Costa Rica's country brand, esencial COSTA RICA, is recognized as a success story in Philip Kotler's 'Essentials of Modern Marketing' [5]. Kotler, a renowned figure in modern marketing, highlights Costa Rica's dedication to sustainability, talent, and culture [5].
Established in 2013, esencial COSTA RICA aims to enhance the country's global image and boost exports, foreign investment, and tourism [2, 5]. Adriana Acosta, director of esencial COSTA RICA, expressed pride in the brand's inclusion in Kotler's book, emphasizing the significance of a long-term vision and commitment to national values [2, 5].
The book analyzes 20 brands that inspire transformation and leadership through modern marketing [2, 5]. The book presentation took place on April 24 in Panama City, gathering over 100 business leaders and brand representatives [2, 5].