The Anholt-Ipsos Nation Brands IndexSM: 2022

Scotland's reputation overall

Scotland's position on the NBI^SM

Scotland's 2022 score of 65.3^[13] and rank of 15^th places Scotland in the Top 20 countries indicating that Scotland has a high level of international recognition.^[14] Scotland's overall reputation in terms of the NBI^SM score has improved^[15] between 2020 and 2022 (62.6 and 65.3 respectively). Figure 1 shows that Scotland's relative rank has increased by two places since 2020 (from 17^th in 2020 to 15^th in 2022).

When looking at scores, Scotland's reputation was maintained at the same level between 2008 (when Scotland joined the survey) and 2012, and then generally improved between 2012 and 2022. See Figure 1.

Scotland's score of 65.3 places Scotland in the 7^th decile of countries measured,^[16] far closer to the country with the top score of 69.8 than the country with the bottom score of 47.4. Countries that did better than Scotland and ranked in the Top 10 were Germany, Japan, Canada, Italy, France, United Kingdom, Switzerland, the United States, Sweden, and Australia.^[17]

Table 1 shows how people in different demographic groups score and rank Scotland. With regard to gender, men tended to score Scotland's reputation slightly higher than women (65.6 and 65.1 respectively). Notably, respondents in the 30 to 44 years age group (66.7) tended to score Scotland's reputation higher than respondents between the ages of 18 and 29 years (64.3) and 45 years and over (64.9).

In relation to occupation, the data only allow disaggregation between business/executives and other occupations.^[18] Those in the former group tended to view Scotland more positively in terms of Scotland's reputation score (69.7) than those in other occupations (63.6). However, across the NBI^SM dataset, business/executives tended to give all countries a higher score overall (on average 5.5 points higher) than those in other occupations. See Table 1.

Additionally, those who have had some exposure to Scotland, whether having visited a Scottish website (69.2) or having visited Scotland for business and/or holiday (67.6), scored Scotland's reputation higher than those with little or no exposure to Scotland. See Table 1.

In nearly all of Scotland's dimensions and their underlying attributes, similar patterns were seen across the demographic groups. See Annex A within this report for summary findings on each of Scotland's dimensions and their underlying attributes broken down by demographic group.

Scotland's reputation in the 20 core panel countries^[19]

In 2022 Scotland received its highest overall scores for reputation from respondents in India (73.5), South Africa (71.4) and China (71.2). The lowest overall scores for Scotland were received from respondents in Japan (56.0), South Korea (58.8) and Russia (59.8).

Figure 2 shows Scotland's 2022 rank by each of the 20 core panel countries, and how this compares with 2020. In 2022 the highest overall ranks for Scotland were received from respondents in the United Kingdom (4^th), the United States (9^th), and Canada and Sweden (both 11^th). The lowest overall ranks for Scotland were received from respondents in Saudi Arabia (31^st), Argentina and South Korea (both 21^st), and India (20^th).

Scotland's score in 2022 was higher in seventeen countries than it had been in 2020, most notably in Turkey and South Africa. Scotland's score was lower in two countries in 2022 than it had been in 2020, with the biggest decrease recorded by Russia.

In 14 countries (the United States, Sweden, Canada, Germany, Italy, France, Poland, China, Brazil, Japan, Russia, Mexico, Turkey, and India) Scotland's rank was higher in 2022 than it was in 2020. Scotland's rank remained stable in two countries (South Africa and South Korea) and was lower in three countries (the United Kingdom, Australia, and Argentina) between 2020 and 2022. See Figure 2.

In two countries (Australia and Argentina) Scotland's rank was lower in 2022 compared to 2020, but the reputational scores were higher. In Russia the score was lower in 2022, but the rank was higher.

We can see from the results above that the distribution of scores can vary considerably depending on the particular panel country. For example, Scotland received its highest overall score from India (73.5) however this contrasted with India's relatively low rank for Scotland (20^th). This tells us that India scores most countries highly. As mentioned previously, it is useful to look at the scores and ranks together, as individually they may deliver different messages about a country's reputation/performance. See Figure 3.

Familiarity with Scotland

At the start of the NBI^SM survey, respondents are asked to rate how familiar they are with each country. Familiarity is presented as the percentage of respondents who had at least some knowledge of Scotland.

Table 2 shows that in 2022 68 per cent of respondents reported being familiar with Scotland, resulting in a familiarity ranking of 24 out of 60. Whilst Scotland's ranking has decreased between 2020 and 2022 (from 21^st to 24^th), there has been an increase in score: in 2020, 67 per cent of respondents reported being familiar with Scotland.

Variations between panel countries

Figure 4 shows levels of familiarity with Scotland across the 20 panel countries in 2020 and 2022. European countries tended to be the most familiar with Scotland in 2022 with 94 per cent of respondents from the United Kingdom,^[20] 86 per cent from Sweden, 85 per cent from Poland having at least some knowledge of Scotland. Eighty-two per cent of respondents from Australia also had at least some knowledge of Scotland. There was one notable exception among European countries, however – when looking at the score, respondents in France were the fourth least familiar with Scotland (48 per cent) in 2022. Nonetheless, France's 60-nation average familiarity score of 42 per cent demonstrates that respondents from France have low levels of familiarity with the 60 measured nations. However, respondents from France are more familiar with Scotland than with most of the measured nations, ranking it 16^th.

Between 2020 and 2022, levels of familiarity with Scotland increased the most in Japan (34 per cent in 2020 to 47 per cent in 2022), Poland (76 per cent in 2020 to 85 per cent in 2022) and Turkey (58 per cent in 2020 to 67 per cent in 2022). Levels of familiarity decreased the most in Russia, dropping by 12 percentage points (from 85 to 73 per cent). See Figure 4.

Respondents in Central and Eastern European, North American, Middle Eastern and African and Western European countries showed the greatest familiarity with Scotland in 2022 with average familiarity scores of 75, 73, 73, and 72 per cent respectively. Scotland received its lowest familiarity scores from respondents in Asian and Pacific (64 per cent) and Latin American countries (56 per cent).

When comparing familiarity scores from 2020 and 2022, familiarity with Scotland increased in the Middle East and Africa (from 66 to 73 per cent), Asia-Pacific (from 60 to 64 per cent), North America (from 69 to 73 per cent) and Central and Eastern Europe (from 73 to 75 per cent). Familiarity scores decreased in Western Europe (from 73 to 72 per cent) and Latin America (from 59 to 56 per cent).

Favourability towards Scotland

At the start of the NBI^SM survey, respondents were asked to rate how favourable they are towards Scotland on a scale of 1.0 to 7.0 (with 1.0 being extremely unfavourable and 7.0 being extremely favourable).^[21]

Table 3 shows that Scotland was rated relatively highly in terms of favourability (score of 5.0 out of 7.0) with a rank of 13^th out of 60 participating nations. Scotland's favourability score has increased marginally from 2020 to 2022 (from 4.9 to 5.0) and its rank has improved one place from 14^th to 13^th.

Variations between panel countries

Figure 5 shows levels of favourability towards Scotland across the 20 panel countries in 2020 and 2022. None of the 20 core panel countries gave Scotland a favourability score below 4.5 (on a scale of 1.0 to 7.0) in 2022. This suggests that Scotland is viewed comparatively positively by all panel countries.

Respondents in the United Kingdom^[22] (5.5), India (5.4), and Italy, Canada, Australia and Sweden (all 5.3) tended to be the most favourable towards Scotland in 2022. Respondents in Japan and South Korea were the least favourable towards Scotland, both scoring Scotland 4.5 out of 7.0 in 2022. Even though respondents in Japan were the least favourable towards Scotland, the score is above the midway point, highlighting that respondents in Japan tend to have favourable views of Scotland. See Figure 5.

In 2022, the NBI^SM respondents in the panel countries were marginally more favourable towards Scotland than in 2020 (average favourability score of 4.9 out of 7.0 in 2020 and 5.0 in 2022). The greatest increase in favourability towards Scotland during this period could be found in India (from 5.0 to 5.4) and Turkey (from 4.4 to 4.8), while the greatest decline in favourability towards Scotland was in Russia (from 5.2 to 4.7). See Figure 5.

Geographical regions range in favourability from 5.3 in Western European and North American countries, followed by Asia/Pacific countries and Middle Eastern and African countries (both 5.0), Latin American countries (4.9), and Central and East European countries (4.8).

Between 2020 and 2022 there was little to no difference in geographical regions' favourability towards Scotland. Levels of favourability towards Scotland either increased by 0.1 or 0.2 points or were maintained over this period.