Nation Brand Index
Increasing economic and social wellbeing through the historic environment.
| Organisation: | Historic Environment Scotland (using Scottish Government commissioned Nation Brand Index report for Scotland) |
| Project title: | Historic Environment’s valuable contribution to Scotland’s Reputation – Nation Brand Index (NBI) |
The Nation Brand index (NBI) is used by Scottish Government in the National Performance Framework (NBI in NPF) to evidence Scotland’s strong international reputation. NBI provides evidence for cross-cutting, wellbeing and international work.
Scotland’s international reputation is faring well and its reputation for cultural heritage is a strong contributor to that.
Scotland’s overall 2018 score of 62.7 and rank of 16th in NBI show that Scotland continues to have a strong reputation abroad. This is the highest score that Scotland has had since the baseline report in 2008 (Rank 16, Score 60.2).
Scotland is ranked out of 50 nations as:
• 12th for Cultural Heritage in 2018 and in 2016
• 12th for being rich in Historic Buildings and Monuments in 2018 and 2016
• 7th for natural beauty, which continues to be perceived as Scotland’s strongest characteristic
• 11th for how welcoming the people are.
Inn 2018, the most common words used to describe Scotland were fascinating (30%), exciting (25%), educational (22%), relaxing (22%). The words LEAST commonly used to describe Scotland were Depressing, Risky and Stressful (four per cent each). These proportions were all similar to those observed in 2016.
| Which OPiT key performance indicator is the project contributing to? | KPI 1 – Increase economic and social wellbeing benefits from the historic environment for the people of Scotland. |
| Contact name: | Karen Robertson |
| Contact email: | Karen.Robertson@hes.scot |
| Relevant web links: | https://nationalperformance.gov.scot/measuring-progress/national-indicator-performance |
Reviewed: October 2019