Hyderabad, Dec. 26 -- Israel has ranked last in the 2025 Nation Brands Index (NBI), according to data released by BrandIL on Thursday, December 25, the second consecutive time it has happened and the steepest annual decline since the index was established 20 years ago.

The survey, conducted between August and September 2025, shows Israel's overall score fell by 6.1 per cent compared to the previous year. The NBI, establishment of the index by policy adviser Simon Anholt, assesses countries' global reputations across six areas such as tourism, people, culture, immigration, exports and governance.

It is based on large-scale international public-opinion surveys that measurehow countries are perceivedinstead of how they perform on objective...