Cuba and Advertising: A Work in Progress
Despite the embargo, Americans have long been able to register their trademarks in Cuba under a general license allowing the expenditure of moneys to register and renew intellectual property in general and trademarks in specific, on the island. Until the early 2000s when the embargo was relaxed to allow the export to Cuba of branded agricultural products, how to develop and promote the brand in Cuba was not much of an issue. Since then, and with the more recent opening, how to use one's trademark in Cuba and how to build market share has become more important, Jorge Espinosa writes.
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