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Beyond performance, filters also contribute to visual differentiation and brand recognition, especially in premium and customized cigarette segments

DOI: 10.18332/tid/217005

Eisner MD, Balmes J, Katz PP, Trupin L, Yelin EH

For brand as person (consumer attributes), we noted references to leadership, style and professionalism, and for brand as symbol (visual imagery and metaphor), we noted not only the tendency for English language brand names to be reinforced by accompanying images of iconic imagery (e.g., a landmark such as the Statue of Liberty or the Houses of Parliament, a cowboy, or an American military type crest), but also references to places that made ties to the physical product of tobacco (e.g., Virginia) as well as the lifestyle being conveyed (e.g., Hollywood, London)