The Anholt–GfK Roper Nation Brands Index: 2016 report for Northern Ireland

The Executive Office today published ‘The Anholt–GfK Roper Nation Brands IndexSM: 2016 report for Northern Ireland’, which provides a measure and rank of Northern Ireland’s international reputation.

Key findings

Northern Ireland was ranked 21st out of 50 nations on the 2016 Anholt GfK-Roper Nation Brands IndexSM (NBISM), with an overall score of 57.93. 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 (18th out of 50). The lowest rankings were received from India and Egypt (both 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 (20th), and People (22nd). Lower rankings were evident for Exports (25th), Tourism (28th) and Culture (29th).

Northern Ireland scored relatively highly in terms of favourability, with a score of 4.57 (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 21st out of 50 participating nations.

Eight per cent of respondents had previously visited Northern Ireland to take a vacation 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 Analysis, Insight and Outcomes Unit website.

About the Anholt-GfK Roper Nation Brands IndexSM 2016

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: Exports; Governance; Culture; People; Tourism; and Immigration and Investment. Northern Ireland was included in the NBISM for the first time in 2016.

The 2016 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: 

1. Media enquiries to TEO Press Office on 028 9037 8283. 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:

Tel: (028) 9052 2091
Email: paul.flynn@executiveoffice-ni.gov.uk

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