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Scotland's Reputation

High Level Summary of Statistics Trend Last update: Friday, September 23, 2011

The Anholt-GfK Roper Nation Brands Index© conceptualises a nation's reputation across 6 dimensions (see diagram below). In 2010 online respondents showed a stronger awareness of Scotland's image in terms of tourism and people, rather than exports and immigration/investment.

Scotland's overall score is 59.7 in 2010 compared with 60.0 in 2009. This is in line with the score achieved last year. Scotland's reputation as a tourist destination is particularly developed, scoring 67.4 on the tourism index.

The survey data shows that online respondents who tend to be most familiar with and favourable towards Scotland are from English-speaking and Commonwealth nations and close European neighbours.

Scotland's score is very similar to and higher than other smaller, high income nations, like New Zealand, Denmark, Finland and Ireland.

Radar plot

NBI trend 2008-2010

Source:

The Scottish Government, Finance and Sustainable Growth Analytical Unit

* Please note that the overall score and each of the 6 brand dimensions are scored out of 100

View chart data

Further Information