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Why Costa Rica is a winning brand, by a leading marketing strategy consultant?

Friday, January 21, 2011


Dorie Clark, a marketing strategy consultant who has worked with clients including Google, Yale University, and the US National Park Service, said she recently returned from a trip to Costa Rica.

Along the way, she writes, she discovered that almost everyone she knows has either traveled there recently or has it at the top of their list.

How did this tiny Central American country become such a tourist juggernaut? The secret lies in Costa Rica's use of four branding principles.

Original source: Huffington Post