Marlboro brand is in surprisingly good health

Unlike its customers, one US cigarette brand is getting healthier and healthier.

The latest BrandZ Top 100 Most Valuable US Brands report by WPP and Kantar Millward Brown found that Marlboro has risen in value to become the US’s 10th most valuable brand.

Cigarette brands were barred from advertising on TV and radio in the US in 1971, and further promotional restrictions were put in place in 1998.  So Marlboro’s growth in brand value of 5% – eclipsing brands like Coca-Cola (#12), Starbucks (#18), Nike (#22), Budweiser (#24) and Walmart (#26) – is quite a feat.

Here is the new BrandZ Top 10 for the US:


Image Credits: BrandZ infographic is from Kantar Millward Brown.  Gold cigarette case is modified from a Dunhill original.

 

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