Title | Nations Brands Index ( NBI) |
National Indicator/Target | Improve people's perceptions, attitudes and awareness of Scotland's reputation. |
Brief Description | This indicator is about Scotland's reputation around the world. The Anholt Nation Brands Index ( NBI) measures public perceptions of a country's nation brand across six areas of national competence, characteristics and assets. The indicator will track Scotland's brand and its performance through survey data both within and outwith Scotland ( i.e. domestic and international perceptions). Progress will be monitored against Scotland's absolute performance over 4 years, rather than Scotland's numerical rank/position on the Index. |
Strategic Objective(s) to Which Indicator Relates | This indicator informs progress in relation to all five Strategic Objectives, but in particular, Wealthier and Fairer. |
More Detailed Definitions |
Definitions of Keywords | A nation's brand, as defined by Simon Anholt's 'hexagon methodology' ( i.e. based on the 6 characteristics of a nation listed below), is about national identity and how a country is understood and perceived by others. It measures a nation's reputation as it exists around the world. The NBI surveys 25,900 respondents in 35 countries about 6 characteristics of a nation each of which touch on the 5 strategic objectives: - Exports
- Investment and immigration
- Tourism
- Governance
- People
- Culture and heritage.
|
Evidence Source | Data source: The Nation Brands Index as developed by Simon Anholt. Unit of measurement: Scotland's absolute performance (score) on the NBI. The NBI is currently the only analytical tool which ranks the world's nation brands. The NBI is a way of defining national identity and measuring it in a consistent, tangible and communicable way. However, that is not to say it is a 'definitive' measure, as concepts such as national identity are complex. Scotland does not currently subscribe to the NBI so, at present, there is a gap in the evidence base on public perceptions of Scotland and its identity overseas. |
Baseline and Past Trends | No baseline data exists at present. Scotland does not currently subscribe to the NBI. NBI data for Scotland will be available annually from 2008. |
Methodology | The results from Anholt's NBI survey are currently based on a representative sample of 25,907 respondents in 35 countries across the globe and the sample is sourced through GMI's global panels. The size of the sample in each country ranges from 200 to 1000 respondents. There are 1000 respondents in the UK panel and the sample will be boosted to include a further 500 respondents from Scotland. The sample is based on a demographically representative population of 'informed individuals' that are profiled by age, gender and, where applicable, race, ethnicity and geographical region. The assumption that the sample is 'informed' is based on the view that that these individuals have access to the internet and maintain email accounts. Response rates to the quarterly surveys are usually greater than 30%. The data gathered through the global panels are processed by GMI and are analysed by Simon Anholt through the NBI analytical model. |
Data Ownership and Quality Assurance | Global Market Insite ( GMI) currently collect the data on behalf of Simon Anholt who is responsible for the analysis of the data and the presentation of the research findings. |
Publication of Data | From 2008, data from the NBI will be published annually by Simon Anholt and press releases will be issued relating to the NBI as a whole and particular nations of interest. http://www.nationbrandindex.com/ |