The Anholt-Ipsos Nation Brands IndexSM: 2022

Scotland's six dimensions of reputation

The Anholt-Ipsos 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.^[23][24] Each dimension is comprised of various attributes. The six dimensions and their associated attributes are:

Exports: Perceptions of products and services from each country; their view of a country's contributionto innovation in science and technology

Immigration and Investment: A country's appeal as a place to live, work, invest or study, how people perceive a country's economic and social situation.

Governance: Perceptions of a country's government competency and fairness, as well as its perceived commitment to global issues such as peace, poverty and the environment

Tourism: The level of interest in visiting a country and the draw of its natural beauty, historic built environment and city attractions.

Culture: Perceptions of a country's cultural heritage; appreciation of its contemporary culture and perceptions of its sporting experience

People: A country's reputation for employability; how open and welcoming its people are perceived to be; appeal of the people on a personal level.

Figure 6 displays Scotland's 2020 and 2022 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 2020 results.

In 2022, Scotland's rank, relative to 2020, was higher on four of the six dimensions (Exports, Governance, Culture, and People) and maintained on the Tourism and Immigration and Investment dimensions. See Figure 5.

Scotland's most positive dimension in terms of rank in 2022 was Governance (11^th out of 60), while Scotland's least positive dimension was Exports (21^st). Similarly to the 2020 survey, Exports was Scotland's only dimension to rank outside of the Top 20. See Figure 6.

Figure 7 (see p.26) illustrates the difference in average scores across the six dimensions given to Scotland by respondents in the different geographic regions of the world. All geographical areas scored the Tourism dimension the highest (scores ranging from 69.7 for Asia and Pacific to 74.2 for North America) and the Exports dimension the lowest (scores ranging from 57.3 for Central and Eastern Europe to 65.1 for Middle East and Africa). Middle East and Africa, on average, scored Scotland the highest (69.3) followed by North America (66.6). Central and Eastern Europe scored Scotland the lowest (62.7).

The following section investigates each of the six dimensions in turn.^[25]

Exports

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

Table 4 shows that Scotland received an overall score of 59.3 for the Exports dimension in 2022 (up from 56.9 in 2020). This gave Scotland a ranking of 21^st out of the 60 participating nations in 2022 (up from22^nd in 2020). This is the lowest score and rank that Scotland received for any dimension.

Table 4: NBI ^SM Scotland's reputation for Exports (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
Exports Overall	22	21	56.9	59.3
Contribution to innovation and science	24	26	4.2	4.4
Products and services	18	18	4.5	4.6
Country as a creative place	21	21	4.4	4.6

Respondents in the United Kingdom^[26] (8^th), and Canada and the United States (both 15^th) gave Scotland the highest rankings for Exports overall. Respondents in Saudi Arabia (35^th) and India (29^th) gave Scotland the lowest rankings for Exports.

Exports attributes^[27]

The scores for each of Scotland's attributes in the Exports dimension were very similar in 2020 and 2022. The highest scoring attributes in the Exports dimension were 'Products and services' and 'Country as a creative place' (both receiving a score of 4.6 out of 7.0). Whilst the score for 'Contribution to innovation and science' has gone up, the rank for this attribute has decreased.^[28]

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its 'Products and services' (18^th). However, Scotland's 'Contribution to innovation and science' (26^th), and 'Country as a creative place' (21^st), ranked outside the Top 20. 'Contribution to innovation and science' is Scotland's lowest ranked attribute across the six dimensions.

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 8 shows the products or services that were most commonly associated with Scotland. These were 'Agriculture' (28 per cent) followed by 'Food' (25 per cent) and 'Crafts' (19 per cent), whilst the least commonly associated words were 'Automotive' and 'Oil' (seven per cent each). Twenty-eight per cent of respondents selected 'None of these'.

Governance

The Governance dimension aims to explore perceptions of how a country is governed domestically, by asking five questions which cover the following attributes: 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.

Governance, perceived as one of Scotland's strongest national competencies, ranked 11^th across all 60 countries in the Index. Table 5 shows that Scotland's score for the Governance dimension increased from 62.9 in 2020 to 64.9 in 2022, and its rank increased by two places (from 13^th in 2020 to 11^th in 2022). Governance is Scotland's highest ranking dimension.

Table 5: NBI ^SM Scotland's reputation for Governance (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
Governance Overall	13	11	62.9	64.9
Competent and honest	13	11	4.8	4.9
Fair and respectful of citizens' rights	12	11	5.0	5.1
International peace and security	12	10	4.9	5.0
Environmental protection	10	11	4.8	4.9
Efforts to reduce global poverty	14	14	4.4	4.6

Respondents in the United States (3^rd), Italy (8^th) and Canada (9^th) ranked Scotland the highest for Governance overall. Respondents in Saudi Arabia (28^th), South Korea (21^st) and India and Turkey (both 20^th) gave Scotland the lowest rankings for Governance.

Governance attributes^[29]

Scotland's attribute scores for the Governance dimension ranged from 4.6 ('Efforts to reduce global poverty') to 5.1 ('Fair and respectful of citizens' rights'). These scores were all marginally higher than those observed in 2020.

When attribute scores were compared to other participating nations, Scotland ranked within the Top 15 for all the Governance attributes. The only attribute which saw a decrease in its ranking between 2020 and 2022 was 'Environmental protection' (from 10^th to 11^th). Three of the other attribute rankings increased and one maintained.

Governance word association

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

Figure 9 shows the adjectives that were most commonly used to describe Scotland's Government.^[30] The most commonly used adjectives were 'Reliable' (34 per cent) followed by 'Trustworthy' (30 per cent). The least common adjectives were 'Dangerous' and 'Corrupt' (both three per cent). Nineteen per cent of respondents selected 'None of these'.

Culture

The Culture dimension measures three elements of a country's cultural reputation, by asking three questions which cover the following attributes: 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 shows that Scotland received an overall score of 64.5 for the Culture dimension in 2022, up 3.8 points since 2020. Scotland's rank also increased by one place (from 16^th in 2020 to 15^th in 2022). See Table 6.

Table 6: NBI ^SM Scotland's reputation for Culture (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
Culture Overall	16	15	60.7	64.5
Excellence at sports	23	25	4.2	4.4
Cultural heritage	11	11	5.1	5.3
Contemporary culture	14	12	4.6	4.8

Scotland received its highest rank from respondents in the United Kingdom^[31], Italy and Canada (all 10^th). Respondents in Saudi Arabia (33^rd),Argentina and Mexico (both 24^th) ranked Scotland the lowest for Culture.

Culture attributes^[32]

Scotland's attribute scores for the Culture dimension ranged from 4.4 ('Excellence at sports') to 5.3 ('Cultural heritage') in 2022, and all scores increased slightly from 2020. The attribute 'Excellence at sports' was one of Scotland's lowest scoring attributes.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its 'Cultural heritage' (11^th) and 'Contemporary culture' (12^th), both placing in the Top 15. However, 'Excellence at sports' ranked outside the Top 20 at25^th. The ranking of one attribute increased, one decreased, and one maintained. 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 10 shows the cultural activities or products that were most commonly expected to see produced in Scotland.^[33] These were 'Museums' (34 per cent) and 'Music' (29 per cent), whilst the least commonly expected cultural activities or products were 'Circus' (eight per cent) and 'Pop Videos' (11 per cent). Twenty-three per cent of respondents selected 'None of these'.

People

The People dimension explores respondents' perceptions of people in Scotland, by asking three questions which cover the following attributes: 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.

The People dimension ranked 13^th across all 60 countries in the Index. Table 7 shows that in 2022 Scotland received an overall score of 68.2, an increase from 2020 (65.8). Scotland continues to be highly regarded for its People dimension, featuring in the Top 15 countries overall since 2020.

Table 7: NBI ^SM Scotland's reputation for People (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
People Overall	15	13	65.8	68.2
Make you feel welcome	11	9	4.9	5.0
Friendly	13	13	4.9	5.0
Valuable employees	17	17	5.0	5.2

Respondents in Canada (3^rd) and United States and Australia (both 4^th) ranked Scotland's People dimension the highest. Respondents in Saudi Arabia (36^th), China (24^th) and Russia, South Korea and Argentina (all 23^rd) ranked Scotland the lowest.

People attributes^[34]

Scotland's attribute scores for the People dimension ranged from 5.0 ('Make you feel welcome' and 'Friendly') to 5.2 ('Valuable employees') in 2022. All of Scotland's attribute scores increased marginally from 2020 to 2022.

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. Two of the attribute ranks maintained and one increased from 2020.

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 11 shows the adjectives that were most commonly used to describe people in Scotland.^[35] These were 'Hard-working' (34 per cent) followed by 'Honest' (29 per cent) and 'Skilful' (27 per cent), whilst the least commonly used adjectives were 'Unreliable', 'Lazy' and 'Ignorant' (four per cent each). Eighteen per cent of respondents selected 'None of these'.

Tourism

The Tourism dimension focuses on respondents' perceptions of a country's attractiveness as a tourist destination, by asking four questions which cover the following attributes: 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 shows that Scotland's score for the Tourism dimension increased from 68.7 in 2020 to 72.3 in 2022. Tourism continues to be one of Scotland's strongest dimensions, ranking 12^th out of the participating countries in both 2020 and 2022.^[36] This dimension received the highest score and the second highest rank.

Table 8: NBI ^SM Scotland's reputation for Tourism (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
Tourism Overall	12	12	68.7	72.3
Would visit if money were no object	14	14	5.2	5.3
Natural beauty	7	7	5.4	5.6
Historic buildings and monuments	12	10	5.0	5.3
Vibrant cities and urban attractions	18	18	4.8	5.0

Respondents in the United Kingdom (3^rd);^[37] Canada (4^th); Germany (5^th); Australia (6^th); France, Italy, Sweden and the United States (all 7^th); and Poland (9^th) ranked Scotland in the Top 10 nations for Tourism. Respondents in Saudi Arabia (28^th) and South Korea (21^st) ranked Scotland the lowest. All remaining rankings were in the Top 20.

Tourism attributes^[38]

Scotland's attribute scores for the Tourism dimension range from 5.0 ('Vibrant cities and urban attractions') to 5.6 ('Natural beauty'). All attributes' scores have increased slightly from 2020.

'Natural beauty' continues to be perceived as Scotland's strongest attribute across all dimensions, 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' (10^th) and 'Would visit if money were no object' (14^th). Three attributes maintained in their ranking and one improved.

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 12 shows the words that were most commonly associated with the experience of visiting Scotland.^[39] These were 'Fascinating' (36 per cent), 'Exciting' and 'Relaxing' (both 30 per cent), whilst the least commonly associated words were 'Depressing' (three per cent) as well as 'Risky' and 'Stressful' (three per cent each). Fifteen per cent of respondents selected 'None of these'.

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 the following attributes: 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 shows that Scotland's score for the Immigration and Investment dimension increased from 60.6 in 2020 to 62.7 in 2022. Scotland was ranked 17^th out of 60 participating nations in 2022. See Table 9.

Table 9: NBI ^SM Scotland's reputation for Immigration and Investment (2020 and 2022)

	Rank		Score
	2020	2022	2020	2022
Immigration and Investment Overall	17	17	60.6	62.7
Willingness to live and work	14	14	4.4	4.6
Quality of life	17	17	5.0	5.1
Educational qualifications	18	18	4.7	4.9
Business to invest in	17	19	4.2	4.3
Equal opportunity	12	13	4.7	4.9

Respondents in the United Kingdom^[40] (3^rd), United States (9^th) and Sweden (11^th) gave Scotland the highest rankings for Immigration and Investment. Scotland received its lowest rank from respondents in Saudi Arabia (23^rd), followed by India (21^st).

Immigration and Investment attributes^[41]

Scotland's attribute scores for Immigration and Investment ranged from 4.3 ('Business to invest in') to 5.1 ('Quality of life'). All of the Immigration and Investment attributes have increased slightly in score between 2020 and 2022. 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. Three attributes maintained their rank from 2020 to 2022, and two have decreased. 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 13 shows the words that were most commonly associated with Scotland's economic and business conditions.^[42] These were 'Modern' (30 per cent), 'Forward-thinking' (25 per cent) and 'Developing' (23 per cent), whilst the least commonly associated words were 'Backward' (four per cent) and 'Declining' (five per cent). Twenty per cent of respondents selected 'None of these'.

Summary

Using the concept of the NBI^SM hexagon, the 23 attributes across the six dimensions
are visually summarised in Figure 14 (see next page), where the centre of the circle represents the position of rank 60 (least reputable), and the outer circle represents the
first (most reputable) position.