Publication - Research and analysis

The Anholt-Ipsos Nation Brands IndexSM: 2022

Published: 10 February 2023
From: Director-General Strategy and External Affairs
Directorate: Performance, Delivery and Resilience Directorate
ISBN: 9781805254546

This report discusses the 2022 findings from the Anholt-Ipsos Nation Brand Index SM (NBI SM) survey. NBI data are used to report on the International Indicator on 'Scotland's reputation'.

Supporting documents

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

Footnote ^[45][46]

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

Table 14: NBI ^SMFamiliarity with Scotland by gender, age, occupation and tourism (2022)
	Familiarity
	Rank	Score
Gender
Male	24	71
Female	22	66
Age
18-29	35	62
30-44	22	71
45 +	22	70
Occupation
Business/Executives	22	81
Other	24	64
Visited Scotland
Yes	23	76
No	22	56
Visited a Scottish Website
Yes	25	76
No	26	60

Table 15: NBI ^SM Favourability towards Scotland by gender, age, occupation and tourism (2022)
	Favourability
	Rank	Score
Gender
Male	15	5.0
Female	12	5.1
Age
18-29	16	4.8
30-44	16	5.1
45+	9	5.1
Occupation
Business/Executives	13	5.4
Occupation Other	13	4.9
Visited Scotland
Yes	13	5.3
No	13	4.7
Visited a Scottish Website
Yes	15	5.2
No	10	4.9

Table 16: NBI ^SM Scotland's reputation score for Exports by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Exports Overall	59.4	59.2	58.8	61.5	58.1	63.9	57.5	61.9	55.4	63.4	54.8
Contribution to innovation and science	4.4	4.4	4.3	4.5	4.3	4.6	4.3	4.5	4.1	4.6	4.1
Products and Services	4.7	4.6	4.6	4.8	4.6	5.0	4.5	4.8	4.4	4.9	4.4
Country as a creative place	4.6	4.6	4.6	4.8	4.5	4.9	4.5	4.7	4.4	4.9	4.3

Table 17: NBI ^SM Scotland's reputation rank for Exports by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Exports Overall	22	22	22	22	20	22	21	22	21	21	22
Contribution to innovation and science	25	24	25	27	25	26	26	25	26	26	25
Products and Services	19	18	19	18	17	17	18	16	19	19	17
Country as a creative place	22	22	21	22	22	22	21	22	21	21	23

Table 18: NBI ^SM Scotland's reputation score for Governance by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Governance Overall	66.0	63.7	63.0	65.4	65.4	69.4	63.1	67.3	61.1	68.1	61.3
Competent and honest	4.9	4.8	4.7	4.9	4.9	5.2	4.7	5.0	4.6	5.0	4.7
Fair and respectful of citizens' rights	5.2	5.0	4.9	5.1	5.2	5.4	5.0	5.2	4.8	5.2	4.9
International peace and security	5.1	4.9	4.9	5.0	5.0	5.3	4.9	5.2	4.7	5.2	4.8
Environmental protection	4.9	4.8	4.8	4.9	4.9	5.1	4.8	5.0	4.7	5.1	4.6
Efforts to reduce global poverty	4.7	4.5	4.5	4.7	4.6	4.9	4.5	4.7	4.4	4.8	4.3

Table 19: NBI ^SM Scotland's reputation rank for Governance by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Governance Overall	12	11	14	14	12	12	10	11	11	14	11
Competent and honest	12	12	14	13	14	12	12	14	11	13	11
Fair and respectful of citizens' rights	12	10	14	15	10	11	11	11	11	11	10
International peace and security	11	9	10	13	9	9	10	9	10	13	8
Environmental protection	11	12	11	11	11	12	11	12	11	12	10
Efforts to reduce global poverty	13	14	16	12	12	14	13	13	14	15	10

Table 20: NBI ^SM Scotland's reputation score for Culture by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Culture Overall	64.3	64.7	63.3	65.8	64.2	68.3	63.0	66.3	61.7	68.0	60.7
Excellence at sports	4.4	4.4	4.4	4.5	4.4	4.7	4.4	4.6	4.3	4.7	4.2
Cultural heritage	5.2	5.3	5.1	5.3	5.4	5.5	5.2	5.4	5.1	5.4	5.1
Contemporary culture	4.8	4.8	4.8	4.9	4.8	5.1	4.8	4.9	4.7	5.1	4.6

Table 21: NBI ^SM Scotland's reputation rank for Culture by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Culture Overall	15	14	18	16	13	15	14	15	13	16	13
Excellence at sports	22	25	24	24	23	22	25	23	23	23	24
Cultural heritage	11	9	13	11	8	11	11	9	11	11	9
Contemporary culture	11	12	16	12	12	13	12	12	11	12	11

Table 22: NBI ^SM Scotland's reputation score for People by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
People Overall	68.1	68.3	66.7	69.1	68.3	72.5	66.5	70.4	64.8	71.7	64.3
Make you feel welcome	5.0	5.0	4.8	5.0	5.1	5.3	4.9	5.2	4.8	5.2	4.9
Friendly	5.0	5.0	5.0	5.1	5.0	5.3	4.9	5.1	4.8	5.3	4.7
Valuable employees	5.2	5.2	5.1	5.3	5.2	5.4	5.1	5.3	5.0	5.4	5.0

Table 23: NBI ^SM Scotland's reputation rank for People by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
People Overall	15	10	17	15	10	11	14	14	12	16	9
Make you feel welcome	10	9	14	11	7	7	9	10	8	10	7
Friendly	15	12	16	15	10	11	14	12	14	14	10
Valuable employees	16	15	17	16	16	16	16	16	14	18	14

Table 24: NBI ^SM Scotland's reputation score for Tourism by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Tourism Overall	71.4	73.1	69.8	73.0	73.0	76.2	70.8	74.4	69.1	75.3	69.0
Would visit if money were no object	5.3	5.4	5.2	5.4	5.3	5.6	5.2	5.5	5.1	5.6	5.1
Natural beauty	5.5	5.7	5.3	5.6	5.7	5.8	5.5	5.7	5.4	5.7	5.4
Historic buildings and monuments	5.3	5.4	5.1	5.4	5.4	5.6	5.3	5.5	5.2	5.5	5.2
Vibrant cities and urban attractions	5.0	5.1	5.0	5.1	5.0	5.3	4.9	5.2	4.8	5.2	4.8

Table 25: NBI ^SM Scotland's reputation rank for Tourism by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Tourism Overall	12	9	14	12	7	12	11	10	12	12	9
Would visit if money were no object	15	11	15	15	10	12	13	12	11	14	11
Natural beauty	8	6	10	8	7	7	7	7	5	7	6
Historic buildings and monuments	11	8	12	10	8	10	10	10	10	10	7
Vibrant cities and urban attractions	19	19	23	20	18	19	17	19	18	21	17

Table 26: NBI ^SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Immigration and Investment Overall	64.1	61.3	63.8	65.4	60.5	67.9	60.8	65.4	58.6	68.4	56.5
Willingness to live and work	4.7	4.5	4.8	4.8	4.3	5.0	4.4	4.8	4.3	5.0	4.1
Quality of life	5.1	5.0	5.1	5.2	5.0	5.3	5.0	5.2	4.9	5.3	4.8
Educational qualifications	4.9	4.9	4.9	5.0	4.8	5.1	4.8	5.0	4.7	5.2	4.6
Business to invest in	4.5	4.1	4.5	4.6	4.0	4.6	4.2	4.5	4.0	4.8	3.8
Equal opportunity	4.9	4.8	4.8	4.9	4.9	5.2	4.7	5.0	4.6	5.1	4.6

Table 27: NBI ^SM Scotland's reputation rank for Immigration and Investment by gender, age, occupation and tourism (2022)
Demographic group	Gender		Age			Occupation		Visited Scotland		Visited a Scottish Website
Attribute	Male	Female	18-29	30-44	45+	Business/ Executive	Other	Yes	No	Yes	No
Immigration and Investment Overall	17	17	17	17	17	16	17	16	16	18	16
Willingness to live and work	15	12	15	13	13	10	14	14	12	13	12
Quality of life	16	17	15	16	17	17	17	17	18	17	17
Educational qualifications	17	17	18	18	16	16	18	16	18	18	16
Business to invest in	19	19	23	19	18	20	19	20	18	21	18
Equal opportunity	12	14	15	14	12	12	13	14	14	14	12

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Email: minna.liinpaa@gov.scot

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Annex A: NBISM Scotland's dimensions and attributes by demographic group

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