Israel has ranked last in the Nation Brands Index (NBI) for the second consecutive year, according to data released on Dec. 25 by BrandIL, a private research firm, reports the Middle East Eye.It marks Israel’s lowest position in the index – developed by policy adviser Simon Anholt– for nearly two decades.
The NBI assesses countries’ global reputations across six areas, including tourism, people, culture, immigration, exports and governance.
Japan, Germany, Canada, Italy, Switzerland and Britain ranked among the highest, while Israel came behind countries including India, Kenya, Russia, Ukraine and Namibia. The Palestinian Authority, not an officially recognised state, ranked lower than Israel. The survey, conducted between August and September 2025, shows Israel’s overall score fell by 6.1% compared with the previous year.
Israel also ranked lowest for perceptions of exports and products, reflecting growing consumer reluctance to buy goods and services associated with the country.The report notes a significant shift between 2024 and 2025, with negative global sentiment extending beyond criticism of the government to include attitudes towards Israeli citizens, linked to the war on Gaza.
Israeli newspaper Yedioth Ahronoth reported that Israelis are increasingly perceived abroad as persona non grata.
Since Oct. 2023, Israeli forces have killed more than 72,000 Palestinians in the Gaza Strip Strip and the West Bank.