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

Annex A: NBI^SM Scotland’s dimensions and attributes by demographic group

This Annex contains tables of Scotland’s score and rank for each of six dimensions and their underlying attributes broken down by age, occupation and tourism.

Table 13: NBI^SM Familiarity with Scotland by age, occupation and tourism (2018)

	Familiarity
Age	Rank	Score
18-29	26	57.0
30-44	23	63.0
45 +	15	62.0
Occupation
Business/Executives	19	73.0
Other	21	57.0
Visited Scotland
Yes	8	95.0
No	19	58.0
Visited a Scottish Website
Yes	26	79.0
No	20	57.0

Table 14: NBI^SM Favourability towards Scotland by age, occupation and tourism (2018)

	Favourability
Age	Rank	Score
18-29	20	4.7
30-44	14	5.0
45 +	13	5.1
Occupation
Business/Executives	17	5.1
Occupation Other	16	4.9
Visited Scotland
Yes	8	5.7
No	16	4.8
Visited a Scottish Website
Yes	15	5.3
No	15	4.8

Table 15: NBI^SM Scotland's reputation score for Exports by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Exports Overall	56.4	57.4	57.4	59.5	56.3	64.2	56.1	64.5	55.5
Contribution to innovation and science	4.2	4.2	4.3	4.4	4.2	4.7	4.2	4.7	4.1
Products and Services	4.5	4.5	4.5	4.7	4.5	5.0	4.4	5.0	4.4
Country as a creative place	4.4	4.5	4.5	4.6	4.4	4.9	4.4	4.9	4.4

Table 16: NBI^SM Scotland's reputation rank for Exports by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Exports Overall	23	24	20	23	23	27	22	23	23
Contribution to innovation and science	25	25	24	25	25	29	24	26	25
Products and Services	21	20	17	19	19	20	18	18	19
Country as a creative place	24	24	22	24	23	26	23	25	22

Table 17: NBI^SM Scotland's reputation score for Governance by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Governance Overall	60.2	62.6	65.4	65.6	62.1	69.5	62.1	68.8	61.7
Competent and honest	4.6	4.7	4.9	4.9	4.7	5.1	4.7	5.1	4.7
Fair and respectful of citizens’ rights	4.8	5.0	5.2	5.1	4.9	5.4	4.9	5.3	4.9
International peace and security	4.6	4.8	5.1	5.0	4.8	5.3	4.8	5.2	4.8
Environmental protection	4.7	4.8	4.9	4.9	4.7	5.1	4.7	5.2	4.7
Efforts to reduce global poverty	4.4	4.4	4.5	4.6	4.4	4.8	4.4	4.8	4.4

Table 18: NBI^SM Scotland's reputation rank for Governance by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Governance Overall	17	14	13	14	14	12	14	12	14
Competent and honest	17	14	15	14	15	13	14	13	15
Fair and respectful of citizens’ rights	16	13	13	14	13	10	14	12	13
International peace and security	18	12	13	13	14	10	12	9	14
Environmental protection	14	13	11	13	13	12	12	11	14
Efforts to reduce global poverty	15	14	13	15	15	11	14	11	15

Table 19: NBI^SM Scotland's reputation score for Culture by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Culture Overall	58.5	60.2	61.0	62.8	59.1	66.3	59.3	66.8	58.5
Excellence at sports	4.1	4.1	4.2	4.3	4.1	4.5	4.1	4.5	4.1
Cultural heritage	4.9	5.1	5.2	5.2	5.0	5.5	5.0	5.4	5.0
Contemporary culture	4.5	4.6	4.5	4.7	4.5	4.9	4.5	5.0	4.4

Table 20: NBI^SM Scotland's reputation rank for Culture by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Culture Overall	22	18	14	16	19	21	18	16	18
Excellence at sports	34	29	25	25	31	29	30	28	29
Cultural heritage	14	12	12	12	12	11	12	12	12
Contemporary culture	21	17	13	14	17	20	14	14	16

Table 21: NBI^SM Scotland's reputation score for People by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
People Overall	64.2	66.0	67.8	68.6	65.3	73.1	65.3	73.1	64.7
Make you feel welcome	4.7	4.9	5.1	5.0	4.9	5.4	4.9	5.3	4.8
Friendly	4.9	4.9	5.0	5.1	4.9	5.3	4.9	5.4	4.8
Valuable employees	4.9	5.0	5.1	5.2	5.0	5.5	5.0	5.4	4.9

Table 22: NBI^SM Scotland's reputation rank for People by age, occupation and tourism (2018)

Demographic Group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
People Overall	19	15	13	14	16	8	16	12	15
Make you feel welcome	18	10	7	10	12	8	11	7	12
Friendly	19	14	9	13	14	11	12	15	13
Valuable employees	21	17	15	17	19	10	18	15	18

Table 23: NBI^SM Scotland's reputation for Tourism by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Tourism Overall	67.0	69.2	71.3	71.8	68.5	76.1	68.5	76.6	67.8
Would visit if money were no object	5.2	5.3	5.4	5.4	5.2	5.7	5.2	5.8	5.2
Natural beauty	5.2	5.4	5.6	5.5	5.3	5.8	5.3	5.7	5.3
Historic buildings and monuments	4.9	5.1	5.2	5.2	5.0	5.5	5.0	5.5	5.0
Vibrant cities and urban attractions	4.8	4.8	4.9	5.0	4.8	5.2	4.8	5.3	4.7

Table 24: NBI^SM Scotland's reputation rank for Tourism by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Tourism Overall	18	12	11	12	12	10	12	10	12
Would visit if money were no object	16	15	9	13	13	9	11	12	10
Natural beauty	11	7	6	6	8	6	8	7	8
Historic buildings and monuments	15	12	12	12	12	11	12	13	12
Vibrant cities and urban attractions	27	23	17	20	21	21	20	21	20

Table 25: NBI^SM Scotland's reputation score for Immigration and Investment by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Immigration and Investment Overall	60.5	61.2	60.4	63.4	59.7	68.3	59.6	69.7	58.7
Willingness to live and work	4.5	4.5	4.4	4.7	4.4	5.1	4.4	5.2	4.3
Quality of life	4.9	5.0	5.0	5.1	4.9	5.3	4.9	5.4	4.9
Educational qualifications	4.7	4.7	4.7	4.8	4.6	5.2	4.6	5.2	4.6
Business to invest in	4.4	4.3	4.1	4.4	4.2	4.6	4.2	4.9	4.1
Equal opportunity	4.6	4.7	4.9	4.9	4.7	5.2	4.7	5.2	4.7

Table 26: NBI^SM Scotland's reputation score for Immigration and Investment by age, occupation and tourism (2018)

Demographic group	Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	18-29	30-44	45+	Business/Executive	Other	Yes	No	Yes	No
Immigration and Investment Overall	19	18	17	18	18	14	18	18	18
Willingness to live and work	17	16	11	14	14	9	15	15	15
Quality of life	19	17	17	18	18	17	18	18	18
Educational qualifications	18	18	15	16	19	10	19	18	17
Business to invest in	22	19	17	21	20	26	20	24	20
Equal opportunity	18	13	13	13	13	11	13	11	15