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'.
Part of
Annex A: NBISM Scotland's dimensions and attributes by demographic group
Footnote [45][46]
This Annex contains tables of Scotland's score and rank for each of six dimensions and their underlying attributes broken down by gender, age, occupation and tourism.
| Familiarity |
||
|---|---|---|
| Rank |
Score |
|
| Gender |
||
| Male |
24 |
71 |
| Female |
22 |
66 |
| Age |
||
| 18-29 |
35 |
62 |
| 30-44 |
22 |
71 |
| 45 + |
22 |
70 |
| Occupation |
||
| Business/Executives |
22 |
81 |
| Other |
24 |
64 |
| Visited Scotland |
||
| Yes |
23 |
76 |
| No |
22 |
56 |
| Visited a Scottish Website |
||
| Yes |
25 |
76 |
| No |
26 |
60 |
| Favourability |
||
|---|---|---|
| Rank |
Score |
|
| Gender |
||
| Male |
15 |
5.0 |
| Female |
12 |
5.1 |
| Age |
||
| 18-29 |
16 |
4.8 |
| 30-44 |
16 |
5.1 |
| 45+ |
9 |
5.1 |
| Occupation |
||
| Business/Executives |
13 |
5.4 |
| Occupation Other |
13 |
4.9 |
| Visited Scotland |
||
| Yes |
13 |
5.3 |
| No |
13 |
4.7 |
| Visited a Scottish Website |
||
| Yes |
15 |
5.2 |
| No |
10 |
4.9 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Exports Overall |
59.4 |
59.2 |
58.8 |
61.5 |
58.1 |
63.9 |
57.5 |
61.9 |
55.4 |
63.4 |
54.8 |
| Contribution to innovation and science |
4.4 |
4.4 |
4.3 |
4.5 |
4.3 |
4.6 |
4.3 |
4.5 |
4.1 |
4.6 |
4.1 |
| Products and Services |
4.7 |
4.6 |
4.6 |
4.8 |
4.6 |
5.0 |
4.5 |
4.8 |
4.4 |
4.9 |
4.4 |
| Country as a creative place |
4.6 |
4.6 |
4.6 |
4.8 |
4.5 |
4.9 |
4.5 |
4.7 |
4.4 |
4.9 |
4.3 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Exports Overall |
22 |
22 |
22 |
22 |
20 |
22 |
21 |
22 |
21 |
21 |
22 |
| Contribution to innovation and science |
25 |
24 |
25 |
27 |
25 |
26 |
26 |
25 |
26 |
26 |
25 |
| Products and Services |
19 |
18 |
19 |
18 |
17 |
17 |
18 |
16 |
19 |
19 |
17 |
| Country as a creative place |
22 |
22 |
21 |
22 |
22 |
22 |
21 |
22 |
21 |
21 |
23 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Governance Overall |
66.0 |
63.7 |
63.0 |
65.4 |
65.4 |
69.4 |
63.1 |
67.3 |
61.1 |
68.1 |
61.3 |
| Competent and honest |
4.9 |
4.8 |
4.7 |
4.9 |
4.9 |
5.2 |
4.7 |
5.0 |
4.6 |
5.0 |
4.7 |
| Fair and respectful of citizens' rights |
5.2 |
5.0 |
4.9 |
5.1 |
5.2 |
5.4 |
5.0 |
5.2 |
4.8 |
5.2 |
4.9 |
| International peace and security |
5.1 |
4.9 |
4.9 |
5.0 |
5.0 |
5.3 |
4.9 |
5.2 |
4.7 |
5.2 |
4.8 |
| Environmental protection |
4.9 |
4.8 |
4.8 |
4.9 |
4.9 |
5.1 |
4.8 |
5.0 |
4.7 |
5.1 |
4.6 |
| Efforts to reduce global poverty |
4.7 |
4.5 |
4.5 |
4.7 |
4.6 |
4.9 |
4.5 |
4.7 |
4.4 |
4.8 |
4.3 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Governance Overall |
12 |
11 |
14 |
14 |
12 |
12 |
10 |
11 |
11 |
14 |
11 |
| Competent and honest |
12 |
12 |
14 |
13 |
14 |
12 |
12 |
14 |
11 |
13 |
11 |
| Fair and respectful of citizens' rights |
12 |
10 |
14 |
15 |
10 |
11 |
11 |
11 |
11 |
11 |
10 |
| International peace and security |
11 |
9 |
10 |
13 |
9 |
9 |
10 |
9 |
10 |
13 |
8 |
| Environmental protection |
11 |
12 |
11 |
11 |
11 |
12 |
11 |
12 |
11 |
12 |
10 |
| Efforts to reduce global poverty |
13 |
14 |
16 |
12 |
12 |
14 |
13 |
13 |
14 |
15 |
10 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Culture Overall |
64.3 |
64.7 |
63.3 |
65.8 |
64.2 |
68.3 |
63.0 |
66.3 |
61.7 |
68.0 |
60.7 |
| Excellence at sports |
4.4 |
4.4 |
4.4 |
4.5 |
4.4 |
4.7 |
4.4 |
4.6 |
4.3 |
4.7 |
4.2 |
| Cultural heritage |
5.2 |
5.3 |
5.1 |
5.3 |
5.4 |
5.5 |
5.2 |
5.4 |
5.1 |
5.4 |
5.1 |
| Contemporary culture |
4.8 |
4.8 |
4.8 |
4.9 |
4.8 |
5.1 |
4.8 |
4.9 |
4.7 |
5.1 |
4.6 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Culture Overall |
15 |
14 |
18 |
16 |
13 |
15 |
14 |
15 |
13 |
16 |
13 |
| Excellence at sports |
22 |
25 |
24 |
24 |
23 |
22 |
25 |
23 |
23 |
23 |
24 |
| Cultural heritage |
11 |
9 |
13 |
11 |
8 |
11 |
11 |
9 |
11 |
11 |
9 |
| Contemporary culture |
11 |
12 |
16 |
12 |
12 |
13 |
12 |
12 |
11 |
12 |
11 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| People Overall |
68.1 |
68.3 |
66.7 |
69.1 |
68.3 |
72.5 |
66.5 |
70.4 |
64.8 |
71.7 |
64.3 |
| Make you feel welcome |
5.0 |
5.0 |
4.8 |
5.0 |
5.1 |
5.3 |
4.9 |
5.2 |
4.8 |
5.2 |
4.9 |
| Friendly |
5.0 |
5.0 |
5.0 |
5.1 |
5.0 |
5.3 |
4.9 |
5.1 |
4.8 |
5.3 |
4.7 |
| Valuable employees |
5.2 |
5.2 |
5.1 |
5.3 |
5.2 |
5.4 |
5.1 |
5.3 |
5.0 |
5.4 |
5.0 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| People Overall |
15 |
10 |
17 |
15 |
10 |
11 |
14 |
14 |
12 |
16 |
9 |
| Make you feel welcome |
10 |
9 |
14 |
11 |
7 |
7 |
9 |
10 |
8 |
10 |
7 |
| Friendly |
15 |
12 |
16 |
15 |
10 |
11 |
14 |
12 |
14 |
14 |
10 |
| Valuable employees |
16 |
15 |
17 |
16 |
16 |
16 |
16 |
16 |
14 |
18 |
14 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Tourism Overall |
71.4 |
73.1 |
69.8 |
73.0 |
73.0 |
76.2 |
70.8 |
74.4 |
69.1 |
75.3 |
69.0 |
| Would visit if money were no object |
5.3 |
5.4 |
5.2 |
5.4 |
5.3 |
5.6 |
5.2 |
5.5 |
5.1 |
5.6 |
5.1 |
| Natural beauty |
5.5 |
5.7 |
5.3 |
5.6 |
5.7 |
5.8 |
5.5 |
5.7 |
5.4 |
5.7 |
5.4 |
| Historic buildings and monuments |
5.3 |
5.4 |
5.1 |
5.4 |
5.4 |
5.6 |
5.3 |
5.5 |
5.2 |
5.5 |
5.2 |
| Vibrant cities and urban attractions |
5.0 |
5.1 |
5.0 |
5.1 |
5.0 |
5.3 |
4.9 |
5.2 |
4.8 |
5.2 |
4.8 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Tourism Overall |
12 |
9 |
14 |
12 |
7 |
12 |
11 |
10 |
12 |
12 |
9 |
| Would visit if money were no object |
15 |
11 |
15 |
15 |
10 |
12 |
13 |
12 |
11 |
14 |
11 |
| Natural beauty |
8 |
6 |
10 |
8 |
7 |
7 |
7 |
7 |
5 |
7 |
6 |
| Historic buildings and monuments |
11 |
8 |
12 |
10 |
8 |
10 |
10 |
10 |
10 |
10 |
7 |
| Vibrant cities and urban attractions |
19 |
19 |
23 |
20 |
18 |
19 |
17 |
19 |
18 |
21 |
17 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Immigration and Investment Overall |
64.1 |
61.3 |
63.8 |
65.4 |
60.5 |
67.9 |
60.8 |
65.4 |
58.6 |
68.4 |
56.5 |
| Willingness to live and work |
4.7 |
4.5 |
4.8 |
4.8 |
4.3 |
5.0 |
4.4 |
4.8 |
4.3 |
5.0 |
4.1 |
| Quality of life |
5.1 |
5.0 |
5.1 |
5.2 |
5.0 |
5.3 |
5.0 |
5.2 |
4.9 |
5.3 |
4.8 |
| Educational qualifications |
4.9 |
4.9 |
4.9 |
5.0 |
4.8 |
5.1 |
4.8 |
5.0 |
4.7 |
5.2 |
4.6 |
| Business to invest in |
4.5 |
4.1 |
4.5 |
4.6 |
4.0 |
4.6 |
4.2 |
4.5 |
4.0 |
4.8 |
3.8 |
| Equal opportunity |
4.9 |
4.8 |
4.8 |
4.9 |
4.9 |
5.2 |
4.7 |
5.0 |
4.6 |
5.1 |
4.6 |
| Demographic group |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Attribute |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
| Immigration and Investment Overall |
17 |
17 |
17 |
17 |
17 |
16 |
17 |
16 |
16 |
18 |
16 |
| Willingness to live and work |
15 |
12 |
15 |
13 |
13 |
10 |
14 |
14 |
12 |
13 |
12 |
| Quality of life |
16 |
17 |
15 |
16 |
17 |
17 |
17 |
17 |
18 |
17 |
17 |
| Educational qualifications |
17 |
17 |
18 |
18 |
16 |
16 |
18 |
16 |
18 |
18 |
16 |
| Business to invest in |
19 |
19 |
23 |
19 |
18 |
20 |
19 |
20 |
18 |
21 |
18 |
| Equal opportunity |
12 |
14 |
15 |
14 |
12 |
12 |
13 |
14 |
14 |
14 |
12 |
Contact
Email: minna.liinpaa@gov.scot