Costa Rica leads LatAm in branding and identity

Costa Rica ranked first among Latin American countries in the 2011-2012 Country Brand Index, said the Instituto Costarricense de Turismo Thursday.

Costa Rica rose three spots, positioning itself above Brazil, on the Latin American portion of FutureBrand´s seventh annual Country Brand Index.

FutureBrand is a global brand and corporate identity consulting company.

Similar to gauging the popularity of products or corporations, FutureBrand measures awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place to assess the strength of a country´s brand.

However, Costa Rica ranked 24 on the full list of 113 countries. Canada retained its position at the top of the rankings, and Pakistan finished up the list.

According to FutureBrand, the most important factors — the aspects that truly differentiate the rank of a country´s brand — are its associations and attributes across five key dimensions: value system, quality of life, good for business, heritage and culture and tourism. Out of these, Costa Rica was only ranked within the top 25 countries, placing 25th, in the value system category.

The report´s data and opinions, taken between July and September of this year, were drawn from 3,500 business and leisure travelers, 14 primary research markets and 102 expert contributors in 16 cities. More than 400 ideas developed in a collaborative exercise also provided the ratings.

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