Anholt–GfK Roper Nation Brands Index (SM): 2017 report for Northern Ireland published
Date published:
The Executive Office today published ‘The Anholt–GfK Roper Nation Brands Index (SM): 2017 report for Northern Ireland’, which provides a measure and rank of Northern Ireland’s international reputation.
Key findings
Northern Ireland was ranked 22nd out of 50 nations on the 2017 Anholt GfK-Roper Nation Brands Index (SM) (NBISM), with an overall score of 59.01. This score is closer to top scoring nations than the lowest.
Northern Ireland received higher overall rankings from western European and Anglo–American nations, with the highest overall ranking received from the United Kingdom, France, Germany and Italy (21st out of 50). The lowest rankings were received from Egypt (37th).
In terms of the six core dimensions which determine the overall score and ranking, Northern Ireland was ranked highest in relation to Governance (20th), Immigration and Investment (21st), and People (22nd). Lower rankings were evident for Exports (26th), Tourism (28th) and Culture (30th).
Fifty-three per cent of respondents reported that they had some knowledge Northern Ireland, resulting in a ‘familiarity’ ranking of 37th out of the 50 participating nations. Northern Ireland scored relatively highly in terms of favourability, with a score of 4.61 (based on a scale from 1 to 7, with 7 being the highest and best, and 1 being the lowest and worst), giving a rank of 23rd out of 50 participating nations.
Nine per cent of respondents had previously visited Northern Ireland to take a holiday and / or for business purposes. These respondents scored Northern Ireland significantly higher in each of the six core dimensions than respondents who had not previously visited.
The report and associated data tables are available on the Executive Office Statistics and Research website.
About the Anholt-GfK Roper Nation Brands Index (SM )2017
The NBISM is an analytical tool which attempts to measure and rank the broad international reputation of 50 nations, across six dimensions of national competence: Governance; Immigration and Investment; Tourism; People; Exports and Culture. This is Northern Ireland’s second inclusion in the NBISM after being included for the first time in 2016.
The 2017 NBISM survey involved over 20,000 online surveys, in 20 major developed and developing panel countries, with at least 1,000 per country.
All rankings presented in the report are out of 50. The overall NBISM score is indexed to 100.
Notes to editors:
- Media enquiries to TEO Press Office on 028 9037 8201. Out of office hours contact the Duty Press Officer via pager number on 07623 974 383 and your call will be returned.
- Further information relating to the collection and production of the statistics can be obtained by contacting:
Emma Morgan
The Executive Office
PfG Analytics
Castle Buildings
Stormont Estate
Belfast
BT4 3SR
Tel: 028 9052 0021
Email: emma.morgan@executiveoffice-ni.gov.uk