Talking-up Scotland

The above infographic gives a quick idea of how Scotland’s image fares relative to 50 other countries. Here’s a brief explanation of the Anholt-GfK Roper NBISM :

‘Conducted annually since 2008, the Anholt-GfK Roper NBISM examines the reputation of 50 countries. Since 2008, the Scottish Government (SG) has used the NBISM to measure Scotland’s reputation internationally. This report provides statistics on Scotland’s reputation along six dimensions of national competence: Exports, Governance, Culture, People, Tourism, and Investment and Immigration. These together provide an overall indication of a Scotland’s reputation.’

Here’s an extract from the key points:

‘Generally, perceptions of Scotland were highest amongst Commonwealth and English-speaking countries with the United Kingdom, Canada and the United States ranking Scotland 6^th, 10^th and 11^th respectively. Between 2016 and 2018, Scotland’s reputation improved the most in Canada, Argentina and France. Scotland has a strong and balanced image and is rated as a Top 20 country on five of the six dimensions of reputation. Scotland’s strongest dimensions in 2018 were Tourism and Governance, which ranked Scotland 12^th and 14^th in the world, respectively. Scotland’s weakest dimension was Exports (23^rd). This is Scotland’s only dimension to rank outside of the Top 20. Out of the six dimensions, People was Scotland’s most improved dimension since 2016, increasing from 65.0 to 66.1 in 2018. Within the dimensions, Scotland fares very well in the rating of individual attributes. Natural beauty continues to be perceived as Scotland’s strongest characteristic, ranking 7^th out of the 50 nations, it ranked 11^th in relation to how welcoming the people of Scotland are, and 12^th for how it protects the environment, its rich cultural heritage and its rich historic buildings and monuments.’

For fuller account see this:

https://www.gov.scot/publications/anholt-gfk-roper-nation-brands-indexsm-2018-report-scotland/