Publication - Statistics publication

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
Annex A: NBISM Scotland's dimensions and attributes by demographic group

47 page PDF

3.5 MB

Annex A: NBISM Scotland’s dimensions and attributes by demographic group

This Annex contains tables of Scotland’s score and rank for each of six dimensions and their underlying attributes broken down by age, occupation and tourism.

Table 13: NBISM Familiarity with Scotland by age, occupation and tourism (2018)

Familiarity
Age Rank Score
18-29 26 57.0
30-44 23 63.0
45 + 15 62.0
Occupation
Business/Executives 19 73.0
Other 21 57.0
Visited Scotland
Yes 8 95.0
No 19 58.0
Visited a Scottish Website
Yes 26 79.0
No 20 57.0

Table 14: NBISM Favourability towards Scotland by age, occupation and tourism (2018)

Favourability
Age Rank Score
18-29 20 4.7
30-44 14 5.0
45 + 13 5.1
Occupation
Business/Executives 17 5.1
Occupation Other 16 4.9
Visited Scotland
Yes 8 5.7
No 16 4.8
Visited a Scottish Website
Yes 15 5.3
No 15 4.8

Table 15: NBISM Scotland's reputation score for Exports by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Exports Overall 56.4 57.4 57.4 59.5 56.3 64.2 56.1 64.5 55.5
Contribution to innovation and science 4.2 4.2 4.3 4.4 4.2 4.7 4.2 4.7 4.1
Products and Services 4.5 4.5 4.5 4.7 4.5 5.0 4.4 5.0 4.4
Country as a creative place 4.4 4.5 4.5 4.6 4.4 4.9 4.4 4.9 4.4

Table 16: NBISM Scotland's reputation rank for Exports by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Exports Overall 23 24 20 23 23 27 22 23 23
Contribution to innovation and science 25 25 24 25 25 29 24 26 25
Products and Services 21 20 17 19 19 20 18 18 19
Country as a creative place 24 24 22 24 23 26 23 25 22

Table 17: NBISM Scotland's reputation score for Governance by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Governance Overall 60.2 62.6 65.4 65.6 62.1 69.5 62.1 68.8 61.7
Competent and honest 4.6 4.7 4.9 4.9 4.7 5.1 4.7 5.1 4.7
Fair and respectful of citizens’ rights 4.8 5.0 5.2 5.1 4.9 5.4 4.9 5.3 4.9
International peace and security 4.6 4.8 5.1 5.0 4.8 5.3 4.8 5.2 4.8
Environmental protection 4.7 4.8 4.9 4.9 4.7 5.1 4.7 5.2 4.7
Efforts to reduce global poverty 4.4 4.4 4.5 4.6 4.4 4.8 4.4 4.8 4.4

Table 18: NBISM Scotland's reputation rank for Governance by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Governance Overall 17 14 13 14 14 12 14 12 14
Competent and honest 17 14 15 14 15 13 14 13 15
Fair and respectful of citizens’ rights 16 13 13 14 13 10 14 12 13
International peace and security 18 12 13 13 14 10 12 9 14
Environmental protection 14 13 11 13 13 12 12 11 14
Efforts to reduce global poverty 15 14 13 15 15 11 14 11 15

Table 19: NBISM Scotland's reputation score for Culture by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Culture Overall 58.5 60.2 61.0 62.8 59.1 66.3 59.3 66.8 58.5
Excellence at sports 4.1 4.1 4.2 4.3 4.1 4.5 4.1 4.5 4.1
Cultural heritage 4.9 5.1 5.2 5.2 5.0 5.5 5.0 5.4 5.0
Contemporary culture 4.5 4.6 4.5 4.7 4.5 4.9 4.5 5.0 4.4

Table 20: NBISM Scotland's reputation rank for Culture by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Culture Overall 22 18 14 16 19 21 18 16 18
Excellence at sports 34 29 25 25 31 29 30 28 29
Cultural heritage 14 12 12 12 12 11 12 12 12
Contemporary culture 21 17 13 14 17 20 14 14 16

Table 21: NBISM Scotland's reputation score for People by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
People Overall 64.2 66.0 67.8 68.6 65.3 73.1 65.3 73.1 64.7
Make you feel welcome 4.7 4.9 5.1 5.0 4.9 5.4 4.9 5.3 4.8
Friendly 4.9 4.9 5.0 5.1 4.9 5.3 4.9 5.4 4.8
Valuable employees 4.9 5.0 5.1 5.2 5.0 5.5 5.0 5.4 4.9

Table 22: NBISM Scotland's reputation rank for People by age, occupation and tourism (2018)

Demographic Group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
People Overall 19 15 13 14 16 8 16 12 15
Make you feel welcome 18 10 7 10 12 8 11 7 12
Friendly 19 14 9 13 14 11 12 15 13
Valuable employees 21 17 15 17 19 10 18 15 18

Table 23: NBISM Scotland's reputation for Tourism by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Tourism Overall 67.0 69.2 71.3 71.8 68.5 76.1 68.5 76.6 67.8
Would visit if money were no object 5.2 5.3 5.4 5.4 5.2 5.7 5.2 5.8 5.2
Natural beauty 5.2 5.4 5.6 5.5 5.3 5.8 5.3 5.7 5.3
Historic buildings and monuments 4.9 5.1 5.2 5.2 5.0 5.5 5.0 5.5 5.0
Vibrant cities and urban attractions 4.8 4.8 4.9 5.0 4.8 5.2 4.8 5.3 4.7

Table 24: NBISM Scotland's reputation rank for Tourism by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Tourism Overall 18 12 11 12 12 10 12 10 12
Would visit if money were no object 16 15 9 13 13 9 11 12 10
Natural beauty 11 7 6 6 8 6 8 7 8
Historic buildings and monuments 15 12 12 12 12 11 12 13 12
Vibrant cities and urban attractions 27 23 17 20 21 21 20 21 20

Table 25: NBISM Scotland's reputation score for Immigration and Investment by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Immigration and Investment Overall 60.5 61.2 60.4 63.4 59.7 68.3 59.6 69.7 58.7
Willingness to live and work 4.5 4.5 4.4 4.7 4.4 5.1 4.4 5.2 4.3
Quality of life 4.9 5.0 5.0 5.1 4.9 5.3 4.9 5.4 4.9
Educational qualifications 4.7 4.7 4.7 4.8 4.6 5.2 4.6 5.2 4.6
Business to invest in 4.4 4.3 4.1 4.4 4.2 4.6 4.2 4.9 4.1
Equal opportunity 4.6 4.7 4.9 4.9 4.7 5.2 4.7 5.2 4.7

Table 26: NBISM Scotland's reputation score for Immigration and Investment by age, occupation and tourism (2018)

Demographic group Age Occupation Visited Scotland Visited a Scottish Website
Attribute 18-29 30-44 45+ Business/Executive Other Yes No Yes No
Immigration and Investment Overall 19 18 17 18 18 14 18 18 18
Willingness to live and work 17 16 11 14 14 9 15 15 15
Quality of life 19 17 17 18 18 17 18 18 18
Educational qualifications 18 18 15 16 19 10 19 18 17
Business to invest in 22 19 17 21 20 26 20 24 20
Equal opportunity 18 13 13 13 13 11 13 11 15

Contact

Email: Hannah Rutherford