Nation Brands IndexNation Brands Index

Culture, External Affairs and Tourism Analytical Team

Helen Fogarty

Today’s Aim

• Overview of the Anholt Gfk-Roper Nations Brands Index,

• 2010 results for Scotland

• Examples of use of analysis from the Nation Brands Index

Why is the Nation Brands Index Important?

• It is the source for National Indicator 45:

“Improve people's perceptions, attitudes and awareness of Scotland's reputation”

• Scotland’s brand is important to achieving Government’s purpose.

What is the Nation Brands Index?

• Online panel survey • Asked of 20,000 people in 20 countries• Scores the international brand of 50

nations• Measures the perceptions of Scotland’s

brand by 10,000 people including 500 people in Scotland

• Each question is asked on a scale 1-7 ranging from negative to neutral to positive

What is a Nation Brand?• There are 6 dimensions to a Nation’s

Brand:– People– Culture– Tourism– Governance– Exports– Immigration and Investment

• With 3-5 aspects in each dimension

Key Findings

• Scotland has a strong overall brand in the Top 20 nations– Scotland ranks 15th on the Nation Brand

Index in 2010 with a score of 59.7. – Relatively balanced scores across the 6

dimensions– Similar rankings to comparators New

Zealand, Denmark, Finland and Ireland

Scotland Brand Rankings 2010

• Tourism – 12th

• Governance -14th

• People – 15th

• Immigration and Investment – 16th

• Culture – 18th

• Exports – 23rd

Panel Countries

The core 20 panel countries are:• Western Europe/North America: U.S., Canada,

UK, Germany, France, Italy, Sweden• Central and Eastern Europe: Russia, Poland,

Turkey• Asia-Pacific: Japan, China, India, South Korea,

Australia• Latin America: Argentina, Brazil, Mexico• Middle East/Africa: Egypt, South Africa

Scotland’s NBI Ranking by 20 Panel Countries 2010

The UK, USA, Australia, Sweden, CanadaGermany and South Africa are the maindrivers of Scotland’s reputation.

Self – Reflection

• How does Scotland see itself?

–1st or 14th or 50th?

–Similar or Different to other countries?

Using the NBI?

• Cannot tell you the influences on people’s perceptions of Scotland’s brand

• Cannot evaluate particular policies

• Cannot easily compare the reputations of the UK and Scotland

Using the NBI

• You can use the NBI to generate ideas!

• You can use the NBI to challenge perceptions!

• You can use the NBI to make comparisons!

• Here are some examples………

Using the NBI

• Summary Report for Scotland is published annually on the Scottish Government publication webpages www.scotland.gov.uk/Resource/Doc/307844/0096859.pdf

• Data on other nations is available but is commercially sensitive – need clearance from the contractors to share

• But there is a programme of in-house, secondary analysis ongoing