Essential Costa Rica creates the essence of the Costa Rican brand. The brand is created to establish the values of the country and how the residents feel about their culture. Branding is focused on sustainability and pura vida. The second aspect is the Marketing of Costa Rica which is more focused on the tourism and economic aspect of the country. Procomer is the marketing aspect of Costa Rica which plays into exports and imports. CINDE works with attracting national companies to Costa Rica with their 5 point reasonings which include, experience, talent, productivity, location, and stability.
A country brand is focused on the perception of Costa Rica while the destination brand is focused on marketing for tourism.
The United States brand is more focused on ideas of freedom and rights through individualism rather than Costa Rica which is focused on community and collaboration for growth. I feel as if the brand of costa rice is more clear and defined in comparison to the United States. The US does not have as many governing bodies and companies who participate in US branding.
I am defined by my values of education, travel, and collaboration. My community, relationships, and experiences all contribute to my essence. I value learning and understanding. I enjoy experiencing new cultures and getting to be apart of new worlds. I am happy to gain knowledge in Costa Rica and learn about their essence.
Public Relations and Marketing 