- The Nation Brand strategy was launched at the B2B Forum, an event in which the licensing community shares best practices and trends.
San José, October 24, 2023. Create strong messages focused on climate change and sustainability through the Natural Intelligence concept. This is the strategy that Essential Costa Rica will follow with a view to the year 2035 in national and international audiences. According to the strategy that the Nation Brand unveiled this Monday afternoon, October 23, during the B2B Forum event, as part of its 10th anniversary.
According to the President of the Nation Brand Committee and General Manager of PROCOMER, Laura Lopez, Costa Rica already enjoys an important position in climate change and environmental preservation. For this reason, this strategy will capitalize on what the country has built with concrete actions to enhance the international image and promote the implementation of strategies to consolidate Costa Rica’s leadership in these issues.
“Costa Rica has made great decisions over the years, such as its commitment to sustainability many decades ago. We have demonstrated that there is no contradiction between the environment and economic growth, and we have implemented innovative laws and programs, such as payment for environmental services. Since then, our GDP has grown hand in hand with our forests, which is why we will continue to support these actions, as they have already been successful and, we are sure, will continue to position us as leaders in these issues worldwide,” said López.
The strategy for the next decade was developed after an analysis of global meta-trends to define the issues that will continue to be relevant in the future. Sessions were also held with Costa Rican stakeholders from different public and private sectors, including business chambers, academia, health, tourism, among others. This analysis was developed by Bloom Consulting, a firm specialized in Nation Branding, which analyzed data through an innovative methodology called “Nation Brand Taxonomy Model”.
Adriana Acosta, Director of the Nation Brand Essential Costa Rica, explained that the “Nation Brand Taxonomy Model” analyzes 13 categories that define the perception of a country and identifies key perceptions and actions required to build on those values. “The study analyzed risks and opportunities for the Nation Brand, highlighting certain strategic categories, which are also oriented to global meta-trends, where climate change is and will continue to be an issue with great relevance worldwide and where Costa Rica has many achievements to share,” commented Acosta.
For these reasons, the 2035 vision of Essential Costa Rica will focus on the narrative in the above-mentioned topics. “This is an opportunity to continue building on Costa Rica’s positive image. Differentiate ourselves from the narrative of other nation brands in the world and achieve international media coverage. We have tangible facts in these areas, which allow us to consolidate our position as a leading country in climate change and sustainability issues,” added Acosta.
Essential Costa Rica 10th anniversary
In 2023, it will be 10 years since the launch of the Nation Brand Essential Costa Rica as a tool to boost the country’s positive reputation to promote tourism, exports, and investments. In these 10 years, the Brand has built a prestigious image at national and international level, supported by multiple achievements and recognitions that have left their mark on its history.
A licensee community with more than 700 companies committed to values that increase their business competitiveness, recognitions that celebrate the strategic vision of the brand, named the Nation Brand of the year at the City Nation Place Awards London 2019. As well as the 4th best Nation Brand in tourism and 9th best in business in 2022, and even a project celebrated internationally as the design of Costa Rica’s biometric passport, an innovative initiative that shows the world the Costa Rican essence. These are just some milestones achieved that have positioned Costa Rica as one of the leading countries in excellence and sustainability.
The celebration of this 10th anniversary of the Nation Brand took place during the B2B Forum, a space created to share experiences and best practices with the more than 700 companies that constitute the Essential Costa Rica licensee community.
This year, the forum featured Costa Rican speakers who stand out nationally and internationally and who represent the Nation Brand’s values of excellence, innovation, sustainability, Costa Rican connection, and social progress. Such is the case of Miguel Álvarez, CEO of With Robots and Global CTO of AnalogFolk Group; Adriana Echandi, CEO of Morpho Travel Experience; Álvaro Luque, President and CEO of Avocados from Mexico; Fernando Castro, Vice President and CEO of Blue Zones Nicoya; and Luis Mastroeni, Director of Corporate Relations and Sustainability at Cooperativa de Productores de Leche R.L – Dos Pinos. Likewise, Nation Brand ambassadors participated in the B2B Forum, telling their story and relationship with the Brand.
