MIAMI, United States. – The island’s regime intends to strengthen the presence of the Country Brand in the achievements it attributes to the “Revolution”, despite the crisis in sectors such as health, education and sports. a recent interview with the official journal GranmaHumberto Juan Fabián Suárez, president of the Country Brand Council, highlighted the supposed importance of this accompanying all revolutionary “conquests.”
“The Country Brand must accompany all the achievements that distinguish Cuba’s work in the fields of health, education, science and innovation, sports, gastronomy and everything that is the fruit of the conquests achieved by the Revolution,” said Fabián Suárez.
The reality, however, is that many hospitals and schools in Cuba are in an alarming state of disrepair. Lack of resources has led Cubans to rely on shipments of medical supplies from abroad, even for essential surgical procedures. Meanwhile, the government continues to promote health tourism and export medical personnel to other countries, depriving the island of needed professionals and collecting much of their salaries.
Fabián Suárez also pointed out that the difficulties in positioning the Country Brand are due to external factors such as the US embargo and what he described as a “constant communication campaign” led by “large corporate media outlets.” He also blamed social media and the inclusion of Cuba on the list of countries sponsoring terrorism, which, according to him, limits the ability to attract foreign investment.
In an attempt to boost the Country Brand, Fabián Suárez urged all economic and social actors to promote a coherent image of Cuba as an attractive market for foreign investment and tourism, highlighting national culture and identity as key strengths.
The regime also expects Cubans abroad to contribute to strengthening the Country Brand, even though many of them have been deprived of their rights, such as the ability to enter or leave the country. “The great challenge is for all Cubans to make the Country Brand their own, wherever they are,” said Fabián Suárez, emphasizing the importance of the Cuban diaspora feeling proud when using and seeing the Brand on Cuban goods and services.
“All the efforts made to position it in the international market would be in vain if Cubans themselves have not first taken ownership of what it represents,” he concluded.
A little over a month ago, the island’s regime officially presented the Country Brand of the Republic of Cuba in a ceremony held at the Hotel Nacional in Havana, according to the state media report Cubadebate.
As indicated during the presentation, the Council is responsible for granting “authorization for the use of the country brand; monitoring the appropriate use in Cuba and abroad of the authorizations issued; managing the protection of the brand and promoting its use for national and international positioning.”
“Talking about the country brand implies a review of the principles, values, idiosyncrasies, cultural heritage, and the unique qualities inherent to the Cuban nation,” said the Prime Minister of the Cuban regime, Manuel Marrero Cruzwho presided over the event.
The Country Brand Council belongs to the Institute of Information and Social Communication, until 2021 Cuban Institute of Radio and Television (ICRT).
Decree 54 of 2021, which establishes the creation of the Country Brand, grants the Council the authority to control its use both inside and outside Cuba. This body will also manage the protection and promotion of the brand for national and international positioning, as explained at the ceremony.
The Prime Minister acknowledged those who have contributed to the development of Cuban tourism and the creation of a destination brand that eventually became a country brand. “When we mention the country brand, it is often mistakenly associated with a simple administrative act… However, it is a complex and challenging process,” he said.
In this sense, the official described Health professionals exported by the island’s regime as ambassadors of the Country Brand.
“We still remember with special pride the Country Brand on the pockets of the white coats of the medical staff who helped fight the COVID-19 pandemic in countless countries around the world. They were the best ambassadors of this official symbol that showed the world the origin of those men and women, and the strength of a country that shares what it has and not what it has left over,” said the Prime Minister.
