ثـَل في فقـدان الشـرعية الدوليـة وتـآكل التأييد � يـًا يتم � يـًا وجود � بـل باتـت تُُواجـه تحد العالـمي. الإبـادة الجماعيـة، طوفـان الأقصـى، مشـروع السـمة الوطنيـة، كلمـات مفتاحيـة: الـرأي العـام، الهاسـبارا. Abstract: This study examines the impact of the genocidal war in the Gaza Strip on Israel’s image, reputation and international standing by addressing this complex question: What has become of Israel’s global status and image following the genocidal war it has been waging on the Gaza Strip since 7 October 2023? And to what extent has Israel’s national brand been damaged amid the escalation of the genocidal war, the expansion of global protests and boycotts against it, and the accusations leveled against several of its political and military leaders for committing genocide and ethnic cleansing in Gaza and the West Bank? The study employs a case study approach to understand the motivations behind Israel’s need for a national brand, and to track the transformations this brand has undergone in light of internal and external changes, especially after 7 October 2023. This requires an in-depth examination of the reasons for the decline in Israel’s reputation and standing. The study finds that events since 7 October marked a decisive turning point in Israel’s national brand. Despite the "achievements" it had made over the past two decades, global indicators across various fields and levels point to the genocidal war Israel waged on Gaza as having inflicted a major setback on this project due to the moral and material losses sustained by components of Israel’s national brand. As a result, Israel’s image and reputation after 7 October no longer resemble those before it in the eyes of large segments of global public opinion. The genocidal war on Gaza revealed a fundamental contradiction between Israel’s self-image, which markets itself as a "creative democracy" and an "oasis of modernity in the Middle East", and its actual practices, which are increasingly seen as a "source of chaos and instability in the region", or even as a "rogue state". It appears that Israel’s core dilemma for the future lies in the fracturing of the image it has worked to build for decades. Israel no longer faces merely traditional political or military challenges; rather, it confronts an existential challenge embodied in the loss of international legitimacy and the erosion of global support. Keywords: Genocide, Tufan Al-Aqsa, National Brand Project, Public Opinion, Hasbara.
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