Publication - Statistics

The Anholt-Ipsos Nation Brands IndexSM: 2020 Report for Scotland

This report discusses the 2020 findings from the Anholt-Ipsos Nation Brand IndexSM (NBI) survey. NBI data are used to report on the International Indicator on 'Scotland's reputation'.

The Anholt-Ipsos Nation Brands IndexSM: 2020 Report for Scotland
How Scotland sees itself

How Scotland sees itself

In the 2010, 2012, 2014, 2016, 2018 and 2020 NBISM surveys, Scotland was included as an additional core panel country, with 500 interviews carried out in Scotland, to explore how Scotland sees itself[43]. Figure 13 illustrates how Scotland has scored itself since 2010.

Scotland scored itself higher in 2020 than it did in 2018 and it's ranking of 1st maintained over this period. In 2018, Scotland scored itself 72.7 while in 2020 Scotland gave itself a score of 75.9. See Figure 13.

Figure 13: NBI SM How Scotland sees itself by score (2010-2020)
Figure of how Scotland sees itself by score (from 2010 to 2020).

Figure 14 illustrates the score for how Scotland viewed itself across the six dimensions of reputation between 2010 and 2020. The score for how Scotland viewed itself increased each year between 2010 and 2014 across all six dimensions. This was followed by a decrease in scores across all six dimensions between 2014 and 2016 by an average of eight points. However, the scores have increased between 2016 and 2020 across all six dimensions. The dimension which experienced the greatest increase between 2018 and 2020 was Immigration and Investment, rising by five points.

Figure 14: NBI SM How Scotland sees itself according to the six dimensions of reputation by score (2010-2020)
Figure of how Scotland sees itself according to the six dimensions of reputation by score (from 2010 to 2020).

In terms of rank, Scotland consistently ranked itself 1st overall between 2010 and 2014. In 2016, Scotland did not rank itself 1st overall or on any of the six dimensions. In addition, each dimension fell by an average of three places. However, in 2018 and 2020, Scotland once again ranked itself 1st overall. For individual dimensions Scotland ranked itself 1st for all dimensions in 2020 apart from Culture where it ranked itself 3rd (up one rank from 2018). See Table 10.

Table 10: NBI SM How Scotland sees itself according to the six dimensions of reputation by rank (2010-2020)
Rank
  2010 2012 2014 2016 2018 2020
Exports 3 2 2 5 2 1
Governance 1 1 1 4 3 1
Culture 3 3 3 8 4 3
People 1 1 1 4 1 1
Tourism 1 1 1 3 1 1
Immigration and Investment 1 1 1 3 1 1
Overall 1 1 1 3 1 1

Tables 11 and 12 (see next two pages) show the score and rank for dimensions disaggregated by their underlying attributes. In 2020, Scotland's view of itself, in terms of score, was higher than 2018 on 22 of the 23 attributes within the dimensions[44]. The attribute which increased the most during this period was Willingness to live and work, which increased from 5.8 in 2018 to 6.3 in 2020. One attribute maintained over this period (Excellence at sports). See Table 11.

In terms of rank, Scotland's view of itself in 2020 was higher than in 2018 across 12 of the 23 attributes. The attribute whose rank increased the most during this period was Quality of life, which increased from 9th to 2nd. Ten attributes stayed the same across this period and one of the attributes, Excellence at sports, declined by two ranks. See Table 12.

In terms of favourability, Scotland consistently ranked itself 1st between 2010 and 2014. However, in 2016, Scotland ranked itself 3rd overall behind the United Kingdom (1st) and Canada (2nd). In 2018 and 2020, Scotland ranked itself 1st again on how favourable respondents were towards Scotland. In 2020, Scotland gave itself a score of 6.4 for favourability, up from 5.9 in 2018 (on a 1.0 to 7.0 scale). See Table 13.

Table 11: NBI SM How Scotland sees itself disaggregated by the 23 attributes by score (2010 – 2020)
2010 2012 2014 2016 2018 2020
Exports 68.3 71.8 74.3 63.7 71.0 73.6
Contribution to Innovation and Science 5.1 5.3 5.4 4.7 5.1 5.2
Products and services 5.3 5.5 5.6 5.0 5.5 5.7
Country as a creative place 4.9 5.1 5.3 4.7 5.1 5.3
Governance 66.6 68.2 69.7 67.5 68.9 72.7
Competent and honest 4.9 4.9 4.9 4.9 5.0 5.4
Fair and respectful of citizens' rights 5.2 5.3 5.4 5.3 5.3 5.6
International peace and security 5.3 5.3 5.4 5.3 5.4 5.6
Environmental protection 4.8 5.0 5.1 5.0 5.1 5.3
Efforts to reduce global poverty 4.7 4.8 5.0 4.8 4.7 4.8
Culture 65.2 67.8 70.7 64.6 67.4 69.0
Excellence at sports 4.2 4.4 4.7 4.4 4.4 4.4
Cultural heritage 5.5 5.6 5.7 5.3 5.6 5.8
Contemporary culture 4.9 5.1 5.3 4.8 5.1 5.2
People 73.7 78.0 81.5 71.3 77.6 81.1
Make you feel welcome 5.5 5.8 6.0 5.2 5.7 5.9
Friendly 5.3 5.5 5.8 5.1 5.6 5.8
Valuable employee 5.4 5.6 5.8 5.4 5.7 5.9
Tourism 77.0 80.4 82.0 73.3 79.8 82.8
Would visit if money were no object 5.6 5.9 6.1 5.4 5.9 6.2
Natural beauty 5.9 6.1 6.2 5.6 6.0 6.2
Historic buildings and monuments 5.7 5.9 5.9 5.4 5.7 5.9
Vibrant cities and urban attractions 5.2 5.4 5.4 5.1 5.5 5.5
Immigration and investment 68.9 72.6 75.7 66.6 71.4 76.2
Willingness to live and work 5.6 6.0 6.2 5.0 5.8 6.3
Quality of life 5.2 5.3 5.5 5.1 5.2 5.6
Educational qualifications 5.5 5.6 5.7 5.2 5.5 5.7
Business to invest in 4.5 4.6 4.9 4.4 4.6 4.8
Equal opportunity 4.9 5.2 5.4 5.2 5.3 5.4
Table 12: NBI SM How Scotland sees itself disaggregated by the 23 attributes by rank (2010 – 2020)
2010 2012 2014 2016 2018 2020
Exports 3 2 2 5 2 1
Contribution to Innovation and Science 4 4 4 10 6 5
Products and services 2 1 1 2 2 1
Country as a creative place 4 4 4 9 4 1
Governance 1 1 1 4 3 1
Competent and honest 3 4 8 8 7 1
Fair and respectful of citizens' rights 1 1 5 3 3 1
International peace and security 1 1 1 3 1 1
Environmental protection 1 1 1 4 3 1
Efforts to reduce global poverty 1 2 1 3 1 1
Culture 3 3 3 8 4 3
Excellence at sports 17 14 12 15 16 18
Cultural heritage 1 1 1 6 2 1
Contemporary culture 3 2 3 4 3 1
People 1 1 1 4 1 1
Make you feel welcome 1 1 1 5 1 1
Friendly 1 1 1 4 1 1
Valuable employee 2 1 2 3 2 1
Tourism 1 1 1 3 1 1
Would visit if money were no object 2 1 1 8 1 1
Natural beauty 1 1 1 2 1 1
Historic buildings and monuments 1 1 1 6 2 1
Vibrant cities and urban attractions 3 3 4 7 2 2
Immigration and investment 1 1 1 3 1 1
Willingness to live and work 2 1 1 2 1 1
Quality of life 5 5 4 9 9 2
Educational qualifications 2 1 2 4 1 1
Business to invest in 2 1 1 5 2 1
Equal opportunity 1 1 1 2 1 1
Table 13: NBI SM How Scotland sees itself by Favourability (2018 – 2020)
Favourability
Rank Score
2018 1 5.9
2020 1 6.4

Contact

Email: eva.kleinert@gov.scot