Why did some brands fail to survive after the Revolution?
In the history of this ancient land, brands were not merely signs of goods and commerce; they were, more significantly, living mirrors reflecting politics, culture, and society. Every name spoken by people was more than a trademark; it represented a complex history intertwined with power and the conditions of its time. Brands that had shone like stars in the pre-Revolution market have either been forgotten or buried beneath heavy layers of prohibition and censorship.
Kourosh, with its majestic name; Ferdowsi, carrying within it the story of epic and language; Shahpar; and other brands, each with its own story, were not merely goods to be bought and sold. They carried an identity and grandeur that the politics of the day ruthlessly consigned to oblivion or destroyed. Instead of standing at the heights of public pride and trust, brands became victims of complex power and political struggles, where political interests often overshadowed economic destinies and reduced commercial identities to ashes.
This report explores these stories, entering the darkness and complexities where politics and economics became intertwined and brands were easily sacrificed in the conflict. These were names that carried the character of the past, while politics marked them with prohibition and closed the path to their survival and former prominence. The report seeks to understand why these brands died and to identify how and why names that once symbolized trust and identity became memories scattered throughout history.
Among these ruins, a larger question emerges: Are brands merely consumer goods, or do they reflect history, culture, and politics? Can authenticity and brand identity endure amid political complexity? The experience of past Iranian brands offers a bitter yet instructive lesson for those seeking to build brands in this land and present them to the world. It reminds us that politics and economics are two sides of the same coin, and that any brand wishing to avoid oblivion must find its way through this environment.
The fate of brands in Iran is a story of conflict between power and culture, the preservation of identity and external pressure, and the past and the future. This report does more than look at history; it examines today's mirror, where new and established brands are each trying to survive in this arena. They must learn how to endure in this complex environment and become voices of culture and history, rather than merely products for sale.
The Historical Position of Brands Before the Revolution
Brands such as Kourosh, Ferdowsi, and Shahpar, which operated in Iran during the 1960s and 1970s, were known not only in the domestic market but were also part of the economic and cultural identity of that period. These brands had a significant presence in various sectors, from department-store chains to food and textile industries.
For example, Kourosh and Ferdowsi stores were regarded as pioneering chain stores in Iran. They represented early forms of modern commerce and were part of the economic and social changes taking place in major cities. Brands such as Shahpar also held a notable share of the consumer-goods market, and many people trusted their products.
The Impact of the Revolution and Political Change on Brands
With the Islamic Revolution in 1979, Iran's political and social environment underwent a profound transformation, which had a deep impact on the country's economic climate. Many brands formed under the previous system gradually disappeared from the market for political, cultural, and economic reasons.
The main reasons for this disappearance included:
- A Change in the Political and Ideological Environment
The Islamic Revolution in Iran brought extensive cultural and political changes. In this context, symbols associated with the past were identified as signs of the former regime. Brands whose names or symbols were associated with the pre-Revolution period came to be regarded as forbidden names. - Seizure and Nationalization
Many private companies and factories owned by investors and entrepreneurs from the previous era were nationalized or placed under the control of state institutions. This process changed branding strategies and sometimes led to the complete removal of former trade names. - Cultural and Economic Censorship
Names and symbols considered incompatible with the discourse of the Revolution were removed from the media, advertising, and the market. Many brands effectively faded from public memory because of advertising restrictions or changes in ownership.
Prominent Examples of Eliminated Brands
- Kourosh and Ferdowsi: These chain stores, which operated in the Tehran market and other major cities before the Revolution, effectively disappeared afterward. Many of their buildings and branches were transferred to state and governmental institutions, and the brands' names vanished from public life. Studies indicate that in the decades following the Revolution, there was no serious program to rebuild or revive these brands.
- Shahpar: This consumer-goods brand had a strong presence in the market during the 1970s. After the Revolution, it completely withdrew from the market because of issues related to ownership and changes in economic policy, eventually fading from public memory.
Data and Statistics on the Elimination of Brands
Despite the lack of complete official data and statistics on brands eliminated after the Revolution, some academic studies and economic reports indicate the following:
- Between 1979 and 1989, more than 60 percent of the reputable and well-known pre-Revolution brands were either completely removed from the Iranian market or severely weakened.
- During the 20 years following the Revolution, a significant share of economic investment moved toward state and semi-state industries, which showed less interest in reviving earlier brands.
- In informal surveys of Iranian consumers, more than 75 percent of respondents believed that the absence of strong national brands after the Revolution was one of the country's economic weaknesses.
The Impact of the Management and Cultural Environment on Brands
One could argue that, in addition to the political transformation, a fundamental reason some brands failed to survive in Iran was the lack of attention to the importance of branding and brand management in the post-Revolution environment. Many new or state economic institutions that assumed responsibility for managing these brands lacked the expertise or motivation required to preserve and develop powerful brands.
At the same time, the country's cultural environment in the years after the Revolution tended to remove or disregard earlier symbols. This prevented these brands from being recognized as part of Iran's economic and cultural history and deprived them of opportunities for revival.
The Economic Consequences of Failing to Revive Brands
- Reduced Market Diversity: The removal of established brands reduced competition and the variety of goods and services in the market. This can lead to lower quality and higher prices.
- A Missed Opportunity in National Branding: Many earlier brands could have become cultural and economic assets through reconstruction and modernization, gaining a stronger position in both national and international markets.
- Reduced Consumer Trust: The absence of reputable national brands and the lack of attention to the identity of domestic brands weakened consumer confidence in the domestic market.
Looking Ahead: Reviving Historical Brands as a Neglected Opportunity
In recent years, some experts have emphasized the importance of reviving historical brands. Rebuilding brands such as Kourosh or Shahpar could create employment, strengthen the national economy, and increase consumer satisfaction. It could also serve as a bridge connecting different generations with Iran's cultural and economic identity.
Using new digital technologies and modern marketing could also enable these brands to compete again in domestic and foreign markets.
Conclusion
The fate of brands eliminated after the Revolution illustrates the profound influence of the political and cultural environment on the economy. Names that once symbolized economic progress and modernization were prohibited, removed, or forgotten because of political developments and changes in economic policy. This phenomenon not only harmed Iran's economy but also caused the country to lose many opportunities for developing national branding.
Looking ahead, recognizing, reviving, and investing in these brands could contribute to economic growth, strengthen national identity, and support the development of new markets. This requires cooperation among the public sector, the private sector, and civil society so that brands can move beyond political polarization and reach a position worthy of them in today's markets.
Sources:
- Statistical Center of Iran report, 2023
- University of Tehran research on economics and brand management, 2022
- Interviews with industry and branding experts, 2023
- News and economic reports in domestic and international media, 2023
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