Marlboro serve as a standard-.doc

 PAGE \* MERGEFORMAT 13 Marlboro serve as a standard? Because of the specificity of the tobacco industry, and now it’s important position in the national economy, development and changes in the tobacco companies will always respond in the media, the recent rise in China’s tobacco industry, the brand works on the often media attention and comment. But the fact that the tobacco industry involved in corporate brand building, that I can draw a conclusion that ‘will talk about tobacco brands Marlboro, talking about the call to the Marlboro brand building must learn from’, it seems that Marlboro is the ultimate shape of tobacco brands, Marlboro brand the construction method is China’s tobacco branding standards. In this regard, I believe that the need for in-depth exploration, to exploration of the large number of tobacco brands in the Chinese construction works have been helpful. In this paper, brand management theory and integrated marketing communication thinking on the Marlboro brand development to examine the history and reality, through the operation of summing up the brand Marlboro gain and loss, with a view to an objective and fair understanding of the phenomenon of Marlboro brand, and to derive some inspiration. First, what has been done Marlboro The media information from the public point of view, can be said that Marlboro’s market behavior is the intention of each of a clear, point to a clear, operational norms. It is these highly targeted market behavior link out of the market Marlboro distinctive brand image and resilient personality and tension. Well, this powerful brand out what sort of hone it. (A), a clear market segmentation We say that Marlboro clear market segmentation is not only directed Marlboro was successful market segmentation behavior, but also including the former Marlboro’s market segments, namely, Marlboro use ‘the same as in May the weather mild’ advertising slogan during the conduct of market segmentation . Why is Marlboro sales