The world is in disbelief – could it be that Israel, the startup nation, has become a world leader in coronavirus morbidity? Could it be that Israel is carrying on like a Third World nation, demonstrating utter lack of governability vis-à-vis the global pandemic?
It seems that beyond the massive health risk and economic damage the coronavirus is inflicting in Israel, the pandemic may also seriously undermine the Jewish state's international image, and this may take years to rectify.
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Israel, its leaders rightfully boast, is a successful country. A leader of global economy and technology; a country whose military is considered the strongest in the region and one of the most advanced in the world; a county with an acclaimed public healthcare system, and outstanding research institutions; and above all – Israel is the startup nation, creating innovative breakthroughs fueling a multibillion-dollar industry.
It is not for nothing that some of the world's top newspapers and indices have labeled Israel a superpower.
A country's image, its brand strength, is built on diverse data that reflects its degree of success. But like any other brand, this image primarily bands all of these together and the way this data is packaged and sold, domestically and abroad is how this image is measured.
Solid data and rankings are the building blocks of a successful image and leveraging dry information into a success story is a form of alchemy – and rarely is it an overnight success. Crafting the image of a power, let alone a superpower, takes years.
A country's "brand" is a prime diplomatic and economic asset. A country that is perceived as successful attracts foreign investments and international giants and both are essential for growth in today's world. But more importantly – a powerful image lends itself to strategic deterrence, which is crucial in our region but also vis-à-vis the entire world.
The signing of historic peace deals with two Arab nations in one month – with more deals reportedly in the works – prove this premise.
Israel, the leaders of the UAE and Bahrain said, is a strong and advanced country; one with which establishing open ties will serve their interests.
The way in which Israel is handling the second coronavirus outbreak could undo its image altogether. The troubling morbidity rate is further exacerbated by an unprecedented political crisis that is threatening governability and frankly, make Israel look pathetic.
Israel, a technological world leader, has been rendered helpless and leaderless by the virus in the worse possible way. Country's that are lagging far behind Israel technologically are managing to keep morbidity and mortality at bay, while the Jewish state is on the brink of chaos.
It is hard to assess the scope of the damage the coronavirus pandemic has caused Israel's image, but it is clear to all that the country's global perception has taken a blow, the price of which has yet to be determined.
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