In a recent study Costa Rica has been recognized as having the strongest country brand in Latin America. Future Brand has recently released their 7th annual edition of the Country Brand Index (CBI) which evaluates 113 countries around the world. FutureBrand assesses the strength of a country brand by measuring awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place. The most important factors that differentiate a country's brand are: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism. A country that's focused on its people and their needs will always score highly.
In the report FutureBrand writes that's it's been a challenging year for the US which fell 3 places in the index to #6. The downward trend is partially due to troubled socio-political and economic fortunes. However, the US has shown some improvement in perceptions relating to business opportunities (their research was undertaken before the decline in the US credit rating). Tourism also improved in the US due to significant worldwide perception of value due to the weakening of the dollar.
Costa Rica moved up 3 points from its 2010 ranking to #24 overall and #1 in Latin America. Latin America in general has gained significantly due to many years of relative political stability. Costa Rica was also acknowledged in the category of Natural Beauty reaching 5th place worldwide falling behind New Zealand, Norway, Switzerland and the Maldives. You can find the full article here: http://www.futurebrand.com/think/reports-studies/cbi/2011/overview/
In the report FutureBrand writes that's it's been a challenging year for the US which fell 3 places in the index to #6. The downward trend is partially due to troubled socio-political and economic fortunes. However, the US has shown some improvement in perceptions relating to business opportunities (their research was undertaken before the decline in the US credit rating). Tourism also improved in the US due to significant worldwide perception of value due to the weakening of the dollar.
Costa Rica moved up 3 points from its 2010 ranking to #24 overall and #1 in Latin America. Latin America in general has gained significantly due to many years of relative political stability. Costa Rica was also acknowledged in the category of Natural Beauty reaching 5th place worldwide falling behind New Zealand, Norway, Switzerland and the Maldives. You can find the full article here: http://www.futurebrand.com/think/reports-studies/cbi/2011/overview/
