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Marlboro

Marlboro

 

Company: Altria Group, Inc., Philip Morris International Inc.

Brand Value: $93,137 Million

Headquarters: Richmond, VA

Category: Tobacco

Year formed: 1924

 

As the bestselling cigarette brand in the world, Marlboro is well known for its iconic Marlboro Man character, often seen in billboards and magazine advertisements. While a strong, unified brand, Marlboro is owned and marketed by two separate companies: Altria in the United States and Philip Morris International in most other markets. It is generally positioned as a men’s cigarette, however it has recently launched campaigns aimed at women as well. Typically, it differentiates itself based on a cool, tough, and adventurous image, even though its recent international “Don’t Be a Maybe” campaign drew fire for depicting young people acting in bold, radical ways. In its home market Marlboro is by far the most popular cigarette brand with a dominant 41% share of the market.

 

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