Publication - Statistics

Anholt-GfK Roper Nation Brands IndexSM: 2018 report for Scotland

Published: 22 Jan 2019
Directorate:
Constitution and Cabinet Directorate
Part of:
International, Research, Statistics
ISBN:
9781787814950

2018 findings of the Anholt-GfK Roper Nation Brands IndexSM (NBI) on Scotland’s international reputation.

47 page PDF

3.5 MB

47 page PDF

3.5 MB

Contents
Anholt-GfK Roper Nation Brands IndexSM: 2018 report for Scotland
How Scotland sees itself

47 page PDF

3.5 MB

How Scotland sees itself

In the 2010, 2012, 2014, 2016 and 2018 NBISM surveys, Scotland was included as an additional core panel country, with 500 interviews carried out in Scotland, to explore how Scotland sees itself[24]. Figure 13 illustrates how Scotland has scored itself since 2010.

Scotland scored and ranked itself higher in 2018 than it did in 2016. In 2016, Scotland scored itself 67.8 and ranked itself 3rd behind Canada and the United Kingdom while in 2018 Scotland gave itself a score of 72.7 and ranked itself 1st. See Figure 13.

Figure 13: NBISM How Scotland sees itself by score (2010-2018)

Figure 13: NBI SM How Scotland sees itself by score (2010-2018)

Figure 14 illustrates the score for how Scotland viewed itself across the six dimensions of reputation between 2010 and 2018. The score for how Scotland viewed itself increased each year between 2010 and 2014 across all six dimensions. This was followed by a decrease across all six dimensions between 2014 and 2016 by an average of eight points. However, the score has increased between 2016 and 2018 across all six dimensions. The dimension which experienced the greatest increase was Exports, rising by seven points.

Figure 14: NBISM How Scotland sees itself according to the six dimensions of reputation by score (2010-2018)

Figure 14: NBI SM How Scotland sees itself according to the six dimensions of reputation by score (2010-2018)

In terms of rank, Scotland consistently ranked itself 1st overall between 2010 and 2014. In 2016, Scotland did not rank itself 1st on any of the six dimensions. In addition, each dimension fell by an average of three rank places. However, in 2018 Scotland ranked itself 1st overall. For individual dimensions Scotland ranked itself 1st for People, Tourism and Immigration and Investment, 2nd for Exports, 3rd for Governance and 4th for Culture. See Table 10.

Table 10: NBISM How Scotland sees itself according to the six dimensions of reputation by rank (2010-2018)

Rank
2010 2012 2014 2016 2018
Exports 3 2 2 5 2
Governance 1 1 1 4 3
Culture 3 3 3 8 4
People 1 1 1 4 1
Tourism 1 1 1 3 1
Immigration and Investment 1 1 1 3 1
Overall 1 1 1 3 1

Tables 11 and 12 show the score and rank for dimensions disaggregated by their underlying attributes. In 2018, Scotland’s view of itself, in terms of score, was higher than 2016 on 20 of the 23 attributes within the dimensions. The attribute which increased the most during this period was willingness to live and work in Scotland, which increased from 5.0 in 2016 to 5.8 in 2018. Two attributes maintained over this period (fair and respectful of citizens' rights and excellence at sports) whilst one attribute (efforts to reduce global poverty), dropped by 0.1 points. See Table 11.

In terms of rank, Scotland’s view of itself in 2018 was higher than in 2016 across 19 of the 23 attributes. The attribute whose rank increased the most during this period was would visit if money were no object, which increased from 8th to 1st. Three attributes stayed the same across this period and one of the attributes, excellence at sports, declined by one rank. See Table 12.

Favourability towards Scotland consistently ranked 1st between 2010 and 2014. However, in 2016, Scotland ranked itself 3rd overall behind the United Kingdom (1st) and Canada (2nd). In 2018, Scotland ranked itself 1st again on how favourable respondents were towards Scotland.

Table 11: NBISM How Scotland sees itself disaggregated by the 23 attributes by score
(2010 – 2018)

Score
2010 2012 2014 2016 2018
Exports 68.3 71.8 74.3 63.7 71.0
Contribution to Innovation and Science 5.1 5.3 5.4 4.7 5.1
Products and services 5.3 5.5 5.6 5.0 5.5
Country as a creative place 4.9 5.1 5.3 4.7 5.1
Governance 66.6 68.2 69.7 67.5 68.9
Competent and honest 4.9 4.9 4.9 4.9 5.0
Fair and respectful of citizens' rights 5.2 5.3 5.4 5.3 5.3
International peace and security 5.3 5.3 5.4 5.3 5.4
Environmental protection 4.8 5.0 5.1 5.0 5.1
Efforts to reduce global poverty 4.7 4.8 5.0 4.8 4.7
Culture 65.2 67.8 70.7 64.6 67.4
Excellence at sports 4.2 4.4 4.7 4.4 4.4
Cultural heritage 5.5 5.6 5.7 5.3 5.6
Contemporary culture 4.9 5.1 5.3 4.8 5.1
People 73.7 78.0 81.5 71.3 77.6
Make you feel welcome 5.5 5.8 6.0 5.2 5.7
Friendly 5.3 5.5 5.8 5.1 5.6
Valuable employee 5.4 5.6 5.8 5.4 5.7
Tourism 77.0 80.4 82.0 73.3 79.8
Would visit if money were no object 5.6 5.9 6.1 5.4 5.9
Natural beauty 5.9 6.1 6.2 5.6 6.0
Historic buildings and monuments 5.7 5.9 5.9 5.4 5.7
Vibrant cities and urban attractions 5.2 5.4 5.4 5.1 5.5
Immigration and Investment 68.9 72.6 75.7 66.6 71.4
Willingness to live and work 5.6 6.0 6.2 5.0 5.8
Quality of life 5.2 5.3 5.5 5.1 5.2
Educational qualifications 5.5 5.6 5.7 5.2 5.5
Business to invest in 4.5 4.6 4.9 4.4 4.6
Equal opportunity 4.9 5.2 5.4 5.2 5.3

Table 12: NBISM How Scotland sees itself disaggregated by the 23 attributes by rank
(2010 – 2018)

Rank
2010 2012 2014 2016 2018
Exports 3 2 2 5 2
Contribution to Innovation and Science 4 4 4 10 6
Products and services 2 1 1 2 2
Country as a creative place 4 4 4 9 4
Governance 1 1 1 4 3
Competent and honest 3 4 8 8 7
Fair and respectful of citizens' rights 1 1 5 3 3
International peace and security 1 1 1 3 1
Environmental protection 1 1 1 4 3
Efforts to reduce global poverty 1 2 1 3 1
Culture 3 3 3 8 4
Excellence at sports 17 14 12 15 16
Cultural heritage 1 1 1 6 2
Contemporary culture 3 2 3 4 3
People 1 1 1 4 1
Make you feel welcome 1 1 1 5 1
Friendly 1 1 1 4 1
Valuable employee 2 1 2 3 2
Tourism 1 1 1 3 1
Would visit if money were no object 2 1 1 8 1
Natural beauty 1 1 1 2 1
Historic buildings and monuments 1 1 1 6 2
Vibrant cities and urban attractions 3 3 4 7 2
Immigration and Investment 1 1 1 3 1
Willingness to live and work 2 1 1 2 1
Quality of life 5 5 4 9 9
Educational qualifications 2 1 2 4 1
Business to invest in 2 1 1 5 2
Equal opportunity 1 1 1 2 1

Contact

Email: Hannah Rutherford