The Anholt - GFK Roper Nation Brands Index(SM): 2012 Report for Scotland

2 Introduction

2.1 The purpose of the Scottish Government is to make Scotland a more successful country, with opportunities for all of Scotland to flourish, through increasing sustainable economic growth.^[5]

2.2 A nation's international image impacts upon the popularity of its exports, as well as the ability to attract visitors and secure inward investment - all of which play a role in shaping the delivery of economic growth.

2.3 To 'Improve Scotland's Reputation' is one of the indicators of progress on the Scottish Government's National Performance Framework. Since 2008, the Scottish Government has used the Anholt-GfK Roper Nation Brands Index^SM to assess Scotland's reputation around the world. The data allows for an understanding of how Scotland is perceived in 20 countries^[6] around the world; and how it compares to 49 other countries included in the Nation Brands Index^SM.

2.4 Whilst being the best available measure of Scotland's reputation for the purpose of National Performance Framework, the NBI^SM does not provide an evaluation of the Scottish Government's performance.

2.5 To use and understand the NBI^SM data, it is important that it is seen as a snapshot of people's attitudes about Scotland, not behaviours. The NBI^SM is about perceptions; therefore it tells us what a limited number of people think. Attitudinal data of this kind is a useful way of helping to understand more about Scotland's international reputation.

Background to the Anholt GfK-Roper Nation Brands Index^SM

2.6 The Anholt GfK-Roper Nation Brands Index^SM (NBI^SM) is an analytical tool which attempts to measure and rank a country's broad reputation, not just focusing on one particular dimension (for instance, a tourist destination). The NBI^SM provides an independent definition of reputation which allows it to be measured in a consistent and accessible way across a number of countries.

2.7 Scotland has participated in the NBI^SM survey in 2008, 2009, 2010, 2012.^[7] The reports on how Scotland's reputation was scored and ranked were published by the Scottish Government in 2009^[8] and 2010^[9]. The reports looked at the 2008-2009, and 2009-2010 data, respectively. This report will similarly compare the 2012 data to the most recent previous available data of 2010.