The Anholt Nation Brands Index®: 2024 Report For Scotland Methodology Report
This report discusses the methodology of the 2024 Anholt Nation Brand Index® survey.
Introduction
Background
The way a country is perceived can make a difference to the success of its businesses, trade, tourism efforts, as well as its diplomatic and cultural relations with other countries. Given a changing global context, there is a need to better understand how Scotland is seen and thought about by other countries.
Since 2008, the Scottish Government has used the Nations Brands Index® (NBI) to measure one of Scotland's National Performance Indicators 'Scotland's reputation'.
Conducted annually since 2008, the NBI examines the reputation of 50 nations.[1] As of 2024, approximately 42,000 adults, aged 18 and over, in 20 core panel countries are interviewed online.[2] Each of the 50 countries examined receive around 2,000 responses per panel country. Scotland subscribed to the survey annually in 2008, 2009 and 2010, and thereafter biennially in 2012, 2014, 2016, 2018, 2020, 2022 and 2024. Scotland did not subscribe to the 2011, 2013, 2017, 2019, 2021 and 2023 surveys, but was included in the sample of evaluated countries in these years. Fieldwork for the 2024 NBIsurvey was conducted between July and August 2024 for all countries.
The NBI attempts to measure and rank a country's broad reputation along six dimensions of national competence, all of which are weighted equally. Scotland's NBI score is presented as a score out of 100, calculated as an average of the scores given for the six underlying dimensions. The six dimensions are: Exports, Governance, Culture, People, Tourism, and Immigration and Investment.
The ranks and scores together provide an overall indication of a country's reputation. Looking at the scores and ranks together is useful, as individually they may deliver different messages about Scotland's reputation.
Introduction to the Nation Brands Index®
The NBI measures the reputation of 50 nations. Simon Anholt developed the Nation Brands Index® in 2005 as a way to measure the image and reputation of the world's nations, and to track their profiles over time as they rise or fall. In 2008, Simon Anholt entered a partnership with Ipsos Public Affairs to deliver the Anholt-Ipsos Nation Brand Index®, which was an expanded version of the NBISM. In 2024, Anholt & Co. took ownership of the NBI.
Conscious efforts have been made to keep the 2024 NBI methodology comparable to the 2022 NBI methodology, as well as NBI studies between 2008-2021, including questionnaire content, sample design, sampling techniques, fieldwork procedures, weighting and data processing, to facilitate comparisons between years.
Scotland's National Performance Framework
Scotland's National Performance Framework (NPF) sets out in its purpose, values and National Outcomes, a clear, unified vision for Scotland. The purpose is "to focus on creating a more successful country with opportunities for all of Scotland to flourish through increased wellbeing and sustainable and inclusive economic growth".[3]
A wide range of National Indicators (81 in total) are used to assess progress towards the purpose, values and National Outcomes. These provide a broad measure of national wellbeing, incorporating a range of economic, social and environmental indicators. One of these indicators aims to assess and monitor Scotland's reputation internationally.
The Scottish Government uses the NBIto assess progress for Scotland's National Indicator, "Scotland's reputation", which is one of six National Indicators that sit under the National Outcome, "We are open, connected and make a positive contribution internationally".
In line with the National Performance Framework guidelines, assessment of any change in Scotland's reputation is based on Scotland's absolute NBIscore as it compares to that of the previous reporting year. An increase of one point or more in Scotland's absolute NBI score suggests that the indicator is "improving", whereas a decrease of one point or more in Scotland's absolute NBIscore suggests that the indicator is "worsening".
The Nation Brands Index®: 2024 report for Scotland complies with these guidelines and only considers an increase or decrease in Scotland's absolute NBI score if it exceeds one point, otherwise it treats the indicator as "maintaining".
Contact
Email: socialresearch@gov.scot
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