Since notoriety is generally accompanied by the wish of competitors to imitate, plagiarize, pirate and even seizing it – as the case of COHIBA in the United States – this statement in Mexico strengthens the brand even more because of the market it represents.
Certain trademark offices and courts have declared COHIBA notorious (or notoriously known) in some occasions and as famous (or renowned) in others. For instance, in 2004, Judge Robert W. Sweet, from the South District of New York, acknowledged COHIBA as notorious in the United States of America as of 1992. Now the IMPI of Mexico is doing this, but with a higher level of social acknowledgment, since it has declared COHIBA as famous.
According to the Mexican law, the notoriously known brand is one that is recognized by a specific sector of the public or by the country’s commercial circles as the result of commercial activities carried out in Mexico or developed abroad by a person employing the above-mentioned brand in relation to his products or services, or also as a consequence of the promotional or advertising policy with respect to the said brand. The famous brand, on the other hand, is the one familiar to the majority of the consumer public.
The formal act of delivery to Habanos, S.A. of this Statement was held on Monday, September 10th, at the factory of El Laguito, cradle of Cohiba brand. The acknowledgment was presented by Dr. José Rodrigo Roque, General Director of IMPI, who traveled to Cuba on the occasion of the event accompanied by other officers from that Mexican institution.
The event, organized by Habanos S.A., counted with the attendance of executives from different institutions: Mr. Oscar Carvajal, Embassy in Cuba, representatives from Foreign Trade and Foreign Investment Ministry of Cuba, director and deputy director from the Cuban Office of Industrial Property, and officers from Tabacuba and Habanos S.A, as well as other executives from the Mexican Institute of Industrial Property Executive (IMPI), among others.
An important number of journalists from national and international press accredited in Cuba were also present at the event. The event concluded with a cocktail offered to the participants having a good opportunity to enjoy the Habanos of Cohiba brand in its Siglo IV vitola.