In the Country Brand, the identity of a nation

To speak of the Country Brand is to evoke the official sign of national identity and origin, in which the principles, cultural heritage and unique qualities of the Cuban nation are condensed.

Its adoption, according to the law, strengthens the visual identification of the country and conveys an image in accordance with the model of society that characterizes us; therefore, the designation of the body to authorize its proper use, as well as to be responsible for the control, supervision, promotion and protection of this sign in Cuba and abroad, was an urgent matter that was materialized yesterday, in the presence of the member of the Political Bureau of the Party and Prime Minister, Manuel Marrero Cruz.

Thus the Country Brand Council was constituted, in a ceremony held at the emblematic Hotel Nacional, to be in charge of positioning and defending the correct use of this visual concept of the nation, in a globalized and highly competitive environment, and which is a step forward to this "tangible, solid, communicable and advantageous" identity”, said Marrero Cruz.

The Prime Minister stressed that the Council now has a long and difficult task, since "it is responsible for protecting, promoting, managing, controlling and defending this brand.”

He said that it will be a dynamic process that will require constant monitoring to guarantee its sustainability and, in order to position the Brand, it will be necessary to "articulate tasks with all economic, social and political actors in order to contribute to the shaping of identity".

The Country Brand Council has its own legal personality and is made up of representatives from the Ministries of Foreign Trade and Investment, Foreign Affairs and Tourism, as well as entities such as the Cuban Chamber of Commerce, the National Design Office and the Cuban Industrial Property Office, among others.