Branded Merchandise News

Emotive Che Guevara branding rejected

Branded merchandise bearing the image of revolutionary Che Guevara has been criticised by one of his children.

In a move which shows the emotive qualities of corporate gifts, Aleida Guevara, the eldest of his children by his second wife, said that the commercialisation of the image would have gone against her father's ideals.

The famous portrait was taken by Cuban photographer Alberto Korda and has been used to promote many different kinds of merchandise, including T-shirts, fizzy drinks and mobile phones.

Although he has not benefited from the royalties on any of these corporate gifts, Mr Korda recently objected to the image being used commercially to promote a brand of British vodka.

Good branding can mean that customers become particularly attached to certain brands, according to research.

Al Bawaba reports that Lesley van der Walt, managing director of TNS Consumer Equity Company, claimed that her company had found that customers in the Middle East are more likely to stick to a certain brand.

Looking for corporate gift ideas? Business Gifts Supplier offers a choice selection of bar accessories including pewter tankards, hip flasks, corkscrews, bottle openers and more.

Published:10-Jun-2008

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