... now a Marlboro, the brand's highest-ever level of market share. This dominance was mirrored to a lesser extent in just about every other territory the brand is marketed, as other cigarettes saw brand share erode in favour of Marlboro. The reason for this is the Marlboro Man and the power of advertising, even in an industry where advertising itself is virtually forbidden. This was recently reinforced in Britain as all tobacco advertising is now banned. 2.1 Brand Heritage Marlboro's image is the most powerful and evocative in the tobacco world. It encapsulates overt masculinity; to the young it can mean adulthood; it can also represent freedom, adventure and independence; to the urban dweller it can mean the escape to nature; to female smokers in the developed world it can mean the right to make one's own decisions; to many smokers it is seen as setting the standard for good taste and ...

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