BRANDING TECHNOLOGIES IN THE FOREIGN POLICY OF ISRAEL

Abstract

The article analyzes the conceptual and organizational components of branding technologies as an instrument of Israel’s foreign policy. The ability to use the ex- isting advantages to achieve and protect national interests, intensive international promotion of information about potential and prospects of development, of living conditions of people in the state territory is an important trend of foreign policy of the state. Creation and support of a national brand is taken as a necessity for a modern state, considering its desire to establish itself in the international arena and to take a significant place in the global community. Each country determines its own approach to the process of creation and dissemination of national (state) brand. Taking into account its hard experience of state-building and survival in a conflict-prone environment, Israel identified its own model of positioning in the international space based on the invented national brand. Therefore, the purpose of the study is to identify the features of branding technologies in Israel's foreign policy. The study of such practices will create a basis for a better understanding of Israel’s positioning in the system of international relations and analysis of modern approaches to the technologization of foreign policy activities of modern states.

The uniqueness of the conceptual and organizational component of Israel's brand- ing technologies is determined by the existence of Hasbara. Hasbara is a system of measures of communicative influence on public opinion both inside and out- side Israel. The implementation of branding technologies in the foreign policy of modern Israel is carried out in the context of strict centralization of information flows and targeting of information towards specific diasporas, ethnic, religious and linguistic groups. The Ministry of Foreign Affairs of Israel is a key institu- tion in the reproduction and maintenance of the national brand. The Ministry has a Directorate of Public Diplomacy, which aims to facilitate the synchronization of Israel’s messages and coordinate the work between various state and non-state agents in order to reproduce the national brand.