El peso de un nombre.
Las empresas piensan mucho en sus marcas y los nombres de sus productos, pero ¿qué pasa cuando dos empresas usan el mismo nombre?
Esto es lo que sucede en el caso de la francesa Pernod Ricard y la estadounidense Bacardi: las dos producen un ron llamado Havana Club.
Por otro lado, las marcas de cigarros Cohiba y Partagas son fabricadas por dos empresas diferentes, la cubana Habanos SA y la estadounidense General Cigar Company.
Pernod Ricard produce el ron Havana Club que se fabrica en Cuba, mientras que Bacardi produce su versión en Puerto Rico.
El Havana Club original fue creado por la familia Arechabala en Cuba en la década de 1930, pero los activos de la familia fueron confiscados en 1960 después de la revolución cubana.
Pernod ha estado usando la marca Havana Club desde 1993, cuando formó Havana Club International, un joint-venture con la empresa estatal cubana Cubaexport.
Por su parte, Bacardi compró los derechos de Havana Club a La família Arechabala (exiliada en Los Estados Unidos) y pidió una patente estadounidense para la marca en 1994. Pernod ha presentado una protesta legal a ese pedido.
Mientras que Pernod ha vendido con éxito el Havana Club en Cuba e internacionalmente (las ventas pasaron de 400,000 cajones en 1993 a 3.5 millones hoy en día, según Bloomberg), Bacardi lanzó el Havana Club en el mercado estadounidense en 2006.
[ILUSTRACIÓN OMITIR]
Debido al embargo estadounidense a Cuba, no se pueden vender productos cubanos en suelo estadounidense. Sin...
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