StB – Scotland’s reputation abroad

Scotland the Brief, National Brand Index
Written by Tonie McKay

The Anholt – GfK National Brand Index conducts a global national branding survey each year which collects data on reputations of countries across the world.

This index can be used as a platform to inform countries of their perceived strengths and weaknesses. This allows governments, organisations and businesses to work on their identified weaknesses in order to improve their country’s brand image and reputation. This can have an impact on the country’s future growth and prosperity.

In 2016, Scotland’s strongest dimensions were Governance and Tourism. In terms of Governance, Scotland had a reputation for having an honest and competent government. The weakest dimensions were Investment & Immigration and Exports. Nevertheless, Scotland’s overall score was 62.2% close behind other successful nations such as Sweden (65%), Canada (68%) and Germany (69%).

The Anholt – GfK National Brand Index surveys the public opinion regarding 6 dimensions, these include:

Governance: The public opinion about the national government competence, fairness and its work and commitment to global issues.

Exports: The public image of the country’s products and services.

Tourism: The level of interest people have in visiting a country, and the interest that the country’s natural environment and man-made attractions draw.

Investment & Immigration: How attracted people are to live, work and study in the country based on quality of life and business environment.

Culture and Heritage: The perception of the country’s heritage and appreciation for its contemporary culture.

People: The global perception of the people’s competence, openness and friendliness amongst other aspects.

Additional information:

For the survey, 20,000 interviews are conducted online, speaking to adults over the age of 18 in 20 core panel countries. The panel countries include USA, Canada, United Kingdom, Germany, France, Italy, Sweden, Scotland, Russia, Poland, Turkey, Japan, China, India, South Korea, Australia, Argentina, Brazil, Mexico, Egypt and South Africa.

For the survey, 50 countries are measured. These include:

North America: Canada, Cuba, USA

Latin America: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru.

Europe: Austria, Belgium, Denmark, Finland, Germany, Greece, Netherlands, Italy, Northern Ireland, Scotland, Spain, Sweden, Switzerland, UK, Czech Republic, Hungary, Poland and Turkey

Eastern side of Europe: Kazakhstan, Russia

Asia Pacific: Australia, New Zealand, China, Taiwan, Japan, South Korea, Indonesia, Singapore and India

Africa: Egypt, Nigeria, Kenya, South Africa

Middle East: United Arab Emirates, Saudi Arabia, Iran and Qatar


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About the author

Tonie McKay

Tonie is Business for Scotland's Policy Research Executive, and is an EU national who has chosen to make her home in Scotland, originally from Stockholm.

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