The story in the Scottish press yesterday of Celtic FC’s manager and two of its high-profile supporters being targeted by bombers has gone on to make headlines around the world, earning coverage in the New York Times, Spain’s El País and Russia’s Pravda.

The incident is an extreme of an underlying, and once again high profile, sectarian problem in Scottish society that doesn’t appear to be going away. As a result, will the international coverage and highlighting of the problem have a negative affect on the global image of the Scottish brand?

In its statement to the Drum VisitScotland reiterates Scotland’s standing in the eyes of the world, saying “Scotland is world renowned for its hospitality and warm welcome”. And, while quickly moving to label the act “completely unacceptable”, puts forward the organisation’s viewpoint that it “doesn’t anticipate that these incidences will impact on tourism”.

This opinion echoes that of Michael Kelly, an individual who knows a thing or two about branding a city, if not a country. Kelly, the former Lord Provost of Glasgow who helped to rejuvenate the image of the city with his ‘Glasgow’s miles better’ campaign, says that while incidents like this tend to produce huge publicity it is usually for a very short period of time and people forget them very quickly.

He adds: “As long as there’s no sustained campaign and it is snuffed out very quickly, and especially if the police catch the person and it’s demonstrated to be one individual, then I don’t think there’s any problem.”

Kelly points to the Basque Country as a far more serious situation but notes “there’s no effect on visitors to Spain and that’s a campaign that’s gone on for years”. He admits that Northern Ireland had a great problem with its brand following violence that went on for a number of years, but “a one off incident like this, which could happen in any city for any reason, will not affect the Scotland brand”.

“It’s bad publicity. It’s not good for Scotland, it’s not good for Glasgow to have this attention focussed on it, but I don’t think that in term of reducing visitor numbers or affecting products in Scotland that it will have any long term effect.”

Kelly, now a PR consultant with Michael Kelly Associates, is a one-time board member of Celtic FC giving him an even more compelling insight into the situation. He is quick to reject any suggestion that the clubs have a part to play in the short term to save Scotland’s reputation.

“It is beyond the clubs now” he states. “This is somebody behaving as a criminal. The clubs have done what they can to contain sectarianism, which is different and a long term problem that needs a social solution. This is a criminal act that the police must deal with. I’d separate the two completely.”

Brand Forensics founder Jonathan Gabay isn’t so quick to absolve Celtic and Rangers from taking some responsibility, saying that the meeting between the clubs at Ibrox on Sunday is “their chance to show the world’s press that this is not reflective of both teams in terms of their attitudes.”

“Media coverage around the world has been centred on the Celtic/Rangers rivalry,” said Gabay, adding “it has not said the problem is true of the whole of Scotland”.

“People are sensible enough to realise that this is probably a tiny minority or perhaps even just one person,” he continues.

“The rivalry is long-seated, but to get to this point I think is to get to tipping point, and I think this is an opportunity for all of Scotland’s supporters whatever the team might be to show that the problem is not universal.”

Whatever the long-term impact on Scotland’s reputation, the world’s media is sure to be intensely focussed on goings-on at Ibrox park on Sunday.