The Anholt Nation Brands Index®: 2024 report for Scotland

Footnotes

1 In 2021 10 new nations were added to the survey taking the total up to 60. However in 2024 Anholt &Co, the contractor which owns he NBI, decided to revert to using 50 nations, as they received feedback from subscribers that the additional 10 nations did not add significant value for the extra cost.

2 Each country receives around 500 responses per panel country.

3 This excludes 3,004 interviews with Russian participants (500 interviews about Scotland) which were conducted in 2023. This is due to international sanctions which prevented participation from the Russian Federation in 2024.

4National Performance Framework

5 National Performance Framework – What it is: An overview of the framework

6 Increases and decreases have not been significance tested.

7 The United Kingdom sample includes Scotland.

8 In 2021 10 new nations were added to the survey taking the total up to 60. However in 2024 Anholt &co decided to revert to using 50 nations, as they received feedback from subscribers that the additional 10 nations did not add significant value for the extra cost.

9 Each country receives around 500 responses per panel country.

10 All rankings presented in the report are out of 50.

11 The overall score for each of the dimensions is out of 100, while the score for each of the attributes is an average of respondents’ scores, based on a scale from 1.0 to 7.0 (1.0 being the lowest and worst and 7.0 being the highest and best).

12 The NBI score is an average of the scores from the six NBI dimensions.

13 Figures have been rounded to one decimal place.

14 Any difference within +/- one point of the previously available figure (Scotland has subscribed to the NBI biennially since 2010) suggests that the position is more likely to be maintaining than showing any change. A reduction of one point or more suggests the position is worsening while an increase of one point or more suggests the position is improving.

15 A decile is any of the nine values that divide the sorted data into ten equal parts, so that each part represents 1/10 of the sample or population.

16 The Business/Executive audience consists of respondents who have a manager / senior official or professional level occupation.

17 The 20 core panel countries do not include Scotland as a panel country.

18 The United Kingdom sample includes Scotland.

19 An average of scores from respondents from each of the panel countries on their overall opinion of Scotland is calculated. Responses are given on a scale from 1.0 (extremely unfavourable) to 7.0 (extremely favourable) with 4.0 being neither favourable nor unfavourable.

20 The United Kingdom sample includes Scotland.

21 The NBI score is an average of the scores from the six NBI dimensions. Each of the six dimensions is an average of the scores of the ratings questions from the dimension’s attributes. There are between three and five attributes for each of the dimensions.

22 For dimension calculations, the responses to each attribute are converted from its original seven point scale to a 1-100 scale. That is done by creating a new score for each attribute. Each of the six dimensions are created, for each country, by calculating a respondent’s mean of the newly transformed scores of the attributes that make up that dimension.

23 Dimension scores are presented as a score out of 100, calculated as an average of the scores given for the underlying attributes (e.g. the Exports dimension is an average of the attributes: contribution to innovation and science, products and services and country as a creative place).

24 The United Kingdom sample includes Scotland.

25 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

26 This is because rank is responsive to changes in the sample of countries being evaluated while absolute score is not.

27 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

28 The United Kingdom sample includes Scotland.

29 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

30 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

31 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

32 The United Kingdom sample includes Scotland.

33 The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

34 All rankings presented in the report are out of 60.

35 The overall score for each of the dimensions is out of 100, while the score for each of the attributes is an average of respondents’ scores, based on a scale from 1.0 to 7.0 (1.0 being the lowest and worst and 7.0 being the highest and best).