Reinterpretation of the interaction between the country brand Essential Costa Rica and the licensed hotel companies, within the framework of a brand architecture from Public Relations

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Abstract

The Essential Costa Rica brand is the first formally planned to position the different sectors of the country, including tourism. The concern then arises as to how the Costa Rican country brand manages relations in this area, a complex environment with a multiplicity of actors. This research proposes a theoretical approach to the study of a country brand from public relations, redefining the role of the discipline, allowing it to move from a positioning tool to the central axis of management. Therefore, it establishes a precedent in research on public relations and country branding. For the development of this study, the interaction of the country brand with its licensed hotel companies was structured through the theory of brand architecture. One of the main results is that licensing is limited to an administrative process, but has the potential to build beneficial relationships; The application of a theoretical model for the management of Esencial Costa Rica from public relations is exposed. This link is restructured in a brand architecture proposal reinterpreted from public relations that designs a canvas to project the future of Esencial Costa Rica through the organization of the wide and diverse range of actors: licensed companies (characteristics, needs and strengths or different opportunities).

Keywords

Brand Architecture, Essential Costa Rica, Brand Management, Country Brand, Public Relations, Tourism

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References

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Author Biographies

Javier Alonso Ballesteros Vargas, University of Costa Rica

Bachelor of Science in Collective Communication with a concentration in Public Relations and Bachelor of Political Science from the University of Costa Rica, co-author of the thesis "Public Relations in the interaction between the country brand Essential Costa Rica and licensed hotel companies, in the framework of the construction of the national reputation in Costa Rica”. For more than 5 years, Account Executive at the Próxima Comunicación y Relaciones Públicas agency; recently, founding member of the sociopolitical (electoral) movement Coalición Costa Rica.

Pamela Priscilla Cambronero Fernández, University of Costa Rica

Bachelor of Science in Collective Communication with a concentration in Public Relations at the University of Costa Rica and co-author of the thesis "Public Relations in the interaction between the country brand Essential Costa Rica and licensed hotel companies, within the framework of construction of the national reputation in Costa Rica”. Currently, External Relations Officer in the Communication and Marketing Unit of the Omar Dengo Foundation.

Cristin Gloriana Ramírez Poveda, University of Costa Rica

Graduated in Collective Communication Sciences with a concentration in Public Relations and a Bachelor's degree with a concentration in Advertising from the University of Costa Rica and co-author of the thesis "Public Relations in the interaction between the country brand Essential Costa Rica and licensed hotel companies, in the framework for the construction of the national reputation in Costa Rica”. Currently, Consultant with experience in strategic communication, digital, innovation and communication for development.

DOI

https://doi.org/10.33115/udg_bib/cp.v7i15.22190

Published

2018-12-13

How to Cite

Ballesteros Vargas, J. A., Cambronero Fernández, P. P., & Ramírez Poveda, C. G. (2018). Reinterpretation of the interaction between the country brand Essential Costa Rica and the licensed hotel companies, within the framework of a brand architecture from Public Relations. Communication Papers. Media Literacy and Gender Studies., 7(15), 171. https://doi.org/10.33115/udg_bib/cp.v7i15.22190

Issue

Vol. 7 No. 15 (2018)

Section

Articles