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'.
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How Scotland sees itself
In the 2010, 2012, 2014, 2016, 2018, 2020 and 2022 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 15 illustrates how Scotland has scored itself since 2010.
Respondents in Scotland scored Scotland marginally lower in 2022 than in 2020 (75.8 and 75.9 respectively). Scotland maintained its ranking of 1st over this period. See Figure 15.
Figure 16 illustrates the score for how Scotland viewed itself across the six dimensions of reputation between 2010 and 2022. 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. The scores of all but two dimensions have increased or maintained between 2016 and 2022.
The dimension which experienced the greatest increase between 2020 and 2022 was Culture, rising by 1.9 points. Tourism (from 82.8 in 2020 to 84.6 in 2022) and Exports (from 73.6 in 2020 to 74.1 in 2022) also saw an increase. While the People dimension has maintained at 81.1, Governance decreased from 72.7 in 2020 to 69.1 in 2022 and Immigration and Investment from 76.2 in 2020 to 75.1 in 2022.
In terms of rank, respondents consistently ranked Scotland 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, between 2018 and 2022, respondents once again ranked Scotland 1st overall. For individual dimensions respondents ranked Scotland 1st for half of the dimensions in 2022 (People, Tourism, Immigration and Investment) and 2nd for Exports, 3rd for Governance and 5th for Culture. See Table 10.
| Rank |
|||||||
|---|---|---|---|---|---|---|---|
| 2010 |
2012 |
2014 |
2016 |
2018 |
2020 |
2022 |
|
| Exports |
3 |
2 |
2 |
5 |
2 |
1 |
2 |
| Governance |
1 |
1 |
1 |
4 |
3 |
1 |
3 |
| Culture |
3 |
3 |
3 |
8 |
4 |
3 |
5 |
| People |
1 |
1 |
1 |
4 |
1 |
1 |
1 |
| Tourism |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
| Immigration and Investment |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
| Overall |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
Tables 11 and 12 (see next two pages) show the score and rank for dimensions disaggregated by their underlying attributes. In 2022, Scotland's view of itself, in terms of score, was higher than 2020 on 10 of the 23 attributes within the dimensions.[44] All increases were 0.3 points or less. Three attributes maintained over this period and 10 decreased. All decreases were from 0.1 to 0.6 points. See Table 11.
In terms of rank, Scotland's view of itself maintained across 13 of the 23 attributes between 2020 and 2022. None of the attribute ranks increased while 10 ranks decreased during this period. The biggest decreases can be seen in 'Competent and honest' (from 1st to 11th) and 'Quality of life' (from 2nd to 11th). See Table 12. However, when looking at scores, the changes were more moderate with the score for 'Competent and honest' decreasing from 5.4 in 2020 to 4.8 in 2022, and the score for 'Quality of life' decreasing from 5.6 in 2020 to 5.4 in 2022. See Table 11.
In terms of favourability, respondents consistently ranked Scotland 1st between 2010 and 2014. However, in 2016, respondents ranked Scotland 3rd overall behind the United Kingdom (1st) and Canada (2nd). Between 2018 and 2022, Scotland ranked itself 1st again on how favourable respondents were towards Scotland. In 2022, respondents gave Scotland a score of 6.2 for favourability, down from 6.4 in 2020 (on a 1.0 to 7.0 scale). See Table 13.
Respondents in Scotland consistently scored and ranked Scotland more highly than respondents in the 20 panel countries. Most notably, respondents in Scotland scored Exports 74.1 (out of 100) overall, compared to other respondents' score of 59.3. For the People dimension, respondents in Scotland scored Scotland 81.1 compared to 68.2 by respondents in the 20 panel countries.
| 2010 |
2012 |
2014 |
2016 |
2018 |
2020 |
2022 |
|
|---|---|---|---|---|---|---|---|
| Exports |
68.3 |
71.8 |
74.3 |
63.7 |
71.0 |
73.6 |
74.1 |
| Contribution to Innovation and Science |
5.1 |
5.3 |
5.4 |
4.7 |
5.1 |
5.2 |
5.3 |
| Products and services |
5.3 |
5.5 |
5.6 |
5.0 |
5.5 |
5.7 |
5.6 |
| Country as a creative place |
4.9 |
5.1 |
5.3 |
4.7 |
5.1 |
5.3 |
5.4 |
| Governance |
66.6 |
68.2 |
69.7 |
67.5 |
68.9 |
72.7 |
69.1 |
| Competent and honest |
4.9 |
4.9 |
4.9 |
4.9 |
5.0 |
5.4 |
4.8 |
| Fair and respectful of citizens' rights |
5.2 |
5.3 |
5.4 |
5.3 |
5.3 |
5.6 |
5.4 |
| International peace and security |
5.3 |
5.3 |
5.4 |
5.3 |
5.4 |
5.6 |
5.5 |
| Environmental protection |
4.8 |
5.0 |
5.1 |
5.0 |
5.1 |
5.3 |
5.2 |
| Efforts to reduce global poverty |
4.7 |
4.8 |
5.0 |
4.8 |
4.7 |
4.8 |
4.8 |
| Culture |
65.2 |
67.8 |
70.7 |
64.6 |
67.4 |
69.0 |
70.9 |
| Excellence at sports |
4.2 |
4.4 |
4.7 |
4.4 |
4.4 |
4.4 |
4.5 |
| Cultural heritage |
5.5 |
5.6 |
5.7 |
5.3 |
5.6 |
5.8 |
5.9 |
| Contemporary culture |
4.9 |
5.1 |
5.3 |
4.8 |
5.1 |
5.2 |
5.4 |
| People |
73.7 |
78.0 |
81.5 |
71.3 |
77.6 |
81.1 |
81.1 |
| Make you feel welcome |
5.5 |
5.8 |
6.0 |
5.2 |
5.7 |
5.9 |
6.0 |
| Friendly |
5.3 |
5.5 |
5.8 |
5.1 |
5.6 |
5.8 |
5.7 |
| Valuable employee |
5.4 |
5.6 |
5.8 |
5.4 |
5.7 |
5.9 |
5.9 |
| Tourism |
77.0 |
80.4 |
82.0 |
73.3 |
79.8 |
82.8 |
84.6 |
| Would visit if money were no object |
5.6 |
5.9 |
6.1 |
5.4 |
5.9 |
6.2 |
6.1 |
| Natural beauty |
5.9 |
6.1 |
6.2 |
5.6 |
6.0 |
6.2 |
6.3 |
| Historic buildings and monuments |
5.7 |
5.9 |
5.9 |
5.4 |
5.7 |
5.9 |
6.2 |
| Vibrant cities and urban attractions |
5.2 |
5.4 |
5.4 |
5.1 |
5.5 |
5.5 |
5.7 |
| Immigration and investment |
68.9 |
72.6 |
75.7 |
66.6 |
71.4 |
76.2 |
75.1 |
| Willingness to live and work |
5.6 |
6.0 |
6.2 |
5.0 |
5.8 |
6.3 |
6.2 |
| Quality of life |
5.2 |
5.3 |
5.5 |
5.1 |
5.2 |
5.6 |
5.4 |
| Educational qualifications |
5.5 |
5.6 |
5.7 |
5.2 |
5.5 |
5.7 |
5.8 |
| Business to invest in |
4.5 |
4.6 |
4.9 |
4.4 |
4.6 |
4.8 |
4.7 |
| Equal opportunity |
4.9 |
5.2 |
5.4 |
5.2 |
5.3 |
5.4 |
5.4 |
| 2010 |
2012 |
2014 |
2016 |
2018 |
2020 |
2022 |
|
|---|---|---|---|---|---|---|---|
| Exports |
3 |
2 |
2 |
5 |
2 |
1 |
2 |
| Contribution to Innovation and Science |
4 |
4 |
4 |
10 |
6 |
5 |
5 |
| Products and services |
2 |
1 |
1 |
2 |
2 |
1 |
2 |
| Country as a creative place |
4 |
4 |
4 |
9 |
4 |
1 |
3 |
| Governance |
1 |
1 |
1 |
4 |
3 |
1 |
3 |
| Competent and honest |
3 |
4 |
8 |
8 |
7 |
1 |
11 |
| Fair and respectful of citizens' rights |
1 |
1 |
5 |
3 |
3 |
1 |
4 |
| International peace and security |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
| Environmental protection |
1 |
1 |
1 |
4 |
3 |
1 |
3 |
| Efforts to reduce global poverty |
1 |
2 |
1 |
3 |
1 |
1 |
1 |
| Culture |
3 |
3 |
3 |
8 |
4 |
3 |
5 |
| Excellence at sports |
17 |
14 |
12 |
15 |
16 |
18 |
20 |
| Cultural heritage |
1 |
1 |
1 |
6 |
2 |
1 |
1 |
| Contemporary culture |
3 |
2 |
3 |
4 |
3 |
1 |
1 |
| People |
1 |
1 |
1 |
4 |
1 |
1 |
1 |
| Make you feel welcome |
1 |
1 |
1 |
5 |
1 |
1 |
1 |
| Friendly |
1 |
1 |
1 |
4 |
1 |
1 |
1 |
| Valuable employee |
2 |
1 |
2 |
3 |
2 |
1 |
1 |
| Tourism |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
| Would visit if money were no object |
2 |
1 |
1 |
8 |
1 |
1 |
1 |
| Natural beauty |
1 |
1 |
1 |
2 |
1 |
1 |
1 |
| Historic buildings and monuments |
1 |
1 |
1 |
6 |
2 |
1 |
1 |
| Vibrant cities and urban attractions |
3 |
3 |
4 |
7 |
2 |
2 |
4 |
| Immigration and investment |
1 |
1 |
1 |
3 |
1 |
1 |
1 |
| Willingness to live and work |
2 |
1 |
1 |
2 |
1 |
1 |
1 |
| Quality of life |
5 |
5 |
4 |
9 |
9 |
2 |
11 |
| Educational qualifications |
2 |
1 |
2 |
4 |
1 |
1 |
1 |
| Business to invest in |
2 |
1 |
1 |
5 |
2 |
1 |
2 |
| Equal opportunity |
1 |
1 |
1 |
2 |
1 |
1 |
2 |
| Favourability |
||
|---|---|---|
| Rank |
Score |
|
| 2020 |
1 |
6.4 |
| 2022 |
1 |
6.2 |
Contact
Email: minna.liinpaa@gov.scot
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