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

Conclusion

Scotland’s score of 62.7 and rank of 16^th on the NBI^SM show that Scotland continues to have a strong reputation abroad. Countries that did better than Scotland and ranked in the Top 10 were Germany, Japan, United Kingdom, France, Canada, Italy, United States, Switzerland, Sweden and Australia.

In terms of absolute score, Scotland has improved from 62.2 in 2016 to 62.7 in 2018, an overall change of 0.5. This is the highest score Scotland has received since the baseline study of 2008. Scotland’s relative rank has marginally declined overall from 2016, falling one place from 15^th to 16^th.

As outlined in the methodology, across the six NBI^SM dimensions respondents were asked a total of 23 questions. Using the concept of the NBI^SM hexagon, these attributes are visually summarised in Figure 15, where the centre of the circle represents the position of rank 50 (least reputable), and the outer circle represents the first (most reputable) position.

Figure 15 shows that when all six NBI^SM dimensions of Scotland’s reputation are considered Tourism, Governance and People continue to be the dimensions most recognised by the respondents from around the world. Out of the six dimensions, Scotland’s score for People shows the greatest improvement from 2016.

For the most part, respondents from across the world are able to distinguish between the different aspects of reputation. Respondents from certain countries are more familiar with Scotland and therefore better able to judge its strengths. English-speaking countries, European neighbours, Commonwealth countries, and the UK in particular, are the most favourable and familiar in terms of Scotland’s reputation.

While Scotland’s score has increased between 2016 and 2018, the change of 0.5 is below the 1.0 point threshold for the National Indicator ‘Scotland’s reputation’ indicating that Scotland’s reputation is ‘maintaining’ internationally.

Figure 15: NBI^SM Scotland's reputation across the 23 attributes by rank (2016 and 2018)