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 score of 65.3 and rank of 15th on the NBISM show that Scotland continues to have a strong reputation abroad. Countries that did better than Scotland and ranked in the Top 10 were Germany, Japan, Canada, Italy, France, United Kingdom, Switzerland, the United States, Sweden, and Australia.

Scotland received a higher score in 2022 (65.3) than it did in 2020 (62.6), with an overall increase of 2.7 points. Scotland's relative rank has increased by two places overall from 2020 to 2022, improving from 17th to 15th.

When all six NBISM dimensions of Scotland's reputation are considered Governance and Tourism continue to be the most highly regarded dimensions by respondents from around the world. Scotland's score has improved across all six dimensions from 2020. 'Natural beauty' continues to be perceived as Scotland's strongest attribute across all dimensions.

Exports continues to be Scotland's weakest dimension, receiving both the lowest score and the lowest rank. This is the only dimension to rank outside the Top 20. 'Contribution to innovation and science' (from the Exports dimension) is Scotland's lowest ranked attribute across the six dimensions.

Respondents from certain countries are more familiar with Scotland and therefore better able to judge its strengths. English-speaking countries, European neighbours, Commonwealth countries are the most favourable towards and familiar with Scotland. Respondents in Japan and South Korea were the least familiar and favourable towards Scotland, and Scotland received the lowest overall scores from these panel countries. Nonetheless, respondents in these countries ranked Scotland relatively well with those in South Korea ranking Scotland 21st and those in Japan ranking Scotland 17th.

As Scotland's score has increased by 2.7 points from 2020 to 2022, the change is above the 1.0 point threshold for the National Indicator 'Scotland's reputation' indicating that Scotland's reputation is 'improving' internationally.



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