1. Nation Brands Index Culture, External Affairs and Tourism Analytical Team Helen Fogarty

2. 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

3. 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.

4. 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

5. 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

6. 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

7. Scotland Brand Rankings 2010 Tourism – 12th Governance -14th People – 15th Immigration and Investment – 16th Culture – 18th Exports – 23rd

8. 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

9. Scotland’s NBI Ranking by 20 Panel Countries 2010 The UK, USA, Australia, Sweden, Canada Germany and South Africa are the main drivers of Scotland’s reputation.

10. Self – Reflection How does Scotland see itself? –1 st or 14 th or 50 th ? –Similar or Different to other countries?

11. 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

12. 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………

13. Using the NBI Summary Report for Scotland is published annually on the Scottish Government publication webpages www.scotland.gov.uk/Resource/Doc/307844/00 96859.pdf www.scotland.gov.uk/Resource/Doc/307844/00 96859.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