The Anholt - GfK Roper Nation Brands Index(SM): 2014 Report for Scotland

Footnotes

1. http://www.scotland.gov.uk/About/Performance/scotPerforms/indicator/reputation

2. The Anholt-GfK Roper Nation Brands Index and the Nation Brands Hexagon are trademarks and copyrights of Simon Anholt and GfK Roper.

3. NBI^SM scores range 1-100. NBI^SM rankings range 1-50.

4. This assessment was made on the basis that the score has seen an increase above the level set for the criteria for recent change (see paragraph 3.15.)

5. Scottish Government (2011) The Government Economic Strategy. The Scottish Government (http://www.scotland.gov.uk/Resource/Doc/357756/0120893.pdf)

6. Twenty panel countries are selected for the survey for the NBI^SM study; according to GfK-Roper, the survey strives to represent regional balance as well as balance between high-income and middle-income countries.

7. The Scottish Government did not subscribe to the 2011 or 2013 NBI^SM survey, given its stable performance; however, Scotland was included in the sample of 50 evaluated countries in both of these years.

8. Fieldwork in Egypt was extended to 31^st July 2014.

9. Two exceptions are worth noting: In Egypt, where panellists are not as familiar and experienced with online surveys, survey length was reduced, resulting in each nation receiving approximately 250 ratings. Chinese panellists are asked to rate all nations except their own.

10. If change is within +/- 1 point, this suggests that the position is within measurement error and is more likely to be "maintaining" than showing any change.

11. Between 2012 and 2014, four countries (Norway, Ukraine, Puerto Rico and Jamaica) entered the sample, whilst four nations exited (Belgium, Croatia, Malaysia and Georgia.)

12. NBI^SM score range 1-100. NBI^SM rankings range 1-50.

13. The Scottish Government did not subscribe to the survey in 2011 or 2013 due to Scotland's stable performance, and therefore did not have data available for this year.

14. The most notable shift in the Top 10 since 2008 was in the case of the US: ranked 7^th in 2008, it progressed to the top of the list in 2009, and maintained its position as the leader of NBI^SM rankings until 2014 when it was ranked 2^nd place to Germany.

15. See paragraph 3.15 on assessment of change in Scotland's performance.

16. It is likely that some of the UK sample being asked about Scotland are either living in Scotland and/or are from Scotland. However, we cannot tell how many respondents fall into this category from the data available.

17. Between 2012 and 2014, four countries (Norway, Ukraine, Puerto Rico and Jamaica) entered the sample, whilst four nations exited (Belgium, Croatia, Malaysia and Georgia.)

18. TNS System Three, USA Strategy Research Report, The Scottish Government, 2007 (http://www.scotland.gov.uk/Resource/Doc/198149/0052947.pdf)

19. As explained in chapter 3, "improvement" corresponds to an increase in score in excess of one point.

20. More than one choice of words was allowed.