Scotland's reputation

Anholt GfK-Roper Nation Brands Index (NBI): Average scores of the six dimensions of national competence, given as a value (not percentage) out of 100. Find out more about this indicator.

Scotland’s overall score on the Anholt-Ipsos Nation Brands IndexSM (NBISM) was 62.6 in 2020, a decrease of 0.1 points since the last measurement in 2018 (62.7).

The score positions Scotland 17th across 50 evaluated countries around the world. Countries that did better than Scotland and ranked in the Top 10 were Germany, United Kingdom, Canada, Japan, France, Italy, Switzerland, Sweden, Australia, and the United States.

The latest figures in 2020 show that Scotland’s overall score for reputation is maintaining internationally, with a decrease of 0.1 points since the last measurement (in 2018).

Performance Maintaining

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