| The Australian cigarette brand as product, person, and symbol. | |
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MedLine Citation:
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PMID: 14645952 Owner: NLM Status: MEDLINE |
Abstract/OtherAbstract:
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OBJECTIVE: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. RESULTS: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. CONCLUSIONS: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. |
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Authors:
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S M Carter |
Publication Detail:
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Type: Journal Article; Research Support, Non-U.S. Gov't; Research Support, U.S. Gov't, P.H.S.; Review |
Journal Detail:
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Title: Tobacco control Volume: 12 Suppl 3 ISSN: 1468-3318 ISO Abbreviation: Tob Control Publication Date: 2003 Dec |
Date Detail:
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Created Date: 2003-12-03 Completed Date: 2004-03-19 Revised Date: 2010-04-29 |
Medline Journal Info:
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Nlm Unique ID: 9209612 Medline TA: Tob Control Country: England |
Other Details:
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Languages: eng Pagination: iii79-86 Citation Subset: IM |
Affiliation:
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School of Public Health, Room 128A Building A27, University of Sydney, NSW 2006, Australia. carters@health.usyd.edu.au |
Export Citation:
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APA/MLA Format Download EndNote Download BibTex |
| MeSH Terms | |
Descriptor/Qualifier:
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Advertising as Topic Australia Humans Marketing* Product Labeling Product Packaging Smoking / psychology* Symbolism Tobacco Industry* |
| Grant Support | |
ID/Acronym/Agency:
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R01 CA87110-01A1/CA/NCI NIH HHS |
| Comments/Corrections | |
From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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