This publication reports the 2016 findings of the Anholt-GfK Roper Nation Brands IndexSM (NBI) on Scotland’s international reputation along six dimensions of national competence; governance, tourism, immigration and investment, people, exports and culture.
Scotland’s overall 2016 score of 62.2 per cent and rank of 15th on the NBISM show that Scotland has a strong reputation abroad. In terms of absolute score, Scotland’s reputation has improved by 0.4 percentage points since 2014 and is the highest score Scotland has received since the baseline study of 2008.
Scotland’s strongest dimensions in 2016 were governance and tourism, both of which ranked Scotland 12th in the world. Scotland’s weakest dimensions were immigration and investment (17th) and exports (21st).