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Nation Brands Index

Nation Brands Index. Culture, External Affairs and Tourism Analytical Team Helen Fogarty. Today’s Aim. Overview of the Anholt Gfk-Roper Nations Brands Index, 2010 results for Scotland Examples of use of analysis from the Nation Brands Index. Why is the Nation Brands Index Important?.

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Nation Brands Index

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  1. Nation Brands Index Culture, External Affairs and Tourism Analytical Team Helen Fogarty

  2. Today’s Aim • Overview of the Anholt Gfk-Roper Nations Brands Index, • 2010 results for Scotland • Examples of use of analysis from the Nation Brands Index

  3. Why is the Nation Brands Index Important? • It is the source for National Indicator 45: “Improve people's perceptions, attitudes and awareness of Scotland's reputation” • Scotland’s brand is important to achieving Government’s purpose.

  4. What is the Nation Brands Index? • Online panel survey • Asked of 20,000 people in 20 countries • Scores the international brand of 50 nations • Measures the perceptions of Scotland’s brand by 10,000 people including 500 people in Scotland • Each question is asked on a scale 1-7 ranging from negative to neutral to positive

  5. What is a Nation Brand? • There are 6 dimensions to a Nation’s Brand: • People • Culture • Tourism • Governance • Exports • Immigration and Investment • With 3-5 aspects in each dimension

  6. Key Findings • Scotland has a strong overall brand in the Top 20 nations • Scotland ranks 15th on the Nation Brand Index in 2010 with a score of 59.7. • Relatively balanced scores across the 6 dimensions • Similar rankings to comparators New Zealand, Denmark, Finland and Ireland

  7. Scotland Brand Rankings 2010 • Tourism – 12th • Governance -14th • People – 15th • Immigration and Investment – 16th • Culture – 18th • Exports – 23rd

  8. Panel Countries The core 20 panel countries are: • Western Europe/North America: U.S., Canada, UK, Germany, France, Italy, Sweden • Central and Eastern Europe: Russia, Poland, Turkey • Asia-Pacific: Japan, China, India, South Korea, Australia • Latin America: Argentina, Brazil, Mexico • Middle East/Africa: Egypt, South Africa

  9. Scotland’s NBI Ranking by 20 Panel Countries 2010 The UK, USA, Australia, Sweden, Canada Germany and South Africa are the main drivers of Scotland’s reputation.

  10. Self – Reflection • How does Scotland see itself? • 1st or 14th or 50th? • Similar or Different to other countries?

  11. Using the NBI? • Cannot tell you the influences on people’s perceptions of Scotland’s brand • Cannot evaluate particular policies • Cannot easily compare the reputations of the UK and Scotland

  12. Using the NBI • You can use the NBI to generate ideas! • You can use the NBI to challenge perceptions! • You can use the NBI to make comparisons! • Here are some examples………

  13. Using the NBI • Summary Report for Scotland is published annually on the Scottish Government publication webpages www.scotland.gov.uk/Resource/Doc/307844/0096859.pdf • Data on other nations is available but is commercially sensitive – need clearance from the contractors to share • But there is a programme of in-house, secondary analysis ongoing

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