Costa Rica Wants a "Country Brand"

The Costa Rican Tourism Institute (ICT) is investing $1 Million to create a "country brand" to be launched in November 2009.

Friday, March 20, 2009

The idea is to create a brand that represents all sectors of the country. For those that already have a brand such as the tourism sector, the banana industry and others, the "country brand" will be a complement.

The website published: "Marco Vinicio Ruiz, Minister of Foreign Trade, added that the brand will be of great importance to be able to distinguish Costa Rica in new markets where it is little known such as Eastern Europe or several Asian countries."

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"esencial COSTA RICA" New Country Image

September 2013

The new brand image for the country will promote tourism, boost exports and attract investment.

From a press release by the Ministry of Foreign Trade (Comex):

esencial COSTA RICA henceforth will be a national brand that Costa Rica will use officially to present its international image to the world.

A Brand Image for Costa Rican Pineapples

July 2013

The Costa Rican pineapple sector wants to consolidate the presence it has gained in major international markets.

It is negotiating with the Foreign Trade Promotion Office the terms needed to create a brand for the country in the next few months, which they hope will help maintain the explosive volume that has been exported.

Counterproposal to the "Essential Costa Rica" Brand

September 2013

"... When a brand needs to be explained in order to be understood, it is getting off on the wrong foot" - Jorge Oller, Tribu DDB  

When criticism comes from the experts, it should be listened to. In this case the criticism is well founded, especially when it has been pointed out that that if a brand has to be explained in order to be understood, something "essential" is wrong ...

Panama: "Where the World Meets"

February 2012

Finally, copyright on the phrase registered 15 years ago by tourism businesses in Miami, now belongs to the State of Panama, who will use it as a brand slogan for the country.

Panama has acquired all rights to the phrase "Where the world meets", which will be used to promote a national brand that will identify foreign products and services offered by the nation.

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