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'.


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.

Table 14: NBI SM Familiarity with Scotland by gender, age, occupation and tourism (2022)

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

Table 15: NBI SM Favourability towards Scotland by gender, age, occupation and tourism (2022)

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

Table 16: NBI SM Scotland's reputation score for Exports by gender, age, occupation and tourism (2022)

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

Table 17: NBI SM Scotland's reputation rank for Exports by gender, age, occupation and tourism (2022)

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

Table 18: NBI SM Scotland's reputation score for Governance by gender, age, occupation and tourism (2022)

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

Table 19: NBI SM Scotland's reputation rank for Governance by gender, age, occupation and tourism (2022)

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

Table 20: NBI SM Scotland's reputation score for Culture by gender, age, occupation and tourism (2022)

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

Table 21: NBI SM Scotland's reputation rank for Culture by gender, age, occupation and tourism (2022)

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

Table 22: NBI SM Scotland's reputation score for People by gender, age, occupation and tourism (2022)

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

Table 23: NBI SM Scotland's reputation rank for People by gender, age, occupation and tourism (2022)

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

Table 24: NBI SM Scotland's reputation score for Tourism by gender, age, occupation and tourism (2022)

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

Table 25: NBI SM Scotland's reputation rank for Tourism by gender, age, occupation and tourism (2022)

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

Table 26: NBI SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2022)

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

Table 27: NBI SM Scotland's reputation rank for Immigration and Investment by gender, age, occupation and tourism (2022)

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

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