WRAP UP – Brand Overview
During the analysis of the brand, we stated that the result of the diagrams and methods mostly referred to the current mismatch between the Marlboro brand identity and the new advertisement campaign. The swap from Marlboro Man to “Don’t be
WRAP UP – Brand Overview
During the analysis of the brand, we stated that the result of the diagrams and methods mostly referred to the current mismatch between the Marlboro brand identity and the new advertisement campaign. The swap from Marlboro Man to “Don’t be
WRAP UP – Course Learnings
Along the way of the course brand asset management we had the chance to analyse and understand the brand Marlboro with the aid of given frameworks. In the beginning it was quite hard to understand what these frameworks stand for,
WRAP UP – Course Learnings
Along the way of the course brand asset management we had the chance to analyse and understand the brand Marlboro with the aid of given frameworks. In the beginning it was quite hard to understand what these frameworks stand for,
Brand Architecture Marlboro
The brand architecture of Marlboro is grouped as follows: Marlboro is acting as the master brand and brand driver. The whole product portfolio states a very high integration. Marlboro cigarettes are divided into three subbrands, which are taking over meaningful
Brand Architecture Marlboro
The brand architecture of Marlboro is grouped as follows: Marlboro is acting as the master brand and brand driver. The whole product portfolio states a very high integration. Marlboro cigarettes are divided into three subbrands, which are taking over meaningful
Brand Maturity Model Marlboro
Between Level 6 and 7, Mature Brand Company & Leader Brand Company Based on desk research and our own experience with the brand (outside-in view), Marlboro, respectively the company Philip Morris, can be placed between level 6 and 7 within
Brand Maturity Model Marlboro
Between Level 6 and 7, Mature Brand Company & Leader Brand Company Based on desk research and our own experience with the brand (outside-in view), Marlboro, respectively the company Philip Morris, can be placed between level 6 and 7 within
Don’t be a Maybe – Slanted Magazine
The new advertisement campaign “Don’t be a Maybe” stated a lot of resistance amongst young people. Even bloggers and magazines contextualize the new Marlboro campaign. In Slanted Magazine, Gabi Lück, a gender-communication-expert, expresses her displeasure about the new campaign. On
Don’t be a Maybe – Slanted Magazine
The new advertisement campaign “Don’t be a Maybe” stated a lot of resistance amongst young people. Even bloggers and magazines contextualize the new Marlboro campaign. In Slanted Magazine, Gabi Lück, a gender-communication-expert, expresses her displeasure about the new campaign. On
Brand Meaning – Archetypal Mythography
During the last Brand Asset Management Session, we have mapped brands into different practices of brand analysis, called Meaning Management Audit. The brand Marlboro can be classified into the practice of “Archetypal Mythography”. In this type, archetypal qualities of the
Brand Meaning – Archetypal Mythography
During the last Brand Asset Management Session, we have mapped brands into different practices of brand analysis, called Meaning Management Audit. The brand Marlboro can be classified into the practice of “Archetypal Mythography”. In this type, archetypal qualities of the
Digital Anti-Smoking Campaign
A Digital Anti-Smoking Campaign That Preys On Vanity Compared to other companies who sell regular consumer products, Marlboro has to deal with negative responses, the impact of smoking on health and educational campaigns against smoking. In Finland, the agency 358
Digital Anti-Smoking Campaign
A Digital Anti-Smoking Campaign That Preys On Vanity Compared to other companies who sell regular consumer products, Marlboro has to deal with negative responses, the impact of smoking on health and educational campaigns against smoking. In Finland, the agency 358
Brand Value Pyramid, Contract and Persona
The following associations illustrated in the brand value pyramid, brand contract and brand persona are based on desk research and on our own experience with the brand. Further discussions with Marlboro consumers and the brand’s promotional activities served as a
Brand Value Pyramid, Contract and Persona
The following associations illustrated in the brand value pyramid, brand contract and brand persona are based on desk research and on our own experience with the brand. Further discussions with Marlboro consumers and the brand’s promotional activities served as a
Fastcodesign about Marlboro F1 Ads
Ferrari drops wickedly sneaky cigarette advertising from its race cars In 2007, the EU has banned cigarette ads on F1. Marlboro has found a smart and genius way to keep advertising for his sponsor Ferrari. The brand designers were sneaking
Fastcodesign about Marlboro F1 Ads
Ferrari drops wickedly sneaky cigarette advertising from its race cars In 2007, the EU has banned cigarette ads on F1. Marlboro has found a smart and genius way to keep advertising for his sponsor Ferrari. The brand designers were sneaking
Marlboro Brand Positioning Swiss Market
The yearly production number for the Swiss cigarette market is around 10’627 millions pieces. Therefore, the Swiss cigarette market is rather large and has many players. Marlboro is the most sold cigarette brand in Switzerland. As a market leader, Marlboro
Marlboro Brand Positioning Swiss Market
The yearly production number for the Swiss cigarette market is around 10’627 millions pieces. Therefore, the Swiss cigarette market is rather large and has many players. Marlboro is the most sold cigarette brand in Switzerland. As a market leader, Marlboro
MARLBORO BRAND ASSET MANAGEMENT 