Conducted annually from 2008, the Anholt-GfK Roper Nation Brands Index examines the image of 50 nations. Each year, approximately 20,000 adults aged 18 and over are interviewed online in 20 core panel nations. The Anholt - GfK Roper Nation Brands Index looks at a country’s image by examining six dimensions of national competence: Exports, Governance, Culture, People, Tourism, and Investment and Immigration. This gives an overall indication of a country’s reputation.
Scotland’s score (61.8) and rank (17th) on the index show that Scotland continues to have a strong reputation abroad. Scotland’s reputation has improved in comparison to its 2012 performance in terms of the overall NBI score (60.1). This is the first time the available Scotland data have shown an improvement since the indicator’s baseline year (2008).
In terms of absolute score, Scotland’s reputation has improved on each of the six dimensions of the index compared to 2012. In terms of relative rankings, Scotland’s reputation for Tourism has gained in position compared to 2012 and continues to be seen as Scotland’s strongest point, with Governance a close second. Exports remain to be perceived as its weakest point. Across all dimensions, with the exception of Exports, Scotland is ranked within the Top 20.