High Level Summary of Statistics Trend Last update: Saturday, May 17, 2008
Scotland's Reputation
The Anholt Nation Brand Index conceptualises a nation's reputation across 6 dimensions. Scotland's reputation, as measured by the Anholt Nation Brand Index, was scored as 118.3 for Quarter 4 2007.
Respondents showed a stronger awareness of Scotland's image in terms of tourism, people and culture & heritage, rather than its exports, governance and immigration & investment. Its reputation as a tourist destination is particularly developed, scoring 23.72. Where Scotland's reputation is not recognised as clearly, survey data indicates that this is a reflection of respondents' lack of awareness and knowledge about Scotland. Scotland's score is very similar to other small, wealthy European nations, like Norway, Denmark, Finland and Ireland.
The Scottish Government has set a National Indicator to improve attitudes, perceptions and awareness of Scotland around the world.
Source: Scottish Government, Office of the Chief Economic Adviser
Note: the scores for People, Culture and Heritage and Tourism are out of 30.5. The scores for Exports, Immigration and Investment and Governance are out of 28.
Further Information