MARLBORO CBBE Model 
Customer Based Brand Equity Model
Assignment#2
Submitted By: Unaiza Khan ID # 14388
Dated: 1 Oct' 2014 ASSIGNMENT#2:
CUSTOMER BASED BRAND EQUITY MODEL
Branding Strategies:
Marlboro is known to be the world's best selling Cigarette brand in the World. It was the first cigarette brand which was launched in 1904 almost 110 years back from now by the parent company Philip Morris International.
Their Branding strategies should be more focused on Design and style of Marlboro packets which comes in the performance dimension of CBBE model and consumer engagement towards brands which come in the resonance dimension of CBBE model.
There was the time when Marlboro decided to prevent using words such as Marlboro light, Ultra light because as per the research they found that it gives a false impression that they are safer than the regular ones so they started to use color coding for the brand name like Marlboro Gold and Silver. In the same way they should come with the new Cigarettes packs, using Metal boxes instead of paper box with customized designing signed by a designer (e.g.; Rose petal new campaign: Rose petal canvas) and these boxes should be provided with a filter tube in order to decrease the harm of smoking making it more harmless which considers high security.
Marlboro Plays an active part in consumer engagement via Online Website of PMI Philip Morris International , providing full information about the tobacco they used in making cigarettes and virtual tour of cigarette production but the restriction on their own website of marlbollo.com " Site limited to eligible smokers 21 years of age of older" creates a resistance to consumer engagement. which gives a false impression. On the one side they talk about smoking freedom and on the other site they are creating a restriction which is absolutely wrong so according to me they should focus on it and gives a full freedom to every potential customer in order to
Assignment#2
Submitted By: Unaiza Khan ID # 14388
Dated: 1 Oct' 2014 ASSIGNMENT#2:
CUSTOMER BASED BRAND EQUITY MODEL
Branding Strategies:
Marlboro is known to be the world's best selling Cigarette brand in the World. It was the first cigarette brand which was launched in 1904 almost 110 years back from now by the parent company Philip Morris International.
Their Branding strategies should be more focused on Design and style of Marlboro packets which comes in the performance dimension of CBBE model and consumer engagement towards brands which come in the resonance dimension of CBBE model.
There was the time when Marlboro decided to prevent using words such as Marlboro light, Ultra light because as per the research they found that it gives a false impression that they are safer than the regular ones so they started to use color coding for the brand name like Marlboro Gold and Silver. In the same way they should come with the new Cigarettes packs, using Metal boxes instead of paper box with customized designing signed by a designer (e.g.; Rose petal new campaign: Rose petal canvas) and these boxes should be provided with a filter tube in order to decrease the harm of smoking making it more harmless which considers high security.
Marlboro Plays an active part in consumer engagement via Online Website of PMI Philip Morris International , providing full information about the tobacco they used in making cigarettes and virtual tour of cigarette production but the restriction on their own website of marlbollo.com " Site limited to eligible smokers 21 years of age of older" creates a resistance to consumer engagement. which gives a false impression. On the one side they talk about smoking freedom and on the other site they are creating a restriction which is absolutely wrong so according to me they should focus on it and gives a full freedom to every potential customer in order to