืขื ืืื ืื ืฉื ืฆืื -ืื ืื ืืื ืืืื"ืื ืืขืจื ืืืืืจืืช ืืฆื; ื"ื ืชืคืงืื ืืืฉืช ืืืกื ืืฆืืืืจ ืืืืฉืืช ืฉื ืืจืืื"ืื ืืืืจืช ืฆื โื ืืืืงืืจืืช ืฉื ืฉืืขื ืื
ืืช ืืืขื ื(ืฉืืื ื ืืงืืืื ืืงืืืื ืืื ืืื ืืืชื ืืืืช ืืื ืืืจืื ืชืงืฉืืจืช , ืืกืจื ืืืฉืจื ืื ืืกืืื ืืงืฆืืขืืื ืจืืืืื) 18-21ืืืืืื ืืืืืืืช ืื ื (ืฆืขืืจืื ืื ืืืกืืจืช ืืชืืจืืืื ืืืืืืื ; )ืืขืื ืชืืจืื ืืงืืืืืื, ืื-ืืืืจื ืฉืคืืช ืืจืืช ืืจืืช ืฉืคืช, ืชืืื ืชืงืฉืืจืช ืืื ืืืืืืช ืืืืืืฉ ืขื ืืื ืื ืฉื ืฆืื ืืืืจืื
ืื ืืืืืื ื ืืืืื ื"ืฉืืืืฅ ืืืชืืื ืช ืืชื ืืืืช ืฆืื ืืจื, ืงืื ืกืคื ืืคื ื ืขืฆืื ืืืื ืจืืื(ื ืืืืื ืืื ืืืืืื "ืฉืืคืขืื ืืืืจ ืฆื, ืืืื ืืชืงืฉืืจืช; )ืขืงื ืืืกืจ ืขื ืืื, ืฉืขื ืืืืื ืืื ืืคืืืช ืกืืงืืจ(ืืืฆืื ืืขืืชืื ืงืฆืื ืื ืืืืจืื ืืกืจื ืืืืืช ืืืืฉืจื ืืืืคืขื ืืคื ื ืืืจืื ืชืงืฉืืจืช , )ืืจืืฉืื ืื ืืขืืจืืง
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
112
.522ืื ืขืืจื ืืืืืื ืกืคืื ืืงืืืืื ืื ืืกืื ืืกืจืืื ืืืืฉืืื ืืขืืชืื ืืื, ืืชืงืฉืืจืช ืืืฉืจืืืืช
ื ืฉืคื ืืจื ืื ืจืื ืืขืจืืืช ืืืืืจืืช ืกืืืืืช ืืืืฉืืจ ืขืืืืืืืฉืจื ืืืืฅ ื ืฉืืขื ืืืงืืจืช ืขื ืืืฅ ืืชืคืงืืื ืืืงืคืฆื ืืฉืืจืืช ืื โืืืืืื ืืืชืืงืื โืืืืง ืืฆืืืช ืืืฉืจื , 523ืืงืืืื
ืืืืื ืืืืคื ) 1993-6(ืืืชื ืฉื ืืืจื ืกืืืจ ''ื ืืกืืื ืืช ืืชืงืืคืช ืื ืืืืจืืช , ืืืืื ืืกืืจืฆืื .524ืื ืืืื ืืืื ืืืื
, ืง ืืขืืืืืฉืืื" ืืืฆืจ ืืจืืข"ืื ืืืฉืจืื ,ืืืจืืื ืคืืกืืื ืืื ืืืืจื ืขืื ืขืืื ืืืืชื ืคืจืกืืืื
ืืืขื ืชื . ืืคืขืืืืช ืฉืืืืงืืช ืืืืฆืื ืืจืืืืืืื ืื ืืื ื ืืฉืงืืขืื " ืืืฆืจ ืืขืืื"ืืื ืืื ืืืืข ืืืืช ืื ืืืืื ืืฃ ืืื , ืืฉ ืืฉืจื ืืืืืข"(ืืจืฉืืช ืืคืืกืืื ืืืช ืืื ืืฉืืช ืขืืชืื ืืช
ืืฆืืจืืช ืจืฉืืืืช ืืืืขืืช ; ืืื ืืขืงื ืืกืืืจ ืืืจ ืืืืื; ืืื ืืื ืืกืจ ืืชืืื; )"ืืื ืขืืฉืืืืืืืช ,ืฆืืช''ืื ืืฆืืืื ืืืคืืง ืื ืชืืขืืช ืืืก; ืืืืืขืืืื ืืื ืืืืฉืจื ืืืื ืฉืื ืืกืจื ืจืืื , ืื ืื ืขืฉืจืืืื ืจ''ืืืืจื ื. ืืืื ืืืืื ืืืื ื ืื ืืืืจ ืืืื ืืืขืจืืืช ืืืช ืืืฉืคืืืคืืื , ืืืืจื ืฉืจ ืืชืื ืื ืืจืฉืืช ืืืกื ืืืื. ืื ืืืื ืื ืืช ืืฉืืขืืช ืืืืื ืืืคืืกืืื ืืื
ืืืื ืืช ืืชืื ื ืฉืืขืืฆืืจืืช ืฉ. 525ืื ืฉื ืืคืชื ื ืคื ืืขืืฉืืจื ืชืงืฉืืจืช ืขืืืคืื ื ืืืืกืืื ืฉื ื ืฉืืืจืชื ืืคืืืข, 526(Wing, 1988: 25) ืืชืืืืืืกืืจืืื ืืืืืจ ืืืืื ืืืชืื ืื ,ืืืืืื .ืคืจืืคืื ืืืขืืกืงืช ืืืืจื ืฉืืืฃ ืืคืขืืืืช ืื ืฉื ,ืืฉืจืื ืืขืืื ืืชืืืืช
ืืืืคืืืืืื ืืฆืืืืจืืช ืืืฉืจืืืืชืืจืืื ืจืขืืื ืืื .2.5.9
ืฉื ืืืืคืืืืืื ืืฆืืืืจืืชืื ืืืื ืืขืจืืช ,ืืืืืืืช ืืชืฉืชื ืืกืืื ืืชืคืชืืืืฉื ืื ืืืืจืื ืืช
ืคืืกืืื ืื ืืืืขื -ืกืืกืื ืืืฉืจืืืืืืืจืกืช ืื ืื ื ืืชื ืืืชืขืื ื, ืฉืื ืืืจื. ืืฉืจืื ืืืฉืืช ืขื ืืื ื"ืืจืืืืืืช ื(ืืืืคืืช ืคื ื ืืกืืกืื ืืขืืื ืืืชืืื ืช ืืฆืืช ,ืืืืืืืชืงืฉืืจืชื ื
ืืืืฃ ืืชืงืฉืืจืช ืขื ืืืืืืืช ืื, ืืฉื ืืื. )ืืืืฉืื ืืืื ืืืืจื 'The Israel Project'ืขืืืชืช ,)527ืืขืืง ืืกืืืืงืื ืืงืืืคืืจื ืื 'Israel21c'ื ืขืืืชืช ''ืข ื"ืืจืื( ืืืืฅืจื ืืกืืจื ืืืฉืื
ืืื ืคืจืกืืืื ืขื ืืกืืกืื ืืฆืืฆืื ืืืืืื ื .ืืืงืฉืช ืืจืืืช ืืช ืืฉืจืื ืืขืืจ ืืงืื ืคืืืงืืืืื ืืืืืืืืช ืขืืจื ืืืืืจืคืืื ืืฆืื ืืจ ืืืืข ืืฆื ืืฉ, ืืืช ืืฉืขื( ืืขืืืืชืงืฉืืจืช ื
ืื ืืืฉ ืืช ืืืื ื .ืขื ืืืื ืช ืืฉืจืื ืืืืคืืืืื ืืืืจืช ืืืงืฃ ืืกืืคืืจืื ืืืืืืืืืื ,)ืืืืืงืืืื .528(Meir, 2005) 'ืืืคืืืืืื ืฆืืืืจืืช'ืืืขืืืจ ืืขืืื ืืืชืงืื ืฉื ' ืืกืืจื' ืฉื ืืืชื ืฆื
ื ืืจืื ืฉื ืืื ืืขืืื ืืช ืืืฉืืืื ืืจืืืืื ืืขืืืื ืืื ืืืืื, ื ืืืงื ืืช ืขืืงืจ ืขืืืืชื ืืชืงืฉืืจืชืืช ืื ืขืืจ ืืชืงืฉืืจืช ืืืฉืจืืืืช ืืืงืืืืช"ืฆื
, ื"ืืืืจ ืฆื(ืืืกืจ ืชืืืื ืืกืคืงืื ืืืื ืืืช ืืื ืื ืืืืจืืื ืืฆืืืืจืืื ืืืืื ืื ืขื ื ืืืื ืืขืจื ืืืืืจืืช ืืืืกืืจื ืืืฉืจืืืืื ; ื ืฆืืื ืืชืงืฉืืจืช ืืืจืื ืืฉืืจืื ื ืืืื"ืื ื ืืจืฉืช ืขืืืืช ืืื ืืกืืืืช ืืชืื ืฆื, ืืืกืงื ื ืื ืืืขืช ืืชืืฆืืืช ืืืืจืืขืื). ืืฉืจื ืืืืฅ ืืืฉืจื ืจืืฉ ืืืืฉืื, ืืฉืจื ืืืืืื
ืก ืืชืงืฉืืจืช ืืืกืืจืช ืืกืืก "ืืื(ืืขืืจ ืืืืื ื ืื ืงืืืชืืช ืืืงืื ืืขืจืืช ืืืฉืจื ืืืฉื ; ืงืื ืกืคืฆืืืช ืืืชื ืืืืช ืืขืจื ืืืืืจืืช ืืืชืงืฉืืจืช ืืฆืืืืืืืื -ืืื โืืงืฆืืช ืืฉืืืื ืืืจืืืื ; ืืคืงื ืืืจืืช ืืืืฃ(ื "ืืื ืืื ืืงืื ืืฉืืจื ืืช ืืืืืช ืืืืจ ืฆื: ืืื ืืฉืืืืช ืฉืืฉ ืืืฆืื). ืืืจืื ืืฆืจืืคืื
ืืขืืจืช ืืืืืื ืชืืช ืกืืืืช ืืืฃ ืชืื ืื ืืืื ืืืืื ; ืืืกืืจืืืื ืืืชืื ืื ืืชืื ืืืืืื, ืืชื ืืืฉ ืืจืืื ืืชืืืื ืืืืงืจ; )ืืจืืืช ืกืืืืืืช; ืชืงืฆืืืืืจืื ืชืืชืื ืืช ; ืืคืงื ืืืจืืช ืืืืฃ(ืืืฃ ืชืงืฉืืจืช โืืงืืช ืืืฃ ืืืฉ ืืชืื ืืืื ืืืืื ; ืืฆืืจื ืืืืืฅ ืชืคืืกืืช ืืฉืืื ืืขืืืื ืืกืืจืืืืื ืืจืืื ืืืื
ืืขืจืื ืืืืจืืช , ]ืฆืืืืช-ืชืงืฉืืจืช ืคื ืื; ืืืืื ืคืกืืืืืืืืช[ืืืื ืืขืืกืงืื ืืืงืจ ืืืขืืฆืื ืืชืืืขื "ืืช ืื ืืืืคืื ืืฆื, ื ืืืืจืืืช"ืืืช ืืืืจ ืฆืืืืืจ ืชืคืงืื ืืข โืืืืืฅ ืชืคืืกืืช ืขืืืื ืืงืฆืืขืืืช ืืืงืืืืืช ืืขืืื ืืชืืืืืื ; ื ืืืื ืคืจืกืืืื, ื"ืืื ืฆื, ]ืืื ืืืืืกืืืงื, ืืื ืืื, ืืื ืืืืืจ[ืืืืืื
ืืชื ืืฉืืืืช ืืืืืจืช ; )ืืืชืื ืืชืงืฉืืจืช ืฉืืืืงืืช, ืืืงืจื ืืขืช ืงืื, ืชืื ืื ืืกืืจืืื ืฉืืืืงื, ืืงืื ืกืคื ืืืืืื ืฉื ืืขืจื ืืืืจืืช ืืืืกื ืฆืืืืจ ืืืขืจื ืฉืืืืง . ืชืงืฉืืจืชื-ืืชืื ืืฆืื ืื ืืืื ืืืจืช ืืืืืื ืืขืืื ืืืืืจืืืืื
', ืืืื ืืจื ืืืื ืคืืื ืจ, ืืืืืจ ืืืจื, ืจื ื ืจืื, ืืืืจื ืืืืจ, ืืืื ืฉืจืฃ, ืืืืืฉื ืชืื, ืจืืืื ืืืืจ, ืืฉื ืืืื: ืืืืงืฉืื ืืืื, ')2006. (ืฉืืจื ื 522 2006, ืืืืงืืืืจ 19, ืืืืืก
523 JP (2005), 'Parlez-vous Anglais?', Jerusalem Post Online, 27th April, 2005, cb0309 524 Keinon H. (2005), '7 day's diplomacy', The Jerusalem Post, 29th April, 2005, cb0315 525 Economist (2005), 'The battle for public relations', The Economist, 23rd March, 2005, cb0144; Aljazeera (2005), 'Erekat to Israel: Don't use London blasts', 7th August, 2005, <http://www.aljazeera.com/me.asp?service_ID=9170>, cb0607 526 " Those who strategize, use the Tao of Paradox. Thus, when able, they appear unable. When employed, they appear useless. When close, they appear distant. When distant, they appear close. They lure through advantages, and take control through confusion. When complete, they appear to prepare. When forceful, they appear evasive. When angry, they appear to submit. When proud, they appear humble. When comfortable, they appear toil. When attached, they appear separated. They attack when the opponent is unprepared and appear where least expected. This is the Strategist's way of triumph. It must not be discussed beforehand." See 203 for reference. p. 25 527 http://www.israel21c.org/bin/en.jsp?enPage=HomePage; http://www.theisraelproject.org/site/c.hsJPK0PIJpH/b.672581/k.CB99/Home.htm Tobin J.S. (2005), 'The selling of Israel', The Jerusalem Post, 26th July, 2005, cb0704 528 Meir G. (2005), 'What Hasbara is really all about', The Jerusalem Post, 24th May, 2005,
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
113
ืืืืฆืขืืช ืืงืืช ืฆืืืช ืื ืฉื ืืงืฆืืข ืืขื ืฃ ืืคืจืกืื , ืืืชืื ืืืื ืช ืืฉืจืืื ืืืื ืช ืืืคืฆืืืช
ื"ืืจืืชืื ืฉืืชืืฃ ืคืขืืื ืขื ืฆืืืช ืืงืืื ืฉืืืงื ื, )ืคืจืกืืืืืกืืช ืืืืื ืืืจืืช ื(ืืืฉืจืื 529(BIG - Brand Israel Group) ] ืืืื ืืืฆืื ืืืืชืื ืขื ืืื 2005ืืฆืขื ืงืืืืช ืืืืฉื ืืฉื ืช
ืืืช ].530ืื ืืืชืืื ืืืื ืืืื ืืืืืจื ืจืืฉ ืืืืฉืืืช ืืฉืขืืจ ื"ืืฉืจ ืืชื, ืืืฆืื ืืืฉืจืืืืืืงืฆืืขื ืืฆืื ืืชืื ืืืชืื ืืฉืจื ืื ืืจืืืช ืืืืข, ืืืจืืช ืชืืืฉื ืืงืจื ืืืง ืืื ืฉื ืืืงืฆืืข
ืจืืฉ ืืฉืจืื (ืืื ''ืฆืืืช ืื ื. 531ืืืืืื ืืขืืจ ืืขืืืื ืขื ืคืจืกืืืืื ืืฉืจืืืื, ืืืืฅ, 2006 ืืืืงืืืืจ. 351ื ืชื ื ืืช ืืืจืืชื ืืชืืืื ืืืืชืื 2005ืืฉื ืช ) ืืืืฆืจ ืืืืืฅ, ืืืืฉืื
ืืฉืืชืืฃ , ืชืงืฉืืจืช ืืืืกืืจื ืืืฉืจื ืืืืฅืืฃ ืืื ืขื ืืืืืืกืืจืช ืื ืก ืืืชื ืืฉืจืื ืฉืืืจืื ืฉืจืช ืืืืฅ ืฆืืคื ืืื ื ืืฉื ืืืฉืืช ืืฉืจืื ืืืงืฆืืช ืืชืืืืื , ืืืืื ืืืจืืช ืืคืจืกืื ืืืฉืจืื
ืืืื ืฉืืื ืื ืืชืืืื ืืื .ืชืืืื ืืืืชืื ืืืืืืืืืงืื ืืกืืช ืืื ืืกืืจืืืืืช ืขื ืชืงืฆืืืื .532ืืืืื ืืืืืืช ืืืืงืืจืืช ืืขืืชืื ืืช ืืืฉืจืืืืช
.ืืืืข ืืืืืืื ืืืฉืจืื, ืืจื ืืคืืชืืืืชื ืืฆืขื ืืฉืื ืืืฉ ืขื ืืืฉืืื ืืขืืืืช ืฉืืชืืืฉื ืืืข
ืืื ืืืืืืช ืืคืืขืืช ืืืขื ืืื ืืฉืืช ืืชืืื ืืงืืืืืชืจืื ื ืฉ, ืืฉืจืืื ืืืืฉืืืืชื ืคืืชืื ื, )ืชืขืืคื ืืืื, ืืืืื, ืืื ืืืืืื-ืืืจื, 534ืชืงืฉืืจืช ืืืฉืืื, ืชืืื ืืช, 533ืจืคืืืืืชืืืื ื(
: ืชืืืืืคื ืืฆืขืืช ,ืื ;Zimet, 2005) "Ventured in Israel"(535 ืชืืช ืืืืชืจืช ืฉื ืืื"Created in Israel"536 ;"Imagined in Israel"530 . ืืฆืขื ื ืืกืคืช ืืืงืฉืช ืืงืื ืืช ืืขืฆืื
ืกืืืข ืืฉืืชืืฃ ืคืขืืื ืืื ืืืื ืช ืืฉืจืื ืืืื ืืขื ืืืืืื ืืคืจืืืงืืื ืืืืืืืื โืืจืื ืืืืืืืช ืืฉ , ืืื ืืงืจื .537(Fried, 2006) "ืชืืงืื ืขืืื"ื ืขื ืืกืืก ืืจืขืืื ืืงืืื ืฉ, ืืืืื ืืืืจ
ืืืืืช ืฉื ืืืกืืจืช , ืืคืืื ืฆืืืืืื ืืืืืืืืื ืืื ื ืืืืื ื ืชืืืื ืืืืชืื ืืืืจืกืื ืื, ืืืฉืืืื ืืช ืืืฉื ืืืืคืืช ืืืงืฉืช ืื ืืืฉ ืืช ืชืืืืช ืืฉืจืื ืืืชืืช .538ืืืคืืืืืื ืฆืืืืจืืช
ืชืื ืืชื .(Cool, Hip, Diverse)539ืืขืืืจ ืฆืขืืจืื ืืืืืื ืจืืืื ืื , ืืืืฆืืื ืืืืงื ืืฉืืื ืืืืจื ื
<http://www.mfa.gov.il/MFA/About+the+Ministry/Structure+and+departments/What+Hasbara+Is+Really+All+About+-+May+2005.htm>, cb0337; Rosenblatt G. (2006), 'Marketing a new image', The Jewish Week, 21st January, 2005, cb1337
2005, ืืืืืืกื 9, ืืจืืฉืืื; ืืฉืจื ืืืืฅ, ืืืฃ ืืชืงืฉืืจืช ืืืืกืืจื, ืื ืื ืืืืงืช ืืืกืืจื, ืืืกืื-ืขื ืืืืจ ืจืฉืฃ ืจืืืื, )2005. (ืืืกืื ื- ืจืฉืฃ 529 cb22, 2006, ืืืืืืกื 28 ,ืืืื- ืชื; ืืง ืืืืื ืืืฆืื ืืืฉืจืืื- ื ืืื ืื ืืืืืช ืืื"ืืฉื ื ืืื ื, ืขื ืืืืจ ืืืคืง ืจืืืื, )2006. (ืืืคืง ื 530ืืื ืืืจ 11, ืืจืืฉืืื; ืืฉืจื ืืืืฅ, ืื ืื ืืืืงืช ืืกืืจื, ืืืกืื-ืืืืืจ ืจืฉืฃ, ื ืืขื ืืื ื ืชืงืฉืืจืช ืืืกืืจื''ืกืื ื, ืขื ืืืขืื ืืืืจ ืจืืืื, )2005. (ืืืืจ ื 531
2005 532 Lazaroff T. (2006), 'Foreign Ministry tackles Israel's image abroad', Jerusalem Post, 25th October, 2006, <http://www.jpost.com/servlet/Satellite?cid=1161811204583&pagename=JPost%2FJPArticle%2FShowFull>; Glick C. (2006), 'A gay old time โ How Israel proposes to improve its image', The Jewish Press, 8th November, 2006, <http://www.jewishpress.com/page.do/19838/A_Gay_Old_Time_%2D_%3Ci%3EHow_Israel_Proposes_To_Improve_Its_Image%3C%2Fi%3E.html> Weinberg L. (2006), 'Israel's brand in the world โ what it means', Jerusalem Post, 11th November, 2006; Kahn J. (2006), 'A brand-new approach', Foreign Policy, November-December 2006, <http://www.foreignpolicy.com/users/login.php?story_id=3608&URL=http://www.foreignpolicy.com/story/cms.php?story_id=3608>; Siegel S.M. (2006), 'The latest magic fix: Branding Israel', The Jewish Week, 24th November, 2006, <http://www.thejewishweek.com/top/editletcontent.php3?artid=5527>;
2006, ืืืืงืืืืจ 29, ืืืืขืืช ืืืจืื ืืช Ynet', ืืฉ ืคื ืืืงืื ื, ืชืฉืืื ืืืกืืกืื, ')2006. (ืืืื ืฆืื ืฉืืขื ืืง ืืช ืืคืืื ืฆืืื ืืืคืื . ืืคืืชืืช ืืขืืื ืขื ื ืชืื ืื ืืืฉืจืื ืกืืืจืช ืืช ืืขืฉืืจืื; 36.7ื ืคืฉ ืืืฉืจืื ืขืืื ืขื 10,000- ืืืืฆืข ืจืืคืืื ื 533
, 21- ืืืืืื ืืืืจ ืืืืืืช ืืขืืื ืืจืืฉืืช ืืืื ื(ืืขื ืฃ ืืฆืื ืืขื ืคืืื ืฆืืื ืืฆืืื ) ืืฆื ืขื ืฃ ืืืืงืจ ืืจืคืืื ืืืืืืืืื(ืื ืืช ืขื ืฃ ืฉืืจืืชื ืืจืคืื ืืื ืืืืืืฆืข ืืืืจืืคืื , 62ื ืคืฉ 10,000-ืืืืฆืข ืืืืืช ื(ืืืฉืจื ืืืกืืืืช ืืืืืืช ืืืืช ืืชื ืื ืฉืชืืขืจ). ืืืขืจืืืืช ืงืฆื ืฆืืืื ืืจืฉืื ืืขื ืคืื ืืื
.ืืฉืจืื ืชืื ื ืืชืงืืคื ืืืืฉืืช ืฉื ืฉืงื ืืืืื ื ืืืกื; ื ืืฆืืืืจืืื ืืืฉืจืื ืืืชืื ืืงืื ืกืคื ืืฆืื ืฉืืจืืชืืืืขืจื ืืชื ืืืืื; )72WHO (2005), Health systems statistics, World Health statistics 2005, pp. 45-63, <http://www.who.int/healthinfo/statistics/en>, cb1401
http://www.idc.ac.il/publications/files/211.pdf, 2005, ืืจืฅ, ืกืืืืก', ื ืฉื ืืืชื, ืืืืงืื, ืืื ืืืืื, ืืื ืืจื ืื, ')2005. (ืืกืื ืจ 2006, ืืืื 3, ืืืืื-ืื ื; ืกืืืื ืกืืืจ-ืื ืื ืืงืจื ืืื- ืฉืืชืฃ, ืืืขื ืืื ืืฉืจืืฉืืื , )2006. (ืืฉืจืืื ื 534 cb0146, 2005ืืืคืจืื 11, ืืืจืฅ, 'Ventured in Israel :ืืืืชื ืืืฉืจืืื ืืืืฉ, ')2005. (ืฆืืื ื 535 cb0924, 2005, ืืืฆืืืจ 4, ืืกืืื', ืืคืจืกืืืืช ืืืฉืจืื ืคืื ืืช ืืฆืจืื ืืืืื ืืื ืืืืืื: ื'ื ืื ื ืกืืฆ'ื ืกืืฆ''ืื ื, ืงืืืื ืจืืืจืืก, ')2005. (ืืืื ืข 536 .ืืืื-ืก ืืืืื ืืืช ืืืืืฉื ืืืื ืืืจืกืืืช ืชื"ืืืื, ื ืืื ืคืจืื"ืจ ืืจื ืืืกืื ืืขื"ื ืขื ืืืืงื ืืืงืจ ืืชืืช ื ืจืืืื ืื ืืืื ืคืจื 537
Fried E. (2006), 'The Tikkun Olam project policy paper', An initiative for international development and international assistance, Diplomacy and Jewish policy program, Harold Hartog school of Government and Policy, Tel Aviv University, October 2006, <http://spirit.tau.ac.il/government/Downloads/Tikkun%20Olam%20Policy%20Paper.pdf>; Friedman I. (2006), 'Jewish soft power', The Jerusalem Report, 24th July, 2006, cb2022
2006ืืืคืจืื 10, ืืืื-ืชื; )ื''ืืฉืขืืจ ืืืืจ ืฆื(ืืืฉืจืื UJCื ''ืกืื ื ืฉืื ืืืืจ ืืื ื, ืขื ื ืืื ืฉื ืฉืืื, )2006. (ืฉื ื 538 24-ื, ืืืขืฅ ืืชืงืฉืืจืช ืฉื ืฉืจืช ืืืืฅ ืืืฉืขืืจ ืืงืื ืกืื ืืืืื ืืืืืกื ืฆืืืืจ ืืงืื ืกืืืื ืืืฉืจืืืืช ืื ืื ืืืจืง, ืขื ืขืืื ืืืจืื ืืืืื , )2005. (ืืืจืื ื ืข 539
2005, ืื ืืืืืจPopper N. (2005), 'Israel aims to improve its public image', Forward, 15th October, 2005, <http://www.forward.com/articles/4800>, cb0905; Klein A. (2005), 'Knesset candidate: Israel needs American values', WorldNetDaily.com, 24th December, 2005,
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
114
ืืืฆืื ืืืื ืช ืืฉืจืื ืืืืงื [ Cultural Diplomacy/ืืืฉ ืขื ืืืื ืฉื ืืืคืืืืืื ืชืจืืืชืืช
ืืืืื ืืจืื ืืขื ืืืคืืื ืื ืืฉืจืืืื ืืืืืืืื ืืืื ืืืืงื ืคืืืจืืืกืื, ืขืืฉืืืืืฉืืื ืชืจืืืชื , ืืืื, ืงืืืืกื, ืืชืืืื ืืกืคืจืืช }"ื ื ืืืืืืื ืืืืฆืื ืจืืงืืื ืืืจื ืืฉืจืื ื"{ ืืืืืืืืืื ืืจืฅ ืืืคื ืืืื { ืืืกืืืจืืืืจืืืืงืืืจื ื, ืืืืข ืืืื ืืืืื, ืืืื, ืืืื ืืช ,ืงืืื ืืข . 540]ืืืืืื ืืืืฉืช ืืืจืืคื ,ืชืื ืคื ืื ืืงืืื ืืขื ืฉื ืืืืืื ืืขื ืืชืจืืืช },ืืงืืืฉ
ืคืื ื ืกืืืช ืช ืจืคืืจืืืช ืืืืืืืช ืืื ืื โืืฆืืืืช ืืฉืจืื ืืื ืืืืืฆืื ืืืืืืฉ ืืช ืืืืืืืง ื
ืืืจืื ืืืืงืื ืืืืื ืืขืืื ืืจืืฉืื ืืกืคืจ ,541ืืืืฆืจ ืื ืืืื ื ืชื ืืืืฉืจ ืืชืงืืคืช ืืืื ืช, ืืกืคืจ ืคืจืกืืืื ืืืขืืื ืื ืคืฉ, ืืืงืจ ืืืกืืกืืืืืืืืช ; )ืื ืืกืคืจ ืืืกืืืืื(ืคืื ืืื ืื ืคืฉ
ืืืืื -ืืืืืืืื ืืืื, ืืืืื, ืืฉืืืืขื ืื(ืืืฅ ืฆืืืื ืืืงืจืื ืืฉืจืืืื ืืืจืฆืืช ืืชืืืจืืช ืื .)ืคืกืืืืืืืื ืืคืกืืืืืืจืื, ืืชืืืืงื, ืขืกืงืืื ืื ื, ืืืืื, ืคืืกืืงื, ]ืืืข- ืืืงืจื ืชืื[
ืืืื ืชืืฉืื ืืขืืื ื ืฉื ืืขื ืืืืืืืืฉืขื ืฉืืืง, ืคืจืก ื ืืื ืืื ืืืืืืืืืื ืืงืืื 22%ืื ืขื ืืืข .542)ืืฉืจืืืื ืืืืืืืืืื 167ืืชืื } ืคืจืกืื 6{ 8ืจืง ( ืืืื ืขืืื ืขื ืจืืข ืืืื
, ื ืชืื ืืืืจืคืืืฆืืืช ืกืืืืกืืืืช ืขื ืืื ืืืงืก, ืื ืืื ืืืืืจ ืืืชืจืื ืืืกื ืืืกืืืืื ืืื ืืฆืขืืช .ืชืงืฉืืจืชืืืืฉืงืฉื ืืืื ืืืขืืืจื ืืขืืื ืจืืื ืืกืจืื
ืื ืืืื " ืืืฉืืช ืืืืืช"ืืืขืืืชืืืช ืืชืคืืกืืช ืืืืฆืืืช ืืื ืืชืืงืืช ืืจืขืืื ืืืกืืก ืฉื ืืืืจืช
ืงืฉืืจืช ืืืื ืืช ืืขืจืืืช ืืืืฉืืช. ืืื ืืฉืืืืจ ืืฉืืื ืืชืงืฉืืจืช ืืืืืืื". ืืืืฉืืช ืฉืืืืืืช"ืืืื ืืืจ ืืืง ; ืื ืืฉืขืืจืจ ืขื ืืื, ืื ืฉืืจืชืง, ืืช ืื ืฉืืงืืืืื ืืืจืฅ ืืืขืืื ืืขืืืคืื
ืืกืืืื ืฉืืืฆื ืฉืื ืื ืืืืืื ืขื ืืงืื ืคืืืงื ืืื ืืืืื ืืืืขืืช ืืืืจื ืืืืืืช . ืืงืื ืคืืืงื): Storytelling-ืขื ืืกืืก ืืืฉืช ื(ืืงืจืืืจืืื ืื ืืืืื ืช ืืืืขื ืืืฉืืชืืช .ืืืืืืืช ืืืื ืืืืื
.189(Fog et al., 2005) ืงืื ืคืืืงื ืืืฆืืื ืชืืงืืืืื, ืชืกื ืกืฆืืื ื, ืืืืืืช ืชืืขืืจืจ, ืจืืืื ืืืืช
ืงืืืืช ืืคืจืื ืื ืืืืืืช ืืชืืืขืช ืืืจืื ืืชืงืฉืืจืช ืืขืืื ืืื ืืคืืืืืืงื ืืืืืื ืงืฉื . ืืืฉืืช ืืืืืช ืืจืื ืืชืืืจืืช ืืืืข ืงืืื ืฉืืฉ ืืื ืฉืื ืขื ืืงืื ืืกืืื .ืืืฉืจืืืืช
ืืืืื ืืฉื ืืช ืืช , ืื ืฉื ืืชื ืืฉืืืง ืื ืืช ืืืฆืืืืช. ืืืืฉืืืืืื ืืืขืืืจ ืืกืจืื ืืืืคืืื ืื , ืื ืืืื ืื ืชืืฆืืืช, ืืืจืื ืชืงืฉืืจืช ืื ืืืื ืื ืกืืืืช. ืืืืืืืื ืืฉ ืืืฆืืจ ืืฆืืืืช ืืืืคืืช
ืืชืืืื ืืื ืขืืืืืช ืืชื ืืฉืืช ืืกืจ ืฉื ืฆืื ืขืจืื ืื ืืฆืืื ื. ืฉืืขืื ืจืืื ืืืืืื ืฉืืืขืชืื . ื ืช ืืฉืจืื ืืชืืืขื ืืืื ืืืืืืชืืฆืื ืืื ื ืืืืคืืื ืืืืง ืืืืชืจ ืฉื ืืื, ืืืฉืื
ืื ืืืขืช . 543ืืื ืืชืง ืืืงืื ืคืืืงื ืืืื ืืขืืืชืืืฉืจืื ืขืืฉืืืชืืจ ืฉื ืืขืืจืช ืืกืจืื ืืฉืคืขื ืืฉืืจื ืขื ืจืืช ืืงืฉื ืืืืื ื-ืืื ืืืจืืข ืืืื ื, ืืืืจืื ืืขื ืฃ ืืชืืืจืืช ืืืฉืจืื
ืืชืคืืกืชื ืืฆื . ืืืคืชืืืืช ืฉืืืื ืื ืืืืืข ืืืจืืื ืืืืืืื ืืขื ืฃ ืืชืืืจืืช ืืืจืฆืืช ืืืฅืืฉ ืืืคืขืื ืืืื ืืงืฆืืขืืื ืื ืืืื ืืฉืืจืื , ืืื ืืงืืืื ืชืืืืช ืืืืืืช ืืืฉืจืื ืืขืืืืืืื
ืืืชืช ืืขื ื ืืืืชื ืชืืื ืืช ืฉืืืืืืช ืฉืื , ืืืื ืืืชื ืืช ืืชืืื ืืช ืืฉืืืืืืช, ืชืงืฉืืจืชืืื .544ืืชืคืจืกืืืช ืืขืจืืฆื ืืืืฉืืช ืืืืงืืืืืื
<http://www.worldnetdaily.com/news/article.asp?ARTICLE_ID=48032>, cb1017; Halkin T. (2006), 'Visiting academics recommended Israel for US study programs', The Jerusalem Post, 21st March, 2006, cb1226; Eichner I. (2006), 'Foreign ministry presents: cool Israel', ynet.news.com, 26th April, 2006, <http://www.ynetnews.com/articles/0,7340,L-3243655,00.html>, cb1405; Guttman N. (2006), 'PresentingโฆIsrael lite', The Jerusalem Post, 25th May, 2006, cb2052; Heilman U. (2006), 'Israel junket courts the cool kids with party tour for foreign journalists', jta.org, 21st May, 2006, <http://www.jta.org/page_view_story.asp?intarticleid=16633>, cb2103
cb2301; 2006, ืืืืงืืืืจ 4; 10ืืขืจืืฅ 10ืจืืฉ ืืกืง ืืืฉืืช ืืืืฅ ืืืืฉืืช , ืขื ื ืืฆื ืืืจืืืืฅ ืจืืืื, )2006. (ืืืจืืืืฅ ื 540541 Financial Times (2005), 'Israel touts its free market revolution', FinancialTimes.com, 13th July, 2005, cb0622; Devi S. (2005), 'Israel opens doors to foreign funds', FinancialTimes.com, 3rd August, 2005, cb0722 542 Wanetick D. (2005), 'Israel's greatest natural resource', Jerusalem Post online, 15th may, 2005, cb0333; Margulies A. (2006), 'Israel leads world in stem cell research papers per capita', Israel 21c, 29th March, 2006, <http://www.israel21c.org/bin/en.jsp?enPage=BlankPage&enDisplay=view&enDispWhat=Zone&enDispWho=DidYouKnow&enZone=Facts>, cb1324
cb22, 2006, ืืกืคืืืืจ 10, ืืืื-ืชื; ืืชื ืฉืืืขืื ืืืงืื ืืืืกื ืืืจืืื ืืืฉืจืื, ืขื ืืืขืื ืืืืคืืื ืจืืืื, )2006. (ืืืืคืืื ื 543 2006, ืื ืืืืืจ 20, ืืืื-ืชื, ืืืื ืื, ืืื ืื ืืื ืืชื ืืืื ืืืฉืจืืืขื ืคืืจืื ืฉืืืืง ืืืืืจืืช ืฉื ืืืืคืืฉ , )2006(ืืชื ืืืื ืืืฉืจืื 544
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
115
ืฉื ืืืืื ืืืืื - 3ืคืจืง
ืชืืืืจืืืืงืจืืช ืืืื โืืื ืืืจืฆืื ืืื ืชืืืืืช 3.
ืืฉืืืืง ืืืื ื ืืืืื ืืื ืืืจืืื .3.1
ืฉืืืช ืืืืงืจ .3.1.1
ืืคืจืง ืืงืืื . ืฉืืืืช ืืืงืจ ืชืกืืจ ืืืฆืื, ืืชืืืืช ืืขืืืื ืขื ืืชืืืช ื ืืืจ ืืขืืื ืืืืื ืืืืืื ืืืงืืื . ืืืกืื ืืขืืืืื ืืชื ื ืกืงืืจื ืืงืืคื ืขื ืืืืืืื ืืชืืืืจืืืื ืืขืืืืื
ืืชืืืืืืช ืืจืืฉืื ืขื , ืืืจืืข ืืช ืฉื ื ื ืืชืืืืชืื ืืฆ. ืืืืื ืืืืฉืืช ืืืืขืืช. ืืืชื ืื ืกืืืืืืฉื ื ืืืงืจืื ืชืืฆืืืช . ืืชืืืืืืช ืืืื ืช ืืฉืจืืืืืฉื ื ืขื , ืืขืืืืืื ืืขืช ืืงืื ื "ืืจื
ื ืืื ืืฉืจืื ืืชืืืืืืช ืืื ืืขืช "ืื ืืจื. ืืืืื ืืืืงืจืื ืืื ื ืืฆืืืขืื ืขื ืชืืื ื ืืขืืืืชื ื ืืื ืขืืืื ืืืขืฆื"ืืจื. ืืฆื ืืืืื ืงืืื ืฉืื ื ืืืืชื ืืื ืืฉืชืืื. ืงืื ืื ืชืืืืช
ืืืืื ืืืื ืช ืืฉืจืื ื ืชืคืกืช ;ืืืืืืืช ืืืชืจืืืชืืช ืืืืืืื ืืขืืื, ืืฆืืืืช, ืืืืื ืืชืงืืืื ืืืื ืืชืืืืจืช ืืืืฆ. ืืชืืคืขื ืืจืืื ,ืืืืจื ืืช-ืืชืงืืคื ืืคืืกื, 21-ืืจืืฉืืช ืืืื ื
-ืืืื ื ืื, ืืืื ืช ืืืื โ ืืื ืืจืื ืืกืืืื ืื ืชืคืกืื ืืชืืืจืช ืืงืื ืกืคืืื ืืืืืื, ืื ืืืจืืชืขืืื ืืืืืื ืืืชืืืืจ ืืืชืขืืืช ืืขื ืืกืืืืืช ืืืื ื ืื ืืฉืืืืืช ื ืืืื ืืืืจ ืืืื ืืจ. ืืชืืชืืืืืื โืื ืืืืื ืช ืืขื ืืืืจืืคืืืช , ืืืืจ ืืืืชืื ืืืืจืืงืืืืืืื ืืคื ืฉืื ืืืื . ืืืช
ืื ืช ืืขืกืืงื ืืืฆืขืืืืช ืืืืงืจ , ืชืืืืช ืืขืืืืช ืืขืช ืงืืืืช ืืืขืืจ ืืกืืื .ืืืืจืืคืืืืืื ื ืฉืืื ? ืืืื ืืืคืืื ื ืืืืื ืฉืจืืืืืื ืืืื ืืืื ืช ื. ืืกืืืืืช ืืืชืจ ืขืืืงืืช ืืืืืชืืืช
, ืืืื ื ืืืืื ืืช, ืืืื ืช ืืืื, ืื ืืืืืืชืืื ื ืฉืืื ืงืืื ืื ืืืืงืจืืืช ืืืืจ ื, ืจืง ืืืืืืช .ืืืชื ืืืืื ื ืืืืืชืืืกืืจืช ืืืืื , ืืื ืืืืืื ืืืขืชืฉืืืืช . ืืฉืืช ืืืืืืช ืฆืืื ืืช
ืืืชืื ืืืื ืืชืืื ืืื: ืืจืืฉืื ืืืืืจื ืชืืื ืืชืช ืืขื ื ืืฉืืืช ืืืืงืจ , ืืฉืื ืจืืฉืื
ืืืฆื , ืืืคื ืืืื ืช ืืฉืจืื ืืขืืื ืืขืช ืืงืืืืืื ืืืืื ืืฉืื ืื ืืขืืืืช ื ืืื ื ืืืื ืื ืืื . ืงืื ืคืืืงื ืืชืืฉื
ืืืื ืชืืืืจืื .3.1.2
ืื ื ืื 'ื ืคืจืืคืกืืจ ืฉืคืืชื ืื ืืืื ืืืคืืืืืืืืืืื ื ืกืืืช ืขื , ื ืงืืืช ืืืืฆื ืืืืื ืืชืืืืจืื
ืืืืื ืืฆืื ืงืื ืกืคื ืืื ืื ืื . 58(Nye, 2004) ืืืื ืืืจืกืืืช ืืจืืืืจื ,ืงื ืื ืืืืฉื ืก"ืืืืืื ืืช ืืจืืชื , ืืคื ื ืืขืฆืื ืืืื ืืืช ืืืืฉื ืฉืชื ืืืคืฆืืืช ืื ืืืื ืืืกื ืืืืื ื ืขื ืฉืื ืืชืื
ืื ืืืืืืช /ืฆืืืืช ื โ Hard Power/ืืชืืกืก ืขื ืืื ืืขืฆืื ืืงืฉื ,ืืจืืฉืื. ืืืจืืืืชืืืชืืจืืฆืื โืืืืืืช ; ืืื ื ื ืืชืงืคืืช, ืืืื ืืืื โืฆืืืืช : ื ืืชืืืคืืื ื ืืชื ืืืืช ืืจืื(
ืฆืืืช ืกื ืง, ืงื ืกืืช โืืืืืืื ; ืฉืืืืฉ ืืืื ืฆืืื, ืืืืืื โืฆืืืืื : ืืื ืืืืื; ืืืืืืืืืชื โ ืืืืืืื; ืคืขืืืืฉืืชืืคื , ืืืืื, ืงืฉืืืืคืืืืืื โ ืฆืืืืื: ืืื ืืืื ืืืช; ืืืืืืืช
ืืืคืืื ื ( Soft Power/ืขื ืืื ืืขืฆืื ืืจืืืืชืืกืก , ืืฉื ื). ืขืื ืฉืื ืืืืืืื, ืฉืืื, ืกืืืขืฉืืชืืฃ , ืชืจืืืช, ืขืจืืื ืืืืืืื: ืืื ืืฉืืื; ื ืื ืืืืื'ืืฆืืช ืื, ืืฉืืื ืื ืขืืืืช: ืืชื ืืืืช-ืจื/ืื โืืืคืืืืืื ืฉืืชืืคืืช , ืืืคืืืืืื ืฆืืืืจืืช: ืืื ืืืื ืืืช; ืืืกืืืช ืืื ืืืืืืื, ืคืขืืื ืืืคืฆืืืช ืฉืืืฉืจืืื ืืืฆืื ืืคื ืื ืืืืื ืืืื ืืงื ืขื ืืงืื ืืืืืืืช ืืืจืืื ืืฆืืื). ืฆืืืืชืจืืฆืช ืืจื ืืชืืื ืืืืื ืืืืื ืค. ืืฉืืืืื ืชืืืื ืืื ืืื ืขืฆืื ืจืื, ืขืฆืื ืงืฉื: ืขืืืื
ืื ืืื ื ื ื ืืชื ืืขื ื ืืื ืืฆืื ืืขืืื ืืืคืฉืจืืื ืืืงืืืืื , ืืืื ืืช-ืืืฉืืื ืื ืืืืืืช . ืืืกืืจืช ืืืืกืื ืืื ืืฉืืืืช ืืืื ืืืช
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืก"ืืืื ืื ืืื, ืจ'ืื ืจื ืงืืกืื ื ืคืจืืคืกืืจ ืืืชืืฃ ืืืืง ืืขื ื ืื ื ืกืืืช ืขื ืืชืืขืื ืืืืกืืืจื ืืชืคืชืืืช ืชืืจืช ืืืืคืืืืืื ืืืืืจื ืืชืืื ืชื ืืช , ืงื ืื ืืืืฉื ืืืื ืืืจืกืืืช ืืจืืืืจื
(Kissinger, 1995)9 . ืืืงืืจืื ืืช ืืืืืืืช ืฉืืื ืืฉืืืืฉ ืืขืฆืื ืืืืื ืืืช 7ืื ืืชืื ืืฆืืืืจืืขื ืืืืงืืจืื ืืช ืืจืืฉืื ืืช ื ืืชื ืืกืืืื ืืืืฉืืืื ืฉื . ืืขืช ืืืืฉื ืืืจืืืืืืื ืืืืกืืงืจืืื ื ืฉืืื Raison-d'etat/ืืืงืืจืื ืช ืืืืช ืืืืื ื โ )ืืืจืืคืืืช( ืืจืืฉืื ื. ืขืฆืื ืงืฉื
ืืื , ืืืืื ื ืืขื ืืื: ืืฆืจืคืช 13- ืืฉืจ ืืจืืฉื ืืืื ืืืื ื, ืื ืจืฉืืืโื-ืืืืก ืืจืื ืืืืืืงืืจืื ืช ืืคืืืืืืงื - )ืืืจืืคืืืช( ืืฉื ืืื. ืขืืืื ืืช ืืืืืืฆืขืื ืืฉืจืื ืืืืืืฉ
ืื ืืโืืืง ืืืืืืืฅ : ืืจืื ืื/ืืจ ืืืื ืืื ืืืกืืืจืง ืืคืจืืกืืื ืฆืืง ืฉืืื Realpolitik/ืืืขืฉืืชืืฉืืืฉืืช . ืืืื ืกืจืื ืืืจืืชืื ืืืจืื ืฉืืื ืืืงืื, ืืืฉืจืืืช ืืืืง - ืืืกืื ืืื ืืืื ืืชื ืืืื ืืืจื : )ืืืจืืงืืืช(ืืืกืื ืืืืืืจื ืื ืฉืื ืฉืืื World Policeman/ืืืงืืจืื ืช ืืฉืืืจ ืืขืืืื - ;ืืืคืฉ ืืฆืืง ืืืจืชื, ืืืืงืจืืื -ืืืืื ืืืืคืช ืืื ืืืืืช ืืขืืื ืืฉืืฉืชืืืืจืืงืืืช ืืืืื
.ืืืื ืืชืืืฉืงื ืืื ืืืืฉืืืจ ืขื ืฉืืืื , ืืชื ืืืืช ืืขืืืืืช ืืืืืช ืืคืงื ืขื ื"ืืืจืืืขื ืืงื ื ืืช ืืืจืืคืืืืช ืืื ืืืงืืจื ืฉืืืื ):ืืืจืืงืืืช( Containment/ืืืงืืจืื ืช ืืฉืืืืจ -ืืจืืืขืืช
)ื ืืื ืืช ืืจืืชื"ืืจื( ืืืืืช ืืื ืืืืืช ืืืืจืืฉืืคื ืืฉืืจ ืืช ืืืื ,ืงืืืืืชืืืจืืงืืืืช ืืื , ืืืชืื ืืงืืืช ืืืจืืืช ืฉื ืฉืืืจ ืขืื, )ื ืืืืืื ืืช ืืงืืืื ืืกืืืืช"ืืจื( ืืืืืืช ืืืืฉื
.ืืขืฉืืชืชืืื ืขื ืืกืืก ืืืชื ืฉื ืคืืืืืืงื
, ืืช ืขื ืจืขืืื ืชืื ืฉื ืื ืฉืื ืืืืจื ืืืืืกืืืืืชืืกืกืช ืงืื ืกืคืืืื, )ืืืจืืงืืืช( ืืืงืืจืื ื ืืืืฉืืช: Promotion/ืืืืงืืจืื ืช ืืงืืืื ืืกืืืืชืื ืฉืื ืืื ืงืืื ืืื ืขื ืืืืืฉืืืฆืื ืืขืช ืืืืฉื
ืืืืคืฉ ืืืืืืืช ,ืืืคืืฅ ืืช ืืฉืืจืช ืืืืืงืจืืื ืืื ื ื"ืืจืืืขืืื ืืขืชืืืืื ืฉื ืืืจืกืช ืื ืืืจืกืช ืื ืืฉ ,ืขืืืืืื ืืืื ืืืืงืืจืื ืช ืืฉืืืจ ื ,ืืืงืืจืื ืช ืืงืืืื .ืืืื ืืื ืืจืฆืืช ืชืื
. ืืฉืืื ืืื ืืืืืื โืืงืื ืืขืืื ืืื ืืืืฆืขืืช ืืืื ืฉื ืขืฆืื ืจืื
. ืจ ืืฆืื ืฉืชื ืืืงืืจืื ืืช ื ืืกืคืืช ืฉืงืืืืช ืืขืืชืืืช ืืกืืืืื ืืขืฆืื ืงืฉื ืื ืืขืฆืื ืจืื'ืงืืกืื ืืืคืืืืกืืคืื ืื ืขื ืื ืฉืขื : Balance of Power/ืืืงืืจืื ืช ืืืื ืืืืืืช -) ืืืจืืคืืืช(ืืฉืืฉืืช ืื ื ืืืืืื ืืืืกื ืฉืื ืืช ืืจืขืืช ืืืืื ืืื ,ืืื ืืชื ืืืืืช -ืื ืื ืืขืืงืจื, ืืืืืืืขื ืืขืืื ืคื
ืืืงืืจืื ืช - ) ืืืจืืงืืืช(ืืฉืืืขืืช . ืืืืืืชืื ืขืจืื , ืืฉืืืื ,ืืืืื ืืืกืืจืช ืฉืืืืช ืืืืืช ืืืืืืก ืฉืืฉื ืื ื ืืขืืื ืืืืฉ ืืืืฆื :ืืื ืจื ืืืืก'ื ืฉื ืื ืฉืื Isolationist/ืืืืื ืืช
ืืืืืช ืืืืืงื -ืื ืืงืืช ืืืง ืืื ืฉืืื ืื ืจืืื , ืจืฆื ืืืชื ืชืง. ืฆืืืขืืื ืืืฉื ืืืื ืื ืฉืืืคืจืืฆื ืืขืจืื ืืชืคืชืืืช ื, ื ืืืจืืช, ืงืืื -ืืืืชืืงื ืืื ืฉืจืืื , ืขืจืืฆืื ืืืืจืืคืืืืื
ืื ืืงืืช ืืืง ืืืจืืืืช . ืืืืกืชืื ืืืฉืืจืื ืขืืืืื ืืืฉื ืืื ืื ืืืฆื . ืืืืฉืช ืืืจืืงืืืฉืชื ). 2.2.5 ืืคืจืืื ืกืขืืฃ ืจืื ( ืชืื ืฉืืืจืช ืืจืืง ืืืืจืช ืืืชืืืฉืฉืืช, ืฉื ืืืจืื
ืืื ื ืื ืขืช , ืืื. ืืืืงืืจืื ืืช ืืืื ืืืงืืช ืืืืื ื ืฆืขื ืืืืจื ืืืชืืืฉืืช ืืืฆืืข ืืืืืืืืืื ืืืืื ื ืื , ืืืืื. ืืืืืืืื ืืืชื ืืืืฅ ืืืื ืฉื ืขืฆืื ืงืฉื, ืืืฆืื ืืืืื ืขืืืืืงื
ืืืืืืืื ืืืืืืฅ ืืื ืืฉืืื , ืช ืชืคืืกืืชืืืขื ืืื ืืงืื ืืงืจื ืืืืืช ืืขืืื ืืช ืืจื ืืืื ืื ื . ืฉื ืขืฆืื ืจืื
-ืฉื ืืืืงืช ืืื ืื ืืืื ืืื ืืืืื ืืืืืืืืื, ืฉืืืืืืฆืื ืืช ืืืืงืจ ืคืจืืืงืก ืื ืืืืื
ืื .ืืื ื ื ืืืืื ืืช ืืกืืจืช ืืืืื ืืชืืืืจืืืช ืืืคืจืงืืืช ,ืืืืื ืืื ืืขืฆืื ืจืื ืืืขืฆืื ืงืฉืืช ืขืฆืืืฆืืืื ืืืืขืื ืืงืืืื ืฉื ืื , ืืืืงืืจืื ืช ืืืื ืืืืืืช ืืื ืืืืงืืจืื ืช ืืืืื ืืช
ืกื ืงืฆืืืช ืื , ืืืืืืช, ืืืืฆืขืืช ืืืืืื, ืืืื ืืืืื ืืขืฉื ืืฉืื ื ื ืืืืืื ืืื ืื , ืืืืื ืืืืืืกืืฃ ืืฆื ืืขืฆืื ืืงืฉื ,ืืืืจ ืืืช ืืฉ ืืืจืืื ืืช ืืืืื ืืืืืืืืื .ืืกืข ืงืืืื ืจืขืืื ื
ืืขืช ืขืืืืืช . PowerBackyard/ืขืฆืื ืขืืจืคืืช - ืฉื ืืชื ืืกืืืื, ืขืฆืื ืฉืืืฉืืช, ืืืขืฆืื ืืจืืืื ืืืช . ืขืฆืื ืงืฉื ืืขืฆืื ืจืื, ืขืฆืื ืขืืจืคืืช โืืจืฉืืช ืืขืฆื ืืืืื ืืืช ืฉืืืฉ ืขืฆืืืช ืขืฆืื ืงืฉื , )ืืืื ืืืืืช ืืืืื ืืช(ืขืฆืื ืขืืจืคืืช : ืืืขืฆืืืช ื ืฉืขื ืช ืขื ืืกืคืจ ืืืงืืจืื ืืช
ืฉืืื ืืืช ). ืงืืืื(ืขืฆืื ืจืื , )ืฉืืืจ ืขืืืื ืืฉืืืืจ, ืคืืืืืืงื ืืขืฉืืช, ืืืืช ืืืืื ื(, ืกื ืงืฆืืืช, ืืืืืื(ืขืฆืื ืงืฉื , )ืืชื ืชืงืืช(ืขืฆืื ืขืืจืคืืช : ืืืื ืืืฉืืืืืืืืขืฆืืช ืืื ืข
, ืืจืืื ืื ืืื ืืืืืืื, ืฆืืืืืช-ืจื/ืื โืืืคืืืืืื ืฆืืืืจืืช (ืขืฆืื ืจืื , )ืฆืืืืืช-ืื, ืืืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืขืฆืื ืขืืจืคืืช : ืื ืืืช ืืืขืฆืืช ืืื ืืช ืขื ืืกืืก ืืืืืืืืืืื ืืจืืจื ).ืกืืืข ืืื ืืืืื
ืขืฆืื ืจืื , Nationalism(546/ืืืื ืืชื(ืขืฆืื ืงืฉื , 545)Separatism/ืืคืจืืืช( .Idealism(547/ึดืืึตืึธืึดืืึฐืื(
ืืืืืืืฆืืืช ืืืจืจืืืืช ืฆืจืืื ืื ื ืืืืืืช ืืืืื ืืืืืื ืืืฉืื ืืืืจืก ืื ืื ืืืฉืืืืช ืืืื (Maslow, 1954)548 โ ืืืชืืืืื ืืืืื ืืืืืืฉ ืืืงืืืื , ืงืืืงืืื ืื ื ืืื ืืืขืฆื ืืืืชืืฆืืจื ืืื ืื ืืช , ืืขืฆืื ืขืืจืคืืช .ืืืืื ืืืื ืืืืื ืืืืื ืืขืฆืืืช โ 549ืฆืจืืื ืืฉืืชืคืื
, ืฉืื ื, ืืื, ืืืื, ืืื, ืืืืจื( Existence/ืคืืกืืช ืฉื ืืืฉืจืืืช ืืืืื ื ืืื ื ืฆืืจื ืงืืืื ืืกืืกื
545 Separatism is a term usually applied to describe the attitudes or motivations of those seeking independence or "separation" of their land or region from the country that governs them. To a lesser extent, separatism may also refer to social isolation or involvement in cliques. The term separatist movements usually refers to social movements that aspire to autonomy for a particular group of people from a dominant political institution under which they suffer, although separatism can also be enforced by a ruling political power, as occurred in South Africa under apartheid. The grounds for separation can be regional, ethnic, linguistic, cultural, religious, or gender โ or a combination of these factors. Political separatism may involve attempts to obtain sovereignty and to split a territory or a group of people (usually a people with a distinctive national consciousness) from one another, or one nation from another. One type of example involves colonies gaining independence from a metropolis. Separatist groups themselves often reject the term separatism: they may consider it pejorative, and prefer more neutral terms such as self-determination. Separatist movements often operate using strictly constitutional and peaceful methods. Separatism can also often take the form of a violent response to a past military takeover. Around the world many groups espouse separatism as the "only" way to achieve their goal of national liberation. Separatism (2006), <http://en.wikipedia.org/wiki/Separatism>, viewed 26th November, 2006 546 Nationalism ideology based on the premise that the individual's loyalty and devotion to the nation-state surpass other individual or group interests. Nationalism is a modern movement. Throughout history people have been attached to their native soil, to the traditions of their parents, and to established territorial authorities; but it was not until the end of the 18th century that nationalism began to be a generally recognized sentiment molding public and private life and one of the great, if not the greatest, single determining factors of modern history. Because of its dynamic vitality and its all-pervading character, nationalism is often thought to be very old; sometimes it is mistakenly regarded as a permanent factor in political behaviour. Actually, the American and French revolutions may be regarded as its first powerful manifestations. After penetrating the new countries of Latin America it spread in the early 19th century to central Europe and from there, toward the middle of the century, to eastern and southeastern Europe. At the beginning of the 20th century nationalism flowered in the ancient lands of Asia and Africa. Thus the 19th century has been called the age of nationalism in Europe, while the 20th century has witnessed the rise and struggle of powerful national movements throughout Asia and Africa. Nationalism (2006), http://www.britannica.com/eb/article-9117287/nationalism>, viewed 26th November, 2006 547 Idealism in international relations usually refers to the school of thought personified in American diplomatic history by Woodrow Wilson, such that it is sometimes referred to as Wilsonianism. Idealism holds that a state should make its internal political philosophy the goal of its foreign policy. For example, an idealist might believe that ending poverty at home should be coupled with tackling poverty abroad. Wilson's idealism was a precursor to liberal international relations theory, which would arise amongst the "institution-builders" after World War II. Idealism is also marked by the prominent role played by international law and international organizations in its conception of policy formation. One of the most well-known tenets of modern idealist thinking is democratic peace theory, which holds that states with similar modes of democratic governance do not fight one another. Wilson's idealistic thought was embodied in his fourteen points speech, and in the creation of the ill-fated League of Nations. Idealism transcends the left-right political spectrum. Idealists can include both human rights campaigners (traditionally, but not always, associated with the left) and American neo-conservatism which is usually associated with the right. Idealism may find itself in opposition to Realism, a worldview which argues that a nation's national interest is more important than ethical or moral considerations. Idealism (2006), <http://en.wikipedia.org/wiki/Idealism_in_international_relations_theory>, viewed 26th November, 2006 548 Maslow A.H. (1954), 'Motivation and personality', HarperCollins 1987, ISBN 0060419873 549 Nation. Date: 14th century. 1 a (1) : NATIONALITY 5a (2): a politically organized nationality. (3): a non-Jewish nationality <why do the nations conspire -- Psalms 2:1 (Revised Standard Version)>. b: a community of people composed of one or more nationalities and possessing a more or less defined territory and government. c: a territorial division containing a body of people of one or more nationalities and usually characterized by relatively large size and independent status. 2 archaic: GROUP, AGGREGATION. 3 : a tribe or federation of tribes (as of American Indians). State. Political organization of society, or the body politic, or, more narrowly, the institutions of government. The state is a form of human association distinguished from other social groups by its purpose, the establishment of order and security; its methods, the laws and their enforcement; its territory, the area of jurisdiction or geographic boundaries; and finally by its sovereignty. The state consists, most broadly, of the agreement of the individuals on the means whereby disputes are settled in the form of laws. Nation (2007), Merriam-Webster's Collegiate Dictionary,<http://www.britannica.com/dictionary?va=nation&query=nation>; State (2007), Encyclopedia Britannica Article, <http://www.britannica.com/eb/article-9001296/state>, viewed 4th January, 2006
ืืกืืจืช ืจืืฉืื ื โืืืกืืจืืื ืืืื ืืจืืืื ื .3.1.2.1ืืืื Tools Doctrine Ideology Needs Power
Public Diplomacy โ Bi & Multilateralism, International Orgs, International Aid
Promotion Idealism Acceptance SOFT
Threats, Sanctions,
War, Unilateralism
Raison-d'etat, Realpolitik,
World Policeman, Containment
NationalismSecurity HARD
Disengagement Balance-of-Power, Isolationist SeparatismExistence BACKYARD
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืขืฆืื .ืื ืขืืจ ืืืืืฉ ืฆืืจื ืืืืช ืืืฉืืช ืืืืื ืืช ืื ืืืืืืืฆืืืช ืื ืืืช ).ืฉืืืื ืืฉืงืื
ืืจืืืืช , ืืฉืคืื ,ืืืกืจื, ืืฉืืืื, ืชืขืกืืงืชื, ืืืคื ื( Security/ืืืืืืืฆืืจื ืืื ืื ืืื ื , ืงืฉืืืฆืืจื , ื ืจืืืืขืฆื .ืชืฆื ืืืืื ื ืืืื ืชื ืืืืืืืืฆื ืฉื ืืืื ืขื ืืืืืฉ ืฆืืจืื ื). ืืจืืืฉ
ืืืืื ื ืฉืืืคืช ืืืืงืื ืืืฉืคืืช ). ืืืืืืช ืืืฉืคืื( Acceptance/ืืื ืื ืืื ื ืงืืื ืืฉืืืืืชืขื .ืชืื ืืืืื ืื ืืื ืจืืืื ืืืืืช ืฉืืืืช, ืืืืฆืขืืช ืงืืืื ืขืฆืืืืื ืขืืฉื ืืืช .ืืขืืื
Esteem/ืืขืจืื โืืฆืืจื ืืจืืืขื . ืืกืืก ืืืืื ืฉื ืืกืื ืงืืืืืช ืขืืืื ืขืื ืฉืชื ืืจืืืช ืฆืจืืืืืฆืืจื ืฉื ืืืฉืืช ): ืืขืจืื ืืืืื ืืฆื ืืกืืืื, ืืืฉืืื, ืขืฆืื ืืืืื, ืื ืขืฆืืืชืืขืจ(
ืืืชืจืื ืืชืื , ืืขืจืื ืืืืคืืื ืืืืืื , ืงืืื ืืฆื ืืฉืคืืช ืืขืืืืืืืืื ืืช ืืืืืช ืื ืจืง ืืื , ืคืชืจืื ืืขืืืช, ืืฆืืจืชืืช, ืืืกืจืืช( Fulfillment/ืืืฉืื ืขืฆืืืช โืืฆืืจื ืืืืืฉื . ืืืืืฉืืื
, ืืืืืื ื, ืืืจื ืฉืืืืื ื ืกืืคืงื ืืช ืฆืจืื ืืืฉืจืืืชื. )ืืขืืช ืงืืืืืช ืืงืืืช ืืขืืืืืชืืื . ืืื ืชืฉืืฃ ืืืืฉ ืืช ืืืื ืืคืืื ืฆืืื ืืืฉืื ืืืจืืื ื ืฉืื, ืงืืืชื ืืืืืืื ืืืขืจืื
.ืืฆืืจื ืืขืืืื ืื ืฉื ืืืื ืืื ืฉื ืืืืื ื
. ื ืชืงื ืืืืงืจ ืฉืื ืืืืืื, ืื ืืกืืื ืืฉืื ืืช ืชืืจืช ืืืชืื ืืืืื ืืช ืืชืื ืืืื ืืขืฆืืืชืืขืฆืื ืขืืจืคืืช ืืื . ืืืชืื ืืขืฆืื ืขืืจืคืืช ืื ืืขืฆืื ืงืฉื ืืื ื ื ืืคืฉืจืืืกืืืื ืฉื ืืื ืืืื ืืืืืช ืืืคืจืืืช , ืื ืืืื ืืขืจืืืช ืืืกืื ืขื ืฉืื ืืชืื ืื ืืจืืืืชืืืืืืื ื ืื ืขื ืืื
- ืืืืื ืืื, ืกื ืงืฆืืืช, ืืขืฆืื ืงืฉื ืืืืื ืืืฆืืืื ืืฉืืืืฉื ืืื ื ืืืืืื. ืืืืืื ืืชืช ืืืกืื ืืช ืืืืื ืืช ืฉืืืคืช ืื ืื ืืขืจืื ืืืฉืชืืจืช ืืืืชืื ืืชืืกืกืช ืขื ืืื ืื ื. ืฆืืืืืช
ืจืื ืืื ื ื ื ืืชื ืืขื ื ืืขืฆืื ืืืจืืื ืื ืืื . ืชืื ืงืืืืื ืืขืฆืื, ืขื ืืฆืืืืจ ืืืืื ื ืืืจื, ืขืจืืื, ืืขืืกืงืช ืืงืืืื ืจืขืืื ืืชื - ืืขืืงืจ ืืืืฆืขืืช ืืืืฉื โืืืืื ื , ืืขืฆืื ืจืื. ืจืืื
ืืฉืงืขืืช , ืชืืืจืืช, ืืืืฆ โืืืืื -ืืื ืื ืืชืืืืกืืช ืืงืืืื ืืืืฆืจ ืืืืืื. ืชืจืืืชื ืืชืืฉืืืืืฉ ืืืฆืื ืืจืืช ืขืฆืื , ืื ืืืกืืจืช ืืฉืืืืฉ ืืืื ืืืชืื ืืืืื ืืช, ืืืื ื ืืชื ืืืกืืง. ืืืืืจื
ืืขืฆืื ืืืชืืืืช ืืฆืืจื ืืื ืื ืืช ืืืืื ื ืืื ื . rand PowerB/ืขืฆืื ืืืชืืืืชื ืืกืคืช ืืืื ืจืง ืืื ืื โืืขืืงืจ , ืืืืืช ืืืฆืื ืืืฉืืื ืืืืืื ืชืืืืืื. ืืืืื ืืืขืจืื ืืฆื ืื ืืช ืืจืืชื
โืืืืงืืจืื ื . ืืื ืื ืืช ืืืืื ื ืืื ื ืงืคืืืืืื ืืืืืืืืืืืื. ืืชืืืืื ืืืืืืืื โ .ืืืืืืืืฆืื
ืืคื ืฉืกืืืืื ืคืจืืคืกืืจ , ืืขืฆืื ืืืชืืืืช ืืขืืืืื ืืจืฉืืช ืื ืื ืืืชื ืืืืื ื ืืืืื ืืืช ืืืืืชืืืงืื ,188(Holt, 2004) ืืืื ืืืจืกืืืช ืืืงืกืคืืจื ,ืืื ืื ืขืกืงืืืกืขืื ืก"ืืืืืืืก ืืืื ื
,Mindshare Branding/ืืื- ืืืชืื ื ืชื โ ื ืืืจืืฉืืืืกืืืื .ืชืืืืจืืืืช ืืกืืืืืช ืืืจืืขืืืื ืชืคืงืืื ืืืืืฉ ื ืชื , ืืขืืจ ืืืืคืืื ื ืืืฆืจ ืืกืืกืืื, ืื ืืืืชื ืืืืฆื ืืืืช ืืืฉืื ืืื ืื
. 35(Ries, Trout: 1986)ืืืืฆืขืืช ืคืืชืื ืืชืจืื ืืืกื ืืืืื ืฉื ืืืฆืื ืืืืืื ,ืืชืืืขืช ืืฆืจืืืืขืืจ ืืืืืช ,ืื ืืืืชื ืืื ืื ,Emotional Branding/ืืืชืื ืืืืฆืืื ืืื โ ืืืืฉื ืืืืกืืืื
ืืืชืคืงืืื ืืืคืฉืจ ืืฆืจืื ืืคืชื ืขืืื ืืขืจืืช โ ืื ื ืืืืืืืื ื โืืืคืืื ื ืืืฉืืืช ,ื ืชืื ื ืืื ืื ,Viral Branding/ืืืจืืืืืืชืื โ ืชืืฉืืืฉืืืืกืืืื . Bedbury, 2002)(28ืืืกืื ืจืืฉืืช
ืืืจืช ืืื ืื ืกืืืื , Cool & In โืื ืืขืืจ ืืืืืช ืืืืืคืืื ื ืืืฉืืืช ืขื ืืืืชื ืืืืืช ืืจื ืื ืืืชืื โ ืชืืจืืืขืืืืกืืืื . 186(Gladwell, 2002)ืืฉืจืื ืืกืืืื ืชืืจืืชืืช ืืืืจื ืืช
ืขื ืืืืชื , ืืจื ืืืืชืืืืืคืืื ื ืืืฉืืืช ื, ืื ืืขืืจ ืืืืืช ืืื ืื ,Cultural Branding/ืชืจืืืชืืืขืืื ืจืืื , ืืืื ืืืืืช ืืชืฉืืืช ืื ืืฆืจืื Cultural Icons/ืืืชืืจืืช ืืื ืืืืื ืชืจืืืช โืืืืชืื ืชืืืืฉื ืืกืืืื. Iconic Brand/ืืื ืืืคื ืืืืชื ืืืื, ืืกืจืื ืชืงืฉืืจืชืืื ืืชืืจืื
ืื ืืฉ ืืืจืื ืืช ืชืืืืจืก, ืืช ืืงืื ืกืคื ืฉื ืืืื ืชืืืงื, Storytelling Branding/ืืืชืื ืกืืคืืจื
ืืกืืจืช ืฉื ืืื โืืืกืืจืืื ืืืื ืืจืืืื ื. 3.1.2.2ืืืื
Tools Doctrine Ideology Needs Power Nation Branding โ
Mindshare, Emotional, Viral,
Cultural, Storytelling; NSR - Nation Social
Responsibility
Globalization Capitalism Esteem BRAND
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
119
ืืื ืืืื ืืชืื ืกืืคืืจ -ืืืืืืช ืืจื ืืืืช ื, ืืืฉืืืช, ืืืืช, ืืคืืื ืืื โ ืืจืืืื ืืืืชื ืื
(Simmons, 2001; Fog et al., 2005)189 .ื ืืชื ืืืชื, ืชืืืืื ืืืกืืืืืชืืขืืจ , ืืื ื ืืกืฃื ืกืื ืขื . Nation Social Responsibility (NSR)/ืืื ื ืืืจืืืช ืืืจืชืืช ืฉื ืืืื ืืช ืขืืืืืค
, Corporate Social Responsibility/ืืืจืืืช ืืืจืชืืช ืฉื ืชืืืืืื -ืชืืื ืืืืืื ืืื ืืืื ืืืืช ืืืืจื ืืืืื ืืจ, ืฉื ืืงืกืื ืจืืืืืืืืฉืืจ ืืืืจืก ืื ืขื ืชืืืืืื ืืขืืจ ืืืขื ืืืกืืกื
, ืืืงืกื ืืช ืจืืืืืืืืืืจื ืื ืืืืฉืื [ 550(Kotler, Lee: 2005) ืืืกืืืื ืื ืื ืคืืขืืืืงืื ืกืคืืืืืืช ืืจืืช ืืืืฉืืื ,]ืืฉืื ืคืืขืืื ืืกืืืื ืืืืงืจืช ืืช ืืชื ืืืืชื ืืืืจืชืืช
ืืืืืืื ืืงืืืกืืื ืืคืืชืื ืืกืืจืืืื ืชืืจืืชืืช ืืื .ืืืืฅืืคื ืื ืืืืืฉืืจ ืืืื ืืืช ืืืืื ืืื ืืจืื ืื ืืืืช, ืืช ืจืืืืช ืืชืืฉืืื ืืงืืืืื ื ืืืืื ื ืืขื ืฉืืืืจืช ืืืจืกืื ืื , ืืืื ืืช
ืช ืืขืจืื ืืืื ืืืืื ,207(Porter, 1990) ]ื ืื ืคืฉ"ืชื[ ืืืืืืื ืืกืืก ืคืงืืืจืืืขื ืืจืง .551ืืืจืชืืื ืืกืืืืชืืื, ืืืืืืื ืืืื ืืืงืืืืจืืืื ืืืจืฆืื ืืื
ืื ืืื . ืืืืขืืช ืืฉืื ืฉืื ืฉืืืคืืช ืืืืฉ ืืช ืขืฆืื ืื ื ืืืืืืื ืืช ืืืืื ื, ืืคื ืฉืฆืืื
. werHigh Po/ืขืืืืชืขืฆืื โืืขื ืืืืงืจ ืืืฆืื ืืจืืช ืขืฆืื ื ืืกืคืช , ืืืืื ืืื ื ื ื ืืชื ืืขื ืืืื ืื ืืื ื ืืืืืืืืืืืื. ืืืืื ื ื ืืชื ืช ืืขื ื ืืฆืจืื ืืืฉืื ืขืฆืืืช ืขืืืืชืืขืฆืื ืืืขืืื ืืฆืืื ืืืื ืืฉืืช ืืืจืื ืืช , ืืืืืจ ืืืจืฅ, ืืืืืจืืื, ืืจืืื ืืืืื ืืช Holism/ืืืืืื
ืืืืืืช , Glocalization/ืืืืงืืืืฆืื โืืืืงืืจืื ื . 552ืงืฉืืจืื ืืื ืืืื ืืืืช ืฉืื ืืจืืืืืืืงืืืืื ืืืชืืืช ืืคืขืืืืช ืืฆืจืืื ืชืื ืืชื ืขืืืคืืช ืืืืคืืื ืื , ืืืืชืื ืืืื ืืืืื ืืื
ืจืขืืช ืืฉืืชืืคื , Brotherhood/ืืืืื โืืื ืืขืืืื . 553ืืืืคืืื ืื ืืื ืืืืืจืชืืช ืืฉืืืืงืืชืคืขืืื
ืืืืชืืื ืืื ืื ืืงืืืื
ืืื ืืฉืืช .ืืืื
550 Corporate Social Responsibility (CSR) is a commitment to improve community well-being, through voluntary business practices and contributions of corporate resources. A concept that suggests that commercial corporations have a duty of care to all of their stakeholders in all aspects of their business operations. A companyโs stakeholders are all those who are influenced by, or can influence, a businessโs decisions and actions. These can include (but are not limited to): employees, customers, suppliers, community organizations, subsidiaries and affiliates, joint venture partners, local neighborhoods, investors, and shareholders. CSR requires that businesses account for and measure the actual or potential economic, social and environmental impacts of their decisions. In some cases the application of a strong CSR policy by a business can involve actions being taken which exceed the mere compliance with minimum legal requirements. This can sometimes give a company a competitive/reputational advantage by demonstrating that they have the interests of society at large as an integral part of their policy making. CSR goes beyond simple philanthropy and is more about corporate behaviour than it is about a company's charitable donation budget. CSR is closely linked with the principles of Sustainable Development which argue that enterprises should be obliged to make decisions based not only on financial/economic factors (e.g. Profits, Return on Investment, dividend payments etc.) but also on the social, environmental and other consequences of their activities. Kotler P., Lee N. (2005), 'Corporate Social Responsibility', John Wiley & Sons, 2005, ISBN 0-471-47611-0, p. 3; Corporate Social Responsibility, <http://en.wikipedia.org/wiki/Corporate_Social_Responsibility>, viewed 14th December, 2006
ืืื ืื ืก"ืืื ืืชืืจืืชืืืช ืฉื ืืื, ืืืืืืช ืืื ืืชืืจืืชืืืช ืืืืืืื ืฉื ืืคืืจืื ืืืืืื ืืืืืืก, ืชืืืืืื-ืืืช ืืืจืืช ืืชืคืชืืืชื ืฉื ืืืืืื ืืื 551ืืืฉืืฉืื ืืืื ; ื ืืืขืงื ืืืจ ืืืืืช ืืืื ืืืช ืืืืฉื ืืช ืฉื ืืืืืื ืืืืจืืคืื"ืื, Foreign Policyืืจืืื - ืืื ืืืืืืืืืฆืื ืฉื ืื, ื ืื'ืื IMDืขืกืงืื
. ืืคืจืืื 509ืจืื ืืขืจื . ืืืื ื ื ืืืช ืืฆืืืืจ ืืจืื, ืืืืื ืืฉืืืืชืืื ืืงืจื ืื ืฉื ืืงืฆืืข552 Holism. The general principle of holism was concisely summarized by Aristotle in the Metaphysics: "The whole is more than the sum of its parts". According to the Oxford English Dictionary, holism is defined as "The tendency in nature to form wholes that are greater than the sum of the parts through creative evolution". In the latter half of the 20th century, the main line of holistic thinking in science is systems thinking and its derivatives, like the sciences of chaos and complexity. A simplistic misinterpretation of holism is that knowing elements is not enough; relations between such elements also need to be known. In philosophy, any doctrine that emphasizes the priority of a whole over its parts is holism. In psychology the individual (an integrated whole expressed through a self-consistent unity of thinking, feeling, and action, moving toward an unconscious, fictional final goal), must be understood within the larger wholes of society, from the groups to which he belongs (starting with his face-to-face relationships), to the larger whole of mankind. The recognition of our social embeddedness and the need for developing an interest in the welfare of others, as well as a respect for nature. Holism, <http://en.wikipedia.org/wiki/Holism>, viewed 26th November, 2006 553 Glocalization is a new paradigm for international relations and an innovative practice of development cooperation. In particular, Glocalization attributes a special role to cities as international actors, and to city-to-city cooperation as a tool to counter global challenges and promote economic development and peace building activities. Glocalization entails a shift in the international system, from a framework based on a balance of power between nation states, to a balance of cultural interests and local needs with global opportunities, always taking into account the importance of local actors as agents of change. The Glocalization strategy empowers local communities, linking them to global resources and knowledge while facilitating initiatives for peace and development. It provides opportunities for the local communities to direct positive social change in the areas that most directly affect them, and to shape an innovative and more equitable international system. By creating a new socio-economic balance, Glocalization has far-reaching benefits for both developed and developing countries, emphasizing social equity as a basis for international stability and ensuring a more secure and stable global environment to bring about development and peace. Glocalization, <http://en.wikipedia.org/wiki/Glocalization>, viewed 26th November, 2006
ืืกืืจืช ืฉืืืฉืืช โืืืกืืจืืื ืืืื ืืจืืืื ื. 3.1.2.3ืืืื
Tools Doctrine Ideology Needs Power
Brotherhood Glocalization Holism Fulfillment HIGH
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
120
ื ื ืืช; ืืืชืืืืช ืืขืืืืช, ืจืื, ืงืฉื, ืขืืจืคืืช: ืฆืืืชืขืืช ืืืจื ืืืฉืืช ืืืจื ืฉืืืืฉ ืืืืงืจ
.(Kotler, 2003: 17-27)554 ืืืื ืืืื ืืืืืฉ ืืื ืืืจื ืื ืืืืืืชืืืืจืืื ืืฆืื ืืชืืืืื ืืืื , ืื ืื ืืืืฉื ืื ืืช ืืกืื ืื ืืืืื ื ืืื ืื ืฉืืื, ืขืฆืื ืงืฉืืืืขืฆืื ืขืืจืคืืช ื
. ืืืื ืืืืืืช ืืืืื ืืืชืืืื ืืืจืืฉืืช ืืงืืืืื, ืืืืื ืชื ืื ืกืืช ืืืขืจืื ืื ืฉืื ืืืื ืืืืคืืื ืืืืขืฆืื ืจืื ืขืืฉื ืืืืฉื ืื ืืืืฅ . Nation Concept/ืืืืืืืงืื ืกืคื ืืื ื ืืืจืืื ืืฆืื ืื ืื
ืชืื ืืฆืืจื ืื ืืื ืงืฉืื ืืงืืื ืืขืืชืื, ืขืจืื ืืชืจืืืช ืืืืื ื, ืืช ืจืขืืื ืืช" ืืืืืจ"ืืคืฉืจื ืืขืฆืื ืืืชืืืืช . Selling Concept/ืืืจืืื ืืฆืื ืื ืืืื ื ืงืื ืกืคื ืืืืืจื. ืืืขื ืืืจืฆืืช ืืืฅ
, ืืฆืืจื( Marketing Concept/ื ืืช ืืงืื ืกืคื ืืฉืืืืงืืืืืืฅ ืืช ืขืงืจื, ืงืืคืฅ ืืืืฉื ืฉืืืืืืื ). ืฉื ืงืื ืืืืจื ืืืืฆืขืืช ืืชื ืืขื ื ืืฆืจืืื ืืืืืืืืื, ืืขืืจื ืืชืงืฉืืจ ืขืจื ืขืืืฃ
Societal Marketing/ืืขืฆืื ืขืืืืช ืืืืฅ ืืืืฉื ืืช ืขืงืจืื ืืช ืงืื ืกืคื ืืฉืืืืง ืืืืจืชืConcept ,ืืจืืืช ืืื ืืช ืืฉืคืขืชื, ืืฆืจืื ืืืืืื ืงืื ืืืข, ืืืืงื ืืืฉืืื ืื ืจืง ืืช ืจืฆืื ืืช .ืขื ืืกืืืื ืืืืืจื ืืืืื
ืืืื ืืกืืจืืืืืช ืืื ื ืกืื ืืืืื ืขื .ืื ืื ืงื ืืกืืจืืืืืื ืืืช ืืืขืฆืืช ืืคืขืื ืืืืฉื
ืก"ืืืืื ืงืื ืืจืื ืื ืืืืืืจื ื'ืฉืคืืชืื ืืคืจืืคืกืืจืื ืฆ ,Blue Ocean Strategy/ืืืงืืื ืืก ืืืื, ืงืฉื, ืืขืฆืื ืขืืจืคืืช. 205(Kim, Mauborgne: 2005) ืฉืืคืื ืืืื INSEAD ืืื ืื ืขืกืงืืืื ืื , )ืืืจืืืืืืืชืื ืืืชืื ืืืืฆืืื ืืื, ืืื- ืืืชืื ื ืชื -ืืื ืขืืืื , ืืืงืืช(ืจืื ืืืืชืืืืช
ืืืื ืืกืืจืืืื ื ืืืืืืช ืฉื . ืคืืขืืื ืืชืืจืืืืื ืืชืืืื ืืืชื ืืืืฉื ืื ืขืืื ืืืชืืจืืช ื- ืกืืื ืืกืืก ืงืื ืกืคื ืืฉืืงืขืืื ืืคืืขื ืขื ื ืืื ื ื. Red Ocean Strategy/ืืืืืืงืืื ืืกืื ืืื
ืืืกืืจืชื ืืืื ืืช . 202(Neuwmann, Morgenstern: 1944) [Zero-sum game theory]ืืคืก ืฉืื , ืืฉืืื ืฆืืืืช: ืืืงืืืืช ืืช ืืืืืืช ืืืืืื, ืืชืืจืืช ืืื ืืื ืขื ืจืขืืื ืืช ืงืืืืื
ืืืชืื -ืืื ืขืืืื , ืืืงืืช( ืืขืฆืื ืืืชืืืืช. ื ืืฆืืจื ืืืชื ืืชืคืฉืจ ืื ืฆื ืืช ืืืืืืืืืืืืืฉื ืืืชืืจืืช ืืืืจ ,ืืืขืฆืื ืขืืืืช) ืืืืจืืืช ืืืจืชืืช ืฉื ืืืื ืืช, ืืืชืื ืกืืคืืจื, ืชืจืืืชื
Blue Ocean/ืืืื ืืกืืจืืืื ื ืืืืืืช ืฉื ืืืงืืื ืืกืื ืืืืืื. ืืืืฅ ืืืชืืืื ืืืงืืืืืStrategy .ืื ืฆืืื- ืืขื ืขื ืืกืืก ืงืื ืกืคื ืืฉืืง ืืืืืขืืื ืืคื ืืื ื ื Win-Win game)
theory( ,ืืชืืื ืจืขืืื ืืช ืืืฉื ืืื ืืืืคืืื ืื ืืฉืืืงื ืืขื ืื . ืืฉ ืฉืคืข ืืงืืจืืช ืืฉืืืงืื ืืืืืืืืืจืื ืืื ืืชืืจืืช ืื , ืืืืืืื ืืืืืืฆืจ ืืชืื ืื ืืืืฅ ืืืืงืืื ืืกืื ืืืืืื, ืืืืืฉืืืฆืืฆืื ืขืืืืืช ืืฉืืืืฆืขืืช, ืืืืฉืืื ืืจืืืื ืืืืืื ืืงืืจ, ื ืืชื ืืขืืจืจ ืืื ืืืงืืฉ, ืจืืืื ืืืช Value/ื ืืชื ืืืฆืื ืืืืืฉ ืขืจืื ,ืืงืื ืืืขื ืจืขืืื/ืฉืืจืืช/ืืขืืืช ืขืจื ืืืืฆืจืืืคืงื ื
Innovation.
/ ืืืื ืืืืจืจืืื ืืชืืจืืชืืช ืฉื ืืืื ืืชืืขืงืืืช ืืืื ืืงืืฃ ืื ื ืืชื ืืืฉืช ืืืฆืืช ืืจืืืื Competitive Hierarchy of Nations Model .
ืจืืืชืืืืืืื .3.1.3
ืืืืฆืขืืชื ืืืื ืืงืื ืืืืืืช ืขื ืืื ืืืืคืืืืืื , ืืคื ื ืืขืฆื ืืืืื ืืืช ืขืืื ืืขืช ืืื ื ืืืืื
ืืืืื ืืฆืื ืืื ืืืจืฆืื ืืื ืชืืืืืช ืืื ืชืคืืกืืช ืืกืืจืืืืืช . ืืืืืืฆืื ืืืขืจืืืช ืืืืฉืืชืื ืืชืืกืกืืช ืขื ืืืื , ืืืืืืืืืืืืช ืจืขืืื ืืืช, ืืืงืืจืื ืืช ืืืคืืืืืืืช, ืืืชืื, ืฉืืืืง, ื ืืืืืืืช
ืืืจืืช ืฉืืืขื ืืืงืืจื ืืขืืืืช ืืืืงืจ ืืื ืื ืืจืง ืืฆืืช ืืื ืชืืืืจืื . ืืืื ื-ืืืืืืืืคืกืืืืืื , ืืืฆื ื ืืื ืืืชื ืืืื ื โืืคื ื ืืชื ืืืขื ื ืืฉืืื . ืืื ืืืจืืืื ืืืืชืื ืืืื ืืช
.ืืืชื ืืืืฅ ืืขืฆื ืืืืื ืืืช, ืืื ืืืชืื ืืืื ืืช ืืื ื ืืืื ืื ืืื โืืืขืืืช ืืช ืืฉืืื . ืืืืื ืืชืืืื ืื ืืืื, ืืืืื ื ืืื ื ืืฉืืช ืืขืืช ืฆืจืืืืื ืืขืจืืืืื ืืช ืืกืื ืืืืื
ื ืืชื ืืืืืจ ืืช , ืืจืื ืืืืืืืืช ืื ืืื ืฉืืืงื ืืขื ื ืชืื ืื, ืืืืฆืขืืช ืืืืื ืฆืจืื ืืืืื ื . ืืกืืจืืืืืช ืืคืขืืื ืืืืืื ืืื ืืื
554
See 10 for reference. pp. 17-27
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
121
, ืชืืืฅ ืืืืืืืืืืื ืฉื ืืคืจืืืช, ืชืคืขืื ืขืฆืื ืขืืจืคืืช, ืงืืืืืืืืืื ื ืืืชืืืืืช ืขื ืฆืจืืื
ืืกืืจืืืืืช , ืชืืืฅ ืืืจืืื ืืฆืืืช ื ืืืื ืืืืืืช, ืื ืืช ืฉื ืืืื ืืืืืช ืื ืืืื ืืชืชื ืงืื ืืืืงืืจ . ืืืืืื ืฉื ืืชื ืชืงืืช, ืืืงืืื ืืก ืืืื
ืชื ืงืื , ืชืืืฅ ืืืืืืืืืืื ืืืืื ืืช, ืชืคืขืื ืขืฆืื ืงืฉื, ืืืืืืืืื ื ืืืชืืืืืช ืขื ืฆืจืื
ืืฅ ืชื, )ืฉืืืจ ืขืืืื ืื ืฉืืืืจ, ืคืืืืืืงื ืืขืฉืืช, ืืืืช ืืืืื ื(ืืืืงืืจืื ืืช ืืืืื ืืืืื , ืกื ืงืฆืืืช, ืืืืืื ืฉื ืืืืืื, ืืกืืจืืืืืช ืืืงืืื ืืก ืืืื, ืืืจืืื ืืฆืืืช ื ืืืื ืืืืืืช
. ืฆืืืืืช- ืืื
, ืชืืืฅ ืืืืืืืืืืื ืฉื ืืืืืืืื, ืชืคืขืื ืขืฆืื ืจืื, ืงืืืืืืื ื ืืืชืืืืืช ืขื ืฆืจืื , ืืกืืจืืืืืช ืืืงืืื ืืก ืืืื, ืชืืืฅ ืืืจืืื ืืฆืืืช ื ืืืื ืฉื ืืืืจืืช, ืชื ืงืื ืืืืงืืจืื ืช ืงืืืื
ืคืขืืืืช ืืืืฆืขืืช ืืจืืื ืื ืืื ืืืืืืื ืืชืขื ืืง , ืฆืืืืืช- ืจื/ืื โืืืืืื ืฉื ืืืคืืืืืื ืฆืืืืจืืช . ืกืืืข ืืื ืืืืื ืืืขืืืช ืืจืืชื
, ืชืืืฅ ืืืืืืืืืืื ืฉื ืงืคืืืืืื, ืชืคืขืื ืขืฆืื ืืืชืืืืช, ืืขืจืืืืืื ื ืืืชืืืืืช ืขื ืฆืจืื
ืืืฆืืื ืืกืืืืื , ืชืชืืืฅ ืืืจืืื ืืฆืืืช ื ืืืื ืฉืืืืงื, ืชื ืงืื ืืืืงืืจืื ืช ืืืืืืืืฆืืืืืื ืชืคืขืื ืืืื ืฉื ืืืชืื ืืืื ืืช ืขื ืืกืืก ืงืื ืกืคืืื ืฉื ืืืชืื , ืืกืืจืืืืืช ืืืงืืื ืืก ืืืื
ืืืฆืืื ืืืืจื ืืืืืื ืชืืืฅ ืืกืืจืืืืืช . ืืืจืืืืื ืืืชืื ืืืืชืื ืืืืฆืืื ืื, ืืื- ื ืชืืชืื ืื, ืืื ืชืคืขืื ืืื ืืืชืื ืืืื ืืช ืขื ืืกืืก ืงืื ืกืคืืื ืฉื ืืืชืื ืชืจืืืชื, ืืืงืืื ืืก ืืืื
. ืื ืืืจืืืช ืืืจืชืืช ืฉื ืืืื ืืช/ืกืืคืืจื ื
ืชืืืฅ ืืืืืืืืืืื ืฉื , ืชืคืขืื ืขืฆืื ืขืืืืช, ืืืฉืื ืขืฆืืืชืืืื ื ืืืชืืืืืช ืขื ืฆืจืื ืืกืืจืืืืืช ืืืงืืื ืืก , ืืืจืืื ืืฆืื ื ืืืืืืช ืฉื ืฉืืืืง ืืืจืชื, ืืืงืืจืื ืช ืืืืงืืืืฆืื, ืืืืืื .ืืชืคืขืื ืืืื ืฉื ืืืืื ืืจืขืืช, ืืืื
ืื ืืช ืืกืื ืืืืื ืืื ื ืื ืืืื ืืช ืชืชืงืืื ื ืืืขืฆืืืช ืืชืืชืืช ืืืืกืืืจื ืืืืฉืืจ
, ืืื ืฉืืืืื ื ืฆืขืืจื ืืืชืจ ืืืฉืื ืืชืคืชืืืชื ื ืืืช. ืืขืฆืืืช ืืืขืื ืืคืืจืืืื, ืืคืืจืืืื .ื ืืชื ืืฆืคืืช ืฉืชืืฆื ืืืืจื ืืืชืจ ื ืืื
HIGH
BRAND Power
SOFT Power
HARD Power
BACKYARD Power
ืืืื ืืืืจืจืืื ืืชืืจืืชืืช ืฉื ืืืื ืืช. 3.1.3.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
122
ื ืืฆืืช , ืื ืงืืจื ืืืฉืจ ืืื ืฉืืืงื ืืขื ื ืืืืื โืืขืฆื ืืืืื ืืืช ืืคื ืืืขืช ืืขืืืืชืืฉืืื
.ืืืฆื ืื ืขื ืืืืื ื ืืืืฅ ืงืืื ืขืืืื ืฉืื ืื ืืฉืืืงื ืืืขื. ืืืืื ื ืืคื ื ืฆืจืืื ืืืืจื ืืืืืื
ืืชืืจืช ืืฉืืืืง ืืืืื โ ืชืืืืจืืืืชืืฉืืืืช .3.1.4
ืืืื ืืืจืฆืื . ืจ ืืืฉืืืื ืืืืจืจืืื ืืชืืจืืชืืช ืฉื ืืืื ืืช ืืฆืื ืืคื ื ืืืืงืจ ืืชืืื ืืืชืื ืืืื ืืช , ืืืื ืชืืืืืช ืฉื ืืชืืืืจืืืช ืฉืืืืช ืืช ืืงืจืงืข ืืชืืช ืืื ืืช ืืกืื ืืืืงืจ
, ืืืืฅ ืืช ืขืงืจืื ืืชืื ืืื ืชืืื ืืฉืืคืืจ ืชืืืืชืืืื ื ืืขืฉืืช ืืืืื ืืฉืขื ืืื, ืืื ื ืืื ืขืฆืืืื ืืืชืื ืื ืืืคืืืืืื ืฆืืืืจืืช ืื ,ืืกืืืื ืื ืืชืื. ืืืขืจืืืช ืืืกืื ืขื ืืืื ืืช ืืืฅ ืืชืืฉืืืื
.ืงืื ืกืคื ืชืืืืจืื ืืืืืฉื ืงืืจืช ืืืืื ื ืืื ืขืืืื ืืขืืืื ืืืชืื ืก ืชืืช , ืืืื ืืช
& Government/ืืืื ืืืชืืืืฉื ืืืืื ื ืืืืืื ืืจืืจ ืื ืืชืืื ืืืงืืืื ืื ืืชื ืื ืืืืืPolicy Studies . ืชืืืืจืืืช ืืืฉื ืืืฉืืืช ืืื ืชืืื ืืืืืื ืืฉื ื ืืกืืจืชืืขืช ืืจืืฉื
ื ืกืืืช ืขื ืืืืืจืืช ืืชืืจืช ืืืกืืจืช ืืืืฆืขืช ืืืืืืฅ. ืืืืง ืืืืืชืืืืฉ, ืืืืคืืืืืื, ืืืืฉื ,ืืื ืื ืขืกืงืืืงืืืืก ืก"ืืืืืฉืืืืง ืืื ืืืื ืืฉืืืืง ืฉืืฆืื ืคืจืืคืกืืจ ืคืืืืค ืงืืืืจ ื
. 10(Kotler, 2003: 9) ืืขืืจืืช ืืื ืืช ืืืชืืืืช ืื ืืจืฉืืช, ืืืื ืืืจืกืืืช ื ืืจืืืืกืืจื ืืฉืืงืืืื ืืืื ืฉืืืืง , Nation Marketing/ืฉืืืืง ืืืื ื - ืืืืืจืืช ืืืืฆืขืืช ืืชืืื ืืืืืื ืืื ื
.Nation Marketing Management/ืืืื ื
Nation Marketing is a governmental process for planning and executing the conception, pricing, promotion, and distribution of ideas, policies, goods, and services to create alliances and exchanges that satisfy national and individual goals in the foreign arena.
Competitive Hierarchy of Nations Model ืืจืืชืืช ืฉื ืืืื ืืช ืืืื ืืืืจืจืืื ืืชืืจืืืื . 3.1.3.2ืืืื-
Tools Strategy OrientationDoctrine Ideology Needs Power
Brotherhood
Blue Ocean
Societal Marketing Concept
Glocalization Holism Fulfillment HIGH
Nation Branding โ Cultural, Storytelling; NSR - Nation Social
Responsibility Marketing Concept Globalization Capitalism Esteem BRAND
Nation Branding โ Mindshare,
Emotional, Viral
Red Ocean
Public Diplomacy โ Bi & Multilateralism, International Orgs, International Aid
Selling Concept Promotion Idealism Acceptance SOFT
Threats, Sanctions,
War, Unilateralism Nation
Concept
Raison-d'etat, Realpolitik,
World Policeman, Containment
NationalismSecurity HARD
Disengagement Balance-of-Power, Isolationist SeparatismExistence BACKYARD
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
123
Nation Marketing Management is the art and science of choosing foreign target markets and getting, keeping, and growing allies and customers through creating, communicating, and delivering superior conceptual and practical value to foreign entities and citizens and for managing multilateral relationships in ways that benefit the nation and its stakeholders.
ืขืงืจืื ืืช ืื ืืื ืืืกืืจืืืืืช ืื ืืืื ืฉืืืืง ืืืื ื .3.1.5
ืืื ื ืฉืืืช ื ืืืื ืืฉืืืืง , ืืืจืืืืืช ืืืืจืืืืช ืืืงืจืื ืืืขืฆืื ืืืื ืืืช ืืืืขืืืชืืืช , ืืืฅืืกืืจ , ืฉืื ืื ืืืจืืืื ืขื ืชืืืื ืืคืืืืืืงื ืืืคืืืืื - ืืฉืขื ืฉืืืื, ืืืืื ื ืืืชืืื
ืืืืื ืช ืืฉืจืื ืืืขืื .43(Leonard, 2002)ืืืืก ืืฉืงืขืืช ืืงืืืื ืชืจืืืช ืืืืื ื , ืชืืืจืืชืืืื ืืืืจืืื ืืืืื ืื ืขื ืืชืืื ืืฆืจ ืฉื , ืงืฉื ืืืืืื ืขืงื ืืืกืจ ืชืืืื ืืฉืืชืืฃ ืคืขืืื
, ืืฉืจื ืืืืฅ, )ืืืื ืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช( ืจืืฉ ืืืืฉืืืืฉืจื โืืกืืจื ืืืื ืืช ืืฉ ืืจืื ืืช ื ืืืื ืคืขืืืืช ืื, ืืืืืช ืขืืื ืฉืื ืืฉืื ืืกืงื ื ืืืช. ื"ืืืืืจ ืฆื ืืืืืืืฉืจื ื
ืืฉ ? ืื ืืืืฆื โืืฉืืื ืืื . ืืชืงืฉืืจืช ืืฉืืืืงืืช ืืืืืืืช ืืืื ืืืจื ืขื ืืื ืืืืืืืืืืื ืืืืขืฆื (ืืชืืืช ืืื ืฉืื ืืืืคืื ื ืืฉืืื ืื ืืื ื ืืื ื ืืงืืช ืืืขืฆื ืืืืจืกืื ื
ืืงืฆืืข ืืขืืื ืืฉืืจืืช ืืฉืืจืืฉื ื ืืฆื ืืืฉ, )ืืงืืช ืืืขืฆื ืืชืงืฉืืจืช ืืืืืืช, ืืืืื ืืืืืื ). ืจืืฉ ืืืฉืื, ื ืฉืื(ืืืืืจื ืืืืื ื ืชืืื ืืกืืืืช ืืืืืื ืืกืืจืืืื
ืืงืจื ืืขืืื ืขืกืงืืืืืืฅ ืฉืืืืช ื ืืืื ืืืงืืืืืช ืืืจ ืืืจืก ืื ืขื ืืขืจืืืช ืืืืฉืืงืื ืกืคื ืืื ืื ืืืคืงื , ืืฉ ืชืืืืืื ืืืจืืืื ืคืขืืืืช ืฉืืืืงืืช ืืืื ืืืจื ืขื ืืื ืืืืื. ืชืืืืืื. Branded House/ืืื ืืื ืืฉืืืช ืืืืช ืืืืชื, ืืืฉื ื ืฉืืืืง ืืืืืืืชืืืจืื ื ืขืืืฉืืจืืช
. ืขืืื ืงืืืืืฉืจืื ืืืชืื ืืืฉื ืืืื , ืืคืชื ืงืื ืกืคื ืืืืื, ืขื- ืืืชื ืืชืืืื ืืชืคืงื ืืืืชื, House of Brands/ืืืช ืฉื ืืืชืืืืืฉื ื ืชืืืืืื ืืื ืืืื ืืช ืชืืง ืืืืชืืื ืืฉืืืช ,ืื ืื
ืฉืื .119(Aaker, 2004: 46-64)ืงืฉืจ ืื ืจื ืืกื ืืืืื ื, ืืืืืืื ืกื ืืืชืืื ืขืฆืืืืืืืฆืืืขืื ืขื ืืขืืืื ืื , ืชืคืจืกืื ืืืืื ืืฉื ืื ืืืืจืื ืืชืืืืงืจืื ืื ืืืจืืช ืืขืืื ืฉื
ืขืงื ืืืจืืืืช ืืืืชื . ืืจืื ืืืืืืืช ืืฉ ืืืฆืื ืืชืืื ืช ืืฉืืืื ืืื ืฉืชื ืืืืฉืืช ืืื ืืืืืชืืฉ ืืืฉืช , ืืื ืืื ืืจืกืื ืคืืืืืืื ืืขืืชืื ืฆืจืื ืืืืืืืืืืืืืื ืืจืืืื ืืืืคืื ืฉืืื ืืื ื . ืืืืฆืืข ืืฉืืืช ืืชืืืื ืืืืืจืืช
ืืื ืื ืืืจื ืขื ืืชืื ืืืงืฆืืขื ืืชืืื ืืืืงืจ ืืฆืืืข ืื ืืืืืจื ืืืื ืืืืขืืคืช ืืื ื
ืืืืขืื ืืืืืื ืืชืคืงืื ืื ืืื ื . ืืขืืื ืืื ืืืืืืช ืืกืื ืืืชืืืืช, ืืฉืืืืง ืืืืื ืืื ืฉื ืืจืฉ .ื ืืืืื ืืช ืืขืจื ืคืจืืก ืฉื ื ืฆืืืืืืช ืืจืืื ืืขืืืืืืฉืจืื ืืืืฅ ืืจื. ืืฉืจื ืืืืฅ
ืื ืจืง . ืืืืืืืื ืืคืืืช ืืฉืจื ืืืืฅ ืืืืฃ ืืฉืืืืง ืืฉืืฉืืขืืชื , ืืืคืื ืจืขืืื ืืช ืืืื ืืืื ืืืกืืจืช (ืืืจื ืืขื ืืืืื ื ืขื ืืชืืืื ืืช ืืื ืืืจืื ืืืฉื ืืจืื ืืงืืืื ืืืืื ืืืื ืืืช
ืืชืจืืืชืืื , ื ืขื ืืชืืืืื ืืืืืืืืืืื ืืืจืืืช ืืืืืช ื, )ืืฆืจื ืฉื ืืืคืืืืืื ืฆืืืืจืืชืชืื ืขืืืื ืืฉืืชืคืช ืืื ืืืจืื ืืืืฉื ืืืงืฆืืขืืื ืืืืื ืื ืขื , ืื ืืืช ืืืืื. ืืืืืจืชืืื
ืืืืืจื , ืืชืืืจืืช ,ืืืืก ืืฉืงืขืืช ,ืกืืจ ืืืืฅ, ืืฉืจืื ืืืืฆืจ โืื ืืื ืืชืืืื ืืืฉื ื ืืืืืช ืืงืืืืช ืืืืื ืื ืืขืจื ืื ืฆืืืืืืช ืืืืืืืืช ืืืืื ืืช ืืืขื ืชืืช ืกืืืืช ืขื ื ื. ืืืชืจืืืช
ืืืฉืจื ืขื ืืืืขืืืื ืืืื ืืืื ืฉื ืื ืฉื ืืืงืฆืืข ืืชืืืื ืืกืื ืืขืฉื . ืืฉืืจืืจ โืืืช ืืืืืฅ ืฉืืืืช ื ืืืื , ืืขืจืืืช ืืงืฆืืขืืช ืืืฉื ืืืฉืจืื ืืืืฅืงืื ืกืคื ืื ืืืืื .ืืจืืืื ืื, ืฅืงืืืขืช ืื ืื ืื ื ืกืืืืช ืื ืืืื ืืชืืืืืช ืฉื ืืขืจื ื ืฆืืืืืืช ืืืืื ื ืืืจืฆืืช ืื, ืืืฉื ืืืช
ืืคืชื ืืช ืขืงืจืื ืืช ืืืกืื ืืชืืจืช ื ืืืื ืืงืืืืืขื ืืืจืื , ืืขืืจ ืื. ืืืชืืืืืขืจื ืืืฉืจื ืืฉืืืื , ืืขืืชืื ืชืื ืืืืืฅ ืืืชืืืช ืงืื ืกืคืืื ืงืืืืื ืืขืืื ืืฉืืืืง ืืขืกืงื, ืืฉืืืืง ืืืืื ื
ืืืืืื ืืืื ( ืืืืืื ืืฉืืืืง ืืืืื ื ืืืืืืื ืืืื ืืืกืืจืช ืืืืืื ืืืืฉื ืืืืืื ืืืช ).ืื ืื ืฆืืืืจืืืืกืื ืืื ืืืืืืื ื, ืืืข ืืืืื ืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืงืจืื ืืฆืืืขืื ืื ืขื ืื ืฉื ืืกืื ืืืืคืืืืื ืืขืืืจ ืืจื ืกืคืืจืืฆืื ืืชืคืงืื ืืืชืืื ืืฉืืืืง ืืืืื ื. ืฉืืืืงืืืืืืขืฆืื ืืืืื ืืฆืืืืจื ืืจืืื ืืขืืื ืืืืฆืขืืช ืืืื , ืืืืืืืกืืื
. ืืจืืืช ืืืืืชืงืฉืืจืช ืชืงืฉืืจืช ืืกืืจืืืืช ื, ืืืืืช-ืืจืช ืืืืชืงืฉ: ืืืืืื 3ื ืืจืฉ ืืขืืื ืขื ืขื ืืืืฉื ืืืืื ืื ืฉืืืืง ืืืื ื . ืฉืื ื ืืืชืืื ืช ืื ืืืืืช ืื ืืืื ืืืกืื ืืืคืืืืืืื ืืืฉื ืื
ืืื ืฉื ืืกืื ืืขืืื ืืืืื ืื ืฉืืจืืจืื ,ืืื ื ืคืขืืืืช ืืื ืืืจืืืืืช ืืืกืืจืช ืืืื ืืืช ืืืืฅืืชืืื ืืฉืืืืง ืืืืื ื ืจืืืืื ื ืืงืฆืืขืืื ืืืื ืืขืื ืืืฉืืจื, ืืืืฆืืื ืืืจืฆืืช ืืืฅืืืืคืืืืื
ืขื ืืืืืื ืื ืืืื ืืืืื ืืืช ืืืื ืืฉืืจืืช ืืืืจืื . ืื ืืชืงืฉืืจืช ืืืงืืืืืืืืืืืฉืืจื ืืืืื . 229(Gedmin, Kennedy, 2004) ืืืืื ื ืจืืฉ ืืืืฉืื ืื ืื ืฉืื, ืืืืฉื ืืืืืจืื ืืืืชืจ
ืืืื ืขืืืฃ ืืืขืืืจ ืืช ืืืกืจืื , ืืืืื ืืช ื ืชืคืกืช ืฉื ืืืืจ ืืืืฉื ืืืจ ืืื ืืืขืื ื ืืกืคืช
ืืืจืืื ,NGOs/ืืืฉืืชืืื-ืืจืืื ืื ืื โ ืงืื ืืืขืืฆืขืืช ืืืืจ ืฉืื ืืื ื ืืฉืืชืฃ ืขื ืืืืืืืืืื ืืฉืืืืช - ืืืขืืจืืืช ืืืจืืื ืชืช. ืงืืืืืช ืืืืืช ืืืคืืืืช ืคืืืืืืืช ืืงืืืืืช, ืขืกืงืืื
ืงืืืื ืืขืื ืืืื ืืืช : ืืืจืืช ืขืืงืจืืืช 3ืืฉื ืืฆืืืช ืืคื ื ืื ืืืื , ืืืจืขืช ืืชืืืื ืืฉืืืืง ืืืืื ื; ืืืืืืื ืืขืจืืื ืืืืืืืื, ืืืื ืืช, ืชืงืฉืืจ ืจืขืืื ืืช; )ืืืืื ืืืืจืชืืืืื, ืืืื ืืื( ืืืืฉื
ืืืืฉื ืืืืจืืื . ืืืืฉื ืืื ื ืืืืฃ ืืืชืืื ืืืขืืจืช ืืกืจื ืืืื ืืืช. ืืื ืืืช ืืขืจืืืช ืืืกืืืืืืืืื ืืื -ืืืจืืื ืชืช. ืืืืืืื ืืชืืืืื ืฉื ืืื ืืืขืืจืช ืืกืจื ืขืจืืื ืืืืืืื-ืชืช
ืืื ืขื ืืขืจืืืช ืืืืฉื ืืืขืืืจ ืืืง ืืคืื ืงืฆืืืช ืืืื ืืืฆ. ืืืกืื ืืขืจืืืช ืืชืืืืื ืืืื ืืืช .62(Wang, 2006)ืืฉืืืืง ืืืืื ื ืืืืคืื ืืื
ืขื ืืืื ืช ืืฉืจืืืืฉืืืืช .3.1.6
, ืืืืจ ืืฆืืช ืืืืื ืืืื ืืืจืืืื ืื ืืืื ืืืคืืืืืื ืขื ืืกืืก ืงืื ืกืคื ืชืืจืช ืืฉืืืืง ืืืืื ื
ืืืื ืืืืื ื ,ืืื ื ืืืื ืื ืืื ืืื ืืืชืื ืืืื ืืช ืืื: ื ืืชื ืืืฉืื ืขื ืฉืืืช ืืืืงืจ ืืจืืฉืื ื . ืืืคื ืืืื ืช ืืฉืจืื ืืขืืื ืืขืช ืืงืืืืฉืื ืื ืืขืืืืช
ืืื ืืฆืืจื ืืืชื , ืื ืืช ืืกืื ืืืืื ืืืจืกืช ืื ืขื ืืืื ืช ืืืืื ืืขืจืื ืืืืื ืืฉืืง ืืืขื ืื ืชืื
ื ืื ืชืืจืช ืืฉืืืืง ืืืืืื, ืืืฆื ืืืืืืืื ืืื ื ืืืืช ืืื ืื ืฉืืืงื ืืืขื. ืฉืืืคืช ืืืืฉืืื ืืืฆื ืืคื ืื ืื ื ืืฆืืช ืืืื ืช . ืืืืืช ืื ืงืืืืื ืืืืืื ืืืื ืื ืืื ืฉืืืงื ืืืจื ืฉืื ืื
ืืืืืกืกืช ืขื ืืืืื ืืืืงืจืื , ืฉืื ืืชืื ืืืืฆื ืืืื ืืื ื ืื ืืจืง ืชืืช ืืกืื ,ืืืืื. ืืฉืจืืืืขืฆื ืืืืื ืืืช . ืฉืืืจืืช ืืืงืคื ืืืืืื ืืงืืจ ืืืืื ืืื ืฉื ืืืืข, ืฉื ืขืจืื ืืืจืฆืืช ืืืฅ
ืืืืจืฉ ืืฉืื ืจืืฉืื ืืขืจืื ืืืงืจื ืืขืช , ืคืขืืื ืื ืืื ืืขืืืืช ืืฉืืืืง ืืืืื ื ืืืืื ืืืืฉ ืงืืื .ืงืื ืืืืงืืื ืืฉืืืงื ืืืขื ืื ืืืจืื
ืืืืจื ืืืืืืฅ . ืคืืกื-ืืืืื ืืื ืืืช ืืืื ืช ืืฉืจืื ืืขืืงืจ ืืืืง ืืจืฉืืช ืืคืืกืืื ืืืชืืื
ืืฆืื ืืืืจืืื ; Realpolitik - ืืืืงืืจืื ื ; ืืืืื ืืช -ืืืืืืืืืืืื ; ืืคืขืืื ืืื ื ืขืฆืื ืงืฉื โืืืืื ; )ืืคืก-ืืฉืืง ืกืืื(ืืืงืืื ืืก ืืืื - ืืืกืืจืืืื ; ืืงืื ืกืคื ืืืืืื - ืื ืืืืืืช
ืืืชืืืืืืช ืืื , ืืขืืืช ืืืช, ืืจืฉืืช ืืคืืกืืื ืืืช. ืฆืืืืืช- ืืืืื ืืื, ืกื ืงืฆืืืช, ืืืืืืืืืืื ืืื ืืืช ืืจืฉืืช ืืืืชื . ืืืืื ืืื ืืืช ืื ืืืืง ืืืฉืจืืืชื ืืื ืืืืง , ืืืื ืช ืืฉืจืื
โืืืื ; ืืืื ืืช โืืืงืืจืื ื ; ืืืคืจืืืช -ืืืืืืืืืืื (ืืขืฆืื ืืขืืจืคืืช ืืืืจืช ืืคืขืื ืืืืจืืืืืื ืืืืฉืื ืืืืื (ืืืืชื ืืฆืืืื ืืืืืข ืืืืฉืืื ืขืืืคืื ืืื ืืืื ืช ืืฉืจืื , )ืืชื ืชืงืืช
-ืฆืืืช ืืื- ืฉื ืงืื ืืืื ืืืืื ืฉื ืื, ืืืืืืช ืืืืืงื ืืื ืืืืืคืจืื ืืืจืืืืช ืขื ืขืฆืืืืชืืืืื ).Civil disobedience non-cooperation59 [Gandhi, 2002]/ืฉืืชืืฃ ืคืขืืื ืืืจืืืื
ืืชืชืืืฉ ืืืื ื ืฉืืฆืืจื , ืืืฉื ืืืชืืฉืืืื ืช ืืฉืจืื ืืืจืฉืืช ืืคืืกืืื ืืืช ืืืืจื ืืฉืืืื ืืื ื ืืชื ืืื ืื ืืช ืืืจื ืืขืฆืื ืืงืฉื ืืืขืืืจ ืืืืจื , ืืืืืชื ืฉื ืฉื ื ืืฆืืืื ืืื ื ืงืืื
. ืืขืฆืื ืืจืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
125
ืืืืขื ืืกืืื ืฉืืื ืื ืฉื ืืช ืืขืจืืืืช ืืืืืกืืืืืช ืืืชื ืืชืื ืืืื ืช ืืฉืจืื ืขื ืืืืืืื
ืงืืืจ , ืืืืื ื ืกืืืืืืช ืืืคืจืฅ, ืืืืจืืื ืื, ืชืื ืืกืื, ืืจืืงื, ืืจืื, ืืฆืจืื โ ืืืกืืื ืืื ืืชืืืืื ืืื ืืจืื , ืืื ืืืืฉืืืช ืืฆืืจื ืืืืืื ืืื ื ืงืืื. ืืื ื ืืฆืืช ืืคื ื ืืืืื - ืืคืงืืกืื
). ืจืืืื ืืืฉืจืื ืืืืืจืืื ืืืื(ืคืืกื -ืืืืื ืื ืืืื ืืช ืืฆืืจื ืืื ื ืืืืจืืข ืฉื ืืฆืืืืจ ืืืืชืืืืืืืืืืืื .ืืืฆื ืื ืืืืืฅ ืืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื ืืขืฆืื ืืจืื ืืืฉื ื ืืืืจืืช
; ืงืื ืกืคื ืืืืจืืช ืื ืืืจืกืืื โืืืืจืืื ืืฆืื ืื ืืืืืืช ; ืงืืืื โืืืืงืืจืื ื ; ืืืืืืืืื โืืชืืืื (ืืชื ืืืฉ ืืงืืืื ืชืืื ืืืช ืกืืืข ืืฉืืชืืฃ ืคืขืืื ืืขืืงืจ , ืืืคืืืืืื ืฆืืืืจืืช โืืืืื
ืืชืืืืืช ืืฉืจืื ืืืจืื ืืกืืจืืืืื ืืืื ืืช ืืืืื ืืืืืืงืืช ). ืืืื ืืืืงืืืืช, ืืืจืืืืช; ืืืคืจืืืช โืืืืืืืืืืืื (ืืืืจื ืืืืืืฅ ืืคืขืืื ืืื ื ืขืฆืื ืขืืจืคืืช . ืืคื ื ืืืื ืงืืืื
ืฉืื ื ืืื ืืช ืฉื ืืืืื [ื ืืืืืื ืืงืื ืกืค โืืืจืืื ืืฆืื ื ืืืืืืช ; ืืืืืชืืืื โืืืงืืจืื ื ).ืืชื ืชืงืืช โืืืื ; ]ืืคืก-ืืฉืืง ืกืืื[ืืืงืืื ืืก ืืืื โืืกืืจืืืื ; ]ืืงืจืืช ืื ืคืฉืจื ืืช
ืืืื ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ืฉื ื ืืฆืืช ืืืืกืืจืืืืงื ืื , ืืืืื ืืช ืืืืืื ืืืืจืืคืืืื ืจืื ืืืืืืืืืืื (ืื ืื ืฉืืืืื ืืช ืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื ืืขืฆืื ืืจ. ืืืฉืชืืืืืช ืงืืื
; ืงืื ืกืคื ืืืืืจืืช โืืืจืืื ืืฆืื ื ืืืืืืช ; ืงืืืื ืจื ืืื ืืืจืกืืื โืืืงืืจืื ื ; ืืืืืืืืื โ ืืืจืื ืืกืืจืื, ืืคืก ืืื ืืจืฉืืช ืืคืืกืืื ืืืช- ืืฉืืง ืกืืื[ืืืงืืื ืืก ืืืื โืืืกืืจืืืื
ืืืืื ืืืฉืืชืืืื ืืช -ืืืคืืืืืื ืฆืืืืจืืช ืืจืื ืืชืช โืืืืื ; ]ืืืจืื ืืชืืืขื ืืืืจืืคืื ]. ืืฉืืื ืืืฉืืืืช, ืืืข}, !{ืืืคื ืืืคืืฉื ืชืจืืืช ืื[
ืืกืืืืืช .347(Sable, 2005)ื ืืฆืืช ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ืฉื ืืขืจืื ื"ืืืจืื ืืจืืืื ืืขืจืื ืื ืืื ืืืืข ืขืืื , ืคืืกืืื ืื ืืฆืืืืจ ืืืืจืืงืื ื ืืื ืืชืืื ืืืฉืจืื-ืืกืืกืื ืืืฉืจืืื
ืื ืฉืืืคื ืืืชื . ืืฉ ืื ืืืืืืช ืื ืืงืืื ืืืคืืื ืื ืืฉืืชืคืื ืขื ืืืจืืืืื ืืื ื ื , ืืจืืื ืืืืืฅ ืืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื "ืืืจื. ืืื ืจืืืื ืืืช ืืขืืืจื ืืื ืจืืืื ืืืขืจืื
โืืืจืืื ืืฆืื ื ืืืืืืช ; ืืืืืืืืฆืื โืืืงืืจืื ื ; ืงืคืืืืืื โืืืืืืืืืืื (ืืขืฆืื ืืืืชืืืืช ืืืชืื ืืืื ืืช โืืืื ; ]win-winืืฉืืง [ืืงืืื ืืก ืืืื ื โืืกืืจืืืื ; ืืงืื ืกืคื ืืฉืืืืงื ).ืชืจืืืชื ืืกืืคืืจื
ืื ืฉืืืืื . ื ืืฆืืช ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ืฉื ืืืฉืื ืขืฆืืืช ืืขื ืืืืืื ืืชืคืืฆืืชืืื
ืื ืืฉืจืื ืขืจืืื ืื "[ ืืืืืื โ ืืืืืืืืืืืื(ืืช ืืืืจื ืืืฉืจืืืืช ืืืืจื ืืขืฆืื ืืขืืืืช ; ]ืฉืืชืืฃ ืคืขืืื ืืืชืื ืืฆืจืื ืืงืืืื ืืจืื ืืืงืืืืช[ืืืืงืืืืฆืื โืืืืงืืจืื ื ; ]"ืืื
-winืืฉืืง [ืืืงืืื ืืก ืืืื โืืกืืจืืืื ; ืืงืื ืกืคื ืฉื ืฉืืืืง ืืืจืชื โืืืจืืื ืืฆืื ื ืืืืืืช win[ ; ืื ืืื ื ืืืืื ืฉื ืืขื , ืขื ืืืื ืช ืืฉืจืื ืืืืื ืข ืืงืืืื ืืจืขืืื). ืืืืื ืืจืขืืช โืืืื
ืื . ืืขืจืืช ืืืืื ื ืืฆืจ ืฉื ืืขืื ืืฉืจืช ืืืชื ืืืืืื ืืื ืืงืืืืืช ืืืืืืืืช ืืจืืื ืืขืืื ืืื ื, ืืืืืืฆืจืื โืืื ืกืืืืชื ืืืืืืืช ืืขืืช ืฆืจืืื ืืืืืืืื, ืืช ืขืฆืืืืชืงืืืื ืืงืืืื ืืื ื ืืฉ
-ืืฉืชืืืืช ืืกืืืื ืืจื, ืืื ืื ืืืืื, ืืืืง ืืื ืืืฉืืืืช[ืืขืจืื ืื ืืืฉืื ืขืฆืืืช , ืงืืืืื ืืฉืืจ ืืช ืืขืจืืช ืืืืกืื ืืืจื ืืืื]. ืกืืืข ืืืืจืืืช ืืืจืชืืช ืืงืืืืช ืืืืืืืืช, ืชืจืืืชืืช
.ืชืืืื ืืืืืช ืืงืืืื ืฆืจืืื ืืฉืืชืคืื, ืืืืืืืช ืืื ื ืฉืืชืืฃ ืคืขืืื
ืืกืงื ืืช ืืืืืื ืืื ืืชืื ืืืืื ืืชืืืืจืื .3.1.7
ืื ืืื ,ืืืืื ืืืกืงื ื ืืฉืืืช ืืืืื ืืชืืืืจืื ืขื ืืืื ืช ืืฉืจืืืืกืืืื ืื ืืืข ืื ืืชืื ืืขืืชืื ืืื ืฉืืืงื .ืืืืืืชืื ืืืืื ืืช ืืชืืื ืืืฆืืื ืืกืืืืื ืืื ืืชืืื ืืืฆืืื ืืืืค
ืืจืง ืืืืจ ืืืืืฉ , ืืืคืขืื ืืืื ืฉื ืืืคืืืืืื ืฆืืืืจืืช ,ืืขื ื ืชืื ืื ืืืืืฅ ืืืื ืืฉืื ืื ืืืืืืืชืื ื ืืชื ืืืื ืืงืคืืฅ ืืืืคืขืื ืืื, ืืืืฆืืจื ืืืกืืกื ืฉื ืงืืื ืืืขืืจ ืืฆืืจื ืฉื ืืขืจ
.ืืืชืืื ืืืฆื ืื ืชืื ืืฉืืง ืืืขื ืื ืืื ืืื. ืืืื ืืช
ืืืฆื ื ืืชื ืืขืืื ืืืืืืื ืืืฆืื ืงืื ืกืคื ืืืชืื ืืฉืืง ืืขื . ื ืงืฉืืจืขืืื ืื ืืขืืจืจ ืืืืื ืืื, ืืืืจ ืืืืื ืืงืจื ืืืืื ื ืืืื ืงืืื ืงืื ืกืคื ืืืชืืื. ืืื ืืืืืื ืข ืืืืฆืืื ืืฉืืง ืืขื ืืืจ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืคืืื ืื . ืืืืืืจื ืกืืคืืจ ืื ืขืืืืช ืืืฉืืืช ืืืชื, ืืืื ื ืกืืคืืจ ืืืชื ืืื .ืืชืืื ื ืื ืืงืจื
, ืฉืืืืฉื ืชืืฉืื ืืืื ืืช ืืจืืช, ืกืืช ืื ืืขืืช ืงืืืืืชืืืืฆืขืืช ืชืคื, ืฉืืชืคืชืื ืืืืื ืืฉื ืืืืืคืืฉ ืืฉืืจ ืขื , ืืืืฆืขืืช ืืืื ืชืจืืืชืืื, ืืชืืฆืื ืืืืืข ืฉืืจื ืืืขืจืืืช ืืืืฉืืช
ืจืื [ืืืืฉื ืืืืืืืืจืคืื ืฉืื , ืกืืืื, ืืืืืจืื, ืื ืืืืื, ืชืืฉืืื, ืืืฆืจืื โืืืืื ื ืขืฆืื ] COO - Country-of-Origin Effect โืคืืจืื ืืขืืช ืงืืืืืช ืื ืื ืืจืฆืืช ืืืฆื ืฉื ืืืฆืจืื
)Nebenzahl, 2004; Blichfeldt, 2004; Amine, Chao: 2005(167,168,169. , ืืจืืขืืืืืฉืจ ืชืชืืืฉ ืืชืืฆืื ืืืืกืฃ ื, ืืืกืงื ื ืืื ืฉืขืืืฃ ืฉืชืืืืช ืืืืชื ืชื ืืื, ืื ืืืขื ืืืืื ื ืืืืฉ ืงืื ืกืคื ืืืชื ืืืืื ืืขื ืืืคืืื ืื ืืฆืืืื . ืืงืจื ืืืืืืช ืืืคืืฉืื, ืืืืข
ืืืืื ืืืจืืื ืืื ืฉืืืงื . ืฉืืืื ื ืืชื ืืขืจืื ืืืจืืืืื ืืชืืื ืืจืื ืืืืืงืืืช, ืืืืืืืื. ืืืงืืืื ืฉืืืืื ืืืื ืืืืื ืืฉืืืืืกืืจืืืืื ืืืืื ืืจืืช ืืืื ืื ืืฉืืืืฉ ืืืืื , ืืืขื
ื ืืื . ืขื ืืืจืืืืื ืฉืืืืืื ื ืืืฆืืื ืืืืชื ืืืจื ืขืืืจ ืจืื ืฉืืืงื ืื ืืืืืื ืืื ืืืืฆื ืืืืืืืืช , ืืืืง ืฆืืื ืื ืคืืืืื ืืืืื ืืขืืจืืืช , ืืืื ืืช ืฉืื ืืคืืชืืืช ืืืืืืชืืืจื ืืื ืขืืืจ
.ืื ืืืกืืจืืื/ืงื ืื ื, ืืืื ืืช ืืืืืื ืืืืจืืคืืืืืง ืืืืืืืช , ืืืืขืจืฆื ืืขืืื ืืืขืจืื
ืืืชืคืงื ,ืืฉืจื ืืืืฅ โืฉืืืืง ืืืืื ื ืืฉ ืืจืื ืืืื ืืืจื ืขื ืืืืื ืืื ืืช ื ืืืื ืคืขืืืืช ื, ]ื"ืฆื[ ืืืืื( ืืขืืื ืืชืืืื ืืืฉืืชืืฃ ืขื ืืืจืื ืืกืื ืืืงืฆืืขืืื ,ืืืืืืืื ืืืืฃ ืืฉืืืืง ื
. )ืืงืืืืช ืืชืจืืืช, ืชืืืจืืช, ]ืกืืจ ืืืฅ ืืืืืก ืืฉืงืขืืช[ืชืขืฉืืื ืืืกืืจ , ืืืฆืจ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืื ืืื ืืืจืืืื ืืืืชืื ืืืื ืืช .3.2
ืงืจืฉืืืช ืืื .3.2.1
ืืื ืืื ืืืชืื ืืืื ืืช: ืืกืขืืฃ ืืงืืื ืืืฆืื ืืืืจื ืืชืช ืืขื ื ืืฉืืืช ืืืืงืจ ืืจืืฉืื ื
ืืืืื . ืืืคื ืืืื ืช ืืฉืจืื ืืขืืื ืืขืช ืืงืืืืืื ืืืืื ืืฉืื ืื ืืขืืืืช ื ืืื ื ืืืื ืื ืืืืืืื ืืขืืื ืืจืฉืืช ืืขืฆื ืืื ืืื ื ื, ืื ืืื ืืืชืื ืืืืื ืืช, ืืชืืืืจืื ืืฆืืืข ืขื ืืืกืงื ื
. ืืืชืื ืืืฆื ืืื ืืื ืืฉืืืงื ืืืขื, ืื ื ืืื ืืืฉืชืืฉ ืืืืื ืฉืื ืื. ืชืืืืื ืืืช ืืืืฉืืชืื ืืื ืืืืฉ . ืฉืืืงืื ืขื ืคื ืืืชืืืจืืจ ืื ืื ื ืืชื ืืืืฉ ืืืคืืื ื ืืืชื ืืืืืืื ืืืืื , ืื ืืืช
. ืื ืฉืืง ืืืจืืืืืืืืจ ืืืืื ืืขืืืคืื , ืืขืจืื ืื ืืชืืืืช ืืืืงืืืืช, ืืืคืืื ื ืืืชื ืืืืืืืื
ืฉื ืืืชื ืืืื ืืืคืืื ืื ืืชืืืืจืืื: ืืฉื ืืื ืจื ืืฉืืืช ืืืืงืืขืช ื ืืชื ืืืฉืช ืืืชื ืืขื .8(Lebedenko, 2004)ื ืืืื ื ืืชื ืืืฆืื ืืืื ืขืืืื ืืื ืืืจืกืืื ืืืื ืืืจืืืื ืืืืื
ืืืื ืชืืืืจืื .3.2.2
ืจืื [ Brand Identity Structure/ื ืงืืืช ืืืืฆื ืืืืื ืืชืืืืจืื ื ืกืืืช ืขื ืืืื ืืืืช ืืืืชื
ืืื ืื ืืืก ืก"ืืืื ,ืคืจืืคืกืืจ ืืืืื ืืืืงืจ .(Aaker, 1996: 78-105)555 ]ืืคืจืืื 2.3.6 ืกืขืืฃ ืืืจืก ืื ืืืืช , ืืืืืงืจืื ืืืืืืืื ืืชืืจืช ืืืืชืื ,ืืืื ืืืจืกืืืช ืงืืืคืืจื ืื ืืืจืงืื, ืขืกืงืื Extended/ืืืืืช ืืืจืืืช Core Identity/ืืืืืืืืืช ืืืจืืืช Brand Identity556/ืืืืชื
Identity. ืืืืช ืืืืื ืืืืฆืืช ืืช ืืืืืช/Essence557 ืืืืืช . ืืกืจืช ืืืืืืช ืืืื ืฉื ืืืืชืืขืืื ืืืฉืืจื ืืืืืืืช ืืืจืืื ื, ืช ืืืืชืืืืื ืืช ืืขืจืื ืืืกืื ืืื ืืขืื ื, ืืช ื ืฉืืช ืืืืชื
ื ืืืืื ืืจืืืืื ืขื ืืืืช ืืืืช. ืืกืื ืืืจืืื ืืขืืื ืืืืืจื ืืืืชืืฉืื ื, ืืืืืจื ืืืืชื. ืืืืืช ืืืืจืืืช ืืชืืืงืช ืืืจืืขื ืคืจืกืคืงืืืืืช. ืืืืคืืื ืืช ืืืืชื ืืืืืืื ืืืืขื ืขืจื
). ืืจืฅ ืืืืฆื, ืืฉืชืืฉืื, ืฉืืืืฉืื, ืืืืืช, ืืืคืืื ืื, ืืืงืฃ(ืืืืชื ืืืืฆืจ โืืจืืฉืื ื ). ืืงืืื ืื ืืืืืื, ]ืืืืื ืืช, ืืืื ืืฆืจืื, ืืืืืช[ืืืคืืื ื ืืืจืืื (ืืืืชื ืืืจืืื โืืฉื ืืื
]). ืืืขืฅ, ืืืื[ืฆืจืื - ืืืกื ืืืชื, ]ืืืืกืคืกืช, ืื ืจืืืืช, ืืงืืจืืช([ ืืืืฉืืืชืืืืชื โืืืฉืืช ืืฉ ).ืืืจืฉืช ืืืืชื, ืืืืืื ืืืืืืื ืืืืคืืจ(ืืืืชื ืืกืื โืืจืืืขืืช
ืืืฆื ืืชืจืืืื ืืช ืืืื ืืืืช ืืืืชื ืืืกืืกื ืืืืื - ืืฉืืื ืืขืืืืช ืืขืช ืืคื ื ืืืืงืจ
ืื ืฉื ืืื . ืืืืื ืืืฉืื ื ืื ืืืื ืืืื , ืืืืืืืืชืืืืก ืืืจืืืื ืืืืช . ืืืืช ืืืชื ืืืืื ืืืจืืจ ืื , ืืืชืืืืก ืืืืืช ืืืืจืืืช. ืืืืชื ืืืกืื ืื ืืืืชื ืืืกืืจื ื ืืื ืื ืืืืชื ืืืืื ื
ืกืืืืื ืืืืงืจ ืืืจืืืืืืงืกืืื ืฉื ืืืื ืขื ืคืืืืชื ืืืืื ื ืืืืฆืจ ืืชืืืง . ืืืื ืืืืืืืืฉืงืขืืช , ืืืฆืื, ืชืืืจืืช: ืืฉืืืฉื ืื ืืคืืื ืืืจืืขื ืืจืืืื ืืืฆืจ, 107(Anholt, 2001) ืื ืืืืืกืืื ืืืืื ื . ืืืืื ืืืชื ืืืืื ื ืืกืื ืื ืื ืืื ื ื ืืืจืื. ืืืื ืกืืืื ืงืื ืืืืืื .ืืืืืจื
ืืืืืื โืืจืืื ืื ืืืฉื (ืชืฆืืจืืชืื ืืืฉื ืืืืื ื ืขื , ืืืืืื ืืจืื ืืช ืืื ืืืืื, ืฆืืืื, ืืืืช ืื ืืฉืืช, ืืืืฆื ืืขื ืืืื, ืืืื ืื ืืืืืื, )ืืจืืื ืื ืืืืืื, ืื ืืืื, ืืืืืืืช
.ืืืฆืื ืืืคื ืื ืืคืื ืื ืืื ืื ืืจืืืืงืืื ืื
555 See 12 for reference. pp. 78-105 556 Brand Identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. See 12 for reference. p. 68 557
Essence. Date: 14th century. 1 a: the permanent as contrasted with the accidental element of being. b: the individual, real, or ultimate nature of a thing especially as opposed to its existence. c: the properties or attributes by means of which something can be placed in its proper class or identified as being what it is. 2: something that exists: ENTITY. 3 a (1): a volatile substance or constituent. (2): a constituent or derivative possessing the special qualities in concentrated form; also: a preparation of such an essence or a synthetic substitute. 4: one that possesses or exhibits a quality in abundance as if in concentrated. 5: the most significant element, quality, or aspect of a thing or person. Merriam-Webster's Collegiate Dictionary, <http://www.britannica.com/dictionary?va=essence&query=essence>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
128
ืืช , ื ืืชื ืืชืจืื ืืืชืืื ืช ืคืฉืื ืืช ืืืื. ืฉืชื ืืคืจืกืคืงืืืืืช ืื ืืกืคืืช ืืื ื ืืจืืจืืช ืืืืืืื
ืืขืจืืืช ืืืืืืฉื ืืืืื ืืช ืืจืืื ืืืืชื ืืืจืืื ืื; ืืชืืฉืื ืืืืื ื ืืืืฉืืืชืืจืืื ืืืืชื ืืขืจืืช , ืจืฉืืืืช ืืืืจืืืช ืืขืืจืื ืืืช, ืืฉืจืื ืืืฉืื, ืืืช ื ืืืจืื, ืืฉืืจื, ืฆืื(ืืฉืืืื ืื ืฆืืืืจ ืืชืืฉืืื ืืื ืืขืจืืืช . ืื ื ืืื ืื ืืชื ืืืคืจืื ืืื ืืื โืืฉืืื ืืื ). ืืืฉืคื
ื ืืชื ืฉ, ืืืฆืื ืืืื ืคืฉืื ื ืืื ืืืฉ ืืืืืืฉ ืื ืืืจืช ืืืืงืจ . ืืืืฉื ืชืืจืืื ืืืืฉืืืช ืืืืชืืืฆื ืืืคืืื ื ืืืืฉื . ืืืืืฉ ืืืชื ืืืืื ืืืืขืืื ืขืืื ืืฉืื ืืงืฉื ืขื ืชืืืื ืืขืืืื ืืืื
. ืงืืืืื ืฉื ื ืืืคืืื ืื ื ืืกืคืื ืฉืืื ืืฉืคืขื ืงืจืืืืช ืขื ืชืืืืช ืืืืชื ืืืืืื, ืืืชืืฉืืื ืืืืงืืชืืกืืืื ืืืืืืืจืคืืช ืื ืืฆืืืขืื ืื ืืืงืจืื. ืืจืืฉืื ืืื ื ืืืจืืื ืืืืืืืจืคื
.190(Gudjonsson, 2005) ื ืืขืื ื ืชืืฉืื ืืืื ืืช ืืจืืชืืืืื ื ืืฉืคืขื ืืืจืขืช ืขื ืชืืืืช, ืืชืืฉืืื, ืื ืืจืืืื ืืืืฉื. 107(Anholt, 2005) ืืฉื ื ืืื ื ืืจืืื ืืชืจืืืช ืืืืืจืฉืช
ืขื ืืืืฆืจืื , ืืื ืชืจืืืช ืืืืจืฉืช, )ืฉืืชืืืฉ ืขื ืืืคืืื ื ืืืืช ืืืืจืืื ืืจืื ืืื ื(ืืืืืืืจืคืื . ืืืข ืื ืืฉื ืืชืืงื ืกืืืืื ืฉืื ืืืืืข ืืืฉืืจ ืื ืืขืงืืฃ ืขืืื ืขื ืืืืืืฆืืื , ืื ืฉืื ืืื
ืืกืืืืื ืฉื ืืื ืื ืฉืืืืฆื ืืช ืืืืฉื ืืื ื ื . ื ืืืจื ืื ืฉืืืื ืืฆืืืืจ ืขื ืืืืืืืฉื ืืืืฆื ืืคืจืืื ื ืืืจืืื ืื , ืืืฉืืืื ืืฉืืฉ ืืกืื ืืืืื ืืืืืืช ืื ืืื ืืงืื ืืจืก ืืืืจืืง(ืืื ื ื ืชืื ืืชื ืืืืช ืชืืฉืื ืืืืื ืืืืื ืืืืคืืื ื ื ืืืืืคืืื ืืืืืืืจืคื ื. ืืื ืืืืช ืืื, )ืืืืช ืืืื
, ืืื ื ืขืืืืื ืืืจืืืืื ืขืฆืืืืื ืืื ืืืืืืจืืืคืืื ื ืืงืจืงืข ืื (ืืืจืื ืื ืืืืงืืช ืืืืื ื ืช ืื ืืืืื ื ืืืืงื ืืืจืงืืืื ืื ืืืื ืืชืืืจื โืืื ืืฉืชืืืื ืืจืื ืืืจืืืื ืืืืฆืจ
ืื ืฉื , ืืืื ืื, ืืืฆืจืื โืืชืจืืืช ืืืืืจืฉืช ืืืืืื ืืืื ืืืื ืืืืื ืืืืฆืขืืช ืื ืฉืื ). ืืืืืจื, ืืจืืืืงืืืจื, ืืฆืืจืืช ืืืื ืืช โืื ืืืืฆืขืืช ืขืฆืืื ืืืืฉืืื ; ืกืคืืจืืืื, ืชืจืืืช ืืืืข
ืชืืื ืืืช , ืกืืงืืื, ืงืืื ืืข, ืกืคืจืืช โืื ืืืืฆืขืืช ืืฆืืจืืช ืชืจืืืชืืืช ; ืืชืจืื ืืืกืืืจืืืืื ืืชืจืืืช , ืื ืืชืืฉืืื, ืขืืืื ื ืืชื ืืืืื ืืกืื ืื ืื ืืืืฉื .ืจืื ืืืืืืชืืื, ืืืืืืืื
. ืชืืจืืื ืืืืคืืื ื ืืืฉืืืช ืืืืชื, )ืืจืื ืืื ืืฉืืช(ืืืืืจืฉืช ืืื ืืืืืืืจืคืื
ืืืื ืชืืืืจืื .3.2.3
ืืืื . ืืืืืฉ ืืจืืืื ืืืชื ืืืืื ืืื ืืชืื ืื, ืืืื ืื ืืืคืฉืจ ืืืืงืจ ืืืฆืื ืืืื ืคืฉืื ื ืืืคืืื -ืืจืื ืืจืืฉืื ื . ืืชืืืง ืืฉืชื ืจืืืช Nation Brand Identity Structure/ืืืืื ืืืืืช ืืืชื
ืืืื ืืช ืืขืจืื ืืกืื , ื ืฉืืช ืืืชื ืืืืื ื(ืืืชื ืืืืื ื Essence/ืืืืช, ืืืืช ืืืืืืืชืืฉืืื ืืืืืืืช/ืืืืืืช/ืืืืฉืืจื, ]ืชืจืืืช ืืืืจืฉืช, ืชืืฉืืื, ืืืฉื[ืืื ืืขืื ืืช ืืืืื ื
ืื ืืกืืืช ืืืืื ื, ืืืจืชืืืช ืืืืืืืืช ืืช ืืืืื ื/ืืืืืืืช/ืืขืจืืืช ืื ืืืื ืืฆืืืืจืืืชืืืืื ืคืืชืืืืช ืืืืช ืืืืื ืืืืฆืขืืช ื ืืื ืืืืฉ , ืืฉืื ืจืืฉืื ).ืืขืื ื ืืืจืื ืืืื ืืช ืืจืืช
ืืืืื ืืืืืืจ ,ืืืื ืขืชืืื ืืืฉืื ืืืืื ืืืืืช ืฉื ืชืืื ื ืืื -ืืืื ( Nation Vision558/ืืืืืืืขืงืจืื ืืช - ืขืจืืื ; ืืืื ืืืชืจืืืืจืขืืื , ืืืืืช ืคืชืฉืื ืฉืืืืื ืืื ,ืคืขืืืืชืืืืื
, ืืืืื ืืื ืคืจื ืื ืงืืืฆืช ืคืจืืื ืคืขืืืืช ืื ืืื ืืื ืืช ืืืฉืืืช ืืืืืืื ืืืืืืืงืืืงืืืืื ืืืืช ืืืืื ืืืืืื ืืืื .)ืืชืงืื ืืืืื ืืืชืืจืื ืืืขื ืื ื ,ืืืืื ืืืืคื ืืืืืจืื ืืช
ืืกืจ[ Storytelling Branding-ืืืฉืช ื ืขื ืคื, ืื ืจืืืื, ืืืืืืืชืืจืืืื ืืจืืช ืืืืชืื ืืกืืคืืจ , ืืกืืืข, ืืจืื, ืืืืืจ{ืืืืืืช , ืงืื ืคืืืงื}, ืกืืคืืจ ืืืื =ืืืืช = ืืืืื ื ืืืชืืืืื ืืขืจืื {
ืกืืคืืจ , ืฉืื, ืงืื ืคืืืงื ืืืืืจ, ืืืืจ- ื ืงืืืช ืื, ืืฆืืช ืงืื ืคืืืงื, ืชืืืค{ ืืขืืืื }ืชืืื ืื ืื ืืื /ืืืืขืืจืื ืืืืฆืขืืช ืืกืจ ืกืคืืจืืืืืื ื, 189(Simmons, 2001; Fog et al., 2005)] }ื ืืื
. ืืืืฆืืื ืืื
- ืืคืจืกืคืงืืืื ืืจืืฉืื ื. ืคืจืกืคืงืืืืืช 3-ืืืชืืืงืช ื, ืืืืช ืืืจืืืช โืืฉื ืืื ืืจืื ืฉืื ( ืืืฉื - ืงืืืืจืื ืจืืฉืื ื . ืืืจืืขื ืงืืืืจืืืช ืื ืืืืืชืืืงืช , ืืืชื ืืืืื ื ืืืืฉืืืช
, ืืขืืืช ืืฉืคืขื, ืืืืื ืืช ืืืืืืืช ื ืืื ืืขืืงืจ; ื ืืืืืช ืืืืืจืช ืืืืจืช ืืชืงืฉืืจืช ืืืืืืืืช
558 Vision. Date: 14th century. 1 a: something seen in a dream, trance, or ecstasy; especially - a: supernatural appearance that conveys a
revelation. b: a thought, concept, or object formed by the imagination. c: a manifestation to the senses of something immaterial. 2 a: the act or power of imagination. b (2): unusual discernment or foresight. c: direct mystical awareness of the supernatural usually in visible form. 4 b: a lovely or charming sight. Merriam-Webster's Collegiate Dictionary, <http://www.britannica.com/dictionary?va=vision&query=vision>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
129
ืืื ืืืืช , ]ืืืจืืขืื ืืืฆืื ืืืคื, ืืฉืืจืื, ืกืืกืืืื[ืืขืืจืืืช ืืืืจืืขืื ืืขืื ื ืืืืืช ืืืฉืืชืืช
ืชืืขื( ืชืืฉืืื โืงืืืืจืื ืฉื ืืื ]). ืืืืงืื ืื ืชืงืฉืืจืชืืื[ืจืืฉื ืืืื ื ืืจืืืืืืื ืขื ืืื, ืืชื ืืืืช, ืจื ืืืืืื โืืฉืืขืืช ืืฉืืชืืฉืื ืืืืื ื ืืืคืืื ืื ืืืืืืืื ืืืืื ืื ืืฉืืืื
ืชืืขื( ืืืืืืจืคืื โืงืืืืจืื ืฉืืืฉืืช ). ืขืจืืื ืืืืืืื, ืชืคืืกืืช ืขืืื, ืืื ืกืช ืืืจืืืืืชืืฉืื ืืืื ืืช ืืจืืช , ืืฉืืขืืช ืืฉืืืืืจ ืื ืืืืงืืช ืืืืื ื ืืฉืคืขื ืืืืื ื ืืืช ืขื ืืืคืืื ืื
โืืคืงื ืืืืืจ , ืืคืงื ืืืืฉืช ืืืคืจืืงื :ืืืืืืืช[ืื ื ืืืื ืืืืืื ืืื ืืืื ืืช ืืืืืจ โืงืืืืจืื ืจืืืขืืช ]). ืืืืื ืืช ืืขืจืืืืช ืืืืจื ืืชืืืื โืื ืืคืงื ืืืจืื , ืืืืงื ืืืื ืืช
, ืขืืืง ืืืกืืืจื, ืืขืืช ืืฉืคืขื ืขืืืจ ืืืื ืืช ืฉืืื ืชืจืืืช ืืืืจืฉืช ืืืืืืืื( ืชืจืืืช ืืืืจืฉืช, ืคืจืกืคืงืืืืช ืืืชื ืืืืื ื ืืืืฉืืืช ื ืืื ืืืืฉ ืืช, ืืฉืื ืฉื ื ).ืขื ื ืืืืืช ืืืฉืืื ืืืืืืืื
ืืืืืืจื , ืืืืืืืืฆืืจื ืืืฉืืฉืช ( Nation Mission559/ืืืืืื ืขืืืืืืืืืฆืขืืช ืืฆืืงืช ืชืืื ืืืืื ืืืืขื ืืืจืืื ืืืื ,ืืฉืื ืฉืจืืฆืื ืืืฉืื ,ืืืกืืื ืืงืืื, ืืืืื ื ืืืืจืืจ ืืช ืืืขืื
ืืืืืชืจื[ืืืืื ื ืชืชืคืงืืื ืขื ืคืืืืงื ืืคืขืืืืช - ืืืืืืชืคืืืืกืืคืื ; ืืืช ืคืขืืืืช ืืืืื ืชืืืืช .)]ืืฉืืืฃ ืืืื-ืืืืืืืืื ืื ืืืื ืืืืฉืืืืฆื ื ืืืืช ืืขืจืืื ืืืืืจืืช ืืขืฉืืืช ืืืกืืืจืื ืื ืื ืืืืชื ืืืคืืื ื [ ืืืืืฆืืื ืืืืืืชืื ื ืืืฆืขืืช ืืืืืืชื ืืืืื ื ืืืืฉืืืช ืืชืืจืืืื ื
] ืืืชืคืงืืื ืืืคืฉืจ ืืฆืจืื ืืคืชื ืขืืื ืืขืจืืช ืืืกืื ืจืืฉืืช โ ืื ื ืืืืืืืื ื โืืืฉืืืช Bedbury, 2002)(28, ืื ืื ืื ืขื ืืืืชื ืืืชืืจืืช ืืื ืืืืื [ ืชืจืืืชืืืืืชืื ืื
ืืขืืื ืจืืื ืืกืจืื ืชืงืฉืืจืชืืื , ืืืื ืืืืืช ืืชืฉืืืช ืื ืืฆืจืื Cultural Icons/ืชืจืืืชืืืืขืืจืื ืืืืฆืขืืช ืืกืจ ,Iconic Brand[(Holt, 2004) 188/ืืื ืืืคื ืืืืชื ืืืื, ืืชืืจืื
.ืืืืฆืืื ืืื
, ืฆืืื, ืืืืช ืื ืืฉืืช, ืืขื ืืืื, ืืื ืื, ืืื( ืืืชื ืืืืื ื ืืกืื โืืคืจืกืคืงืืืื ืืฉื ืืื ื ืืื ืืคืชื ืืช , ืฉืืืฉืืืฉืื ). ืื ืืื ื ืืจืืืืงืืื ื/ืืชืจ ืืืกืืืจื ื, ืืชืจ ืืืืืืจืคื
ืคืจืกืคืงืืืืช ืืืชื ืืืืื ื Buzz184ืืืืฆืขืืช ืืฆืืจืช , ืืกืื
ืืืช ืืืชื ื. ืกืืื ืืืชื ืกืืืืืืืืื ื ืืกืื ืืชืืจืืืื ืืืืฆืขืืช ืืื ืืืืชืื
ืื ืื ืื [ Viral Branding/ืืืืืจืืื & Cool โืขื ืืืืชื ืืืืืช ืืจื ืื
In , ืืืจืช ืืื ืื ืกืืืื ืืฉืจืื; ืืกืืืื ืชืืจืืชืืช ืืืืจื ืืช
ืชืคืงืื ืื ืื ืืืืชื ืืขืงืื ืืืจ ืืืช Cool Hunt-ืืขืกืืง ื, ืืืืืช
ืกืืืืืืฆืืื ืืชืจืื ืืชืื , 186(Gladwell, 2002)] ืืืืชื
.ืืืฉื ืืืืืขืืจืื ืืืืฆืขืืช ืืกืจ
ืืืชื - ืืฉืืืฉืืชืืคืจืกืคืงืืืื ืืืจืืข ืืืืจืื, ืืืืื ื ืืืืฆืจ
- ืืงืืืืจืื ืืจืืฉืื ื . ืงืืืืจืืืชืขื ืฃ ืฉืื ืืฉืคืขื ( ืชืืืจืืช
ืืจืืืืช ืืื ืืืช ืืืืช ืืืชื
559 Mission. Date: 1530. 1 obsolete: the act or an instance of sending. 2 a: a ministry commissioned by a religious organization to propagate its
faith or carry on humanitarian work. b: assignment to or work in a field of missionary enterprise. c (1): a mission establishment. (2): a local church or parish dependent on a larger religious organization for direction or financial support. d plural: organized missionary work. e: a course of sermons and services given to convert the un-churched or quicken Christian faith. 3: a body of persons sent to perform a service or carry on an activity: as a: a group sent to a foreign country to conduct diplomatic or political negotiations. b: a permanent embassy or legation. c: a team of specialists or cultural leaders sent to a foreign country. 4 a: a specific task with which a person or a group is charged. b (1): a definite military, naval, or aerospace task. (2): a flight operation of an aircraft or spacecraft in the performance of a mission. c: a pre-established and often self-imposed objective or purpose. Merriam-Webster's Collegiate Dictionary, <http://www.britannica.com/dictionary?va=mission&query=mission>
PERSONALITY @PEOPLE @Government @GEOGRAPHY @CULTURE
ESSENCE @BELIEFS @VALUES @EXPERTISE
PRODUCT @TOURISM @EXPORTS @INVESTMENTS @IMMIGRATION
SYMBOL
ืืืื ืืืืช ืืืชื ืืืืื ื.3.2.3.1ืืจืฃ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
130
, ื ืืืจืขืช ืืืขืืชืื ืคืืืช ืืืจืขืชืขื ืฃ ืฉืืฉืคืขืชื ืืขืืชื( ืฆืืืื - ืืงืืืืจืื ืืฉื ืืื . )ืืืืื ื
ืืืืืื ; ืืืืจ ืืชืืฉืื ืืืื ืืช ืืจืืช ืื ืชืืื ืืืืื ืืช ืืจืฅ ืืืืฆื ืฉื ืืืืฆืจ ืืืืืืื ืจืืืืงืจืื ืื ืืขืืื ืืืจืืช ; ืืฆืื ืื ืืืจืฅ ืืืืฆืืจ ืืื ืื ืืฉืืขืืชืืืืืืืืืช ืฉื ืืืื ืืืจืฅ ื
ืืืืฆืขืืช ; ืืืขืืืจืืช ืืช ืืคืขืื ืืืจืืื ืืืืื ืืช ืืื ืืืืฆืจ ืืฉืืืง ืื ืืกืืืืช ืจื ืืืืืืืช โืืงืืืงืืช ืฉืืืืงืืืช ื ืขืฉืื ืืืืฆืื ืืจืืืื ืืืฆืืจืช ืืืืื ืืืืืช ืืืืืืืช ืฉื ืืืืชื
ืืื ื ืขืฉืื ืงืืคืืื ืื ; ืืืืืืื-ืืืืคืืื ืื ืขื, ืืฉืืืช ืฉืืืช ืืืืืืืช ืืจืงืขืื ืืืืืืื ืืืืื ืื. )ืืคืจืื ืืช ืืื ืืจืื ืืืืืืืช] ืืฆืจื, ืืฉืืืง, ืืืฆืจ[ืืงืืืื ืื ืืชืืงืืื ืืจืืช ืืืืชื
ืืืืจ ืืืชืืื ืคืื ื , ืืฉืคืขื ืืืขืจืืช ืืงืจื ืืฆืืืืจ ืืจืื( ืืฉืงืขืืช -ืืฉืืืฉืืช ืืงืืืืจืื ืงืืืืจืื , ืืืกืืฃ .)ืืืืจืืื ืขืกืงืืื ืืจืืืื ืื ืืืืืืื ืืืืืจืื ืืืืชืจ ืืืชืืื ืช ืืฆืืืฆืืช
ืืืืจื ืืื ืชื ืืขืช, ืื ืืืจืืช ืืืืืื ืืืืืืืืช, ืืฉืคืขื ืฉืืืืช ืฉืื ืื( ืืืืจื -ืจืืืขืืช ืืืื ืืช ืืจืืช ืืชืืืืื ืืช ืจืืืช ืืืืืืืช ืืขืืจ ืืืจืื ืืื; ืืื ืืืื ืืช ืื ื ืืืืืืคืฉืืช ืฉื
ืจืืืขื ืืฉืื ]).ืืืงืืืืืช ืืืชืจืืืชืืืช, ืืืืืืืืช, ืืขืืงืจ ืืืืืืืช ืืืืจืชืืืช ืชืืืืื[ ืืขืืื ืืฆืืชืืืืฆืขืืช ,ืืช ืคืจืกืคืงืืืืช ืืืชื ืืืืื ื ืืืืฆืจื ืืื ืืงืื , ืืืืจืืืข ืชืื ืืืืืืืืื ื ืชืืืืื ื ืืจืฉืืืืืชืืื ืืืืฉืืื ( Nation Goals560/ืืืืืืืืืืืช ืืืชื ).ืฉืืืฆืืืื ืช ืืืฆืืื ืืืืฉืื ืืช ืืืืื ืืืขืืื ืืืฉืืื ืขื ืฉืืืฉ/ืฉื ืชืืื/ืฉื ื
ืื ืื ืื ืืืืชื [ Mindshare Branding/ืืื-ืืื ืืืชืื ื ืชืืืืืฆืขืืช ืชืืืืื ื ืืืืฆืจ ืืชืืจืืืืื ืชืคืงืืื ืืืจืืื ืืืืืฉ ื ืชื ืืชืืืขืช , ืืขืืจ ืืืืคืืื ื ืืืฆืจ ืืกืืกืืื, ืืืืฆื ืืืืช ืืืฉืื
ืืืืขืืจืื ,35(Ries, Trout: 1986)] ืฆืขืืช ืคืืชืื ืืชืจืื ืืืกื ืืืืื ืฉื ืืืฆืื ืืืืืืืืฆืจืื ืืื . ืื ืืืื/ืืืฉื ื ื, ืืืืฆืขืืช ืืกืจ ืืืืฆืืื ืืื
ืืืืื ืืช ืื , Nation Story/ืจ ืืืืืืืขื ืืืชื ืืืืื ื ืืืืืช ืืชืืจืื ืืกืืค ืืชืืืื ืืกืืืื
ืืืืืื , ืืืืืื ืืช ืงืื ืืืขื, ืืืืืช โืืืืชื ืืจืืช ืืืืื ืขื ืืืืช .ืืืจืืืื ืืืืช, ืืจืืช ืืืืชื ืืกืื .ืืคืชื ืจืืฉืืช ืืืคืื, ืืจืืช ืืืฉืืืช ืืืืชื. ืืืจืืืื ืืกืืคืืจ ืืืืืื
. ืืจืฆืืช ืืืชื, ืืจืืช ืืืืชื ืืืืฆืจ, ืืืืกืืฃ. ืืืืจืื ืืืืืื ืืืชื, ืืืืืืช ืฉืจืืืื
Nation Brand Identity Structure - ืืืื ืืืืช ืืืชื ืืืืื ื. 3.2.3.2ืืืื
Outcome Output Message Branding Scope Category Brand Identity Level
"I Believe"
Nation Story
Spiritual, Emotional Storytelling Vision
Beliefs, Values,
Expertise Essence
"I feel" Emotional Emotional, Cultural Mission
People, Government, Geography,
Culture Personality
"I see" Sensual Viral Buzz
Flag, Anthem,
Character, Site
Symbol
"I want" Emotional, Sensual, Logical
Mindshare Goals
Tourism, Exports,
Investments, Immigration
Product
560
Goal. Date: 1531. 1 a: the terminal point of a race. b: an area to be reached safely in children's games. 2: the end toward which effort is directed. AIM. 3 a: an area or object toward which players in various games attempt to advance a ball or puck and usually through or into which it must go to score points. b: the act or action of causing a ball or puck to go through or into such a goal. c: the score resulting from such an act. Merriam-Webster's Collegiate Dictionary, <http://www.britannica.com/dictionary?va=goal&query=goal>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
131
ืขืงืจืื ืืช ืื ืืื ืืืกืืจืืืืืช ืื ืืืื ืืืชื ืืืืื ื .3.2.4
,ืืฉื ื-ืชืืืืฉื ืืืชืืื ืื ืจืืืืื ืืชืืื ืืกืคืจ ื Meta-Brand/ืขื- ืืืชื ืืืืื ื ืืื ื ืืืชื
;(Papadopoulos et al., 2004] ืชืืง ืืืชืืื[ืืืืืฆืื ืื ืืื ืืฉืืืช ืืคืืจืืคืืืื ืฉืืืงืจืื (Dooley et al, 2005118. ืืืชื โืืืื ืืช ืื ืืืืชืืื ืืคืืขืืื ืืืกืืจืช ืชืืง ืืืชืื ืืืืื ื -
ืืืืจื , ืืฉืงืขืืช, ืืฆืื, ืชืืืจืืช(ืื ืขื ืคืืื -ืืืชืื, )ืืืฉื ืืืืื ืืืช(ืืืชื ืืืืื ื , ืืขื ืืืืืื .ืืืชืื ืชืืืืืื ืืืืชืื ืืืฆืจืื, ืืืชืื ืืืืจืื ืืขืจืื, )ืืชืจืืืช
ืืจืืฉืื ื . ื ืืืืืช ืื ืชืืืื ืฉืืื ืืกืืจืืืืืช 4ื ืืกืืก ืืช ืชืืง ืืืชืื ืืืืื ื ื ืืชื ืื ืื ืข
โืืฉื ืืื . ืืกืจื ืงืฉืจ, ืขืฆืืืืื, ืืช ืกื ืืืชืืืืืื. House of Brands/ืืืช ืฉื ืืืชืืื โืืืชื ืืืืื ื ื ืืชื ืืกืืช ืืืืชืืื ืืงืืื ืืืกืืช ืืืืืื . Endorsed Brand/ืืืชื ืืกืืช
ืืืฉืืืช ืืฆืืืฆืืืช ืืืฆืจ ืื ืื ืื ืืืืคืฉ ืชืืจืื ืืืืคืฉืจืื ืคืืชืื ืืก; ืฉืืขืืื ืืืฆืืจืืชืืืืืืชื ืืืืื ื ืืชืคืงื . Sub-Brands/ืืืชืืื-ืชืชื โืืฉืืืฉืืช . ืืืชื ื ืืืืื ืืืืชื ืืืืื ื
, ืืืคืืื ืื(ืืืืืืื ืืืืกืืฃ ืื ืืืจืืข ืืกืืฆืืืฆืืืช , ืืฉื ื-ืืืืชืืื ืืื ื ืืืชืื- ืขื ืืชืชื-ืืืืชื- ืืืืชื ืืืชื ืืืืื ื ืืชืคืงื. Branded House/ืืืช ืืืืชื โืืจืืืขืืช ). ืืชืจืื ืืช ืื ืืืฉืืืช
ืืืืืื ืืืืฉืจืื ืงื ืขื ืืงืื ืกืคื ืืืืืื ืืืชืื ืืืฉื ืืืื , ืืคืชื ืงืื ืกืคื ืืืืื, ืขื ืืืืื(Aaker, 2004: 46-64)119.
ืืจืืจ , ืื ืื. ืืืจืฉื ืืงืื ืืืฉืจื ืืงืฆืืขืืช ืืชืืจืช ืืืืชืื ืคืืืืืืงืืื, ืืืื ืืืฆืืื ืืขืชืื
ืืืื ืืชืืจืช ืขืืื ืืืืคืืืืืืื ืืืจืืช ืืงืจืื ืขื ืืขืจื ืืืืื ืืช ืชืืจืช ืืืชืืืื ืขื . ืืขื ืืจื ืืกืชืืืืชื ืขื ืืืกืื ืืื ืืืืืืื, ืืืคืืืืืืืืจืืื , ืืืืคืืืืืื ืืฆืืืืจืืช ืืคืจื
ืืืืจืืช ืขื ืชืืืื ืืชืคืชืืืช , ืขืืื ืืืืืช ืืขืืื ืช ืืืื ื ืืชืงืืืช ืฉื ืืืคืืืืืื ืืืืจื ืืช, ืจืืืช ืืกืืืื ื ืืืืคืืืืืื ืื ืงืืืช. ืื ืจืฉืืืื ืงืืื ืืขืืื ืืคืื ืื ืื ืืืืืื ืืืืคืืืื
ืชืืืื ืืืชืืืืช ืืืื ืืืจืฉืื ืืจื ืกืคืืจืืฆืื ืืขืืืืช ืืืืคืืืืืื ืืกืืืื ืืืจืืืช ืื ืืื ,ื ืืืช ืขื ืืืคืืืืืื ืฆืืืืจืืช ืืืืืจ ืืืืืืืชืืืข. 126(Mellissen, 2004)ืืชืืจืืชืืช
ืืืชืจืื ืืืจืืื ืืชืคืืกืช . ืืื ืืืื ืืช ืจืง ืืืง ืืืืืื ืืขืจืืืช ืืืืกืื ืืชืงืฉืืจืชืืื ืืืืืืืืืืชื ืืขืืื ืช ืืืืื ืฉืืจืื ืืกืจ ืืืจืืืื ืืืฉืืื , ืืืชืื ืืืื ืืช ืืื ื ืืจืืื ืืืืืืกืืืช
. 127(Lodge, Melisseal: 2006)ืืงืจื ืืืจืื ืืืฉื
ืชืืืืชื ืืืฉืคืขืช . ื ืืืืืืชืืื ืืกืืืืืืื , ื ืืชืืคืืื ืืืชืจืื ืืช ืคืื ืงืฆืืื ืืืื ืืชื ืืืืื ื ืชืจืืืช ืืืฆื , ืืืืืืจืคืื , ืืชืขืจืืืช ื ืืกืืื ืืืฉื ืขื ืืืืื ื ืืชืืืืช ื ืชืคืกืช ืฉื ืชืืฉืืื
ืืืื ืืช , ืืืงืืงื ืืืืข , ืกืืืื ืคืฉืื ื ืืืืืื ืืกืืฆืืืฆืืืช . ืืืจืชื ืืคืืืืื ืืฉืืจืจืื ืื , ืืืืื ืชืื ื , ื ืืกืืื ืฉื ืืชืืืขื ืืขืื ืืืืจืืจ ืืืืข ืืืื ื . ืืืชืจืฉืืืืืช ืฉืืฉ ืืื ืฉืื ืขื ืืงืื ืืกืืื
, ืืคืฉืืืช ืฉื ืืืฆืืืืช โืชืืืืช ืืืืื ื ืืืจืืืช ืืจืื ืืกืืจืืืืืืคืื . ืฉืื ืคืจืื ืืืืข ืื ืฉืื ืืจืื ืืชื ืืืื ืืืชืืื ืื ืืขืจืื ืฉืื ืื . ืฉืืื ื ืืืื ืืืฆืืืืช ืืืืืชืืช ืืื ืื ืงืฉืจ
-ืฉื -ืืืืฆื -ืืจืฅ ืืืคืงื . 167(Blichfeldt, 2005)ืืืืจืื ืืืืข ืงืืื ื ืืืื ืื ืงืืื ืืืืืื PCIโืชืืืืช ืืจืฅ ืืืืฆืจ โืื ืืืืืจื ืืืืคืืช ( COO โ Country-Of-Origin-Effect/ ืืืฆืจืื
Product-Country-Image ( ืืฉืคืขื ืืขืืงืจ ืขื ืฆืจืื ืื ืฉืืื ืืืืืืฆืืืช ืจืืืฉื ื ืืืื(Nebenzahl, 2004)168 . ืื ืืืืื ืืช ืืืชืคืชืืืช ืกืืืืืช ืืืคืงืCOO ืืชืืืขืช , ืฉืืืื
. 169(Amine, Chao: 2005)ืืฆืจืื ืื ืืฉืืืงื ืืขื ืืืืื ืืช ืืืชืคืชืืืช
, ืืืืจืืืืช , ืืฆืืืืช , ืกืืฆืืืืืกืื ืื ืขืื ืคืืืช ืืืืจืืช ืื ืชืคืกืืช ื , ืืืื ืืช ืฉืื ืืจืืืงืืช ืืืืจืื ืื ืื ืืช ืืืืืฆืจืืช ืืกืคืจ ืืืชืืื ืืืืืืืื , ืืืืงืจืืืืช ืืขืจืืืืช ืขื ื ืืืขื ืื ืืืจืืืืช
ืื ืืกืืื ืืืฉื ืืฉืืจ ืืืืื ืขื ืืืื ื ืขื ืืืื . ืืืืืช ืืืืื ืจืื ืืขืืื , ืื ืืืืืช ืืืงื ืืืืื ืื , ืืืคื ืืืืฆืจืื ืฉืืืืฆืจืช โืืฉืคืขื ืืืืืืช ืขื ืฉืืจ ืืืืืืื , ืืืงืืจ ืืืฆืื โืืื ืืืื
ืื ืืืคืื ืืื ืืื ืืขืจืื ืืืชื , ืืืกืงื ื ืื ืืืขืช ืืื . ืืชืจืืืช ืื ืืชืืฉืืื , ืืืืฉื ืื ืื ืื ื ืขืืื ืื ืืืืืืืื ืืืืืืืื , ืื ืืกืฃ . ืคืืืช ืืขืื ืื ืืืื ืืืื ืืืช ืืืืื , ืื ืคืจื ืืืืื ื
. ืืฉืคืขื ืืขืืจ ืืืืืจืช ืืืคืฉืืช ืื ืงืืืืช , ืืขืงืืืช ืงืืคืืื ืื ืืงืืืื ืชืืืจืืช ืื ืกืจืื ืงืืื ืืข
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
132
. ื ืขื ืืจืืฉืชื ืืืืืืืช ืืืคื ืืืืื ื ืชืืื ื ืืืืื ืืช ืืืฉืคืืข ืื ื ืืืื ืื ืืืฆืจืื ืืชืืืขืช ืขื ืืืื ืืช . ืืฉืคืขื ืืืขืจืืช ืขื ืืชืืืขื , ืืืฆืืืช ืืื ืฉืชืืื , ืช ืืืืื ืืคืขืืืืช ืชืงืฉืืจืชื
ืชืคืืกืช . ืืืืฆืขืืช ืืืืจืื ืฉืืืืื ื ืขืืฉื ืืืืฆื ืืื ืขืืฉื ืืืชื , ืืืจืืืื ืืช ืฉืื ืืืื ืช ื ืฉืืจ ืืจืื , ืืืืื ืืคืืื ืืืืช ืฉื ืื ืจื ืขืฉืจืืช ืชืืฉืื ืืืื ื ืืืช ืืช ืจืขืืชื ืืชืืืฉืช ืืื
ืชืจืืืชืืื ืืืคืืื ืื 5-ื . ืฉืืขืืช ืืืฆืืช ืืืคื ืืื ืื ืืชืจืืฉ ืืืจืืข ืืขื ื , ืืืืจื ืืื ืืฆืืื , ืืืฉื ืืช ืืืืข ืืืืื ืืืืืื , ืืฆืืืื ืืช ืืกืคืืจื : ืืฉืคืขื ืืจืืืืช ืืขืืฆืื ืชืคืืกืช ืืืืื ื
ืืืืื ืืืืืืช ืืืื ืฉื ืืืจืื , ืืืฉืืื ืืชืืื ืืืื ืื ืืืืฉืืื ืืืืจื ืืืืืืืช ืืื ื ืืจืืื ืืืืชื ืงืื ืกืืกืื ืืืืช ืืื ื ืืจืื . ืืชืจืืืชื ืืืืืืช ืืกืืืื ืืืืืืง ืืขืื ื , ืืืืื ื . 149,153,155,162,165(Anholt-GMI, 2005-1,2,3,4,6-1) ืฉืืจืื ืืกืจ ืืืืื ืืช ืืชืคืชืืืช, ืืืืื ื
ืืืืชืจ , ืื ืฉืื ืืืืฉืจืื , ืืืจืืช , ืืคืขืืื , ืืืื ืืืฉืื ืชืืืจืื . ืชืืืื ืืืืชืื ืืืกืืจืืื
. ื ืืจืฉืืช ืืืื ืืช ืืืืฅ ืืช ืืฉืืืืฉ ืืืื ืฉืืืืง ืืกืืจืืืืื ืืืืืชืื , ืฉืืืงื ืืขื ืืืืฆืจื ืืืฆืื ืฉืื ืจืืฉืื ืืชืืืื ืขื ืจืฉืืืืช ืืืืื ื ืืืืืจ ืืืืคืืื ื ื ืืืื ืืืืฆืื ืืืืืื ืืืขื ืืงืื ืืชืจืื
. 172(Quelch, Joez: 2005)ืืืืจ ืืืืืื ื ืืืืฆืจืช ืืืืื ืืืฆืจืื , ืืกื ืืืืื ืืืื ืฉื ืชืืืื ื ืืืื [ ืชืืืื ืคืขืืืืช ืืื ืฉืื ืกืืื ืืืืช ืืฉืืืื ืืืขืืจืืืช ืืชืืืื ืืืืชืื ืื ืืืช ืชืื
ื ืืชืื ืชืืืืช ืืืืชื . 173(Florek; Dzenovska, 2005)] ืืืื ืืืกืืื ืืืจืืืืื ืืืฆืืื ืืืชืืจ ( ืืืื SWOTืืืกืืจืช ื ืืชืื , ืืืฉืืืืชื ืืชืืืืช ืืชืืจืื ืืื ื ืฉืื ืฉื ื ืืชืืืื
, ืืืืืจืื , ืืืืจ ืืื ืืืืจืช ืืืืื ื ืืกืคืจ ืชืขืฉืืืช ). ืืืืื ืืืืช ืืืืืืื , ืืืืฉืืช , ืฆืืืช ืข ,174(Johnston, 2004)ืืืืฆืืื ื ืงืืืืช ืฆืืื ืืืืจืืขืื ืืืกืืืจืืื ืฉืืืื ืืืกืืก ืืกืืคืืจ ืืืืชื
, ืืชืืืืช ืืืืฆืขืช ืืืืืช ืืืืืช ืงืจืืื ืืืฆืืืืช . ืืืงืฆืืช ืชืงืฆืื ืจืืื ืืคืขืืืืช ืืืืชืื awareness set/ ืืืจืช ืืืืื ื ืืืืืื ืืงืืืฆืช ืืืืืขืืช . ืืขืืจืจืช ืืืืืืืืช , ืคืฉืืื , ืืืื ื
choice/ ืืืฉื ืืงืืืฆืช ืืืืืจื , consideration set/ืืฉื ืืงืืืฆืช ืืืชืืืืกืืช, ืฉื ืงืื ืืืขืset ; ืืืืืืื ืืจืืฉ , ืืืื , ืืืืจืื , ืืงืืช ืืคืขื [ ืืืืื ืืืืื ืืชืจืื ืคืืื ืฆืืืืืื ืืคืขืืืืชื
, ืืืืชืืช , ืชืืืืช ืืงืื ืืคืงืืืืืช ืืืืืช ืืืืืช ืืขืืช ืชืืงืฃ . 106(Kotler et al., 1993)] ืืืฆืจืื .147(Kotler, Gertner: 2004)ืืืืืืืืช , ืืขืืช ืืฉืืื, ืคืฉืืื
ืืืื . ืืืื ืืืืืืืืื ืืคืชื ืืชืจืื ืชืืจืืชื ืืืืื ื ืขื ืืขืฆืื ืืืืื ืืืช ืืืืืข ืืงืื ืฆื ืืืก ืฉื
ืฉืืกืืืื ืืชืืื , ืืจืฆืื ื ืืขืฆืื ืืืจืื ืืืืื ืืจืื ืขื ืืื, ืฉืืขืืืื ืืืืืืฅ ืืขืช ืืขืชืืืืฆืขืืช ืชืืืื ืงืืืช ืืื ,ืืฆื ืืืจืื ืืืฉืืื ืืืืฆืขืืช ืื ืืืืช , ืืืื ืืืืืืืชืืืกืืจืืขืืชืื ืืืงืื ืืืืืื ืืืืื ืืืื ืืืืื . 209(Anholt, 2005)] ืืกืืื ืฉืืชืืคืืช[ ืืืืจืื ืืืืืืช
ืืืื ืืืืืฆืืจื ืฉืืืช ืจืืื ืื. ืื ืืืงื ืืกืื/ืืืงื ื, ืืฆืืจืช ืืงืื ืืืืืืชืืืกืืจืช (Abrahams, 1999)210 ,ืืืืืืช ืงืจืื ืืฆืืจืช ืืฉืืืืืืกืื ื ืืชื ืช ืืืกืืจืช/Nation Mission
Statement ,ืืืื -ืืจืืฉืื . ืืืงืื ืืืจืืขืื ืืืจืื/Vision .ืืืื ืืืื ืืืืืืช ืฉื ืชืืื ื ืืื. ืืืื ืืืชืจืืืืจืขืืื , ืืืืืช ืคืชืืฉื ืืืื ืืืฉืื ,ืคืขืืืืชืืืืื ืืืืื ืืืืืืจื ,ืขืชืืื ืืืฉืื
, ืืืืื ื ืืืืืืจื ืืืืจืืจ ืืช ืืืขืื, ืืืืืืืืฆืืจื ืืืฉืืฉืช . Mission/ืืฉืืื -ืืฉื ื . ืืืช ืคืขืืืืช ืืืืื ืช ืืืืื ืืืืขื ืืืจืืื ืืืื ,ืืฉืื ืฉืจืืฆืื ืืืฉืื ,ืืืกืืื ืืงืืื
ืขืืืืช ืคืื ืืื ืืื ืืช ืืืฉืืืช ืืืืืืื ืืืืืืืขืงืจืื ืืช ืืงืืืงืืื. Values/ืขืจืืื -ืืฉืืืฉื . Goals/ืืืขืืื - ืืจืืืขื .ืืืื ืืืืคื ืืืืืจืื ืืช , ืืืื ืืื ืคืจื ืื ืงืืืฆืช ืคืจืืื ื
ืื ืช ืืืฆืืื ืืืืฉืื ืขื ,ืืกืคืจ ืฉื ืืืืืืืข ืชืื ืืืืื ื ืชืืืืื ื ืืจืฉืืืืืชืืื ืืืืฉืืื ืืืื ืขืฆืื ืืฉืืืืช ืืืจืขืช ืืืืืืฉ ืืชืืฉืื ืืืืื ื .ืืืช ืืืืื ืืืขืืื ืืืฉืืื ืฉืืฆืื
ืืืงืจืื ืืืจืกืื ืื . ืฉืืจืืจืื ืืืฉืืืื ืืืืชืจ ืฉื ืืจืฆืื ืืชืคืงืืืื, ืชืืืืช ืืืชื ืืืืื ืืืื ืืืื ืืืืืช ืชืืืื ืืื ืื ืฉืืืชื . ืงืืื ืงืฉืจ ืืฉืืจ ืืื ืืืืื ืืืืืืช ืืืื ืืืชื ืืืื ื ืืืขืืฃ
ืืชืื ืืงืืคืืื ืื, ืื ืื. 120(David, 2004)ืืืื ืื ืฉืืฉืื ืืชืืฉืืื , ืืืืื ื ืืืืฆื ืืืคื ืืืฅ .121(Anholt, 2002)ืฉื ืืชืืฉืืื ืืฉืช ืืฉืืืืืช ืืืืืืื ืืืืืืืืืืฉืคืขื ืืฉืืจื ืขื ืชื
ืืืืืื ืืื , ืชืคืงืื ืืืืชื ืืขืืฆืื ืชืคืืกืืช ืื ืฉืื ืขื ืืงืืืืช ืืชืขืฉืืืช ืืืืืืจ ืืืืืื
ืืชืืืจืื ื ืืืชื ืฉืืืืืื ืืืคืืื . ืฉืืืชืืืืืืช ืืืื ืืขืืืชืืช , ืฉืืื ืชืืืืช ืฉืืืืืช ืืื , ืื ืกืื ืืชืงื ืืช ืืชืืืืช ืงืืจื ืฉ . ืืืฅ ืื ืคืืคืืืืจืืช ืืชืืฆืื ืืืืื ืืืชืืืืื ืืช ืืขืืชืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืืกื ืฆืืืืจืฉืื ืงืืคืืื ืคืจืกืื ืื . ืชืืงืื ืืืงืืจ ืืืขืื ืฉืืืืื ืืืืืืฆืจืืช ืืชืืืืช ืืฉืืืืืช
, ืืืฆืจ ืืกืืฆืืืฆืืืช ืืืฉืืช ืืืืืืืช , ืืคืชืจืื ืืืืืืฅ ืืืฆื ืื ืืื ื . ืื ืืืคืื ืืชืจ ืืืืื ืืืชืจืชืืืืช . 145(Kotler, Gertner: 2002) ืืืงืื ืื ืกืืช ืืืชืืืื ืืื ืืกืืฆืืืฆืืืช ืฉืืืืืืช ื ืืืืืืช
ืืืืื ืืืืืื ืืืชืคืฉืืืช ืกืืคืืจื -ืคื -ืืฉืืืื ืืคืจืกืื , ืืืืื ืืืฉืชื ืืช ืืืืืจืืช ืืืืื ืืฉ ืืงืื ืฉืืืื ืืช ืชืชืืจื ืื ืืื ืื ืขื . 146(Wood; Ooi, 2002)ืืืฉืืช ืืืืืืื ืขื ืืงืื
ืืืชืืจ ืืชืืื ืืืืืจืช . ืืื ืจืง ืืฆืืื ืืช ืืืืืืช ) ืืืื ืืฉืืื ืืกืคืืจื ( ืืฆืืื ืืช ืชืจืืืชืืช ืืฆื ืืืงืืืื ืืืืืจื ืืช , ืืืืฉืืจ ืืชืจืืืชื ืืืขืืจ ืืืืื ื ืืืชืืื ืช ืืจืืืื ืืืฆืืช ืืืฉืื
ืื , ืื ืืืขืช ืืจืื ืืืืืืืช ืืื ืืืกืงื ื . ืืืคืืคืืืืจืืช ืืืืชืืืช ืืขืืงืจ ืืงืืื ืืขื ืฆืขืืจืื ืืืืืง ืืชืื ื ืืชื ืืืฆืื . 178(Anholt, 2005)ืขื ืื ืืืืื ืืช ืืขืืื ืืืืืคื ืชืจืืืช ืืื ืื ืืื
, ืืืกืืืืื ืื ืืืจื ืื ืืื ื ืืืืื ืืฉืื ืื ืขืืืืช ืืงืจื ืงืืื ืืขื ืืจืื , ืืขืช ืืืืืื ืืืืืช ืืื ืืืืฆืขืืช ืฉืืืื ืืกืจ ืชืงืฉืืจืชื , ืื ืฉืืืืจื ืจืืื ืืื ื ื ืืืืฆืขืืช ืืืืงืช ืืจืืฉืืจืื
ืืืจื ืืืืืืฆืช ืืืคืขืื ). ื ืืกืคืจืืช ' ื , ืงืืื ืืข , ืจืืงืื , ืืืื ืืช ( ืืืกืืจืช ืืื ืืืืืจ ืคืืคืืืืจืืื ืขืืจืืื , ืชืกืจืืืืื , ืืืืืื โืืช ืชืขืฉืืืช ืืชืจืืืช ืืคืืคืืืืจืืช ืืื ืืืืฆืขืืช ืืืืก ืืืืฆืจืื
.ืืฉืืงื ืื
ืขื . ืื ืืงืืช ืกืื ืืจืืืืช ืฉื ืฉืืืืง ืืืื ื ืืื ื ืืขืืืืช ื , ืืืืฆืจ ืชืืืจืืชื ืืงืืืื ืืืชื ืืืืื ื ืชืื ืืืฆืืช ืชืงืฆืืื ืขืชืง , ืืขืื ื ืืฉื ืืืชืืื ืืื ืืืชืืงื ืืืกืืจืืืืืช ืืงืกืื ื ืชื ืงืื
, ืืคืชืจืื ืืืกืืจืืื ืืื ืืืื ืืืช ืชืงืฉืืจืช ืฉืืืืงืืช ืืืฉื ืืช . ืืืื ืืืชืืืื ืืื ืืชืืจืื ืืืชืื ืืชืืืจืืช . ืืื ืชืื ืืงืกืื ืชืืขืืช ืืืืฆืืืช ืื , ืืชืงืฆืื ืืฆืืืฆื , ืชืฉืืืช ืื ืืืฉืืช
ืืฉ ืืื ืขืจื ืฉืืื ืืืื , ืืชืืืจ ืชืืื ืฆืืื ืื ืืืชื ืืงืืืืช ืืขืฉืืจืื ืืืฉืืขืืช ืืืืฆืืื ืืืืฉืืื ืืืื ืืกืืืืช -ืืงืืืืช ืืขืืืชืืื ืืื ื ืืืชื ืืชืจืื ืฉืื ืืจื . ืืืืฆืจืื ืฆืืคืืืช ืืืืืืช
ืืฆืจ ื . ืจืืืงืื ืืืืืฆืจ ืืฉืืื ืืืืฆืืื ืืืืช ืืืืืื ืืคืืขื ืชืืืจืื ืคืืื ืฆืืืืืื , ืืื ื ืืื ืืช ืืฆืื ืืจืืืื , ืืื ืืฉืืจ โืืชืืืจืืช ืืืื ืืฉืืฉ ืื ืืืื ืืืื ืืฃ ืืจืืืื ืืืฆืจ ืืืืื ื ืื ืืกืคืื
.195(Groth, 2002)ืฉื ืชืืฆืจืช ืืืฆืจื ืืืฆืื ืืชืืืจ ืืืืงืจ
1%-ืขืจื ื ืืื ื ืฉืืื , ืืชืืืื ืืืชืื ืืืืื ื ืืืืืืฅ ืืืฉืงืืข ืชืงืฆืื ื ืฉ ืืืืืื ืืืจืกืื ืื ืื ืืืืืกืกืช ืขื ืืืืฆืื ืืืืืฆืขืช ืืืืืืืืช ืืชืงืฉืืจืช ืฉืืืืงืืช [ืืืงืืื ืืืืืื ืืืชืืฆืจ
, 2005ืืจืืืืื ืืฉื ืช $ 61ืืฉืขื ืฉืืชืืฆืจ ืืขืืืื ืืืืืื ืขืื ืขื ืกืืื ืืืื ืฉื -ืืชืืืืืื ] GWP128-ืื % 1-ื , ืืืืืื $ 570ืืืืฆืื ืขื ืคืจืกืื ืืืืชื ืฉื ื ืืืืขื ืืกืืื ืืืื ืฉื
(Booth, 2003)129 . ื ืืฆื ืืืืงืจืื ืงืฉืจ ืืืืื ืืื ืืืงืฃ ืืืฉืงืขื ืืงืืืื , ืืืืืืง ืืืขืื ืืืื ืืืช . 130(Fall, Lubbers: 2002, 141-155)ืืชืืจืื ืืืื ืกืืช ืืืืงืืจื ืืืืืืื , ืชืืืจืืช
, ืื ืื . ืื ืืืฉืืืช ืชื ืืื ื ืขื ืืกืืก ื ืืกืื ืื , ืช ืืื ืืืขื ืขืชืืื ืืจืืจ ืื ืื ื ืืชื ืืืื ืืฆืคื , ืืจืืจ ืื ืืชืงืฆืืืื ืืืฆืืืฆืืื ืืืืฉืงืขืื ืืชืืื ืคืขืืืืช ืืฉืืืืง ืืืืื ื ืืื ื ืจืืืืื
ืืขืืื ืืชืงืฉืืจืชื , ืืืืืื ืืืืจ ืืฉืคืขืช ืืจืืืื ืืชืืืืช ืขื ืืฆืืืชื ืืืืืืืช ืฉื ืืืื ืืช . 21-ืืืืจืื ืืจืืฉืืช ืืืื ื
ืฉืจืืืืฉืืืืช ืขื ืืืื ืช ื .3.2.5
ืืฉืื ืืจืืฉืื ืืื ื ืขืจืืืช ื ืืชืื , ืืฉืืืื ืืืืฉื ืืช ืืฉืืืืฉ ืืืืื ืืืืช ืืืชื ืืืืื ื
ืืืืื ืช ืืฉืจืื . ืืชืื ืืืจื ืืคืขื ื ืืช ืืจืืืื ืืืืื ืืืืืช ืืืชื ืืืืื ื, ืกืืคืืจ ืืืืืืืืืขื 1948-ืืจืืฉืื ืืืืืืช ืืฉืืจืืจ ื. ืืืืื ืฉื ืืช ืืืืกืืืจืื ืืื ืฉื ื ื ืจืืืืืื ืืืืืืื
. ืืขื ืืืื ืืื 1967-ืืืฉื ื ื, 1967-ืืืืืืช ืฉืฉืช ืืืืื
ืฉืืืืข ืืืืจื ืืืคืจืื ืืช , ืืฆืื ืืช ืืืืืฅ ืืืืืืจ, ื ืจืืืื ืืืืืฆืื โืื ืจืืืื ืืจืืฉืื ืืฉืืืื ืืงืืืื ืืื ืืืื ืขื ืงืื ืกืคื , ืืืื- ืชื โืืงืื ืืฉืืืื ืขืืจืื ืืื ืืืืืืช . ืืฉืืื
ืืคืืชื , ืืื ืืืฉ ืืช ืืืืืจ ืืืืฆืขืืช ืืขืจืืืช ืืฉืงืื ืืืืจืืช, ืืงืืืืฅ โืฉืืชืืคื ืืืคืื ื ืืฉืืจืงืข ื ืืฆืื ืื ืืชืืืขื ืืืืืืืช ืืงืืืงืืืืืช ืืืจ . ืืื ืืืืืืืช ืืืืฉืืช ืืชืืื ืืืงืืืืช
, ืืคืจืืช ืืฉืืื, ืงืืืืฅ โืืืืฉืืื ืฉืืืืืื ื ืจืืืื ืืืืืฆืื ืืื . ืฉืืืช ืืืืื ืืืจืืคื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
134
ืืืืฉ . ืชืจืืืช ืืืืกืืงื ืืืฉื ืืื, ืืฆืจื ืฉืคื. Irrigation/ืืขืจืืืช ืืฉืงืื, Agritech/ืืืจืืืง ืืื โืืฉืืจ ืืืืืื . ืืืจื โืืจืืงืื ืืืืืื . ืืชืงืืื โืืืื ืื ืืืืืื . ืงืืืื โืืจืขืืื ื . ืฉืืืฆื ืืช ืงืื ืกืคื ืืืจ ืืืืชืื ืืืฉืจืืื, ืกืืื ืฉืืชื โืืกืจื ืืืืืื . ืฉืืืืข ืฉืืื, ื ืืืื
โืืืืืืจ ืืืืืื . Jaffaืชืคืืื โืืืฆืจ ืืืื ืืืืืื . ืืงืกืืืืก โืืกืจื ืืืจ ืืืืืื ืืื ืกืืคืืจ , ืกืืคืืจ ืืืืื ืืืืืฅ. ืืจืฅ ืืืช ืืื ืืืืฉ โ ืืฆืขืช ืืืืจ ืืืฉืจืืืืช. ืืงืืืืฆื ืืง
ืื ืืืจืื ืืื , ืืืขืืื ืืื ืืจืืื, ืืืืืง ืืื ืืฉืืื โืชืคื ืืืชืื ืืืืฉืืื ืืืขืจืฆื .ืืืจืืจืื
, ืืืฉืจืืืื ืืคืื ืืจืืื ืืืงื ืื. ืขื ืืืืืช ืฉืฉืช ืืืืื ืืชืืืฃ ืืกืืคืืจ ืืืืืื ืืืฉืจืืื
. ืืืขืืืขืื ืืืจืืฉืืื ืืืืืืืฅ ืืฉืจืื ืืจ - ืืชืืื -ืืืืฉ ืืจืขืืื ื ืืืฉื ืืืืืืืื ืืืกืืืจืืืืืฉืืืจืื , ืืขืืจ ืืขืชืืงื ืืืจืืฉืืื โืืชืืื ื ืืืืืืืช . ืืจืืฉืืื ืฉื ืืื โืืฉืืจ ืืืืืื
ืงืื ืกืคื ืืขืืืชื ืืืืจ ืืืกืื ืขืืืจ ืืืืคืชื ืืืืืืืช ืืื ื ( ืืืคืช ืืกืืข ืขื ืืจ ืืืืชื ืืฆืืช The Holy/ืืจืฅ ืืงืืืฉ โื ืืืื ืืฆืขืช ืืืจ ืืฉืจืืืืช ืืืฉื ). ืฉืืืืื ืืืืจืฉืช ืืขื ืืืืืื
Land . ืืกืจื ืืืจ ืืืืืืโ Fiddler on the Roof )ืื ืืกืฃ ืืืืืืืื ). ืืขืืืขืื ืืฉืืขืื. ื"ืฆื โืืืืืืจ ืืืืืื . ืืืฉื ืืืฉ ืขื ืืืืื ืืขืฆืื ืืฆืืืืช ืืืฉืจืืืืช, ืืชืืื-ืืืกืืืจืืื
. ื"ืื ืจืืื ืืฆื โืืื ืืืืื ). ืฉืืจื ืืืงืืช ืฆืืืืืช( ื"ืชืืฆืจืช ืฆื โืืืืกืืงื ืืืืืืืช ื ืชืืืกืฃ ืืืืื 90- ืืฉื ืืช ื". ืืืจื ืืฆื ืื ืื", "ืืืืืื ืืืืืก" โืืืช ืืกืืกืืืืช ืืืืื
50-ืื ืืืื ืืงืืืงืืืืืื ืฉื ืฉื ืืช ื( ืืื ืืืืืืืืืืืช -ืืืืืืจ ืืืืืื . ืืขืื ืืืืืืืขืจืฆื ื ืืชื . ืืขืืืขืื ืืืืจืืงื โืืืืจืืื ืืฆืื ืืืคื ืืืฅ . ืืืื ื ืืื โ 21-ืืืื ื ืืืืกืืงื). 60- ืื
ืืืืขื ืืืฉืจืืื ืืื ืขื ืงืืืฉื . ื ืจืืืื ืืฆืืื ืื โืชืจืช ืืกืื ืืช ืื ืจืืืื ืืฉื ื ืชืืช ืืืืื ืกืื ืขื ืขืฆืื , ืืืคืฉ ืขืืฉืจ ืืืืื, ืืืจืืงื -ืืชืืขืืข ืืืจืฅ ืืชืงืืื ืืืืืื , ืืืชืืช
ืกืืคืืจ ืืืืื ืฉืื ืืื ืื ืกืืืื ืืืืืช ืื ืืชืืืื ืืื ืืืขืจืฆื ืืืจืฆืืช . ืฆืืืืช ืืืขืจืืฅ ืืืชื . ืื ืืื ืืื ืื ืืืฉ ืืืชื, ืืจืืจ ืื ื ืจืืืื ืื ืขืฉื ื ืืง ืืชืืืืช ืืืืชื ืืืืืื. ืืืฅ
, ืขืื ืื ืืืืช ืืกืืคืืจ ืืืืืื ืืืฉืจืืื, Brand Israel Group-ื ืขื ืืืืืืืงืจื ืขืืืง ืฉื ืขืจืื
ืืืืื 'ืคื ืืืืืช ืืชืืช ืืืืฆ, ืืืืืืืืจืื โืกืืื ืืกืคืจ ืืจืืืืื , ื"ืืคื ืฉื ืชืคืก ืืืจื โืืืืืจ ืฉืื ืืฉืื ืืืื ืืชืงืฉืืจืช ืืขืืื , ืช ืืฉืจืืืืืื ืื ืฉื ืืืื . 351(BIG, 2005)ืืคืจืืจืืื
The Jewish State ,ืืืื ื ืฉืืื ืจืง ืืืืืืช? ืืื ืืืื ืช ืืฉืจืื: ืืฆืื ืืช ืฉืืืช ืืืกืื ,ืืคืฉืจ ืืืืื ืืจืืืช ืืืืื ืืฉื ืื . ืื ืืืืืืชืืืืงืจืืืช ืืืืจ ืืืืืื ื ืฉืืื ืงืืื
, ืืื. ืืชื ืืฉืืืืืืจืื ืืช ืืช ืืชืคืชืืืชื ืฉื ืฉื ื ืืืืืืื ืืกืืคืืจืื ืืืืืืื ืืืืืืื - ืชื, ืืืืื. ืืฉืื ืืืฉ ืขื ืืขืืจ, ืฉืืืจื ืงืืืฉื ืืฉืจืื, ืืืชืืช ืืืืืืืืช, ืืจืืฉืืื ืืืจืืืช, ืืืื, ืืืชืืจืืชืช, ืืงืืกืืืคืืืืืืช, ืืืืืจื ืืช, ืืืชืงืืืช, ืืคืชืืื, ืืืื ืืืืืจืืืช
ืืืืฆืข ื ืืฆืืช ืื ืืจืื ืืืืืื ืฉื . ืืฉืื ืืืฉ ืขื ืืขืชืื, ืืืืืืช ืืขืจืื ืฉืืืืื ืืืืคืฉืคืขื ื ืฆืืืช ืืกืืคืืจ , ืื ืงืจืขืช ืืื ืืกืืคืืจืื ืืืชื ืืฉืื, ืืคืจืืคืจืืืืืช ืืืืจื ืืืฉืจืืืืช. ืืืืืืช ืื ืืฉืงืช- ืืชื" ืืืืขื"ืืคืขื ืืกืืคืืจ ืืืืืื ืฉื , ืืจืฅ ืืงืืืฉ โืืืืืื ืืืจืืฉืืื
ืืืืงืจ . ืกืืื ืืื ืืืกืืคืืจืื ืืืืืืืื ืืืื, ืืจืืจ ืื ืืืื ืืืื ืงืฉื ืืืืฉ ืงืื ืฆื ืืืก ืืืืืืงืืข ืื ืืืชืจืื , ืขืืืจ ืืฉืจื ืืชืืืจืืช Ernst & Youngืืืจืช ืืืืงืจ ืขื ืืืืฉื ืขืจื ืืฉื ื
ืืื ืืืืืื , ืืชื-ืืืกืืืจื โืืืืกื ืฉื ืืืื ืช ืืฉืจืื ืืฆืื ืืืืืื ืื ืจืืืื ืืืจืืฉืืื Coolืงืื ืกืคื{ The Med, Red & Dead Seas[ืืืจืืื ืืืืืืื ืืืคื ืื โืืืืื - ืื ืจืืืื ืืชื
Israel 539ืืฉืจื ืืืืฅ ืขื ืืืืืืืื{ [(Ernst & Young, 2006)494 . ืืจืขืืื ืื ืื ืฉืืื ืืืืฉืืืืื ืืช ืืืืชื , The Holy Land/ืืืฉื ืงืืืื ืืฆืขืช ืืืืจ ืฉื ืืจืฅ ืืงืืืฉ, ืฉืืืื
ืืื ืืฆืืื ืืืืื ืืคืจืืฆืืช ืืจื ืืื ืืจืืจืกืื ืืชืืืืช , ืฉื ืื ืืืืจืื ืืช 40-ืืืฉืจืืื ืืืืื ืืจืก ืืืืืื ืืชืืืืชื ืื ืื ืืช ืื ืื . ืืขืืืชื ืืืืชืจ, ืื ืช ืืฉืจืืืืืื ืืืืืืช ืฉื ืื
ืืืืชืจ ืงืื ืกืคื , ื ืืืชื'ืืืขืืื ืืช ืืืืื ืืืืฆ, ืืืืชื ืื ืืืฉ ืืช ืงืื ืกืคื ืืจืฅ ืืงืืืฉ .ืืืืจื ืืืื
. 347(Sable, 2005) ื ืจืืืื ืคืจืืฆืืช ืืืจื ืืืื ืืืืืืืชืืคืฉืจืืช ืืกืืคืืจ ืืืืื ืืืืคื ืืื ื
ืืืื ืืื ืืชืืืืื , 509ืืืื ืช ืืฉืจืื ืืืื ืืืขืจืื ืจืื ืืขืืื ืืชืืื ืืืฉืืจืื ืืืื ืืืืืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
135
ืื ืื ืืจืืจ ืื , ืืืขืืืชืืืช ืขื ืงืื ืกืคื ืื. 481ืืืืืืื ืฉืื ืืืฉืจืืืื ืืฉืื ืืืืื ืืืืืืช
ืืืงืืช ืืช , ืืคืฉืจืืช ื ืืกืคืช. ืืืจืฆืืช ืืืฅ ืืื ืืื ืืจ ืืืืจืืืื ืืขื ืืื ืืช ืงืื ืืืขื , ืืชืจืื ืืืื ืืชืืืื ืืืื ืืืืืื ืืื ื ื ืจืื ืืืื(ืืฆืืฆืืช ืืชืืืืช ืืืชื , ืื ืจืืืื ืืืื ืืืืื
ืืืขื ืืงื ืื ืคื ืื ืื ืืฉืืืช ) ืืื ื ืืชื ืืืคืืื ื ืื ืืฉื ืื ืืืืื ื ืืืืืื ืฉื ืืฉืจืื ืืืืืช ืืืืืืื ืคืจืืฆืืช ืืจื , ืื ืืืืฆื ืงืืืื. ืืืืื ืืืืืืจ) ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื( ืืืจืคืื ืจืืืื -
. ืืืื ืืื ืืืฉืืืืืื ืืืกืื , ืื ืืืื, ืืื ืืืืืืืช ืืืืขืืืช ืืืืืขืืืช ืืงืืืื ืืื ืืฉืืช ืืืื, ืืฆืื ืืช ืืขืืืช ืืืื ืื. ืขื ืืืืื โืืื ืขื ืฆืืจืื ืืืืื , ืื ืขื ืืขืชืื, ืืืืฉ ืื ืขื ืืขืืจืชืืื ืขืืกืืง ืฉืืื ืืืชืคืืก ืืงืื . ืืืขืจืื ืืขืืืืืืืืื , ืืืืืข ืืืฉืจืืืื, ืืืฉืืื ืืืืืื
ืืืืื ื ืืกืฃ ืืืืง ืืืืจื . 76(Naisbitt, 1994)ืืืชืจ ืืืืชืจ ืืจืืื ืืืืจื ืืื ืืฉืืช ืืืืืจื ืืช ืื ืืฉืจืื ืขืจืืื ืื "(ืืขืจืืืช ืืืืืืช ืืืืืืืช , ืืืืจืืชื, ื ืจืืืื ืืืืจืืืฉืจืืืืช ืืื ื
ืื ืืื ืืช ืืขืืื ืื ืืฆื ืื ืืฉืขืช . ืืื ืืืืจ ืืขืืื, ืืืืจื ืืืฉืจืืืืช ืืื ืืืืื ืืืื). "ืืืืื ืืื ืืช ืืืงืจืื ืืืืืืืจ ืืืืชื , ืคืฆืืขืื ืืฉืื ืืงืจื ืื ื ืืืฉืช, ืื ืืื ืืช ืืกืืืข, ืฆืจื ืืืฆืืงื
ืืืจื ืืืืื ,ื ืฉืืง ืืฉื ืื ืืืืจืื ืืช ,ืืืืื ืฉื ืขืื ืืืื ืฉืืจื ืืชืืจืืช ืืืืืืืืื. ืฉืืืืื .ืืฉืขืช ืืืืื ืืืฆืืงื ืืืืืืืืืื
. 561ืื ืจืืืื ืชืืงืื ืขืืืืืืืืจ ืืืืื ) ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื(ืืฉืืืื ืืื ืืืืื ืืืจืคื
ืฉื ืืืฉ ืขื ืืืคืืื ื ืืืื ืช ืืฉืจืื , ืืจืขืืื ืืขืืื ืืืกืื ื ืจืืืื ืื ืืคืจืฉื ืืช ืขืืื ืืชืชืืืจื ืืืืืืจื ืืืกืืืข ืืชืืจื ืืืืื ืืช ืืขืืื ืืขืืืื ืืื , ืืืงืืืืืช ืืืืืืืืช ืืขืืื
ืืืื ืืืืืชื .537(Fried, 2006)] ืืจืช ืืืกื ืืืื ืขื ืขืืืชืื ืืกืืืืชืืืืก, ืชืืงืื ืืืคื ืืืฅ[ ืขื ืืืืงืื ืกืคื ืฉืงืืื ืืขืืจ ืืืชืืื ืช ื ืจืืืช . 562ืืืืกืฆืืคืืื ื ืืืื ืืืช ืฉื ืงืืจืื ืืืื
.563)ืืคื ื ืฆืืฆืื ืชืงืฆืืื(ืืืจืื ืืฉืืชืืฃ ืคืขืืื ืืื ืืืืื ืืืฉืจื ืืืืฅ
561 Tikkun Olam (ืชืืงืื ืขืืื) is a Hebrew phrase which translates to "repairing the world." It is important in Judaism and is often used to explain the Jewish concept of social justice. In some explanations, the more mitzvoth that are performed, the closer the world will be towards perfection. Some Jews believe that acts of tikkun olam will either trigger or fulfill the prophesied coming of the Messiah or messianic age (the World to Come). The belief in tikkun olam is also central to the Zohar ("Book of Splendor"), the most important book in kabbalah (Jewish mysticism). In Conservative, Reform and Reconstructionist Judaism, Tikkun olam has taken on political and religious significance in that it implies that Jews should work towards social justice. Tikkun Olam, <http://en.wikipedia.org/wiki/Tikun_olam>, viewed 17th December, 2006; <http://www.forward.com/articles/the-politics-of-repair>
ืืืกืืื ืืืืืชื ืืืื ืชืืงืื ืขืืื ืืืืืื ืชืืื ืฉืืื ืืืื ื ืืืืืืื, ืฉืื ืืืจืืช ืืืจืืืช ืืืืืืช, ืฆืืช ืืืคื ืืื ืืืืื ืืช ืืืืจืืชืืืื ืช ืืฉืจืื ืชืืื ืื ืงืก' ืขื, ืืืกื ืืจื ืงืืง', ืืืจืืช, ')1921(ืืจื . ื.ืืืื ืงืืง ื ;ืืืืืืช ืืืจ ืืืืืื
2006, ืืืฆืืืจ 17- ื ืฆืคื ื>, http://he.wikipedia.org/wiki/%D7%90%D7%95%D7%A8%D7%95%D7%AA_(%D7%A1%D7%A4%D7%A8<, ืืืจืืช562 Karma yoga, (also known as Buddhi Yoga) or the "discipline of action" is based on the teachings of the Bhagavad-Gita, a sacred Sanskrit scripture of Hinduism. One of the four pillars of yoga, Karma yoga focuses on the adherence to duty (dharma) while remaining detached from the reward. It states that one can attain Moksha (salvation) or love of God (bhakti) by performing their duties in an unselfish manner for the pleasure of the Supreme. Karma Yoga is an intrinsic part of many derivative types of yoga, such as Natya Yoga. Karma Yoga, <http://en.wikipedia.org/wiki/Karma_yoga>, viewed 17th December, 2006 563 MASHAV activities focus on areas in which Israel has a comparative advantage and/or accumulated expertise. MASHAV believes that the greatest possible contribution can be made in fields where Israel has expertise directly relevant to emerging nations. The list of such fields is extensive, including: water resource management and irrigation, desert agriculture and combat of desertification, early childhood education, community development, emergency and disaster medicine, refugee absorption and employment programs. MASHAV believes in active consultation with local partners. MASHAV is committed to cooperation throughout the developing world. Extend a hand in partnership wherever Israelโs experience is relevant. MFA <http://mashav.mfa.gov.il/mfm/web/main/document.asp?SubjectID=17267&MissionID=16210&LanguageID=0&StatusID=0&DocumentID=-1>, viewed 17th December, 2006
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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ืืฆืขื ืืงืื ืกืคื ืืื ืจืืืื ืืืฉืื ืืืืชื ืืืืืื ืืืฉืจืืื
ืืืืช ืืืืชื .ืชืืงืื ืขืืื โืืืื ืืืืช .ืืื ื ืืกืืืข ืืขืื ืืขืืื ืืืขื ืืืืืื ืืชืคืืฆืืช ืืจืืื ืฉื ืขื ืืฉืจืืืชืคืงืื โืืืื ื
.ืืงืืืฉืช ืืืืื ืชืืืจื โืืกืื ืืืขืจ .ืืืข ืืืื ืืืืืื, ืืืื ืืืืืื โ ืืืกืืืชืจืื
ืชืขืฉืืืช ; ืฉืืจืืชื ืจืคืืื( ืืืื ืืืืืื ืืฉืืจืืช ืืจืืืืช ืืื ืืฉืืช ืืืข โืืืืืืืช ืืืืืช ;ืืืจืื ืืช-ืืืืื ืืืืจืืชืืืืงืืืืช ,ืืืื, ืืื ืืืืืื-ืืืื, ืคืจืืฆืืืืงืื
).ืืจืืื ืื ืืืจืชืืื, ืกืืืข ืืืฆืื ืืกืื, ืืื ืื ืืืฉืืื, ืจืคืืื ืืฉืืืื, 564ืืกืืืื ืืืืชื ืืืฉืืืช .)ืืืคื, ืืฉืื, ืืืืช, ืจืืคื( ืืืจืคื :ืืืืืจ ืืืืื โืื ืฉืื . ืืฉืืชืืฃ ืคืขืืื ืืื ืืืืืืื ืืจืืืืชืืื ืืืืื ืืืืจืืืงืืืื ืคืจืืืงืืื โืืืฉื .ืจ ืืืจืคืืกืืคืืจ ืืื โืชืจืืืช
ืืืืชื ืกืื .ืืืืืคืืื ืืจืคืืื: ืืคื ืื ืืื ืืฉืืืช ืฉื ืืืืจื ืืืฉืจืืืืช
ืืืฆืจ ืืืืื ).ืชืจืืืชื ืืืืืื ื, ืืืกืืืจื(ื ืืืจืื ืืืืืืชื ืืจืืืืช ืืืจืค โืชืืืจืืช
.ืืฉืืจืืชื ืืจืืืืช ืชืขืฉืืืช โืืฆืื .ืืืชืชืขืฉืืืช ืืฉืืจืืชื ืืจื, ืืขืจืืืช ืืฉืืื, ืืืงืจ ืืืขื โืืฉืงืขืืช
.ืืืืืืื ืืืืืืืืื ืืขืืื ืืขืจื ืฉืืจืืชื ืืจืืืืช โ ืืืืจื
, ืจืืคื(ืืืจืคื . ืืื ืื ืื ืกืืื ืืืืื ืื ืืืืื ืจืื ืืืงื ืืืืจื ืืืฉืจืืืืช ืืืชืืืืชืืื ืืจืคืืื . ืฅ ืืืขืืืืืื ืืื ืืืขืื ืืืงืฆืืข ืืื ื ืขืจืฆืื ืืืจ )ืืืคื, ืืืืฉ, ืืืืช
. ืืืืฆื ืงืืืื ืื ืืืจืืช. ืงืจืื ืืืื ืืืืืืื ืืืขื ืืืืืื, )ืื ืืื ืืช ืืืชืืื ืกืืืื(ืื ืืงืจื ืืืฉืจืืืื , ืืืืื ืฉืืฉ ืืืืื ืืช ืขืฆืืช ืืืืื ืื
ืืช ืืคืฉืจืืืืช , ืืืืกืืฃ; )ืจืืช ืืฉืืื ืืืืจืงืืืืืืช(ืืขื ืืืจืฆืืช ืืืฅ ืืืื ืืงืจื ืงืืื .ืชืจืืืื ืืืืคืืื ืื ืืงืืืื ืืชืืื ืืืืชืื ืืืืืื ืืชืงืฉืืจืชืืื
, ื ืืชืืืจื-ืืคื ืฉื ืืื ืืชืืืื ืืืืืช ืืกืืืื ืืืืงืืืืช ืืืื, ื ืืชื ืื ืืืืฅ ืืืคืืื ืื ืืืืจืฉืื ืชืืงืื ืืืขืืจืจืื ืืชืืจ ืืืืื, ืืงืืืขืช ืืืืืืื ืืืืื 564
).ืืคืจืืื 2.3.9 ืจืื ืกืขืืฃ (ืืืืจืฉืื ืืืืฅ ืืชืืฉื ืืฉืืจืื ืืืฉืืคืืจ ืืืืื ืช ืืฉืจืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
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Beachfront โื ืงืืืช ืืื ืง ืืืชืจ ื ืืืชื .3.2.6
, ืืืืจ ืืื ื ืืชื ืืคืขืื ืื ืืื ืืช ืืื ืืฉืืืงืื. ืืืืจืช ืฉืืืงื ืืืขืืกืืืื ืืืช ืืืืจืื ื ืืื ื . ืืจืืช ืืฉืืืืชื ืขื ืคื, ื ืืืืจืื ืืืื ืืช ืืืืฅ ืืคืขืืืืช ืืฉืืืืง ืืืื. ืืฉ ืืงืืืข ืกืืจื ืขืืืคืืืืช
. ืืจืฉืืช ืืขืฆืื ืืืืื ืืืช ืืืืื ืืื ืืืืื ืืืืฆืข ืืืื ืืชืืกืก ืขื ืฉืื ืืืืงืจืื ืืขืืืืืืชืคืงืืืื ืืืจืืืืื ืฉื ืืืืจื ืืืื ื, ืืจืืืื ืืจืืืช ืืืื ืืืืืจ ืืืกื ื ืชืื ืื ืืืชื ืืกืคืง
.ืืกืืื ืืืงืฆืืขื, ืืืงืื ืืขืจื ืืืงืจ ืจืืืืืืื , ืืื ืขื ื ืืืื ืืฉืืืืง ืืืืื ืืื
ืืฆืขื ืืืจืฆืืช ืืขืืื ืืืืจื ืืขืช ืืงืื ืฉืืืืงื ืืช ืื ืืืงืจื ืืงืฉืจ ืืจืืฉืื ืขืฆืืชื ืืืืืื ืืช ืืืง ืืื. ืืจืืจ ืืืืืืื ืื ืืกื ื ืชืื ืื ืื ืืื ื ืืืงื ืืืื. ืืจื ืืื ืฉืงืืืืืฉื ืื ืืข
ืืขืืืช . ื"ื ืืืช ืขืืืื ืืืชื ืืกืคืง ืืื ืืจืืขื, ืืืืช ืืืืงืจืื ืืกืืืืกืืืื ืืืกืืช ืืืืืืืฉืื ื ืืืื . ืื ืฉืื ื ืขืจื ืื ืืืงืจ, ืืืงืจืื ืืืืืื, ืืงืจ ืืืืืืืื ืืช ืืืจืืช ืฉืืื ื ืขืจื ื
ืฉืืืื 2.5.2 ืื ืืืืงืจืื ืฉืืืฆืื ืืกืขืืฃ . ืืืืืข ืืขืืื ืืจืฉืืช ืืขืฆืื ืืืืื ืืืช ืืืืืจืืื ื ืืกืฃ . ืืืื ืืช ืฉืื ื ืขืจืื ืืื ืื ืืืงืจื ืืขืช ืงืื ืื ืฉืืืื ืืืืฉืืื ืืืื. ืืฉืงืืื
ืกื ืืฆืื ืืืืื ืืช ืืืขื ืืืื ืืื (ืฉืงืื ืืช ืืจืืืื ืกืืจ ืืืืฅ , ืืฉืืืฉืฉืืื ืื ืืกืืช ืืืกื ืชืืืจืื (ืฉืงืื ืืช ืืจืืืื ืืชืืืจืืช , ืืจืืื ืฉืืืฉื). ืืืฆืื ืื ืคืฉ ืืืืื ืืช ืืืขื, ืืืืืืื
ืืจืืื ืจืืืขื ืฉืงืื ). ืืืืืช ืชืืืจืื ืืืืื ืืืกื ืืชืืฉืื ืืืื ืช ืืืขื, ื ืื ืกืื ืืืืื ืช ืืืขืืืงืฉืจ ืขืฆืืชืืกืืืื ืื ืืกืื ื ืชืงืื ืืื . ืื ืืืืืืืืืช ืืจืืืื ืืืืื ืืืืื ืช ืืืขื ืืืื ื
ืืืืื ืืช .5.2ืคืืจืื ืืืืช ืืืืฉืื ืืืืงืืจืืช ืื ืกืคื .3.1.1ืืืืฆื ืืืจืฃ , ืืืื ืืช 18ืขื , ืืื ืืืืจ, ืืจืื ืื, ื"ืืจื): ืกืืจ ืืืจื ืขื ืคื(ืืืืืจืืืช ืืขืฉืจืช ืืืงืืืืช ืืืืืืืื ืืื ื
, ืฆืจืคืช, )ืื ืืจื ื ืื ืจืืืจืืืืืื ืื ืื ืก ืืืืืื ืืืืจืืคืืืขืืื ืขืงื ืืจืืื ืืฆืื (ืืืื ื .ืืืื ืืงื ืื, ืฉืืืืืฅ, ืืืืืื, )ื"ื ืื ืจืืืจืื ืื (ืืืืื
ื ืืงืื ืืืฉืืื ืื ืืืืื ืืช ืฉืขืืื ืืืืื ืช ืืฉืจืื ืงืฉืจืื ืืืืืืื ืืงืฉืจ ืืฉื ื ืขืฆืืชืืืื ืื ืื ืืื ืืืื ืืจืืฉ ).ื ืชืืืืขื ืืฉืืง , ืืฉื ืืืืขืื ืืืืืื ื $ 70ืืฆืื ืืืืงืฃ ืฉื (ืจืืืืื
ืขื 0ืืืื ืืช ืฉืืื ืื ื ืขืจืื ืืืงืจืื ืงืืืื ืฆืืื . ืฉืงืื ืืช ืชืืฆืืืช ืื ืืืงืจื ืืขืช ืืงืืืืืจืืื ืืฉืืืฉื ืืื ืืืงืคื . ืืืจืืื ืืฉื ื ืืืื ืืื ืืื ืืืงืคื ืืฆืื. ืืื ืืฉื ื ืื
ืืืจืื (ืฉืืง ืืืขื ืขืฆืืชืืืจืืื ืืืืืฉื ืฉืงืื ืืช . ืืืจืืื ืืจืืืขื ืืื ืืืงืคื ืืืื. ืชืืืจืืช
Israel Power Connection RatingTotAvg
Country RatingUSA 1Germany 2UK 3Netherlands 4France 5Belguim 6Italy 7Switzerland 8India 9Canada 10Russia 11Japan 12Spain 13China 14Denmark 15Poland 16Austria 17Hungary 18
)ืืคืืจืื 5.2ืจืื ื ืกืคื (ืืืจืื ืจืืฉืืโืืจืฆืืช ืืืฅืงืฉืจ ืืฉืจืื ืขืฆืืชืืื . 3.1.1ืืจืฃ
ืืืจืื ืฆืืืข
1 2 3 4 5 6
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
138
ืืืจืื ืชืืืืช ืืืชื ืืืืื ื ืขื , ื ืชืืจืืชืืืช ืืคืืจืื ืืืืืื ืืืืืืกืืืจืื ืืื, ื ืื ืคืฉ"ืชื
, ืืืื ืืช 39ืงืฉืจ ืขื ืขืฆืืชืงืื ืืื ืืกืืืื ืื ืืกืื ื ืช). Anholt-GMIืืกืืก ืฉืงืืื ืืืงืจื ืืืืื ืืช ืืืืืจืืืช ืืขืฉืจืช . 5.2ืคืืจืื ืืืืช ืืืืฉืื ืืืืงืืจืืช ืื ืกืคื . 3.1.2ืืืืฆื ืืืจืฃ
ืืืขืืื ืขืงื ื ืื (ืืืื ื , ืืจืื ืื, ืืจืืื ืื, ื"ืืจื): ืกืืจ ืืืจื ืขื ืคื(ืืืงืืืืช ืืืืืืืื ืืื ื . ืฉืืืืืฅ ืืืคื, ืงื ืื, )ื"ื ืื ืจืืืจืื ืื (ืืืืื , ืืืืืื, ืฆืจืคืช, )ื"ืจืืืจืื ืื
ืงืฉืจ ืืฉืจืื ืืจืฆืืช ืืืฅ ืขืฆืืชืืื โืืื ืฉื ื ืืืืืื ื ืืื ืืืืงืจ ืืืขืืืฃ ืืช ืืืื ืืฉื ื .ืืืกื ืื ืชืื ืื ืืืฆืืจื ืืืืืฃ ืืฉืืืืื ืื ืืืช ืขื ืืกืชืืืืืช ืืืืืช. ืืืจืื ืฉื ื โ
ื ืืชื ืืืกืืง ืื ืขื ืืืฉืืช ืืฉืจืื ืืืงื ืืช ืขืืงืจ ืืืืฆื ืืฉืืืืง ืืืืื ื ืืฉืืืื ืขืืืืืืืืจืื ืืฉื ื ืจืืฉืื ืืืื ืืช ืืืืืื . ื"ืืืืจืื ืืืืื ืืจื. ืืจืืฉืื ืื ืืฉืืืฉื ืืคืืงืื
, ืฉืืืืืฅ, ืืืืืื, ืฆืจืคืช, ืืจืื ืื, ืืจืืื ืื: ืกืืจ ืืขืืืคืืืืช ืืืืื ืืืื ืขื ืคื, ืืืืจืืคืื . ืงื ืื โืืืืจืื ืืฉื ื ืจืืืขื . ืืคื โืืืืจืื ืืฉื ื ืฉืืืฉื . ืืืื ื ืืืืืื
ืจ ืืื ืืกื ืืืขืืื ืขืงื ืฉืข(ืื ื ืงืื ื ืื, ืืืจืงืื, ืืืจืืช ืฉืืืงืคื ืืืฆืื ืืืืื ืืช ืืืืืืช ืืืื
ืืืืืื ืืืืงืคื ืืืฆืื ืืืืื ืืช ; )ืก"ืืื ืืืืฉืื ืืกืื ื ืขืฉื ืื ืคืจื ืืืกื ื ืชืื ื ืืื, ืืกืืืืืขืช ืืงืื ืืฉืืืฉืช ืืืืื ืืช ืืจืืฉืื ืืช ืืฉืคืขื ืืฉื ืืช ืขื . ืงื ืื ืืืคื, ืืืืืืช ืฆืจืคืช, ืืืืืื ืืืืืืช ืืื ื ืืืจืงืื ืฉืืืืฉื ืจืืื ืืืืื ืช ืืฉืจืื ืฉืืชืฃ ืืกืืจืืื. ืืืงืคื ืืกืืจ
ืืืืจืืงืื PEWืขื ืืกืืก ืืืงืจื ืืขืช ืืงืื ืฉื ืืืื (ืืืฆืืืืจ ืืจืื ืจืืื ืืืฉืจืื ืืืจื ืขืืื ืืืืื ืฉื ืืชื ืืฉืืื ืืช ืืืื ืืืืืกืืฃ ืืจืืืืื .)338ืื ืขืจืืื ืืขืช ืืขืช ืืืืื ืืช ืืืืกืืืืืช
.ืฉืื ืื ืืฉืงืืืช ืื ืืจืืื ืืืจืืื; ืืืื ืืงืืืืืช ืืืืืืืืช ืืืงืืืืืช: ื ืืกืคืื
ืื ืืจืืช ืืืืืฅ ืืื , ืืืืจ ืกืืจ ืขืืืคืืืืช ืื ืืืืืฅ ืืชืื ื ืืืืงื ืืช ืคืขืืืืช ืืฉืืืืง ืืืืื ืืืื ืืฉืื ืฉืืืื ืช ืืฉืจืื , ืื ื ืืชื ืืขื ื ืขื ืกืืืืืช ืืืืืืช ืืืจืื .ืืืขืืคืืช ืืฉืืงืืื ืชืงืฆืื
ืืื ื ืชืื ืืคื ืืืช ืืื ืืืื ืืืืฅ ืขื ืืืืชืฉืืื .ืืืืจ ืขืจืืืชืจืฉืื ืชืงืื ืืขืจื ืืกืืจื ืืชืจื , ืจืืื, ืชืื ืช ืืืืืืืื( ืืืืืืืืื ืืกืืืืืื ืฉืืืืฆืื. ืืืื ืืืื ืืฉืืืื ืืกืคืืื
ืขืฆืืชืืฆืืืื ืืืืงืืข ืกืืง ืืื ืฉ, ืืจืืืื ืืจืืืืื ื ืกื )ืืื ืืจื ื ืืืืคืขืช ืืืืจืื ืืืฉืืชืืืืืขืฆืื ืืืืื ืืืช ืืืืคืฆืื ืืืืืื ืืขืืืืช ืืจืฉืืช. ื ืืืืื ืืืืชืจ, ืืืืื ืืืคื ืืืื ืช ืืฉืจืื
)ืืคืืจืื 5.2ืจืื ื ืกืคื (ืืืจืื ืฉื ืโืืจืฆืืช ืืืฅืงืฉืจ ืืฉืจืื ืขืฆืืชืืื . 3.1.2ืืจืฃIsrael Power Connection Rating - Rank #2
TotAvgCountry Rating
USA 1UK 2Germany 3Netherlands 4France 5Italy 6Belguim 7Canada 8Switzerland 9Japan 10Spain 11India 12Russia 13S. Korea 14China 15Taiwan 16Australia 17Turkey 18Sweden 19Hong Kong 20Denmark 21Singapore 22Brazil 23Thailand 24Poland 25Austria 26S. Africa 27Greece 28Finland 29Ireland 30Cyprus 31Mexico 32Jordan 33Ukraine 34Hungary 35Romania 36Malaysia 37Philippines 38Costa Rica 39
ืืืจืื ืขืฆืื
1 2 3 4 5 6
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
139
. ืื ืืืืชื ืืืืืืืชืืืืชืื ืืชืืกืกืืช ืขื ืืืจืื ืืื ืืื ื, ืฉืืืืฉ ืืืืฆืขื ืฉืืืืง ืืืกืืื ืืื ื
ืฆืืืืื-ืืื ืกืืจืืืขืช ืืงืื ืืืืื ืืช ืขืจื ืืืืกืืื ืืฉืคืขื ืืืขืจืืช ืขื ืืืงืคื ื ,ืืื ืื ). ืืื ืืืืื ืืจืฅ ืืืงืืจ, ืืืืชืืื] ืืืื ืืช ืืืืจืืื ืขืกืงืืื[ืืจืืื ืฉืืจืืื ื ืขืฉื ืืืืฆืขืืช ื(
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
140
ืฉืืืฉืืืืื ืืืืื - 4ืคืจืง
ืืืฉืืืื ืืืืื ืืืช .4
ืืืฉืืืื ืืชืืื ืืฉืืืืง ืืืืื ื .4.1
ืืืื .4.1.1
, ืฉืืืืง ืืืืื ืืืืืจ ืืฆืืช ืืืืื ืืืื ืืืจืืืื ืื ืืืื ืืืคืืืืืื ืขื ืืกืืก ืงืื ืกืคื ืชืืจืช ืืืืื ืืืืื ื ,ืืื ื ืืืื ืื ืืื ืืื ืืื ืืืชืื ืืืื ืืช. ื ืืชื ืืืฉืื ืขื ืฉืืืช ืืืืงืจ ืืจืืฉืื ื
. ืืืฆื ืงืื ืคืืืงื ืืชืืฉื ,ืืืคื ืืืื ืช ืืฉืจืื ืืขืืื ืืขืช ืืงืืืืฉืื ืื ืืขืืืืช
ืืื ืืฆืืจื ืืืชื , ืื ืืช ืืกืื ืืืืื ืืืจืกืช ืื ืขื ืืืื ืช ืืืืื ืืขืจืื ืืืืื ืืฉืืง ืืืขื ืื ืชืืืื ืชืืจืช ืืฉืืืืง ืืืืืืื . ืืืฆื ืืืืืืืื ืืื ื ืืืืช ืืื ืื ืฉืืืงื ืืืขื. ืช ืืืืฉืฉืืืค
ืืื ืืืฆื ืืคื ืื ืื ื ืืฆืืช ืืืื ืช . ืืืืืช ืื ืงืืืืื ืืืืืื ืืืื ืื ืืื ืฉืืืงื ืืืจื ืฉืื ืืืืืืืกืกืช ืขื ืืืืื ืืืืงืจืื , ืฉืื ืืชืื ืืืืฆื ืืืื ืืื ื ืื ืืจืง ืชืืช ืืกืื, ืืืืื. ืืฉืจืื
ืืขืฆื ืืืืื ืืืช . ืืืืืื ืืงืืจ ืืืืื ืืื ืฉื ืืืืข, ืืืจืืช ืืืงืคืืฉ. ืฉื ืขืจืื ืืืจืฆืืช ืืืฅืืืืจืฉ ืืฉืื ืจืืฉืื ืืขืจืื ืืืงืจื ืืขืช , ืืืืื ืืืืฉ ืงืืื ืคืขืืื ืื ืืื ืืขืืืืช ืืฉืืืืง ืืืืื ื
.ืงืื ืืืืงืืื ืืฉืืืงื ืืขื ื ืืืจืื
ืืื ืืจืฉืืช ืืคืืกืืื ืืืช .4.1.2
ืืืืจื ืืืืืืฅ . ืคืืกื-ืื ืืืช ืืืื ืช ืืฉืจืื ืืขืืงืจ ืืืืง ืืืืื ื ืืจืฉืืช ืืคืืกืืื ืืืชืืื ืืืืจืืื ืืฆืื . ;Realpolitik - ืืืืงืืจืื ื . ืืืืื ืืช โืืืืืืืืืืืื . ืืคืขืืื ืืื ื ืขืฆืื ืงืฉื
โืืืืื ). ืืคืก-ืืฉืืง ืกืืื(ืืืงืืื ืืก ืืืื - ืืืกืืจืืืื . ืืงืื ืกืคื ืืืืืื - ืื ืืืืืืช ืืืชืืืืืืช ืืื , ืืขืืืช ืืืช, ืืจืฉืืช ืืคืืกืืื ืืืช. ืืืืื ืืื ืฆืืืืืช, ืกื ืงืฆืืืช, ืืืืืื
ืืืืื ืืื ืืืช ืืจืฉืืช ืืืืชื . ืื ืืืช ืื ืืืืง ืืืฉืจืืืชื ืืื ืืืืง ืืืืื ื, ืืื ืช ืืฉืจืืื โืืืื . ืืืื ืืช โืืืงืืจืื ื . ืืืคืจืืืช โืืืืืืืืืืื . ืืืืจืช ืืคืขืื ืืืืจื ืืขืฆืื ืืขืืจืคืืช
ืืืืื ืืืืฉืื ืืืืื . ืืืืชื ืืฆืืืื ืืืืืข ืืืืฉืืื ืขืืืคืื ืืื ืืืื ืช ืืฉืจืื. ืืชื ืชืงืืช- ืฆืืืช ืืื- ื ืงืื ืืืื ืืืืื ืฉื ืื. ืืืืืคืจืื ืืืจืืืืช ืขื ืขืฆืืืืชื ืืืืืงื ืืื, ืืืืืืช
ืืืื . Civil disobedience non-cooperation59 (Gandhi, 2001)/ืฉืืชืืฃ ืคืขืืื ืืืจืืืืืืชืชืืืฉ ืืืื ื ืฉืืฆืืจื , ืฉืืืื ืช ืืฉืจืื ืืืจืฉืืช ืืคืืกืืื ืืืช ืืืืจื ืืฉืืืื ืืืฉื ืืืชื
ืืื ื ืืชื ืืื ืื ืืช ืืืจื ืืขืฆืื ืืงืฉื ืืืขืืืจ ืืืืจื , ื ืฉื ื ืืฆืืืื ืืื ื ืงืืืืืืืืชื ืฉ . ืืขืฆืื ืืจืื
ืืื ืืืื ืืช ืขืจื ืืืืืื ืืช ืืืืกืืืืืช .4.1.3
ืื ืฉืืืืขื ,ืืืื ืืช ืขืจืืืืช ืืืืกืืืืืช ืืืชื ืืชืื ืืืื ืช ืืฉืจืื ืขื ืืกืืื ืฉืืืืืื
ืงืืืจ , ืกืืืืืืช ืืืคืจืฅืืืืื ื , ืืืืจืืื ืื, ืชืื ืืกืื, ืืจืืงื, ืืจืื, ืืฆืจืื. ืืืกืืื ืืื ืืชืืืืื ืืื ืจืื . ืืื ืืืืฉืืืช ืืฆืืจื ืืืืืื ืืื ื ืงืืื. ืืื ื ืืฆืืช ืืคื ื ืืืืื โืืคืงืืกืื
). ืจืืืื ืืืฉืจืื ืืืืืจืืื ืืืื(ืคืืกื -ืืฆืืจื ืืื ื ืืืืื ื, ืืืจืืข ืฉื ืืฆืืืืจ ืืืืชื ืืืื ืืช .ืืืืืฅ ืืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื ืืขืฆืื ืืจืื ืืืฉื ื ืืืืจืืช, ืืืฆื ืื
ืงืื ืกืคื ืืืืจืืช ืื โืืืืจืืื ืืฆืื ืื ืืืืืืช . ืงืืืื โืืืืงืืจืื ื . ืืืืืืืืื โืืืืืืืืื ืืืืืขืืงืจ ืืชื ืืืฉ ืืงืืืื ืชืืื ืืืช ืกืืืข ืืฉืืชืืฃ ืคืขืืื , ืืืคืืืืืื ืฆืืืืจืืช โืืืืื . ืืืจืกืืื
). ืืืื ืืืืงืืืืช, ืืชืืืื ืืืจืืืืช(
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
141
ืืืืจื . ื ื ืืืื ืงืืืืืืชืืืืืช ืืฉืจืื ืืค, ืืืจืื ืืกืืจืืืืื ืืืื ืืช ืืืืื ืืืืืืงืืช
. ืืืื ืืืืืช โืืืงืืจืื ื . ืืืคืจืืืช โืืืืืืืืืืืื . ืืืืืืฅ ืืคืขืืื ืืื ื ืขืฆืื ืขืืจืคืืช). ืฉืื ื ืืื ืืช ืฉื ืืืืื ืืงืจืืช ืื ืคืฉืจื ืืช(ืืงืื ืกืคื ืืืืืื โืืืจืืื ืืฆืื ื ืืืืืืช
.ืืชื ืชืงืืช โืืืื ). ืืคืก-ืืฉืืง ืกืืื(ืืืงืืื ืืก ืืืื โืืกืืจืืืื
ืืคืืืืื ืืืื ืืช ืืืืืื ืืืืจ .4.1.4
ืืืื ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ืฉื ื ืืฆืืช ืืงื ืื ืืืืกืืจืื, ืืืื ืืช ืืืืืื ืืืืจืืคืืืืื ืจืื ืืืืืืืืืืื . ืื ืฉืืืืื ืืช ืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื ืืขืฆืื ืืจืื. ืงืืื ืืืฉืชืืืืืช
. ืงืื ืกืคื ืืืืืจืืช โืืืจืืื ืืฆืื ื ืืืืืืช . ืงืืืื ืจื ืืื ืืืจืกืืื โืืืงืืจืื ื . ืืืืืืืืื โืืืจืื ืืกืืจืื , ืืฉืืง ืกืืื ืืคืก ืืื ืืจืฉืืช ืืคืืกืืื ืืืช(ืืืงืืื ืืก ืืืื โืืจืืืื ืืืก
ืืืื ืืช ืืืืื ืืืฉืืช -ืืืคืืืืืื ืฆืืืืจืืช ืืจืื ืืชืช โืืืืื ). ืืืจืื ืืชืืืขื ืืืืจืืคืื ). ืืฉืืื ืืืฉืืืืช, ืืืข, [!]ืืืืืคื ืืืคืืฉื ืชืจืืืช (
ื"ืืื ืืจื .4.1.5
ืืกืืืืืช . 347(Sable, 2005)ืฉื ืืขืจืื ื ืืฆืืช ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ื"ืืืจืื ืืจืืื ื
ืืขืจืื ืื ืืื ืืืืข ืขืืื , ืคืืกืืื ืื ืืฆืืืืจ ืืืืจืืงืื ื ืืื ืืชืืื ืืืฉืจืื-ืืกืืกืื ืืืฉืจืืืืื ืฉืืืคื ืืืชื . ืื ืืื ื ื ืืฉ ืื ืืืืืืช ืื ืืงืืื ืืืคืืื ืื ืืฉืืชืคืื ืขื ืืืจืืื, ืืจืื
ื ืืืืืฅ ืืืขืฆืื ืืืืื ืืืช ืืคืขืื ืืืืจื "ืืืจื. ืืื ืืืขืจืืืืื ืจื, ืืื ืจืืืื ืืืช ืืขืืืจื โืืืจืืื ืืฆืื ื ืืืืืืช . ืืืืืืืืฆืื โืืืงืืจืื ื . ืงืคืืืืืื โืืืืืืืืืืื . ืืขืฆืื ืืืืชืืืืชืืืชืื ืืืื ืืช โืืืื ). win-winืืฉืืง (ืืืงืืื ืืก ืืืื โืืกืืจืืืื . ืืงืื ืกืคื ืืฉืืืืงื .ืชืจืืืชื ืืกืืคืืจื
ืืื ืืขื ืืืืืื .4.1.6
ืื ืฉืืืืื . ื ืืฆืืช ืืืื ืช ืืฉืจืื ืืคื ื ืืฆืืจื ืฉื ืืืฉืื ืขืฆืืืช ืืืืืื ืืชืคืืฆืืชืืขื ืืื
ืื ืืฉืจืื ืขืจืืื ืื "( ืืืืืื โ ืืืืืืืืืืืื. ืืช ืืืืจื ืืืฉืจืืืืช ืืืืจื ืืขืฆืื ืืขืืืืช). ืฉืืชืืฃ ืคืขืืื ืืืชืื ืืฆืจืื ืืงืืืื ืืจืื ืืืงืืืืช(ืืืืงืืืืฆืื โืืืืงืืจืื ื ). "ืืื
). win-winืืฉืืง (ืืืงืืื ืืก ืืืื โืืกืืจืืืื . ืฉืืืืง ืืืจืชืืงืื ืกืคื โืืืจืืื ืืฆืื ื ืืืืืืช . ืืืืื ืืจืขืืช โืืืื
ืืื ืืงืืืืืช , ืื ืืื ื ืืืืื ืฉื ืืขื ืืืืืื, ืขื ืืืื ืช ืืฉืจืื ืืืืื ืข ืืงืืืื ืืจืขืืื
ืื ืงืืืื ืืงืืืื ืืื ื . ืืืืืืืืช ืืจืืื ืืขืืื ืืื ื ืืขืจืืช ืืืืื ื ืืฆืจ ืฉื ืืขืื ืืฉืจืช ืืืชืืืขืจืื ืื , ืงืืื, ืฆืจืื ืืืืื โืืื ืกืืืืชื ืืืืืืืช ืืื ืืืืืืืืืืขืืช ืฆืจ, ืืฉืืช ืขืฆืืืืช
ืกืืืข , ืชืจืืืชืืช- ืืฉืชืืืืช ืืกืืืื ืืจื, ืืื ืื ืืืืื, ืืืืง ืืื ืืืฉืืืืช(ืืืฉืื ืขืฆืืืช ืืืจื ืืืืืื ืืฉืืจ ืืช ืืขืจืืช ืืืืกืื ืืืืืืืช ืืื ื ). ืืืืจืืืช ืืืจืชืืช ืืงืืืืช ืืืืืืืืช
. ืืชืคืืืชืืืื ืืืืืช ืืงืืืื ืฆืจืืื ืืฉ, ืฉืืชืืฃ ืคืขืืื
ืืกืงื ืืช ืืืืืื ืืฉืืืืง ืืืื ื .4.2
?ืื ืื ืื โืืืชื ืืช ืืืื ืช ืืฉืจืื .4.2.1
ืื ืืื ,ืืืืื ืืืกืงื ื ืืฉืืืช ืืืืื ืืชืืืืจืื ืขื ืืืื ืช ืืฉืจืืืืกืืืื ืื ืืืข ืื ืืชืื ืืื ืฉืืืงื , ืืขืืชืื .ืืืชืื ืืืืื ืืช ืืชืืื ืืืฆืืื ืืกืืืืื ืืื ืืชืืื ืืืฆืืื ืืืืคืืื
ืจืง ืืืืจ ืืืืืฉ . ืืืคืขืื ืืืื ืฉื ืืืคืืืืืื ืฆืืืืจืืช, ืืืืืืขื ื ืชืื ืื ืืืืืฅ ืืืื ืืฉืื ืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
142
ื ืืชื ืืืื ืืงืคืืฅ ืืืืคืขืื ืืื ืืืชืื , ืืฆืืจื ืืืกืืกื ืฉื ืงืืื ืืืขืืจ ืืฆืืจื ืฉื ืืขืจืื
. ืืื ืืืชืืื ืืืฆื ืื ืชืื ืืฉืืง ืืืขื ืื ืืื. ืืืื ืืช
ืืืื ืืกืืจืืื .4.2.2
ื ืกืคื ืืืชืื ืืฉืืง ืืขื ืืืฆื ื ืืชื ืืขืืื ืืืืืื ืืืฆืื ืงื. ืจืขืืื ืื ืืขืืจืจ ืืืืื ืืืื ืงืฉืืืชืืื ื , ืืื ืืงืจื ืืืืื ื ืืืื ืงืืื ืงืื ืกืคื ืืืชืืื. ืืืืืื ืข ืืืืฆืืื ืืฉืืง ืืขื ืืืจ, ืืื
ืืืคืืื ืื ืฉืืชืคืชืื . ืืืืืืจื ืกืืคืืจ ืื ืขืืืืช ืืืฉืืืช ืืืชื, ืืื ืืืื ื ืกืืคืืจ ืืืชื. ืื ืืงืจืืืชืืฆืื .ืฉืืืืฉื ืชืืฉืื ืืืื ืืช ืืจืืช, ืืืืฆืขืืช ืชืคืืกืืช ืื ืืขืืช ืงืืืืืช. ืืืืื ืืฉื ืื
ืืืคืืฉ ืืฉืืจ ืขื ืืืืื ื ืขืฆืื . ืืืืฆืขืืช ืืืื ืชืจืืืชืืื. ืืืืืข ืฉืืจื ืืืขืจืืืช ืืืืฉืืช (Nebenzahl, 2004ืืืืฉื ืืืืืืืืจืคืื ืฉืื , ืกืืืื, ืืืืืจืื, ืื ืืืืื, ืชืืฉืืื, ืืืฆืจืื โ
Blichfeldt, 2004; Amine, Chao: 2005(167,168,169.
, ืืืฉืจ ืชืชืืืฉ ืืชืืฆืื ืืืืกืฃ ืืืจืืขืื, ืืืกืงื ื ืืื ืฉืขืืืฃ ืฉืชืืืืช ืืืืชื ืชื ืืื, ืื ืืืืื ืืฆื ืขื ืืืืื ื ืืืืฉ ืงืื ืกืคื ืืืชื ืืืืื ืืขื ืืืคืืื ืื . ืืงืจื ืืืืืืช ืืืคืืฉืื, ืืืืข
ืืืืื ืืืจืืื ืืื ืฉืืืงื . ืื ืืจืื ืืืืืงืืืชืฉืืืื ื ืืชื ืืขืจืื ืืืจืืืืื ืืชื, ืืืืืืืื. ืืืื ืืจืืช ืืืื ืื ืืฉืืืืฉ ืืืืื ืืืกืืจืืืืื ืืืืงืืืื ืฉืืืืื ืืืื ืืืืื ืืฉืื, ืืืขื
ื ืืื . ืืืฆื ืืืืืืืื ืืื ื ืืืื ื ืืืฆืืื ืืืืชื ืืืจื ืขืืืจ ืจืื ืฉืืืงื ืืืขื ืืืจืืืืื ืฉืืืืืืืช . ืื ืืืืง ืฆืืื ืื ืคืืืืืืื ืืขืืจืืืช ื, ืืืจื ืืื ืขืืืจ ืืืื ืืช ืฉืื ืืคืืชืืืช ืืืืืืช
. ืื ืืืกืืจืืื/ืงื ืื ื, ืืืืืืช ืืืง ืืืืื ืืช ืืืืืื ืืืืจืืคืื, ืืืขืจืื ืืืืขืจืฆื ืืขืืืืืืชืคืงื . ืืฉืจื ืืืืฅ โืืช ื ืืืื ืคืขืืืืช ืืฉืืืืง ืืืืื ื ืืฉ ืืจืื ืืืื ืืืจื ืขื ืืืืื ืืื
, ]ื"ืฆื[ืืืืื ( ืขืืื ืืชืืืื ืืืฉืืชืืฃ ืขื ืืืจืื ืืกืื ืืืงืฆืืขืืื. ืืืืฃ ืืฉืืืืง ืืืื ืืืืื ).ืืงืืืืช ืืชืจืืืช, ืชืืืจืืช, ]ืกืืจ ืืืฅ ืืืืืก ืืฉืงืขืืช[ืชืขืฉืืื ืืืกืืจ , ืืืฆืจ
ืืืฉืืืื ืืชืืื ืืืชืื ืืืืื ื .4.3
ืืืฉืจืืื ื ืืชืื ืืกืืคืืจ ืืืืืื .4.3.1
ืืฉืื ืืจืืฉืื ืืื ื ืขืจืืืช ื ืืชืื , ืืฉืืืื ืืืืฉื ืืช ืืฉืืืืฉ ืืืืื ืืืืช ืืืชื ืืืืื ื, ืืืืื ืช ืืฉืจืื. ืื ืืืืื ืืืืืช ืืืชื ืืืืื ืืืชืื ืืืจื ืืคืขื ื ืืช ืืจืื. ืกืืคืืจ ืืืืืืื
1948- ืืืืืืช ืืฉืืจืืจ ื, ืืจืืฉืื. ืืื ืฉื ื ื ืจืืืืืื ืืืืืืื, ืืืืื ืฉื ืืช ืืืืกืืืจืื . ืืขื ืืืื ืืื 1967-ื, ืืฉื ื. 1967-ืืขื ืืืืืช ืฉืฉืช ืืืืื ื
ืฉืืืืข ืืืืจื ืืืคืจืื ืืช , ืืฆืื ืืช ืืืืืฅ ืืืืืืจ. ื ืจืืืื ืืืืืฆืื โืื ืจืืืื ืืจืืฉืื
ืืฉืืืื ืืงืืืื ืืื ืืืื ืขื ืงืื ืกืคื . ืืืื- ืชื โืืงืื ืืฉืืืื ืขืืจืื ืืื ืืืืืืช . ืืืืฉืืืคืืชื , ืืืฉ ืืช ืืืืืจ ืืืืฆืขืืช ืืขืจืืืช ืืฉืงืื ืืืืจืืช ืืื. ืืงืืืืฅ โืฉืืชืืคื ืืืคืื ื
ื ืืฆืื ืื ืืชืืืขื ืืืืืืืช ืืงืืืงืืืืืช ืืืจ , ืืฉืืจืงืข. ืืื ืืืืืืืช ืืืืฉืืช ืืชืืื ืืืงืืืืช, ืืคืจืืช ืืฉืืื, ืงืืืืฅ โื ืฉืืืืืื ื ืจืืืื ืืืืืฆืื ืืื ืืืืฉืื. ืฉืืืช ืืืืื ืืืจืืคื
ืืืืฉ . ืชืจืืืช ืืืืกืืงื ืืืฉื ืืื, ืืฆืจื ืฉืคื. Irrigation/ืืขืจืืืช ืืฉืงืื, Agritech/ืืืจืืืง ืืื โืืฉืืจ ืืืืืื . ืืืจื โืืจืืงืื ืืืืืื . ืืชืงืืื โืืืื ืื ืืืืืื . ืงืืืื โืืจืขืืื ื . ืฉืืืฆื ืืช ืงืื ืกืคื ืืืจ ืืืืชืื ืืืฉืจืืื, ืกืืื ืฉืืชื โืืกืจื ืืืืืื . ืฉืืืืข ืฉืืื, ื ืืืื
โืืืืืืจ ืืืืืื . Jaffaืชืคืืื โืืืฆืจ ืืืื ืืืืืื . ืืงืกืืืืก โืืกืจื ืืืจ ืืืืืื ืืื ืกืืคืืจ , ืกืืคืืจ ืืืืื ืืืืืฅ. ืืจืฅ ืืืช ืืื ืืืืฉ โืืฆืขืช ืืืืจ ืืืฉืจืืืืช . ืืงืืืืฆื ืืง
ืื ืืื ืื ืืืจ, ืืืขืืื ืืื ืืจืืื, ืืืืืง ืืื ืืฉืืื. ืฉืืื ืืืขืจืฆื ืืื ืชืคื ืืืชืื .ืืืจืืจืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
143
. ืืืฉืจืืืื ืืคืื ืืจืืื ืืืงื ืื. ืขื ืืืืืช ืฉืฉืช ืืืืื ืืชืืืฃ ืืกืืคืืจ ืืืืืื ืืืฉืจืืื
. ืืืขืืืขืื ืืืจืืฉืืื ืืืืืืืืจืฅ ืืฉืจืื โืืชืืื -ืืืืฉ ืืจืขืืื ื ืืืฉื ืืืืืืืื ืืืกืืืจืืืืืฉืืืจืื , ืืขืืจ ืืขืชืืงื ืืืจืืฉืืื โืืชืืื ื ืืืืืืืช . ืืจืืฉืืื ืฉื ืืื โืืฉืืจ ืืืืืื
ืืืืจ ืืืกืื ืขืืืจ ืืืืคืชื ืืืืืืืช ืืื ื , ืงืื ืกืคื ืืขืืืชื. ืืืคืช ืืกืืข ืขื ืืจ ืืืืชื ืืฆืืช The Holy/ืืจืฅ ืืงืืืฉ โื ืืืื ืืฆืขืช ืืืจ ืืฉืจืืืืช ืืืฉื . ืฉืืืืื ืืืืจืฉืช ืืขื ืืืืืื
Land .ืืืฉื ืืืฉ ืขื ืืืืื ืืขืฆืื ืืฆืืืืช ืืืฉืจืืืืช, ืืชืืื-ืื ืืกืฃ ืืืืืืืื ืืืกืืืจืืื . โืืื ืืืืื ). ืฉืืจื ืืืงืืช ืฆืืืืืช( ื"ืชืืฆืจืช ืฆื โื ืืืืืืืช ืืืืกืืง. ื"ืฆื โืืืืืืจ ืืืืืื 90-ืืฉื ืืช ื". ืืืจื ืืฆื ืื ืื", "ืืืืืื ืืืืืก" โืืกืืกืืืืช ืืืืืืืืช . ื"ืื ืจืืื ืืฆื
ืื ืืืื ืืงืืืงืืืืืื ( ืืื ืืืืืืืืืืืช โืืืืืืจ ืืืืืื . ืืขืื ืืืืื ืชืืืกืฃ ืืืืื ืืืขืจืฆื โืืืืจืืื ืืฆืื ืืืคื ืืืฅ . ืืืื ื ืืื โ 21-ืืืืกืืงื ืืจืืฉืืช ืืืื ื). 60-ืื 50-ืฉื ืฉื ืืช ื
ืืขื . ื ืจืืืื ืืฆืืื ืื โื ืืชื ืืกืื ืืช ืื ืจืืืื ืืฉื ื ืชืืช ืืืืชืจืช . ืืขืืืขืื ืืืืจืืงืืืืคืฉ ืขืืฉืจ . ืืืจืืงื โืืชืืขืืข ืืืจืฅ ืืชืงืืื ืืืืืื . ืืืฉืจืืื ืืื ืขื ืงืืืฉื ืื ืืืชืืช
ืกืืืื ืืืืืช ืื ืืชืืืื ืกืืคืืจ ืืืืื ืฉืื ืืื ืื . ืื ืกืื ืขื ืขืฆืื ืฆืืืืช ืืืขืจืืฅ ืืืชื, ืืืืืืื ืืื ืืื , ืืจืืจ ืื ื ืจืืืื ืื ืขืฉื ื ืืง ืืชืืืืช ืืืืชื ืืืืืื. ืืื ืืืขืจืฆื ืืืจืฆืืช ืืืฅ
. ืื ืืืฉ ืืืชื
ื ืจืืืืืื ืืชื ืืฉืื ืืกืืคืืจ ืืืืืื .4.3.2
ืขืื ืื ืืืืช ืืกืืคืืจ ืืืืืื ืืืฉืจืืื , Brand Israel Group-ืืืืงืจื ืขืืืง ืฉื ืขืจืื ืขื ืืื ืืคื ืืืืืช ืืชืืช , ืืืืืืืืจืื โืกืืื ืืกืคืจ ืืจืืืืื , ื"ืืคื ืฉื ืชืคืก ืืืจื, ืื ืืืืืืืืืจ ืฉืื ืืฉืื ืืืื , ืืืื ืื ืฉื ืืืื ืช ืืฉืจืื. 351(BIG, 2005)ืืืืื ืืคืจืืจืืื 'ืืืืฆ
ืืืื ื ? ืืื ืืืื ืช ืืฉืจืื: ืืฆืื ืืช ืฉืืืช ืืืกืื. The Jewish State โืืชืงืฉืืจืช ืืขืืื ืืคืฉืจ ืืืืืื ืืืืื . ืื ืืืืืืช-ืฉืืื ืงืืื ืื ืืืืงืจืืืช ืืืืจ ืืืื ื, ืฉืืื ืจืง ืืืืืืช, ืืื. ืืืชืคืชืืืชื ืฉื ืฉื ื ืืืืืืื ืืกืืคืืจืื ืืืืืืื ืืืืืืื ืืืชื ืืฉืื, ืืฉื ืื ืืืืจืื ืืช- ืชื, ืืืืื. ืืฉืื ืืืฉ ืขื ืืขืืจ, ืฉืืืจื ืงืืืฉื ืืฉืจืื, ืืืชืืช ืืืืืืืืช, ืืจืืฉืืื ืืืจืืืช, ืืืื, ืืืชืืจืืชืช, ืืงืืกืืืคืืืืืืช, ืชืืืืืจื ื, ืืืชืงืืืช, ืืคืชืืื, ืืืื ืืืืืจืืืช
ืืืืฆืข ื ืืฆืืช ืื ืืจืื ืืืืืื ืฉื . ืืฉืื ืืืฉ ืขื ืืขืชืื, ืืืืืืช ืืขืจืื ืฉืืืืื ืืืืคืฉืคืขื ื ืฆืืืช ืืกืืคืืจ , ืื ืงืจืขืช ืืื ืืกืืคืืจืื ืืืชื ืืฉืื, ืืืืจื ืืืฉืจืืืืช ืืคืจืืคืจืืืืืช
. ื ืืฉืงืชืืืืืืช ื-ืืชื" ืืืืขื"ืืคืขื ืืกืืคืืจ ืืืืืื ืฉื , ืืจืฅ ืืงืืืฉ โืืืืืื ืืืจืืฉืืื
ืืืืงืจ . ืกืืื ืืื ืืืกืืคืืจืื ืืืืืืืื ืืืื, ืืจืืจ ืื ืืืื ืืืื ืงืฉื ืืืืฉ ืงืื ืฆื ืืืก ืืืืืืงืืข ืื ืืืชืจืื . ืขืืืจ ืืฉืจื ืืชืืืจืืช Ernst & Youngืขื ืืื ืืืจืช ืืืืงืจ 2006- ืฉื ืขืจื ื
ืื ืืืืืื . ืืชื-ืืืกืืืจื โืืืืกื ืฉื ืืืื ืช ืืฉืจืื ืืฆืื ืืืืืื ืื ืจืืืื ืืืจืืฉืืื Coolืงืื ืกืคื{ The Med, Red & Dead Seas[ืืืคื ืื ืืืจืืื ืืืืืืื โืืืืื - ืื ืจืืืื ืืชื
Israel 539ืืืืื ืขื ืืื ืืฉืจื ืืืืฅ{ [(Ernst & Young, 2006)494 .ืื ืื ืฉืืื ืืื , ืืจืขืืืืฉืืืืื ืืช ืืืืชื , The Holy Land/ืืงืืืฉืืืฉื ืงืืืื ืืฆืขืช ืืืืจ ืฉื ืืจืฅ . ืฉืืืื
ืืื ืืจืืจืกืื ืืชืืืืช , ืื ืืฆืืื ืืืืื ืืคืจืืฆืืช ืืจื. ืฉื ืื ืืืืจืื ืืช 40- ืืืฉืจืืื ืืืืื ืืจืก ืืืืืื ืืชืืืืชื ืื ืื ืืช ืื ืื . ืืขืืืชื ืืืืชืจ, ืืืื ืืืืืืช ืฉื ืืืื ืช ืืฉืจืื
ืงืื ืกืคื ืืืืชืจ, ื ืืืชื'ืืืขืืื ืืช ืืืืื ืืืืฆ, ืืืืชื ืื ืืืฉ ืืช ืงืื ืกืคื ืืจืฅ ืืงืืืฉ .ืืืืจื ืืืื
ื ืจืืืื ืืืืคื ืืกืืคืืจ ืืืืืื .4.3.3
. 347(Sable, 2005) ื ืจืืืื ืคืจืืฆืืช ืืืจื ืืืื ืืืืืืืชืืคืฉืจืืช ืืกืืคืืจ ืืืืื ืืืืคื ืืื ื
ืืืื ืืื ืืชืืืืื , ืืืื ืช ืืฉืจืื ืืืื ืืืขืจืื ืจืื ืืขืืื ืืชืืื ืืืฉืืจืื ืืืื ืืืืืืืืื ืื ืืจืืจ ืื , ืืืขืืืชืืืช ืขื ืงืื ืกืคื ืื. 481ืืื ืืฉืื ืืืืื ืืืืืืชืืืืืืื ืฉืื ืืืฉืจื
ืืชืจืื ืืืื ืืชืืืื , ืื ืืกืฃ. ืืื ืืื ืืจ ืืืืจื, ืืื ืืขื ืืื ืืช ืงืื ืืืขื ืืืจืฆืืช ืืืฅ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
144
ืืื ื ืืชื ืืืคืืื ื ืื ืืฉื ืื ืืืืื ื ืืืืืื ืฉื ืืฉืจืื ืืืืืช, ืืืื ืืืืืื ืืื ื ื ืจืื ืืืื
.ืืืืื
ืืขื ืืงื ืื ืคื ืื . ืืฆืืฆืืช ืืชืืืืช ืืืชื, ืืืงืืช ืืช ืื ืจืืืื ืืืื ืืืืื, ืืคืฉืจืืช ื ืืกืคืชืื , ืื ืืืืฆื ืงืืืื. ืืืืื ืืืืืืจ) ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื( ืืืจืคืื ืจืืืื -ืื ืืฉืืืช
ืืื ืืืกืื ืืื , ืื ืืืื, ืคืจืืฆืืช ืืจื ืืื ืืืืืืืช ืืืืขืืืช ืืืืืขืืืช ืืงืืืื ืืื ืืฉืืช ืืืืืืืืืื ืืืขืจืื , ืืืืืข ืืืฉืจืืืื, ืืืฉืืื ืืืืืื, ืืฆืื ืืช ืืขืืืช ืืืื ืื. ืืืื ืืืฉืืืืชืืื ืขืืกืืง ืฉืืื ืืืชืคืืก ืืงืื ืืืชืจ ืืืืชืจ ืืจืืื ืืืืจื ืืื ืืฉืืช ืืืืืจื ืืช . ืืขืืื
(Naisbitt, 1994)76.
ืืขืจืืืช ืืืืืืช , ืจืืชืืืื. ื ืจืืืื ืืืืจืืืืื ื ืืกืฃ ืืืืง ืืืืจื ืืืฉืจืืืืช ืืื ื . ืืื ืืืืจ ืืขืืื, ืืื ืืืืื ืืืื ืืืืจื ืืืฉืจืืืืช). "ืื ืืฉืจืื ืขืจืืื ืื ืืื"(ืืืืืืืช
ืื ื ืืืฉืช ืคืฆืืขืื ืืฉืื . ืื ืืื ืืช ืืกืืืข. ืื ืืื ืืช ืืขืืื ืื ืืฆื ืื ืืฉืขืช ืฆืจื ืืืฆืืงื, ืืืืืืืืื ืฉื ืขืื ืืืื ืฉืืจื ืืชืืจืืช ืืืืื. ืื ืืื ืืช ืืืงืจืื ืืืืืืืจ ืืืืชื ืฉืืืืื. ืืงืจื
.ืืืืื ืืฉืขืช ืืืืื ืืืฆืืงื ืืืืืืื
ืืฆืขื ืืงืื ืกืคื ืืื ืจืืืื ืืืฉืื ืืืืชื ืืืืืื ืืืฉืจืืื. 4.3.3ืืืื
ืืืืช ืืืืชื . ืชืืงืื ืขืืื โืืืืช ืืืื
.ืชืคืงืื ืืจืืื ืฉื ืขื ืืฉืจืื ืืืขื ืืืืืื ืืชืคืืฆืืช ืืื ื ืืกืืืข ืืขืื ืืขืืื โืืืื ื .ืืืจืืช ืืงืืืฉืช ืืืืื โืขืจืื ืืกืื .ืืืข ืืืื ืืืืืื, ืืืื ืืืืืื โืืชืจืื ืืืกื
ืชืขืฉืืืช ; ืฉืืจืืชื ืจืคืืื( ืืืข ืืืื ืืืืืื ืืฉืืจืืช ืืจืืืืช ืืื ืืฉืืช โืืืืืืืช ืืืืืช ; ืืืจืื ืืช- ืืืงืืืืช ืืืืืจืืช ืืืืื, ืืืื, ืืื ืืืืืื- ืืืื, ืืคืจืืฆืืืืงื
). ืืจืืื ืื ืืืจืชืืื, ืกืืืข ืืืฆืื ืืกืื, ืืื ืื ืืืฉืืื, ืจืคืืื ืืฉืืืื, ืืกืืืื
ืืืืฉืืืช ืืืืช ).ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื(ืืืจืคื : ืืืืืจ ืืืืื โืื ืฉืื . ืืฉืืชืืฃ ืคืขืืื ืืื ืืืืืืื ,ืืจืืืืชืืื ืืงืืืื ืคืจืืืงืืื ืืืื ืืืืจืื โืืืฉื .ืกืืคืืจ ืืืืจ ืืืจืคื โืชืจืืืช
ืกืื ืืืืชื
.ืืจืคืืื ืืืืืคืืื: ืืคื ืื ืืื ืืฉืืืช ืฉื ืืืืจื ืืืฉืจืืืืช
ืืืฆืจ ืืืืื ). ืชืจืืืชื ืืืืืื ื, ืืืกืืืจื(ืืืืืืชื ืืจืืืืช ืืืจืคื ืืืจืื โืชืืืจืืช
. ืชืขืฉืืืช ืืฉืืจืืชื ืืจืืืืช โืืฆืื .ืชืขืฉืืืช ืืฉืืจืืชื ืืจืืืืช, ืืขืจืืืช ืืฉืืื, ืืืงืจ ืืืขื โืืฉืงืขืืช
.ืืขืจื ืฉืืจืืชื ืืจืืืืช ืืืืืืื ืืืืืืืืื ืืขืืื โืืืืจื
, ืจืืคื(ืืืจืคื .ืืื ืื ืื ืกืืื ืืืืื ืื ืืืืื ืจืื ืืืงื ืืืืจื ืืืฉืจืืืืช ืืืชืืืืชืืื ืืจืคืืื . ืืื ืืื ืืืขืื ืืืงืฆืืข ืืื ื ืขืจืฆืื ืืืจืฅ ืืืขืืื, )ืืืคื, ืืืืฉ, ืืืืช
. ืืืืฆื ืงืืืื ืื ืืืจืืช. ืงืจืื ืืืื ืืืืืืื ืืืขื ืืืืืื, )ืื ืืื ืืช ืืืชืืื ืกืืืื(ืื ืืงืจื ืืืฉืจืืืื , ืืืืื ืฉืืฉ ืืืืื ืืช ืขืฆืืช ืืืืื ืื
ืืช ืืคืฉืจืืืืช , ืืกืืฃื. )ืจืืช ืืฉืืื ืืืืจืงืืืืืืช(ืืื ืืงืจื ืงืืื ืืืขื ืืืจืฆืืช ืืืฅ .ืชืจืืืื ืืืืคืืื ืื ืืงืืืื ืืชืืื ืืืืชืื ืืืืืื ืืชืงืฉืืจืชืืื
. 561ืื ืจืืืื ืชืืงืื ืขืืืืืืืื , ืืืืืจ) ืืืคื, ืืืืฉ, ืืืืช, ืจืืคื(ืืฉืืืื ืืื ืืืืื ืืืจืคื ื ืืืื ืช ืืฉืจืื ืฉื ืืืฉ ืขื ืืืคืืื , ืืจืขืืื ืืขืืื ืืืกืื ื ืจืืืื ืื ืืคืจืฉื ืืช ืขืืื ืืช
. ืืืืจื ืืืกืืืข ืืชืืจื ืืืืื ืืช ืืขืืื ืืขืืืื ืืื ืื ืชืืืจื, ืืืงืืืืืช ืืืืืืืืช ืืขืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
145
ืงืื ืกืคื ืฉืงืืื .537(Fried, 2006)ืืืกืืจืช ืืืกื ืืืื ืขื ืขืืืชืื ืืกืืืืชื , ืชืืงืื ืืืคื ืืืฅ
ืืคื ื ืฆืืฆืื (ื ืืืืื ืืืฉืจื ืืืืฅ ืืืชืืื ืช ื ืจืืืช ืขื ืืื ืืืจืื ืืฉืืชืืฃ ืคืขืืื ืื, ืืขืืจ .ืืืจืืื-ืขื ืืกืืก ืืืจืฉืช ืจืืฉ ืืืืฉืื ืืจืืฉืื ืืื ืื, 563)ืชืงืฆืืื
Beachfront โื ืงืืืช ืืื ืง ืืืชืจ ื ืืืชื .4.4
ืืืื .4.4.1
ืืฉ , ืืืืจ ืืื ื ืืชื ืืคืขืื ืื ืืื ืืช ืืื ืืฉืืืงืื. ืืืืจืช ืฉืืืงื ืืืขืืกืืืื ื ืืกืคืช ืืื ื ืขืฆืืช ืืงืฉืจืขื ืคื ืืจืืช , ืืืจืื ืืืื ืืช ืืืืฅ ืืคืขืืืืช ืืฉืืืืง ืืืืื ื. ืกืืจื ืขืืืคืืืืช ืืงืืืข
ืืืืื ืืืืฆืข ืืืื ืืชืืกืก ืขื ืฉืื ืืืงืจืื ืืขืืืืื ืืจืฉืืช ืืขืฆืื . ืืื ื ืืืื ืืืื ืช ืืฉืจืืืืืื ืืชืคืงืืืื , ืืจืืืื ืืจืืืช ืืืื ืืืืืจ ืืืกื ื ืชืื ืื ืืืชื ืืกืคืง. ืืืืื ืืืช ืืืืื ืืื .ืืืื ืืืงืื ืืขืจื ืืืงืจ ืืงืฆืืขื, ืืืืื ืขื ื ืืืื ืืฉืืืืง ืืืืื ื ืืืจืืืืื ืฉื ืืืืจื
ืืื ืืืืื .4.4.2
ืืขืืจื , ืืืงื ืืช ืืืงืจื ืืขืช ืืงืื ืฉืืืฆืขื ืืืจืฆืืช ืืขืืื ืืืืจื ืืฉื ืืืืงืฉืจ ืขืฆืืชืืื
ืืืืง ืืืืืื ืืช ืืืืช ืืืืงืจืื ืืืกืืช . ืืจืืจ ืื ืืกื ืื ืชืื ืื ืืื ื ืืืงื ืืืื. ืืื ืฉืงืืื, ืืขืืืช ืืืื ืืช ืืืจืืช ืฉืืื ื ืขืจื ืืืงืจ ืืืื. ื"ืคืง ืืื ืืจืืืื ืืืช ืขืืืื ืืืชื ืืก, ืืืืื
ืืฉืื ื ืืืื ืืื ืืืืืข ืืขืืื ืืจืฉืืช ืืขืฆืื . ืื ืฉืื ื ืขืจื ืื ืืืงืจ, ืืืงืจืื ืืืืืืืืืื ืืช ืฉืื ื ืขืจืื ืืื ืื ืืืงืจื ืืขืช ืงืื . ืื ืืืืงืจืื ืฉืืืฆืื ืฉืืืื ืืฉืงืืื. ืืืืื ืืืช
ืืื ืืช ืฉืขืืื ืืืืื ืช ืืฉืจืื ืงืฉืจืื ื ืืงืื ืืืฉืืื ืื ืื. ืืื ืืืืจืื ืืคืก ืืืืฉืืื ืืืื, ืขื ืืกืืก ื ืชืื ืื). ืืฉืืง ืืขื ื ืชืื, ืืืืืื ื ืืืขืื ืืฉื ื$ 70ืืฆืื ืืืืงืฃ ืฉื (ืืืืืืื ืจืืืืื
ืกื ืืฆืื ืืืืื ืืช ืืืขื (ืฉืงืื ืืช ืืจืืืื ืกืืจ ืืืืฅ , ืืจืืื ื ืืกืฃ ืฉืฉืืื ืื ืืกืืช ืืืืฉืืืกื (ืืช ืืจืืืื ืืชืืืจืืช ืฉืงืื, ืืจืืื ืฉืืืฉื). ืืืฆืื ืื ืคืฉ ืืืืื ืืช ืืืขื, ืืืื ืืื ืืืืืืื
, ืืจืืื ืจืืืขื). ืืืืืช ืชืืืจืื ืืืืื ืืืกื ืืชืืฉืื ืืืื ืช ืืืขื, ืชืืืจืื ื ืื ืกืื ืืืืื ืช ืืืขืืฉืงืื ืืช ืขืฆืืช ืฉืืง , ืืจืืื ืืืืฉื. ืฉืงืื ืืช ืืจืืืื ืืืืื ืืืืื ืช ืืืขื ืืืื ืืื ืืืืืืื
ื ืชืืืืช ืืืชื ืืืจื, ืืืจืื ืืืื ืชืืจืืชืืืช ืืคืืจืื ืืืืืื ืืืืืืก, ื ืื ืคืฉ"ืืืจืื ืชื(ืืืขื ). Anholt-GMIืืืืื ื ืขื ืืกืืก ืฉืงืืื ืืืงืจื
ืืจืฆืืช ืืืฅืงืฉืจ ืืฉืจืืืขืฆืืชืืื . 4.4.2ืืจืฃ Israel Power Connection Rating - Rank #2
TotAvgCountry Rating
USA 1UK 2Germany 3Netherlands 4France 5Italy 6Belguim 7Canada 8Switzerland 9Japan 10Spain 11India 12Russia 13S. Korea 14China 15Taiwan 16Australia 17Turkey 18Sweden 19Hong Kong 20Denmark 21Singapore 22Brazil 23Thailand 24Poland 25Austria 26S. Africa 27Greece 28Finland 29Ireland 30Cyprus 31Mexico 32Jordan 33Ukraine 34Hungary 35Romania 36Malaysia 37Philippines 38Costa Rica 39
ืืืจืื ืขืฆืื
1 2 3 4 5 6
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
146
ืคืืจืื ืืืืช ( 4.4.2ืืืืฆื ืืืจืฃ , ืืืื ืืช 39ืืกืืืื ืื ืืกืื ื ืชืงืื ืืื ืขืฆืืช ืงืฉืจ ืขื
ืขื ืคื ืกืืจ (ืืืืื ืืช ืืืืืจืืืช ืืขืฉืจืช ืืืงืืืืช ืืืืืืืื ืืื ื ). ืืืืฉืื ืืืืงืืจืืช ืื ืกืคืืืืขืืื ืขืงื ืืจืืื ืืฆืื ืืืื ืื ืื ืก ืืืืืื (ืืืื ื , ืืืจืื ื, ืืจืืื ืื, ื"ืืจื): ืืืจื
.ืฉืืืืืฅ ืืืคื, ืงื ืื, )ื"ื ืื ืจืืืจืื ืื (ืืืืื , ืืืืืื, ืฆืจืคืช, )ืืืืจืืคืื ืืจื ื ืื ืจืืืจืื
ืฉืืืงื ืืขื ื ืืืจืื โ ืืืืฆืืช ืืืืื ืืืช .4.4.3
ืื ืขื ืืืฉืืช ืืฉืจืื , ืชืืช ืืกืชืืืืืช ืืืกื ืื ืชืื ืื ืืืฆืืจื ืืืืืฃ ืืฉืืืืื, ื ืืชื ืืืกืืงืืืืจืื ืืืืื . ืขืืงืจ ืืืืฆื ืืฉืืืืง ืืืืื ื ืืฉืืืื ืืจืืฉืื ืื ืืฉืืืฉื ืืคืืงืื ืืืงื ืืช
ืกืืจ ืืขืืืคืืืืช ืืืืื ืขื ืคื, ืืืืจืื ืืฉื ื ืจืืฉืื ืืืื ืืช ืืืืืื ืืืืจืืคืื. ื"ืืจื. ืืคื โืืืืจืื ืืฉื ื ืฉืืืฉื . ืืืื ื ืืืืืื, ืฉืืืืืฅ, ืืืืืื, ืฆืจืคืช, ืืจืื ืื, ืืจืืื ืื: ืืืื
. ืงื ืื โืืืืจืื ืืฉื ื ืจืืืขื
ืืื , ืืืขืืื ืขืงื ืฉืขืจ ืืื ืืกื ืืกืื(ืืืื ื ืงืื ื , ืืืจืงืื, ืืืงืคื ืืืฆืื ืืืืื ืืช ืืืืืืช ืืืืืืืืืื ืืืืงืคื ืืืฆืื ืืืืื ืืช ืืืืืืช , )ืก"ืืืืฉืื ืืกืื ื ืขืฉื ืื ืคืจื ืืืกื ื ืชืื ื ืืื
ืืืขืช ืืงืื ืืฉืืืฉืช ืืืืื ืืช ืืจืืฉืื ืืช ืืฉืคืขื ืืฉื ืืช ืขื , ืขื ืืืช. ืงื ืื ืืืคื, ืฆืจืคืช, ืืืืืืช ืืื ื ืืืจืงืื ืฉืืืืฉื ืจืืื ืืืืื ืช ืืฉืจืื ืฉืืชืฃ ืืกืืจืืืืืืืืื . ืืืงืคื ืืกืืจ
, ืืืืจืืงืื PEWืขื ืืกืืก ืืืงืจื ืืขืช ืืงืื ืฉื ืืืื (ืืืฆืืืืจ ืืจืื ืจืืื ืืืฉืจืื ืืืจื ืขืืื ืืืืื ืฉื ืืชื ืืฉืืื ืืช ืืืื ืืืืืกืืฃ ืืจืืืืื ). 330ืื ืขืจืืื ืืขืช ืืขืช ืืืืื ืืช ืืืืกืืืืืช
.ืฉืื ืื ืืฉืงืืืช ืื ืืจืืื ืืืจืืื; ืืืื ืืงืืืืืช ืืืืืืืืช ืืืงืืืืืช: ืคืืื ืืก
ืื ืืจืืช ืืืืืฅ ืืื , ืืืืจ ืกืืจ ืขืืืคืืืืช ืื ืืืืืฅ ืืชืื ื ืืืืงื ืืช ืคืขืืืืช ืืฉืืืืง ืืืืื ืืืื ืืฉืื ืฉืืืื ืช ืืฉืจืื , ืืืจืื ืื ื ืืชื ืืขื ื ืขื ืกืืืืืช ืืืืืืช. ืืืขืืคืืช ืืฉืืงืืื ืชืงืฆืื
ืชืื ืืคื ืืืช ืืื ืืืื ืืืืฅ , ืืชืฉืืื ืขื ืื ืืื ื. ืจ ืขืจืืืชืชืงืื ืืขืจื ืืกืืจื ืจืฉืื ืืืืืชืจื , ืจืืื, ืชืื ืช ืืืืืืืื(ืืกืืืืืื ืฉืืืืฆืื ืืืืืื ืืื . ืืืื ืืืื ืืฉืืืื ืืกืคืืื
ืื ืฉืืฆืืืื ืืืืงืืข ืกืืง ืืขืฆืืช , ืืืื ืืจืืืืื ื ืกืืืจ) ืืื ืืจื ื ืืืืคืขืช ืืืืจืื ืืืฉืืชืืืืืืืืื ืืขืืืืช ืืจืฉืืช ืืขืฆืื ืืืืื ืืืช ืืืืคืฆืื. ื ืืืืื ืืืืชืจ, ืืืืื ืืืคื ืืืื ืช ืืฉืจืื
. ืชืื ืืชืืกืกืืช ืขื ืืืจืื ืืื ืืื ืืชืืืืื ืืืืชื ืืืืืื, ืืื ื ืฉืืืืฉ ืืืืฆืขื ืฉืืืืง ืืืกืืืื
ื ืืืื ืืืขืจืืืช, ืืืืฆืืช ืืจืืื .4.5
ืืืื .4.5.1
ื ืืจืฉืช , ืืืื ืืืืฉื ืืช ืืืืืฆืืช ืืืกืืจืืืืืช ืืชืืืื ืืฉืืืืง ืืืืื ื ืืืืชืื ืืืืื ืืฉืชืืืื ื ืืื ืกืืืืช ืืงืกืงืืืืืืช ืืืืฉืื ืืจืืืื , ืืืืช ืืฆืืืืจืืืชืืขืจืืืช ืืงืืืื ืฉื ืืจืฉ
.ืืืืื ืืืช
ืืืืขืฆื ืืชืงืฉืืจืช ืืืืืืช .4.5.2
ืืืฉืจื ืจืืฉ , ืืืขืฆื ืืชืงืฉืืจืช ืืืืืืชืืืืืืฅ ืืืชืืื ืขื ืืงืืช , ืืฉืื ืจืืฉืื .ืืืืฉืื
ื ืืืื ืืืืขืฆื .4.5.2.1
ืืขื ืืืฉื ืืฉืืจื . ืฉืืชืคืงื ืืคืืขื ืืืชืื ืืืืขืฆื, ืื ืืืื ืืืืขืฆื ืืชืื ื ืืืฉื ืจืืฉืืฉืชืชืฃ ืืืืจื ืงืืข ืืืฉืืืืช ืืืืฉืื . ืืืจ ืืืืขืฆื ืืืืืื ืืืืื. ืฉ ืืืืฉืืืืจื
ืืขืืจ ืืงืื ืกืคื (ืืืื ืืืขืจืื ืืืืจื ืืืืจ ืืืขืจืืืช ืืืืฉื . ืืืืขืืืช ืืฉืจืื ืืจืืืื ืืืืช
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
147
ืชืคืงืื ื ืคืจื ืืืืืืจ . ืืืืจ ืืืืฉืื โืชืืืจื ืืจืฉืื ). 565ืืืฉื ืฉื ืืืกืืืจ ืืืืืื
ืืืืคืฉืจ ืืืขื ืืชืคืงืื ืืืชืืงื ืืชืืืื , ืืืื ืืชืช ืืชืคืงืื ืืืคืืื ืื ืืืืืืืื. ืืืืฉืืืืืจืื ืืืืื ื ืขื ืืขืจื ืืืืืจืืช ืืืืฉืืชื , ืืจืื. ืืชืงืฉืืจืช ืืืฉืืืืง ืืืืื ื, ืืืืืจืืชืืื ืืชืงืฉืืจืช ืืืืืืจืืช ืืืืืจืื ืืืฉืจืื "ืืืื ืื ืกืื ื, ืืขืืจื ืืืขื ืกืืืืช ืืื. ืืืฆืืืืจืืงืฆืืื ืืืขืืจื ืืชืื ืื ืืืืงืฆืืช ืช, ืืกืืืืช ืืืืืจื ืืืืฉืื ืืชืืื ืืืจืืืชื. ืืืืฉืื
.ืชืงืฉืืจืช ืืืืืจืืช ืืืฉืจืื ืืืืฉืื ืืฉืื ืื, ืฉืืืืง
ืืืจื ืืืืขืฆื .4.5.2.2ื ืฆืื ืืืืขืฆื , ืืฉืืช ืจืืฉ ืืืืฉืื(ืขื ืืืืขืฆื ืืืืื ื ืฆืืืื ืืืฉืจื ืจืืฉ ืืืืฉืื
ืืฉืจื , )ืืฉืืช ืืคืจืกืื ืืืืฉืืชืืช, ืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช, ืืืืกื, ืืืืืื ืืืืืืืฉืจื , )ืืฉืืจืช ืืฉืจืื(ืืฉืจื ืืืืืื ืคื ืื , )ื"ืฉื, ื"ืฆื(ืืฉืจื ืืืืืื , ืืืืฅ
ืืฉืจื , ืืฉืจื ืืชืืืจืืช, )ืื ืืืช ืกืืจ ืืืฅ ืืืืื ืืงืืืื ืืฉืงืขืืช(ืืชืขืฉืืื ืืืืกืืจ ืืงืืืื (ืืืืืืื ืืงืฆืืขืืื , ืืฉืจื ืืืจืืืืช, ืืฉืจื ืืืื ืื ืืืชืจืืืช, ืืืงืืืืช ). ืืคืจืงืืืงื
ืืฉืืช (ืืืฉืจื ืจืืฉ ืืืืฉืื โืืืกืืจืช ืืืืขืฆื ืืคืขื ืคืืจืื ืืฆืืืฆื ืื ืืฉืืื ืืืื ืืื
, ื"ืฆื(ืืฉืจื ืืืืืื , ืืฉืจื ืืืืฅ, )ืืืืกื, ื ืฆืื ืืืืขืฆื ืืืืืื ืืืืื ,ืจืืฉ ืืืืฉืื ). ื"ืฉื
, ืืื ืืชืคืงืืืื ืืืจืืืืื ืฉื ืืืืขืฆื ืืืื ืืชืื ืืช ืื ืืขืจื ืืืืืจืืช ืืืืฉืืชื
.ืืืคืงื ืขื ืืขืื ืืชืคืงืืืื ืืจืืืื ืืืื ืืื ืืฉืจืื ืืืืฉืื ืืืจืฉืืืืช ืืฆืืืืจืืืช
ืืฉืจื ืืืืฅ .4.5.3
ืฉื ืืืื ืืืืื ืืืืฃ ืืฉืืืืง ืฉืืชืคืงื ืืฉืจื ืืืืฅืืช ืืืืืฅ ืืขืืื ืขื ืืขืจื, ืืฉืื ืฉื ื, ืืืืืจืืช ืืืื ืืืืืืื, ืื ืกืืืืืืช ืืฉืืืืง ืืืืื ื. ืฉื ืืืฉืืช ืืฉืจืื, ืืืื ืช ืืฉืจืื
ืื ืืืื ืืขืจื ื ืฆืืืืืืช ืืืฉืืช ืืฉืจืื ืืืจืืขืืชืื ืืขืืื ืืืื , ืืขืืืื ืืื ืืื ืืชืงืฉืืจืช ืืืจืืืืงืื ืืช ืืืื ืืจืกืื ืชืคืงืื ืืฉืจื ืืืืฅ ืืืื . ืชืืช ืกืืืืช ืืืืืช ืฉื ืืฉืจื ืืืืฅ
, ืืืืจืชืืื, ืืืืืืืื, ืืืืฉืืจืื ืืคืืืืืืื, ืืืฉืืจืื ืืืขืงืืคืื ืฉื ืืืื ืช ืืฉืจืืืืืฉืจื ืืชืคืงื ืืืืจื ืืืืขืื ืืขืืื ืืื ืืชืงืฉืืจืช ืืืจื ืืืจืฅ .ืืืชืจืืืชืืื ืืจืืื ืืขืืื
.ืืืืจืฆืืช ืืืฅ ื ืฆืืืืืืช ืืืจืฆืืช ืืืฅ .4.5.3.1
ืื ืื ืืืฉืืจื , ืกืืืืช ืืืืืชืื ืืขืจื ื ืฆืืืืืืช ืืืืื ื ืืืจืฆืืช ืืืขื ืืฉืื ืืช ืืจืืืื ืชืืช ืขื ืื ืืจืืขืืชืื ืืื , ื ืืืฉืืืช ืืืฉืจืืืืช"ืืชืคืงื ืื ืฆืื ืืืืืจ ืืื ื. ืฉื ืฉืืจืืจ ืืฉืจืื
ืืืื (ืชืจืืืช , ืืงืืืืช, ืชืืืจืืช, ืืฉืงืขืืช, ืกืืจ ืืืฅ, ืืืืื, ื ืกืคืืื ืืืืืืื. ืืืฆื ืื ืืืืืชืืช ืจืืื ืื ืื ืกืคืืื ืืจืืฉื ืืืฉืืืืช ืืืงืฆืืขืืืช ืืืฉื). ืืฉืืืืช ืืืฉืจืืื ืืฉืื ืื
, ืืงืืืืช, ืชืืืจืืช, ืชืขืฉืืื ืืืกืืจ, ืืืฆืจ, ืืืืื(ืกืืืืช ืืืฉืจื ืืืงืฆืืขื ืืจืืืื ืื ).ืชืจืืืช
ืจืืืื ืืืืืืช ืกืื .4.5.3.2
, ืื ืืืืคืื ืืจืืืื ืืืื ืืืืืืืช ืืกืื ืืืฉืจืื ืืืืฉืื ืืขืืืืื ืืื ืืชืงืฉืจืืช ืืืจืืืฉืืช ืืขืืชืื ืืช ืืืืฉืืชืืช ืืฉืืจืืืช โืืขืืจื ืชืืช ืกืืืืช ืืจืืืช ืฉื ืืฉืจื ืืืืฅ
.ืืืืงืช ืืืกืืจื
565
< http://www.pmo.gov.il/PMO/Archive/Spokesman/2003/%D7%99%D7%A0%D7%95%D7%90%D7%A8/Spokesman7793.htm>
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
148
ืืืงืจ .4.5.3.3
ืฉืืฉืจืช ืืช ืื ืืจืืขืืช , ืืืงื ืืขืจื ืกืงืจืื ืืืืงืจื ืืขืช ืงืื ืืื ืืืืืืื ืืชืื ืืฉืจื ืืืืฅ .ืืืืฉื
ืชืงืฉืื .4.5.3.4
ืืชืจื ืืืฉืืช , ืขืืชืื ืืช ืืืืคืกืช, ืจืืื, ืืืืืืืื(ืื ืืขืจืื ืืชืงืฉืื ืืืื ืืชืงืฉืืจืช ืืขืืื ืืืคืืืจืื ืืื ืืืืื ืืจืืขืืช ). ืงืืื ืืข ืืกืคืจืืช, ]ืื ืืืฉืื ืืฆืืืืจ ืืจืื[ืืืืืข ืืืื ืืจื ื
ืืฉืจื , ]ืืื ืืืืืขืื, ื"ืืืืืช ืืืืจ ืฆื[ื "ืฆื, ืืฉืจื ืืืืฅ(ืืืืืืืขืื , ืืฆืื, ืืืืฉื, ืชืืช ืกืืืืช ืืฉืจื ืืืืฅ, ืืืืืื ืืกืืื ืืช ืชืงืฉืื ืืืช ืืจืืืืช]). ื ืชืื, ืืืืกื[ื "ืจื
. ืืชืฉืจืช ืืช ืื ืืจืืขืืช ืืืืฉื
ืืืฉืจื ืืงืฆืืขืืช .4.5.3.5ื ืฉื ืฉืืจืืจื ืกืืืืืืชืืื ืืืืืจืืช, ืืืืื ืืืืฆืข ืืืืื ืืช ืฉืืจืื ืืจืืฉืืช ืืืฉืืจืืื
ืืืคื ืืืคืืื ื ืืืืฉืืจืื ืืืืืฉืจื ืืืงืืืืืช ืฉื ืขืืืื ืืฉืจื . ืืืื ืช ืืฉืจืื ืืขืืืืืืืฆืืช ืืื ืชืชืืกืกื ื ืขื ืืคืืื ื . ืืืชืื ื ืืขืจื ืืืืฉืจื ืืคื ืืืืื ืฉื ืืืฉืจื, ืืืืฅ
, 48(Tuch, 1990: 13, 39, 116) ืืคื ืฉืืืืืจื ืื ืก ืืื, ืืืฉืืจื ืืืืคืืืืืื ืืฆืืืืจืืชืืืืชืื , ืืฉืืืืง ืืืืื ื ,ืืืืืื, ืจืงืข ืืขืืืง ืืชืืืื ืืืฉืืื ืืืกืืจืืืืชืืชืืกืคืช โืืืื ืืืจืืช ืขืืื ืืช ืขื ืขืืื ืืชืงืฉืืจืช ืืืืืจื ื . ืืืชืงืฉืืจืช ืืฉืืืืงืืช ืืืืื ืืช, ืืืืื ื . ืจืืื ืืชืจืืืช, ืืื ืืจื ื, ืืืืืืืื, ืขืืชืื ืืช
ืืืฃ ืชืงืฉืืจืช ืืืกืืจื .4.5.3.6
ืื ืืืื ืืืื ืืงืฉืืจืื ืืืืฉื ืืกืืจื ืืืืงื . ืืืจืืชืฉื ืืืืฃ ืืืกื ืืืืฃ ืืืืคืืืืืื ืฆืืืขืืจ ืืืืืงืืช . ืืืืกืื ืืืืคืืืืืื ืฆืืืืจืืช, ืืืงืกืืงืื ืืฉืจื ืืืืฅ ืืืืฉืืช ืืฉืจืื
ืืฉืืช , ืกืืื ืืช ืืชืงืฉืื, ืืขืจื ืืกืงืจืื ืืืื ืืืืืืื, ืืคืืขืืืช ืืืื ืืืกืืจืช ืืืืฃืืคื , ืืืืืื ืืืื(ืืชืื ืกื ืืชืื ืืืืฃ , ืืขืืชืื ืืช ืืืืฉืืชืืช ืืฉืืจืืืช ืืืืงืช ืืกืืจื
).ืืจืืื ืฉื ืืืืงืืช ืืืืฃ-ืจื, ืื ืจืื
ืขืืืื ืืืจืฆืืช ืืืฅ .4.5.3.7ืืขืืงืจ ืืกืืื ื ืืืืข ืืชืงืฉืืจืช , ืขื ืขืืืืช ืืฉืืืืง ืืืืื ื ืืืื ืืืชืืงื ืืืจืฆืืช ืืืฅ
ืจืฉืืืืช ืืช , ืื ืืืืืช ืขืกืงืืช, ืืืจืื ืืืฉื ืืจืฉืืืืช ืฆืืืืจืืืช. ืืืืืืืื ืืขื ืืืจืฆืืช ืืืขื โืืชืืืื ืืชืจืืืช . ืืชืืื, ืจืืืืขื, ืืื"ืื โืืชืืืื ืืชืงืฉืืจืช . ืืืจืืื ืื ืืืจืชืืื
โ ืืืชืืืื ืืืื ืืืืื ืฆื. ืกืืคืจืื ืืืืื ืื, ืฉืืงื ืื, ืชืกืจืืืืื, ืืืืื, ืืคืืงืื, ืืืฆืจืืืืืืืืช ืชืจืืืชืืืช , ืคืืืืกืืคืื, ืื ืฉื ืืื ืื, Think-Tanks/ืืืื ื ืืฉืืื ืืืืงืจ, ืืงืืืืืืืืื ืืืืื ืื, ืืืืื ืจืื. ืื ืืืื ืืืืืช ืืชืคืืฆืืช ืืืคืืืจื ืืืฉืจืืืืช ืืขืืื. ืืืืจืชืืืช
. ืืืืฉืืื ืืฉืืจ ืืจืฆืืช ืืขืืื, ืฉืคืืชืื ืืืื ืช ืืฉืจืื ืืืงืืืื ืืืืืืืช ืืืจืฆืืช ืืืจืืช
ื"ืฆื .4.5.4
ืืขืจืืืช ื ืืจืฉืช , ืืฉืื ืฉืืืฉื ืืืืืฉื ืืืขืจืืืช ืืืฉืจื ืจืืฉ ืืืืฉืื ืืืืฉืจื ืืืืฅื ืคืืขืืช ืืื ืงืื ืกืคืฆืื ืืกืืจืืืืช ืื ืื "ืืกืืืืืฆืื ืื ืืืืืช ืืืืจ ืฆื. ื"ืืืืืฉืช ืืฆื
, )ื ืืขืจืืช ืืื ืืฉื ืื ืืืืจืื ืืช ืืืกืืจืช ืขื ืฃ ืืกืืจืืืื ืืืืงืจืืืจืืช ื ืืกืืื ืืืงื(ืกืืืืืฆืื ืื ืงืืืื . ืืขืืืชืืื ืืืืชืจ, ืงืฆืจืืืืื ืืืชืืงืืช ืืขืืงืจ ืืขืืืืช ืืืจืืจ ืืงืืืช
ืคืืืืจื, ืืืฉืืืืช ืืื ืืชืงืฉืืจืช ืืืจืฅ ืืขืงื ืืขืืื, ืืืืืง ืืืฉื ื ืชืืงืฃ ืืฉื ืื ืืืืจืื ืืชื ืืคืืคื ืืืืฃ ืืืฆืขืื "ื ืืืืืช ืืืืจ ืฆืืืขืืืื ื, ืืขืืจ ืืื. ืืงืืฆืืจ ืืื ื ืืืืืื ืืืชืืืื
ืืช ืืืื ืืืืืืืข ืืืืจืื ืืืืื ืืืืื ืืจืืฉ ืืืฃ ืืืฆืขืื . ื ืืืฆืจืช ืืืงืื ื ืืืืื"ืืืื
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
149
ืืฉืื ืืืคืจืื ืืื ืืืืจื ืืืืื ื ืขื ืชืืืื . 566ื"ืืขื ืืื ืื ืื ืืช ืคืขืืืืช ืืืืจ ืฆื ืืืื ืืช
ืจืืืช ืืคืืงืื ืืืื ืืืืจื ืืืืื ื ืขื ืืืืืื ืืืืจื ืืืืืจืืืืืืช ืื, ืืืืืื ืืฉืื .ืืืืืจืืช
ืืงืืช ืืืฃ ืชืงืฉืืจืช ืืืื ืืืืื .4.5.4.1
ืืืฃ โืืื ืืืืื ืืืืฃ ืืืฉ ืืืืืฅ ืื ืืืจ ืขื ืืงืืช ,ื"ืืืกืืจืช ืืืืคื ืืืจืืื ื ืืฆืืืงืฆืืช ( ื ืืืืจืืืช"ืืจืื ืชืืชืื ืืช ืืืืืช ืืืืจ ืฆื .ืืคืงื ืืืจืืช ืืืืฃ. ืชืงืฉืืจืช, ืงืจืืชื ืืืฉ ืืจืืื ืืชืืืื ืืื ;ืืจืืืช ืกืืืืืืช; ืืื ืืชืงืฆืื-ืืื โ ืืฉืืืื
ืืืื ืืขืืกืงืื ืืืงืจ ืืืขืืฆืื "ืืช ืื ืืืืคืื ืืฆื ).ืืืกืืจืืืื ืืืชืื ืื ืืชืื ืืืืืืืืื , ืืื ืืืืืจ(ืืขืจืื ืืืืจืืช ืืืืืื ). ืฆืืืืช- ืชืงืฉืืจืช ืคื ืื; ื ืคืกืืืืืืืืชืืืื(ืืชืืืขื
ืืืืืฅ ืชืคืืกืืช ืขืืืื ืืงืฆืืขืืืช .ื ืืืื ืคืจืกืืืืื, ื"ืืื ืฆื, )ืืืืืกืืืงืืืื , ืืืืชืคืงืื ืืขืืจ ืืงืื ืกืคื ืืืืืื ืฉื ืืขืจื ืืืืจืืช ืืืืกื .ืืืืืืงืืืืืช ืืขืืื ืืชืืื
.ืืืชืื ืืชืงืฉืืจืช ืฉืืืืงืืช, ืืืงืจื ืืขืช ืงืื, ืชืื ืื ืืกืืจืืื ืฉืืืืงื, ืืืขืจื ืฉืืืืง ,ืฆืืืืจ .ืชืงืฉืืจืชื-ืื ืืืื ืืืจืช ืืืืืื ืืขืืื ืืืืืจืืืืื ,ืืชื ืืฉืืืืช ืืืืืจืช ืืชืื ืืฆืื
ืขืืืื ืืื ืืชืงืฉืืจืช ืืืจื .4.5.4.2
.ืขืืืื ืืื ื ืฆืืื ืืชืงืฉืืจืช ืืืจื ืชืชืคืงื ืืืืจื ืืืฆืขืืืกืืจืช ื, ื"ืืืืืช ืืืืจ ืฆืืื ืื ืฉื ืชืืช ืกืืืืช ืืชืืืช ื. ืืฉืจื ืืืืฅ โืชืคืขื ืขื ืคื ืืืืฆืืช ืืืืฃ ืืืงืฆืืขื
. ืืืืขืฆื ืืชืงืฉืืจืช ืืืืืืช
ืืฉืื ืืจืืืืช ืืกืืืืกืืืงื .4.5.5
ืื ืกืืช ื -ืชืืช ืืืืชืจืช , ืืืช"ืืืืืฅ ืื ืืืฉืื ืืืจืืืืช ืืกืืืืกืืืงื ืชืืกืืฃ ืขืจื ืืื, ืืฆื ืืื ืืื ืกืืช ืืกืืจ ืืืฅ. ืืืืื ืืช ืื ืืจืืืื ืืืืฆืจ ืืืืืื. ืจืืืืืืืฆืืืช ืืืืฆืจ ืืืฉ
).2.5.7 ืจืื ืกืขืืฃ(ืืืืื ืืืืื ืืืืฆื ืืืืงืจ , ืืกืคื ืืขืืจืืช ืืชืืืืืช, ืืฉืงืขืืช, ืชืืืจืืชืืฉืจื , ืืฉืจื ืืืืฅ โื ืชืื ื ืืืฆืืืช ืืฉืืืืง ืืืืืืืืช ืืืื ืืขืจืืืช ืืืืฉื , ืืฆื ืฉื ื
.ืืฉืจืื ืืืฉืื ื ืืกืคืื ืืจืฉืืืืช ืฆืืืืจืืืช, ืืฉืจื ืืชืืืจืืช, ืืืกืืจืืชืขืฉืืื ื
ืืฉืืืืช ืชืงืฆืื .4.6
ืืฆื ืงืืื .4.6.1
ืืืื ืืฉืงืืขื ืืืฉืืช ืืฉืจืื ืืืืฆืขืืช ืื . ืกืืืื ื ืืกืคืช ืืืขืืืชืืช ืืื ื ืกืืืืืช ืืชืงืฆืื โ 2005ืชืงืฆืื ืฉืืืืง ืืฉืจื ืืชืืืจืืช ืืฉื ืช . ืืจืืขืืชืื ืชืงืฆืื ืืฆืืืฆื ืืชืืื ืืฉืืืืง ืืืืื ื
ืืืืืื 34ืกืืจ ืืืฅ โ 2005ืชืงืฆืื ืฉืืืืง ืืฉืจื ืืชืขืฉืืื ืืืืกืืจ ืืฉื ืช . โช488ืืืืืื 41ืชืงืฆืื ืืืืฃ ืืชืงืฉืืจืช ืืืืกืืจื ืืืฉืจื ืืืืฅ . โช506ืืืืืื 1ืืื ืงืืืื ืืฉืงืขืืช , โช498
ืืืืืื 121ืืืืื ืืืืขืื ืืกืืื ืืืื ืฉื ). ืืื-ืคืขืืืืช ืืืื( โช514ืืื ืืื 45 - 2005ืืฉื ืช ืื ืื ). 567ืืืืืื$ 69.02(ืืืื ืกืืช ืืืืฆืจ ืืืฉืจืืื 0.04%- ืืืืืืื ื). ืืืืืื$ 29- ื(โช
)โชืืืืืื 170ืชืืกืคืช ืฉื (ืืืืืื ืืฉื ื $ 50- ืืืจืื ืชืงืฆืื ืืฉืืืืง ืฉื ืืฉืจื ืืชืืืจืืช ื- ืฉืืืื ื, )ืืืืืื$ 69(โช ืืืืืื 291ืืืืข ืชืงืฆืื ืืฉืืืืง ืืืืื ื ืืกืืื ืืืื ืฉื , 493ืืืืืื
).568ื"ืืชื 0.04%(ืืืื ืกืืช ืืืืฆืจ ืืืฉืจืืื 0.1%
ื ืืืืฆืขืืช ืืคืงืืืช ืืคืืงืืืื "ืืืขืืื ืฉื ืืืฃ ืืืืฆืขืื ืืื ืืฉืืช ืืืืจืืืช ืืื ืืชืื ืื ืืืคืขืืช ืืืื ืฉื ืฆื .ื"ืฆื โืืืขืื ืืืฃ ืืืฆืขืื 566 .ื"ืืคืงืืช ืืจืืข ืืื ืืืืคื ืืืื, ืืคืงืืช ืืจืืข ืืืืืืจ, ืืืจืืืืื ,2006, ืืืฆืืืจ 31ื ืฆืคื , ืืืฃ ืืืฆืขืื, ื"ืืืืืืช ืฆื, ืืืชืจ ืืจืฉืื, )2006(ื ื ืืืฉืจืื ืฆืื ืื
< http://www1.idf.il/DOVER/site/mainpage.asp?sl=HE&id=4&unit=14013&srch=&bScope=True> .ืืคืจืืื .Error! Reference source not foundืจืื ืกืขืืฃ 567
568 Israel GDP (purchasing power parity): $156.9 billion (2005 est.).
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
150
ืืืืฆืืช ืืชืงืฆืื ืฉืืืืง ืืืื ื .4.6.2
ืช ืืืืฆืจ ืืกืืื ืืื ืกื 1%-ืขื ืคื ืืืืื ืืคืฉืื ื ืฉื ืืชืืืช ืืืฆืืืช ืืฉืืืืง ืืืืืื ืื -ืก "ืืฉืจื ืืชื, ืืฉืจื ืืืืฅ(ื ืืืืคืขืืืืช ืืชืงืฆืื ื, 129(Booth, 2003)ื "ืืืืืื ืื ืืชื
ืืืืืื$ 690ืืืืืฅ ืฉืืขืืื ืขื ) ืืฉืจื ืืชืืืจืืช, ืื ืืืช ืกืืจ ืืืฅ ืืืื ืืงืืืื ืืฉืงืขืืชื ืื ืืืืื ืืืงืืจืืื ืื ืื ืืฆืข). ืืื ืืืฉืืืืช ืืืคืืืืืืืช-ืื ืืืื ืืื, ืชืงืฆืื ืคืขืืืืช(
137ืืืืืื$ 1.3ืื ืืืืฉื ืืืจืืื ืืฉืงืืข ืืฉืืืืง ืืืื ื ืกืืื ืืืื ืฉื , ืืืืขื ื ืืฆืืจื ืืฉืืืื 0.01%( 297ืืืืืื$ 1.084ืืืืื ืืืืฉื ืืืืจืืงืื ืืฉืงืืข ืกืืื ืฉื , )569ื"ืืชื 0.1%(
(.Johnson et al] ืืืขืืืช ืืืืืงื ืืื ื ืืฆืืืฆื ืืื ืืจืฉ, ืขืช ืืจืืืช ืืืืงืจืืืฉืื) [570ื"ืืชื(200546.
ืงืฉื ืืืื . ืืฉืืืืช ืืงืืืขืช ืชืงืฆืื ืฉืืืืง ืืืื ื ืจืืื ืขืืืื ืื ืืื ืืขืืื ืืืงืฆืืขื ืื ืืจืฉ
ื ืคืจืกืื ืืืชืืื ืชืงืฉืืจืช ืฉืืืืงืืช ื, ืืืชืืื ืืช ืืฉืืืืช ืืงืืืกืืืช ืืงืืืขืช ืชืงืฆืืื ืฉืืืืงืืืจืืช ืืืช ื ืืชื ืืืืื . 571(Broadbent, 1988; Hassman, 1994)ืืืกืืจื ืืชืืื ืืืืื ื
ืืคื ืฉืืืฆืข ืืืื , ืืืืจืช ืขื ืืืื ืืืืืจืืช โืืจืืฉืื ื . ืืกืคืจ ืฉืืืืช ืืกืืจืืืืืช ืื ืืืชืขืืกืงืช ืืื ืืืช ืชืงืฆืื ืขื ืืกืืก ืืขืืื ืชืงืฉืืจืชืืื โืืฉื ืืื ). ืืืื ืืืื ืกืืช ืืืืฆืจ ืืืืืื(. ืืคืงืืืืืืช ืฆืื ืืจ ืืคืจืกืื, ืืคืงืืืืืืช ืืฉืืคื, ืจืืืืื ื, ืชืืืจืืช ืืฉืืคื, ืืืช ืืฉืืคืืืืืื ื โ
ืืืืข ืฉื ืืื ืืืืื , ืืืฉื ืื ืืชืืกืกืช ืืจืื ืขื ืืกื ื ืชืื ืื ืืชืืฉื ืฉื ืืคืืจืื ืื ืฉื ืืขื ืฃืื ืื ืฉืืืืื ืืืงืืฃ ืืชืืื ืืฉืืืืง ืืืืื ื ืืืืื . ืืื ื ื ืงืืื ืืชืืื ืืืืืืื ืฉื ืฉืืืืง ืืืื ื
ืืจื ืืื ืืคืจืกืื ืืงืืืกืืื ืืื ื ืืืืื ืืืขืืืื ืืืืชืจ ืืชืืืื ืืืืชืื ืื ืื ืื, ืืืกืงื ื, ืืืืืื$ 69ืืืกืงื ื ืืืืื ืื ืืื ื ืื ืขื ืกืืื ืืืื ืฉื . ืืืืื ื ืืืืืคืืืืืื ืืฆืืืืจืืช
ืืืืืืฅ , ืชืงืฆืื ืคืขืืืืช ืฉืืืืง ืืืื ื ืืื ืืจืืขืืช ืืืืฉื ืืืฉืจืืื ืื ื ืืชื ืืืื ืืขืฉืืช ืืจืื .ืืืืืื$ 690ืฉื ืืืชืงืจื ืขื ืืื ืฉื ืืชื ืืกืืื ืืื
CIA (2006), 'CIA world fact book', Israel, Economy, viewed 1st January, 2007, <https://www.cia.gov/cia/publications/factbook/geos/is.html#Econ> 569 UK GDP (purchasing power parity): $1.818 trillion (2005 est.). CIA (2006), 'CIA world fact book', United Kingdom, Economy, viewed 1st January, 2007, <https://www.cia.gov/cia/publications/factbook/geos/uk.html#Econ> 570 US GDP (purchasing power parity) $12.31 trillion (2005 est.). CIA (2006), 'CIA world fact book', United States, Economy, viewed 1st January, 2007, <https://www.cia.gov/cia/publications/factbook/geos/us.html#Econ. 571 Broadbent S. (1988), 'The Advertiser's handbook for budget determination', Lexington Books, 1988, ISBN 0-669-18139-0;
>iles/224.pdfhttp://www.idc.ac.il/publications/f <, 1994, ืืืชืืช?', ืืื, ืื ืคืืืช ืืืื ืื ืืืชืจ ืืืื, ืชืงืฆืื ืืคืจืกืื, ')1994. (ืืกืื ืจ
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
151
ื ืกืคืืื
572ืืฆืขืช ืืืืงืจ. 5.1ื ืกืคื
572 http://spirit.tau.ac.il/government/nbranding.asp
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
152
ืืจืฆืืช ืืืฅืงืฉืจ ืืฉืจืื ืขืฆืืชืืื . 5.2ื ืกืคื
Israel Power Connection Rating - Rank #1
Avg
Sym
Marsh
Marsh
Euro
EB
TsymTsym
Pop
Export
ExportE
xportE
pppE
xEp
ExEpTourist
TouristTourist
TpppTTppp
TTpppIm
portIm
portTotal
TotAvgCountry
Sym
Rating
Sym
Rating
Barom
Rating
Avg
Ratingkkk
$kkR
atingppp
Rating
Avg
Ratingk
Rating
pppR
atingA
vgRating
$kkRating
Avg
RatingUSA
441
601
431
11
298
15,500
152.0
41.6
1457
11.53
9
2.62
60421
1.251
Germ
any24
444
465
114.7
582
1,346
4
16.49
55
1054
1.28
115.4
42986
34.25
2UK
198
463
606
7.38
60
1,650
327.5
53.4
3156.7
32.61
4
3.23
25524
4.503
Netherlands21
649
274
146.4
716
1,260
5
78.83
4.64
49.89
3.11
37.8
81627
86.75
4France
198
425
554
7.39
60
882
914.7
109.2
9311
25.18
1
1.81
120411
7.505
Belguim12
110
063
99.7
1610
3,679
2
367.91
1.82
25.512
2.55
510.6
114558
27.75
6Italy
1310
463
482
8.512
58
898
815.5
88
872.9
51.26
12
6.45
17347
8.007
Switzerland
1112
00
00
9.615
8
900
7120.0
26
625.6
113.41
2
9.210
24655
9.008
India20
70
00
05.6
61,095
1,223
61.1
157.8
714.9
130.01
17
13.815
12789
9.259
Canada32
20
00
01.6
233
482
13
14.611
12.613
50.88
1.54
88
9320.4
149.50
10Russia
225
00
00
44
142
418
142.9
1614.4
1568
60.48
15
7.87
105612
9.5011
Japan25
30
00
02.4
3127
799
10
6.314
10.812
8.317
0.07
1616.8
171238
1010.50
12Spain
813
386
565
11.518
40
688
1217.2
711
1051.9
71.30
10
7.66
613.713
11.7513
China7
140
00
011.2
171,313
748
110.6
1612
115
180.00
18
1818
18886
13.0014
Denmark
169
00
6410
8.211
6
98
1617.8
614
1411.8
152.15
6
13.214
18616
13.7515
Poland16
935
70
07.9
1038
146
15
3.815
1516
26.810
0.71
1410.8
1293.8
1814.00
16Austria
1310
00
6913
9.314
8
80
1710.0
1216
1713.3
141.66
7
12.613
202.915
14.7517
Hungary12
110
00
08.8
1310
76
18
7.613
1718
8.716
0.87
1315.4
16144.1
1716.00
18Portugal
00
386
554
Turkey0
014
80
0G
reece0
00
061
7Ireland
00
00
628
Luxemburg
00
00
6612
Finland0
00
060
6Sw
eden0
00
052
3Source
http://www.transatlantictrends.orgh
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ahttp://www.cbs.gov.il/fr_trade/td1.xls
http://www.cbs.gov.il/tourism_q/t03.pdf
http://www.cbs.gov.il/fr_trade/td1.xls
Brand Israel โ Theory & Policy Paper ืื ืืืจ ืขืืื ืืืืื ืืืช ืชืืืืจืื โืืืชื ืืฉืจืื Harold Hartog School of Government & Policy ืฉ ืืจืืื ืืจืืื ''ืก ืืืืฉื ืืืืืื ืืืช ืข''ืืื
Faculty of Social Sciences, Tel Aviv University ืืืื- ืืื ืืืจืกืืืช ืชื, ืืคืงืืืื ืืืืขื ืืืืจื December 8, 2008 08-12-2008ืืคื ื ืขืจืืื ืืงืืืืืช ืืขืจืืื ืืฉืื ืืช
153
Israel Power Connection Rating - R
ank #2A
vgS
ymM
arshM
arshE
uroE
BTsym
TsymP
opE
xportE
xportExport
Eppp
ExE
pExEp
TouristTourist
TouristTppp
TTpppTTppp
Import
Import
GD
PG
DP
Davos
AG
MI
Pot
PotTotal
TotAvgC
ountryS
ymR
atingS
ymR
atingB
aromR
atingA
vgRating
kkk$kk
Rating
pppR
atingA
vgRating
kR
atingppp
Rating
Avg
Rating$kk
Rating$kkk
Rating
Rating
Rating
Avg
RatingA
vgRating
USA44
160
143
11
1298
15,500
152.0
72.2
2457
11.53
13
3.42
60421
12,360
12
102.2
11.40
1UK
198
463
606
7.38
60
1,650
427.5
105.2
4156.7
32.61
6
3.63
25524
1,830
613
17.6
34.40
2G
ermany
244
445
6512
4.95
82
1,346
516.4
187.6
6105
41.28
18
6.84
29863
2,504
515
68.1
44.40
3Netherlands
216
492
7414
6.47
16
1,260
678.8
55.8
549.8
93.11
5
8.26
16278
499
2111
1217.1
117.40
4France
199
426
554
8.29
60
882
1114.7
2113
11311
25.18
2
21
120413
1,816
730
814
78.20
5Italy
1312
464
482
10.212
58
898
1015.5
1911.8
972.9
51.26
19
7.85
17347
1,694
847
419.3
149.40
6Belguim
1214
00
6310
12.216
10
3,679
2367.9
22
125.5
142.55
7
12.611
45582
325
2431
1625.3
2010.00
7Canada
322
00
00
1.62
33
482
1714.6
2218
1650.8
81.54
12
8.87
320.422
1,114
1114
311.1
510.40
8Sw
itzerland11
160
00
012.8
158
900
9
120.04
87
25.613
3.41
411.2
102465
5241
28
82
19.415
10.409
Japan25
30
00
02.4
3127
799
12
6.329
15.415
8.328
0.07
3429.2
321238
114,018
3
127
6.12
12.6010
Spain8
1738
756
514.8
1840
688
14
17.217
14.614
51.97
1.30
168.8
8613.7
161,029
13
2911
17.612
13.6011
India20
70
00
05.6
61,095
1,223
71.1
3813.2
1214.9
230.01
38
2628
127810
3,611
450
2620
1614.40
12Russia
225
00
00
44
142
418
222.9
3324.2
2568
60.48
25
9.89
105614
1,589
975
2029.9
2816.00
13S. Korea
00
00
00
021
49450
199.184
2520.2
2025.9
120.53
24
14.415
85315
965
1417
2516
916.00
14China
718
00
00
14.417
1,313
748
130.6
3918.2
175
340.00
39
3535
18886
8,859
249
1917.8
1317.60
15Taiw
an0
00
00
00
2123
60215
26.1711
14.213
235
0.09
3334.6
34553
17631
16
536
14.78
18.6016
Australia0
00
00
00
2120
42321
21.1513
19.418
19.718
0.99
2018.4
18116
31640
15
109
12.96
18.8017
Turkey5
1914
90
016.1
1970
9038
12.923
118
15.721
0.22
3022.8
241221
12572
17
6635
33.531
18.8018
Sweden
00
00
523
021
9135
3215
2029.6
3118
192.00
9
1716
36520
268
263
517
1019.60
19Hong K
ong0
00
00
00
217
23733
3393
33
139
0.14
3137.4
391278
9227
30
2836
3029
20.2020
Denmark
1611
00
6411
9.911
6
98
3717.8
1632.8
3611.8
252.15
8
21.623
18626
188
314
1421.2
1722.60
21Singapore
00
00
00
021
4.5354
2378.67
619.6
195.8
321.29
17
2931
33121
124
366
2325.7
2222.80
22Brazil
00
00
00
021
188467
182.484
3421.2
2119.8
170.11
32
2019
16728
1,556
1065
2227.7
2623.00
23Thailand
00
00
00
021
64449
207.016
2821.6
221.5
360.02
37
36.237
40918
560
1836
3625.2
1923.40
24Poland
1610
358
00
8.810
38
146
313.8
3231.2
3326.8
110.71
22
13.213
93.833
514
2051
3030.3
3023.80
25Austria
1313
00
6913
11.714
8
80
3810.0
2435.2
3713.3
241.66
11
21.422
202.925
267
2721
3626.1
2324.20
26S. Africa
00
00
00
021
44272
246.182
3025.2
2716.5
200.38
27
21.421
18327
533
1942
3227.2
2524.20
27G
reece0
00
061
80
2111
20626
18.7315
23.823
1522
1.36
1520.6
20227
24236
29
4636
34.833
24.2028
Finland0
00
060
70
215
12134
24.212
29.630
7.630
1.52
1426.8
30263
23161
35
136
24.918
24.4029
Ireland0
00
062
90
214
16029
409
2526
731
1.75
1026.8
29367
19164
33
2617
29.327
24.4030
Cyprus0
00
00
00
211
54116
5411
1310
7.629
7.60
123.4
2525
3721
39
3436
37.234
25.4031
Mexico
00
00
00
021
107214
252
3627.2
2924
150.22
29
17.817
2238
1,067
1255
2726.4
2425.80
32Jordan
120
00
00
1621
6116
3519.33
1430.8
3223
163.83
3
13.414
6134
27
3845
3639.9
3527.20
33Ukraine
00
00
00
021
46108
362.348
3535.8
3828
100.61
23
12.612
15629
340
2384
3642.6
3727.40
34Hungary
1215
00
00
1213
10
76
397.6
2736.6
398.7
270.87
21
25.826
144.130
162
3439
2134.2
3228.00
35Rom
ania0
00
00
00
2122
18727
8.526
26.828
9.626
0.44
2626
27100
32183
32
6736
42.938
29.2036
Malaysia
00
00
00
021
24131
335.458
3132.6
351.5
370.06
36
36.838
4136
290
2524
3125.3
2130.20
37Philippines
00
00
00
021
89154
301.73
3731.4
345.6
330.06
35
33.433
5435
451
2277
3639.9
3631.80
38Costa Rica
00
00
00
021
4174
2843.5
824
241.3
380.33
28
3636
539
45
3764
3645
3931.80
39Source
http://www.transatlantictrends.orgh
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ahttp://www.cbs.gov.il/fr_trade/td1.xls
http://www.cbs.gov.il/tourism_q/t03.pdf
http://www.cbs.gov.il/fr_trade/td1.xlsh
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