Anholt-GfK Roper Nation Brands IndexSM: 2018 report for Scotland

Scotland’s six dimensions of reputation

The Anholt-GfK Roper NBI^SM explores a country’s image by examining six dimensions of national competence, all of which are weighted equally and together to make up the NBI^SM score^[13][14]. These dimensions comprise:

Figure 5 displays Scotland’s 2016 and 2018 performance across the six dimensions. Overall Scotland has a strong and balanced image, and is rated as a Top 20 country on five of the six dimensions of reputation, which is comparable to the 2016 results.

Figure 5: NBI^SM Scotland's performance across the six dimensions of reputation (2016 and 2018)

In 2018 Scotland’s rank, relative to 2016, maintained on the Tourism dimension, and was lower on five of the six dimensions (Exports, Governance, Immigration and Investment and Culture). See Figure 5.

Scotland’s most positive dimension in terms of rank in 2018 was Tourism, which placed Scotland 12^th out of 50 countries, while Scotland’s least positive dimension was Exports (23^rd). Exports was Scotland’s only dimension to rank outside of the Top 20. See Figure 5.

Figure 6 illustrates the difference in average scores across the six dimensions given to Scotland by the different geographic regions of the world. Latin America, on average, scored Scotland the highest (65.1) followed by the Middle East/Africa (64.5). Central/Eastern Europe scored Scotland the lowest (60.8).

Figure 6: NBI^SM Scotland's six dimensions of reputation by geographic region (2018)

The following section investigates each of the six dimensions in turn^[15].

Exports

The Exports dimension aims to provide a sense of the economic strength and potential of a country, by asking three questions which cover 1) whether a country makes a major contribution to innovation, science and technology; 2) whether a country is a creative place with cutting-edge ideas and new ways of thinking, and 3) whether you would feel better or worse about buying products from a country.

Table 4: NBI^SM Scotland's reputation for Exports (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
Exports Overall	21	57.0	23	57.1
Contribution to innovation and science	24	4.2	25	4.2
Products and services	18	4.5	19	4.5
Country as a creative place	20	4.5	23	4.5

Table 4 shows that Scotland received an overall score of 57.1 for the Exports dimension (57.0 in 2016). This gave Scotland a ranking of 23^rd out of the 50 participating nations in 2018 (down from 21^st in 2016). This is the lowest score and rank that Scotland received for any dimension.

The countries which gave Scotland the highest rankings for Exports overall were the United Kingdom (12^th) and Canada (14^th). The countries which gave Scotland the lowest rankings for Exports were Egypt (31^st) and Brazil (25^th).

Exports attributes

The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high). The scores for each of Scotland’s attributes in the Exports dimension were very similar in 2018. The highest scoring attributes in the Exports dimension was products and services and country as a creative place (both receiving a score of 4.5 out of 7.0). Whilst the scores across all three attributes have remained stable between 2016 and 2018, the ranks have all decreased by at least one point^[16]. See Table 4.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its products and services (19^th). However, Scotland’s contribution to innovation in science and technology, and its creativity, ranked outside the Top 20. See Table 4.

Exports word association

Respondents were asked to select, from a predetermined list, the products or services they most associated with Scotland. Respondents could choose as many responses as they liked.

Figure 7 presents a word cloud of the products or services that were most associated with Scotland. Each of the selected words was ranked with 1 being the least chosen. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

Figure 7: Products or services most associated with Scotland (2018)

Figure 7 shows the products or services that were most commonly associated with Scotland. These were ‘Agriculture’ (24 per cent) followed by ‘Food’ (17 per cent) and ‘Crafts’ (16 per cent), whilst the least commonly associated words were ‘Oil’ and ‘Film and Television’ (six per cent each)^[17]. These proportions were all similar to those observed in 2016.

Governance

The Governance dimension aims to explore perceptions of how a country is governed domestically, by asking five questions which cover whether a country 1) is competently and honestly governed, 2) respects rights of its citizens and treats them with fairness, 3) behaves responsibly in international peace and security, 4) behaves responsibly to protect the environment and 5) behaves responsibly to help reduce world poverty.

Table 5: NBI^SM Scotland’s reputation for Governance (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
Governance Overall	12	62.4	14	63.0
Competent and honest	12	4.7	15	4.8
Fair and respectful of citizens’ rights	12	5.0	14	5.0
International peace and security	10	4.8	14	4.8
Environmental protection	10	4.8	14	4.8
Efforts to reduce global poverty	14	4.4	14	4.4

Governance continues to be perceived as Scotland’s second strongest national competency, ranked as 14^th across all countries in the Index. Table 5 shows that although Scotland’s score for the Governance dimension increased, from 62.4 in 2016 to 63.0 in 2018, its rank dropped two places^[18].

The countries which gave Scotland the highest rankings for Governance overall were Italy and South Africa (both ranking Scotland 9^th). The countries which gave Scotland the lowest rankings for Governance were Egypt (27^th), South Korea (20^th), and China (18^th).

Governance attributes

Scotland’s attribute scores for the Governance dimension ranged from 5.0 (fair and respectful of citizens’ rights) to 4.4 (efforts to reduce global poverty). These scores were all similar to those observed in 2016. See Table 5.

When attribute scores were compared to other participating nations, Scotland ranked within the Top 20 for all the Governance attributes. The only attribute which did not drop in rank between 2016 and 2018 was efforts to reduce global poverty (maintained at 14^th). See Table 5.

Governance word association

Respondents were asked to select, from a predetermined list, the one adjective that most accurately described Scotland’s government.

Figure 8: Words associated with the government of Scotland (2018)

Figure 8 shows the adjectives that were most commonly used to describe Scotland’s Government. These were ‘Trustworthy’ (23 per cent) followed by ‘Reliable’ (22 per cent), the least common adjectives being ‘Unstable’, ‘Corrupt’ and ‘Dangerous’ (two per cent each)^[19]. These proportions were all similar to those observed in 2016.

Culture

The Culture dimension measures three elements of a country’s cultural reputation, by asking three questions which cover whether a country 1) excels at sports, 2) has a rich cultural heritage and 3) is an interesting and exciting place for contemporary culture such as music, films, art and literature.

Table 6: NBI^SM Scotland's reputation for Culture (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
Culture Overall	16	60.1	19	60.0
Excellence at sports	23	4.2	29	4.1
Cultural heritage	12	5.0	12	5.0
Contemporary culture	13	4.6	17	4.6

Table 6 shows that Scotland received an overall score of 60.0 for the Culture dimension in 2018, down 0.1 points since 2016. Whilst Scotland was ranked in the Top 20 nations for Culture (19^th), Scotland’s rank dropped three places since 2016 (16^th). See Table 6.

Scotland received its highest rank from the United Kingdom and Australia, ranking Scotland 8^th and 11^th respectively for Culture. The United States, Italy and Canada all ranked Scotland in the Top 15 nations. Egypt had the least favourable perception of Scotland’s Cultural reputation, ranking Scotland 28^th out of 50 nations.

Culture attributes

Scotland’s attribute scores for the Culture dimension ranged from 5.0 (cultural heritage) to 4.1 (excellence at sports) in 2018 and varied very little or not at all from 2016. The attribute excellence at sports was Scotland’s lowest scoring and ranking attribute. See Table 6.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its cultural heritage (12^th) and contemporary culture (17^th), both placing in the Top 20. However, excellence at sport ranked outside the Top 20 at 29^th. See Table 6.

Culture word association

Respondents were asked to select, from a predetermined list, the cultural activities or products most expected to see produced in Scotland. Respondents could choose as many responses as they liked.

Figure 9: Cultural activities or products most expected to see produced in Scotland (2018)

Figure 9 shows the cultural activities or products that were most commonly expected to see produced in Scotland. These were ‘Museums’ (27 per cent), ‘Music’ (20 per cent) and ‘Sculptures’ (17 per cent), whilst the least commonly expected cultural activities or products were ‘Circus’ (eight per cent) and ‘Opera’ (nine per cent)^[20]. These proportions were all similar to those observed in 2016.

People

The People dimension explores respondents’ perceptions of people in Scotland, by asking three questions which cover 1) would people from the country make you feel very welcome, 2) would you like a person from the country as close friend and 3) would you be willing to hire well-qualified people from the country.

Table 7: NBI^SM Scotland's reputation for People (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
People Overall	14	65.0	15	66.1
Make you feel welcome	9	4.8	11	4.9
Friendly	13	4.9	14	4.9
Valuable employees	17	4.9	18	5.0

Table 7 shows that in 2018 Scotland received an overall score of 66.1 for the People dimension compared to a score of 65.0 in 2016, making this Scotland’s most improved dimension since 2016.

Scotland continues to be highly regarded for its People, featuring in the Top 15 countries overall. Whilst Scotland has dropped a rank on the People dimension from 2016 the overall picture remains stable, with this dimension continuing to be Scotland’s third strongest reputational feature.

The countries which ranked Scotland’s People dimension the highest were Australia and the United States, both ranking Scotland 6^th. The countries which ranked Scotland the lowest on this dimension were Egypt (30^th), Russia and Brazil (both ranking Scotland 23^rd).

People attributes

Scotland’s attribute scores for the People dimension were very similar in 2018 and varied very little from 2016. The highest scoring attribute in the People dimension was valuable employees (5.0). See Table 7.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for all the People attributes, all of which ranked in the Top 20. See Table 7.

People word association

Respondents were asked to select, from a predetermined list, the adjectives that most accurately describe people in Scotland. Respondents could choose as many responses as they liked.

Figure 10: Words associated with the people of Scotland (2018)

Figure 10 shows the adjectives that were most commonly used to describe people in Scotland. These were ‘Hard Working’ (29 per cent) followed by ‘Honest’ (24 per cent) and ‘Skilful’ (22 per cent), whilst the least commonly used adjectives were ‘Aggressive’, ‘Ignorant’ and ‘Lazy’ (four per cent each)^[21]. These proportions were all similar to those observed in 2016.

Tourism

The Tourism dimension focuses on respondents’ perceptions of a country’s attractiveness as a tourist destination, by asking four questions which cover 1) willingness to visit the country should money be no object, 2) whether the country is rich in natural beauty, 3) whether the country is rich in historic buildings and monuments and 4) whether the country has a vibrant city life and urban attractions.

Table 8: NBI^SM Scotland's reputation for Tourism (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
Tourism Overall	12	68.7	12	69.4
Would visit if money were no object	13	5.2	13	5.3
Natural beauty	6	5.3	7	5.4
Historic buildings and monuments	12	5.0	12	5.1
Vibrant cities and urban attractions	20	4.8	22	4.8

Table 8 shows that Scotland’s score for the Tourism dimension increased from 68.7 in 2016 to 69.4 in 2018. Tourism remains one of Scotland’s key perceived strengths, ranking 12^th out of the 50 participating countries in both 2018 and 2016. This is Scotland’s highest scoring and ranking dimension in 2018.

The United Kingdom, Australia, Canada, Sweden, France, Germany, Italy and the United States all ranked Scotland in the Top 10 nations for Tourism, whilst Egypt (25^th) and Brazil (22^nd) ranked Scotland the lowest.

Tourism attributes

Scotland’s attribute scores for the Tourism dimension range from 5.4 (natural beauty) to 4.8 (vibrant cities and urban attractions) and varied very little from 2016. See Table 8.

Natural beauty continues to be perceived as Scotland’s strongest characteristic, ranking 7^th comparing attribute scores with other participating nations. Scotland was ranked in the Top 15 nations for the attributes: historic buildings and monuments (12^th) and would visit if money were no object (13^th). However, vibrant cities and urban attractions ranked outside the top 20 (22^nd). See Table 8.

Tourism word association

Respondents were asked to select, from a predetermined list, the words that most accurately describe the experience of visiting Scotland. Respondents could choose as many responses as they liked.

Figure 11: Words associated with the experience of visiting Scotland (2018)

Figure 11 shows the words that were most commonly associated with the experience of visiting Scotland. These were ‘Fascinating’ (30 per cent), ‘Exciting’ (25 per cent) and ‘Educational’ and ‘Relaxing’ (22 per cent), whilst the least commonly associated words were ‘Depressing’, ‘Risky’ and ‘Stressful’ (four per cent each)^[22]. These proportions were all similar to those observed in 2016.

Immigration and Investment

The Immigration and Investment dimension explores whether respondents perceive a country to be a good place to live, work, study and invest in, by asking five questions which cover 1) willingness to live and work in the country for a substantial period, 2) whether the country is a place with a high quality of life, 3) whether the country is a good place to study for educational qualifications, 4) whether the country has businesses you’d like to invest in, and 5) whether the country cares about equality in society.

Table 9: NBI^SM Scotland’s reputation for Immigration and Investment (2016 and 2018)

	2016		2018
	Rank	Score	Rank	Score
Immigration and Investment Overall	17	60.2	18	60.9
Willingness to live and work	14	4.4	14	4.5
Quality of life	16	4.9	18	5.0
Educational qualifications	15	4.6	19	4.7
Business to invest in	18	4.2	20	4.3
Equal opportunity	13	4.7	13	4.8

Table 9 shows that Scotland’s score for the Immigration and Investment dimension increased from 60.2 in 2016 to 60.9 in 2018. Scotland was ranked 18^th out of 50 participating nations in 2018, down 1 rank from 2016 (17^th). See Table 9.

The countries which gave Scotland the highest rankings for Immigration and Investment were the United Kingdom (9^th), Australia, the United States and South Africa which all ranked Scotland 11^th. Similar to many of the dimensions discussed previously, Scotland received its lowest rank from Egypt (23^rd) followed by Poland (21^st), Russia and South Korea (both ranking Scotland 20^th).

Immigration and Investment attributes

Scotland’s attribute scores for Immigration and Investment ranged from 5.0 (quality of life) to 4.3 (business to invest in). All of the Immigration and Investment attributes have increased in score by 0.1 points between 2016 and 2018. See Table 9.

When attribute scores were compared to other participating nations, Scotland ranked within the Top 20 for all of the Immigration and Investment attributes, although three attributes (quality of life, educational qualifications, business to invest in) have dropped rank since 2016. See Table 9.

Immigration and Investment word association

Respondents were asked to select, from a predetermined list, the one adjective they thought most accurately described the current economic and business conditions in Scotland.

Figure 12: Words associated with Scotland’s economic and business conditions (2018)

Figure 12 shows the words that were most commonly associated with Scotland’s economic and business conditions. These were ‘Modern’ (20 per cent), ‘Forward Thinking’ (15 per cent) and ‘Developing’ (14 per cent), whilst the least commonly associated words were ‘Backward’ (two per cent) and ‘Declining’ (four per cent)^[23]. These proportions were all similar to those observed in 2016.