Building Consistency to Leverage Brand Recalls at PMI Marlboro Brand Stores

In the realm of marketing, brand recall plays a pivotal role in achieving success. A brand that is consistently recognized and remembered by consumers fosters trust and loyalty, ultimately leading to increased sales and revenue.

For Philip Morris International’s (PMI) Marlboro, capitalizing on brand recall value is particularly vital due to the fierce competition in the tobacco industry. To accomplish this, PMI has established a brand shop to maintain consistency across all touchpoints. Crafting uniformity across all touchpoints may be challenging, but it is essential for ensuring that Marlboro remains at the forefront of consumers’ minds. Through its brand shop PMI’s Marlboro leverages brand recall value and discusses the measures other brands can adopt to achieve consistency in their branding endeavors.

Key selling point: The primary objective was to create a visual identity that is easily associated with and subsequently recognized as the format for dedicated brand shops.

Differentiator: Adhering closely to the essence of the brand, the guidelines were employed to maximize recall with minimal dilution.