Scotland’s overall score on the Anholt-Ipsos Nation Brands IndexSM (NBISM) was 65.3 in 2022, an increase of 2.7 points since the last measurement in 2020 (62.6).

The score positions Scotland 15th across 60 measured countries around the world. Countries that did better than Scotland and ranked in the Top 10 were Germany, Japan, Canada, Italy, France, the United Kingdom, Switzerland, the United States, Sweden, and Australia.

Please note, although the Anholt-Ipsos Nation Brands Index is an annual survey, the Scottish Government has subscribed to it biennially since 2010. This is because the year-on-year changes in ranks and scores are generally small and can be adequately captured over a longer time period. 

The latest figures in 2022 show that Scotland’s overall score for reputation is improving internationally, with an increase of 2.7 points since the last measurement (in 2020).

Overall, respondents in the older age groups (45 years and over; and 30-44 years) tended to have a more positive image of Scotland than individuals in the youngest age group (18 to 29 years). Those aged 30 to 44 years scored Scotland higher than the other age groups across four out of the six dimensions. Across two dimensions the scores from the two older age groups were tied.  

Women scored Scotland higher than men across the Culture, People, and Tourism dimensions. Men scored Scotland higher than women across the Exports, Governance, and Immigration and Investment dimensions.