Over the course of an entire decade, Essential Costa Rica excelled in developing a nation brand that represents more than just tourism. Due to the nation’s effort on building a peaceful country while also focusing on innovation and talent, Costa Rica has been able to expand its economic resources without hindering its natural reserves. Consequently, Costa Rica has become a leading nation in encouraging sustainability and a reference among nation brands globally. As the celebration for the brand’s 10-year anniversary was approaching, Essential Costa Rica contacted Bloom Consulting to determine the Vision 2035 for the nation brand that will consider the new dynamics related to sustainability.
As part of the project, Bloom Consulting identified global meta trends that to various extents would impact the socio-economic environment of countries. On the other hand, it was crucial to understand the perspective of local stakeholders regarding the strengths and weaknesses of Costa Rica as a country and as a nation brand. To accomplish this, Bloom Consulting conducted in-depth interviews with a series of stakeholders, of both the public and private sector, representing economy, culture, investment, tourism, health, and more. Applying the Nation Brand Taxonomy Model, stakeholders were asked to evaluate the performance of Costa Rica in the 13 areas such as governance and internal policies, foreign affairs, economy and business ecosystems, society and values, well-being and healthcare, and more. Furthermore, interviewees expressed their current perception regarding the country development and the key areas of improvement.
Combining both data sets, the stakeholder perceptions and meta-trend analysis, Bloom Consulting presented Essential Costa Rica with strategic objectives for the nation brand Vision 2035.
