Israeli Industry Promotes ‘Brand Identity’

The Israeli diamond trade on March 31 premiered a brand identity for itself and a global marketing campaign to promote it. “This is a very high step for our industry,” said Efraim Raviv, managing director of the Israel Diamond Institute during a press conference at BaselWorld 2006 in Switzerland. “But branding is a must in today's world, if we want to maintain our position in the international marketplace. Shmuel Schnitzer, president of the World Federation of Diamond Bourses and chairman of the IDI PR and Marketing Committee, said, “Embracement of branding in the diamond world has been slow in coming … but it has, slowly but surely. This project is one step further in increasing worldwide awareness of the Israeli diamond industry and its identity among our customers and consumers.” The tagline of the campaign is “The Israel Diamond Industry—All you could ask for in

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