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Brand Management Report - Marlboro
Member rating: No Rating | Words: | Submitted: Mon Feb 17 2003
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Brand Management Report. Title: A report critically evaluating the architecture of Marlboro in terms of the various pillars of the brand. This moves onto justifying the relative importance of these five pillars within the overall brand architecture. Finally, the report aims to explain Marlboro's extension opportunities in light of its architecture. Name: Paul Burt (A125290) Module: Brand Management Degree: BSc Hons Management Sciences Year: 2 Date: 24/03/2003 Contents: Section: Page: 1. Introduction 3 2. Critical Evaluation of Marlboro using the five brand pillars 2.1 Brand Heritage 3 2.2 Brand Values 4 2.3 Brand Personality 4 2.4 Brand Territory 5 2.5 Brand Properties 5 3. Relative importance of the pillars for the overall Marlboro architecture 6 4. Marlboro's extension opportunities in light of its architecture 6 5. Conclusion 7 6. References 7 1. Introduction Marlboro is the world's best known brand after Coca-Cola, one of the only two brands with global sales of more than $15 billion per annum. It is by far the world's number one cigarette brand. Ironically as the tobacco industry comes under ever more intense regulatory pressure, Marlboro is going from strength...
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