The first Ranking of Notorious Brands of the private sector in Havana was presented this Saturday at the hotel Royalton Habana Paseo del Prado, in the Cuban capital.
clandestine, in style; D’ Brujas, in cosmetics; and El Biky, in gastronomic restoration —a category that includes restaurants, cafeterias, bars, candy stores, among other businesses in this line—, were the winners in the three categories included in this first edition.
initiative of SMG Branding, a private company dedicated to strategic Branding, the ranking was prepared based on the criteria of Havana consumers, who were in charge of determining which were the leading brands in the different sectors evaluated.
For this, a study was carried out by the team of researchers PieDerecho, which surveyed a representative sample of Havana residents in different ways, to determine which private sector brands the Havana consumer has in mind.
The research, which evaluated the opinion of 385 people from a survey applied last January, organized the results hierarchically and awarded points based on the place where the brand was referred to by each respondent.
In this way, a ranking of ten brands by category was prepared, the order of which was revealed this Saturday in the presentation by SMG Branding, which had as highlights the announcement of the top of mind, the leading brand for its notoriety among consumers.
The study also made it possible to find out data on the knowledge and consumption of the brands by Havanans —by variables such as age groups and area of residence—, which were outlined in the presentation and which, according to the organizers of the ranking, will be detailed later.
In addition, during the event —which was sponsored by several private companies and attended by entrepreneurs, state representatives, diplomats and artists— there was also a panel in which representatives of Beyond Roots, Innate and Lady Alice, Three of the brands included in the different categories of the ranking commented on their evolution and ways of doing things.
For Suselmis Martín, executive director of SMG Branding, the elaboration of the ranking has made it possible to “make something as intangible as a brand tangible, and demonstrate that after years of work these private sector brands are indeed in the minds of consumers”.
“It is a recognition of all the years that those who created and defend these brands have been working, a way of telling them that what they have done in all this time has been worth it. And I think that is why the emotion of the representatives of the brands included in the ranking could be seen”, he commented to OnCuba.
In addition, Martín highlighted that the ranking also “It has allowed us to know that there are many opportunities in the market”. “With the data revealed by this study, much more intentional work can be done, and that is something that the brands themselves are grateful for, because it is something that can positively influence their work.”, he added.
After this successful first edition SMG Branding is already evaluating the realization of a second edition of the ranking, focused on other sectors of private activity on the island. They also have the challenge of exploring beyond Havana and, as far as possible, evaluating other variables related not only to consumer evaluation but also to the commercial and business performance of the brands themselves.
In a context of crisis like the one Cuba is going through and of gradual changes in the economic scenario —not exempt from obstacles and contradictions—, initiatives like this Ranking of Notorious Brands of the private sector are undoubtedly a breath of fresh air and motivation for those who Despite not a few difficulties, they do not give up contributing to the country through their own projects and businesses.
