| Title | Nations Brands Index (NBI) |
Associated Targets | No target has been set. Progress will be monitored against Scotland's absolute performance over 4 years, rather than Scotland's numerical rank/position on the Index. |
Brief Description | This indicator is about Scotland's reputation around the world. The Anholt GfK-Roper 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). |
Strategic Objective(s) to Which Indicator Relates | This indicator can be seen in the context of all 5 strategic objectives, in particular, Wealthier and Fairer. The NBI surveys 20,000 respondents in 20 countries, asking them to think about the reputation of 50 nations around the world. The 6 characteristics/dimensions of a nation's reputation each touch on the 5 strategic objectives: - Exports
- Investment and immigration
- Tourism
- Governance
- People
- Culture
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More Detailed Definitions | |
Definitions of Keywords | A nation's brand, as defined by Simon Anholt's 'hexagon methodology' (i.e. the 6 characteristics of a nation listed above), 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. |
Evidence Source | Data source: The Anholt GfK-Roper 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 subscribed to the first Anholt GfK-Roper NBI in 2008 and data will be available annually. |
Baseline and Past Trends | The 2008 data is the baseline for this indicator. Data will be collected annually. Simon Anholt developed the Nation Brands Index in 2005 and it was originally run as a quarterly survey by the contractors GMI. Scotland commissioned an NBI survey in Q4 2007 and this data was used as a proxy for the launch of Scotland Performs in 2008. The 2007 and 2008 data are not comparable due to the expanded coverage, new sample distribution control, questionnaire design and NBI formula for scoring. Trend comparisons can only be made therefore of the 2008 NBI with future waves. |
Methodology for Data Source | The results from Anholt's NBI survey are currently based on a representative sample of 20,000 respondents in 20 core countries and the sample is sourced through GfK's global panels. In 2008, interviews were conducted with approximately 1000 people in each of the 20 core countries. In addition to the 20 core countries, 500 respondents from Scotland were also interviewed. Adults age 18 and over who are online are interviewed in each country. Using GfK-Roper panels, the achieved sample in each country is weighted to reflect key demographic characteristics such as age, gender, and education of the 2008 online population of that country. Additionally, in the United States, South Africa, India and Brazil, race/ethnicity has been used for sample balancing. Using a survey questionnaire in each panel country, the list of 50 nations is randomly assigned to respondents (except in Turkey and Egypt), each of whom rates 25 nations, resulting in each nation getting 500 ratings per panel country. The data gathered through the global panels are processed and analysed by GfK-Roper using the NBI analytical model, which is the intellectual property of Simon Anholt and GfK-Roper. |
| Data Ownership and Quality Assurance | National Statistics do not collect relevant data in relation to nation brand/identity/reputation from an international perspective. GfK-Roper Public Affairs and Media (GfK) currently collect, analyse and report on the data. Simon Anholt, who developed the NBI concept, offers commentary and analysis on the findings also. Government analysts will receive NBI data annually, in SPSS data sets, and will be able to carry out additional briefing/analysis. |
Publication of Data | From 2008, data from the NBI will be published annually by GfK-Roper and press releases will be issued relating to the NBI as a whole and particular nations of interest. http://www.nationbrandindex.com/ |
Methodology for Recent Change Arrow on Scotland | 2008 provided the baseline data. The arrow change therefore refers to data being collected. |
Future issues or reviews | The next survey takes place in Summer 2009. |