On the Excellence of the Costa Rica Brand

The four principles of branding which make a small country with just over four million people receive two million tourists per year.

Tuesday, January 25, 2011

1 - Identification of major strengths
In the case of Costa Rica, biodiversity accounts for 4% of animal and plant species on the planet, and this is a main attraction for nature lovers.

2 - Intense exploitation of its main strengths
Costa Rica beats the drum continuously with the characteristics of its nature, how it protects, and its slogan "No artificial ingredients.”

3 - Protection Against Excesses
Eco-tourism is a fragile activity which can be destroyed with mass crowds of tourists carrying Nikon cameras and stepping on everything.

4 - Care Safety
Costa Rica has not suffered the violence of civil wars and must take care not to allow drug trafficking gangs. Nobody is interested visiting a country to enjoy nature and at the same time be afraid of assaults or kidnappings.

More on this topic

Costa Rica Publishes Regulations On Country Brand

November 2013

It is estimated that there are more than 50 companies waiting for the definition of the steps necessary to legitimately use the trade mark 'Essential Costa Rica'.

With the publication of the regulation in the Official Gazette," the Institute of Technical Standards of Costa Rica (Inteco) will be able to apply the exam for evaluators to visit companies interested in becoming certified with the brand," noted an article in Elfinancierocr.com.

"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.

10 Things Country Brand IS NOT

February 2010

Country Brand is a lot of things, and could be defined in many different ways, but there are 10 things it is not:

1. Something just related to tourism
2. Not just a slogan
3. Not a CNN TV spot
4. Not just for foreigners
5. Not a short term project
6. Not a cosmetic issue
7. Not like other corporate 8. brands

Costa Rica Wants a "Country Brand"

March 2009

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

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