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Philip Morris changes its name, but not its harmful practices.

M L Myers1

  • 1mmyers@tabaccofreekids.org

Tobacco Control
|August 29, 2002
PubMed
Summary

Philip Morris, after a significant investment in advertising, has changed its corporate name to The Altria Group, Inc. This strategic shift aims to rebrand the company and alter public perception.

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Area of Science:

  • Corporate Communications
  • Brand Management
  • Public Relations

Background:

  • Philip Morris invested over $250 million in an advertising campaign.
  • The campaign aimed to improve the company's name and reputation.
  • Despite the investment, a name change was pursued.

Purpose of the Study:

  • To analyze the strategic shift in corporate branding.
  • To understand the implications of a name change following a major advertising campaign.
  • To examine the transition from Philip Morris to The Altria Group, Inc.

Main Methods:

  • Qualitative analysis of corporate communications.
  • Review of public relations strategies.
  • Case study of brand repositioning.

Main Results:

  • The company, Philip Morris, rebranded as The Altria Group, Inc.
  • This decision followed a substantial financial investment in advertising.
  • The name change represents a significant strategic pivot.

Conclusions:

  • Corporate rebranding can be a powerful tool for reputation management.
  • A name change may be considered a more definitive strategy than advertising alone.
  • The Altria Group, Inc. represents a new chapter for the former Philip Morris.

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