7.1 Scotland's score of 62.2 per cent and rank of 15 th on the NBI SM show that Scotland continues to have a strong reputation abroad, and places it alongside and sometimes ahead of other comparator small, high income Western nations. Scotland's relative rank has improved overall from 2014, rising two places from 17 th to 15 th. In terms of absolute score, Scotland has improved from 61.8 per cent in 2014 to 62.2 per cent in 2016, an overall change of 0.4 points. This is the highest score Scotland has received since the baseline study of 2008.
7.2 As outlined in section 3, across the six NBI SM dimensions, respondents were asked a total of 23 questions. Using the concept of the NBI SM hexagon, these attributes are visually summarised in Figure 7.1, where the centre of the circle represents the position of rank 50 (last), and the outer circle represents the first (and most reputable) position.
7.3 Figure 7.1 shows that when all six NBI SM dimensions of Scotland's reputation are considered, Tourism, Governance, and People continue to be the dimensions most recognised by the participants from around the world. Out of the primary dimensions, Scotland's score on Governance showed the greatest improvement.
Figure 7.1: NBI SM Scotland's reputation across the 23 attributes 2014 and 2016 (by rank)
7.4 For the most part, participants from across the world are able to distinguish between the different aspects of Scotland's reputation. Participants from certain countries are more familiar with Scotland and are therefore better able to judge its strengths. English-speaking countries, European neighbours, Commonwealth countries, and the UK in particular, are the most favourable and familiar in terms of Scotland's reputation.
7.5 While Scotland's score has increased between 2014 and 2016, the change of 0.4 is below the 1.0 percentage point threshold for Scotland's National Indicator 5, indicating that Scotland's reputation is 'maintaining' internationally.
Email: Angela Hallam