Costa Rica is the most valuable brand
An effective presentation of the concepts of “heritage”, “culture” and “tourism”, based on the promotional message “Essential Costa Rica”, helped the country place sixth in Latin America and first in the region in a FutureBrand ranking of country images.
Panama was one position below Costa Rica, while Nicaragua has the worst brand in Latin America.
Brazil placed first in the survey, which asked business persons and other travelers how much they would like to visit, invest or live in 21 Latin America countries (numbers in parentheses indicate the position in Latin America).
1 Costa Rica (6)
2 Panama (7)
3 Honduras (17)
4 Guatemala (19)
5 El Salvador (20)
6 Nicaragua (21)