Purpose: Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management....

1. Marketing and advertising : brand preference and consumer choice in Cuba -- 2. A history of Cuban retailing, 1902-2011 -- 3. Cuban consumers and brand awareness -- 4. Iconic brand potential among leading Cuban products -- 5. Franchising as a brand-globalizing process : the case of Casa del...