Sustaining tobacco brand identities in an increasingly restricted environment

How can a brand identity be maintained in a restrictive environment? Due to marketing bans the brand packaging itself has become important to experience a brand. For the tobacco category this is specifically so. In the March issue of Tobacco reporter Claessens|Cartils gives insights in the backgrounds of branding and introduces a frame of reference to reinforce brand presentations. Tools are evaluated that can be used to create a brand presentation that underscores a brand’s personality while complying with regulations.

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