Author Archives: annetonia

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