The Anholt-Ipsos Nation Brands IndexSM: 2022

This report discusses the 2022 findings from the Anholt-Ipsos Nation Brand Index SM (NBI SM) survey. NBI data are used to report on the International Indicator on 'Scotland's reputation'.

Scotland's Reputation 2022

National Indicator: Scotland's Reputation

Scotland’s reputation 2022 infographic showing an overview of overall and dimension specific ranks and scores.

'Scotland's Reputation' is one of the indicators of progress on the Scotland's National Performance Framework. Since 2008, the Scottish Government has used the Anholt-Ipsos Nation Brands IndexSM to assess Scotland's reputation around the world. The data allow for an understanding of how Scotland is perceived in 20 countries around the world; and how it compares to other countries included in the Nation Brands IndexSM



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