Costa Rica: the region's most valuable brand

Effective strategies to attract investment have helped made Costa Rica the most valuable country brand in Central America, according to the annual report of Brand Finance.

With a brand value of $43 billion – 13% higher than last year - Costa Rica placed 68th in ranking of 100 countries.

Panama came second in Central America, one place behind Costa Rica, while Honduras was fifth.

Nicaragua was not included in the list.

The United States was for the second consecutive year the most valuable brand in the world, valued at more than $19 trillion, while Jamaica came last (figures in parentheses indicate the global position of each Central American country).

1. Costa Rica (68)
2. Panama (69)
3. Guatemala (72)
4. El Salvador (86)
5. Honduras (90)