Names and Brands / Fernando Dámaso
Fernando Dámaso, 29 October 2016 — Creating a brand name respected
around the world requires resources, effort and time. In the colonial
and republican eras certain Havana names became famous established
brands over time.
Among retail department stores there were El Encanto, Fin de Siglo, La
Epoca, La Opera, Filosofia, Sanchez Mola and Los Precios Fijos. Stores
specializing in jewelry, fine china, and luxury giftware included Le
Trianon, Riviera and Cuervo y Sobrino.
Confectioners included Potín, La Gran Vía, and Sylvain. Restaurants and
cafes included La Zaragozana, El Castillo de Farnes, Floridita, El
Emperador, Monseñor, El Castillo de Jagua, and Rancho Luna.
If other types of retailers are included, the list becomes almost
endless. This was the case throughout the entire island.
Brands also repeated the phenomenon: Bacardí. Arechabala, Hatuey,
Cristal, Tropical, Polar, Pilón, Regil, Jon Chí, Tío Ben, Bola Roja, El
Miño, Nalón, Escudo, Catedral, Guarina, Hatuey, Regalías El Cuño,
Partagás, H. Hupman, Competidora Gaditana, Trinidad, and many more.
Beginning in 1959 the new authorities changed the names and the brands,
and allowed years of resources and serious work by many Cubans to be
lost. It was a suicidal commercial policy, replacing established names
and brands with absurd numbers and generic names.
So appeared the markets A-14, S-34, M-67, and others; cigarettes were
all Popular or Soft; soaps were Nácar; soft drinks and deodorant were
Son; cologne, shampoo, and other products were Fiesta.
Gone were the labels and containers that differentiated one brand from
another, although they were made in different places. Names and brands
to defend or to answer for ceased to exist, losing quality.
This still happens with some products, the most representative example
being matches: they are called Chispa, although their producers are
different and they are located in different provinces. Many beers, with
different brand names, are produced in a factory in Holguín, closing the
existing factories in Havana.
With the slow entry into the world market, some names and brands have
been rescued and other new ones have been created.
As for commerce, the laurels go to the Historian of the City, who has
restored the original names to many business of the historic district,
although with some liberties regarding their locations: Cuervo and
Sobrinos were in Águila and San Rafael and not in Oficios and Muralla,
where they are located now. But hey, not everything can be perfect. The
effort should be appreciated.
Hopefully the new private businesses being built on the sites of old
shops will imitate him. Maybe this way in Havana and in other places in
Cuba the lost historic continuity will be restored.
Source: Names and Brands / Fernando Dámaso – Translating Cuba –