Current perceptions of the State of Israel among many global audiences have been shaped by a combination of factors that have lead to the State being viewed solely through a conflict prism. The question is then begged of whether or not action can be taken to fundamentally change these perceptions. The emergence of the field of nation branding has produced research, lessons and insights into how nations can effectively utilize resources to shape audience perceptions in accordance with state interests and goals. I argue that this data can be incorporated into strategic planning in order to...