Marlboro: brand profile

Marlboro is the world's best known brand after Coca-Cola, one of only a handful of brands with global sales of more than $15bn per annum. Owned by tobacco company Philip Morris, it is far and away the world's #1 cigarette. Ironically, as the tobacco industry comes under ever more intense regulatory pressure, Marlboro is going from strength to strength. In its home territory, Marlboro becomes more dominant almost every year. More than one out of every three cigarettes smoked in the US is now a Marlboro, the brand's highest-ever level of market share. That dominance is mirrored to a lesser extent in just about every other territory the brand is marketed, as other cigarettes see brand share erode in favour of Big Red. The reason? Leo Burnett's Marlboro Man and the power of advertising, even in an industry where advertising itself is virtually forbidden. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here.

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Competitors: see Tobacco Sector index for other companies

The Adbrands Company Profile of Marlboro summarises the brand's history and current operations.

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