chapter  33
11 Pages


Countering Brandjacking
WithEytan Gilboa

The author sounds the alarm for what he calls Palestinian brandjacking, an effective public diplomacy action, but in his estimation, also a threat to Israel’s security and well-being. Israel’s responses require fundamental changes in the ways the government and nongovernmental organizations conduct public diplomacy and nation branding. Palestinian brandjacking requires a long-range and wide-scale joint effort by Israel and the Jewish people. This interest has to occupy a much more central place in the Israeli formulation of both domestic and foreign policies.