The Anholt-Ipsos Nation Brands IndexSM: 2022

Footnotes

1. This used to be 50 nations – in 2021, 10 new nations were added to the survey taking the total up to 60.

2. Each country receives around 500 responses per panel country.

3. National Performance Framework

4. National Performance Framework – What it is: An overview of the framework

5. Increases and decreases have not been significance tested.

6. Any difference within +/- one point of the previously available figure (Scotland has subscribed to the NBI^SM biennially since 2010) suggests that the position is more likely to be maintaining than showing any change. A reduction of one point or more suggests the position is worsening while an increase of one point or more suggests the position is improving.

7. The United Kingdom sample includes Scotland.

8. National Performance Framework

9. This used to be 50 countries – in 2021, 10 new countries were added to the list bringing the total to 60.

10. The total sample size used to be 20,000 until 2020 – since 2021 the sample size has been 60,000. Each nation receives around 500 responses per panel country.

11. All rankings presented in the report are out of 60.

12. The overall score for each of the dimensions is out of 100, while the score for each of the attributes is an average of respondents' scores, based on a scale from 1.0 to 7.0 (1.0 being the lowest and worst and 7.0 being the highest and best).

13. The NBI^SM score is an average of the scores from the six NBI^SM dimensions.

14. Figures have been rounded to one decimal place.

15. Any difference within +/- one point of the previously available figure (Scotland has subscribed to the NBI biennially since 2010) suggests that the position is more likely to be maintaining than showing any change. A reduction of one point or more suggests the position is worsening while an increase of one point or more suggests the position is improving.

16. A decile is any of the nine values that divide the sorted data into ten equal parts, so that each part represents 1/10 of the sample or population.

17. Find rankings of all 60 nations here: Ipsos Press Release on the Nation Brands Index (2022)

18. The Business/Executive audience consists of respondents who have a manager / senior official or professional level occupation.

19. The 20 core panel countries do not include Scotland as a panel country.

20. The United Kingdom sample includes Scotland.

21. An average of scores from respondents from each of the panel countries on their overall opinion of Scotland is calculated. Responses are given on a scale from 1.0 (extremely unfavourable) to 7.0 (extremely favourable) with 4.0 being neither favourable nor unfavourable.

22. The United Kingdom sample includes Scotland.

23. The NBI^SM score is an average of the scores from the six NBI^SM dimensions. Each of the six dimensions is an average of the scores of the ratings questions from the dimension's attributes. There are between three and five attributes for each of the dimensions.

24. For dimension calculations, the responses to each attribute are converted from its original seven point scale to a 1-100 scale. That is done by creating a new score for each attribute. Each of the six dimensions are created, for each country, by calculating a respondent's mean of the newly transformed scores of the attributes that make up that dimension.

25. Dimension scores are presented as a score out of 100, calculated as an average of the scores given for the underlying attributes (e.g. the Exports dimension is an average of the attributes: contribution to innovation and science, products and services and country as a creative place).

26. The United Kingdom sample includes Scotland.

27. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

28. This is because rank is responsive to changes in the sample of countries being evaluated while absolute score is not.

29. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

30. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

31. The United Kingdom sample includes Scotland.

32. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

33. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

34. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

35. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

36. Out of 50 participating nations in 2020 and 60 in 2022.

37. The United Kingdom sample includes Scotland.

38. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

39. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

40. The United Kingdom sample includes Scotland.

41. The scores for attributes are based on a scale from 1.0 to 7.0 (where 1.0 is low and 7.0 is high).

42. The point size of each word relates to its rank, with the smallest point size representing rank 1 (least chosen), and the largest point size representing rank 10 (most chosen).

43. The data collected from these respondents are exclusively for the Scottish Government. Therefore, this information is not shared with any other client.

44. Note that the figures in Table 11 have been rounded.

45. All rankings presented in the report are out of 60.

46. The overall score for each of the dimensions is out of 100, while the score for each of the attributes is an average of respondents' scores, based on a scale from 1.0 to 7.0 (1.0 being the lowest and worst and 7.0 being the highest and best).