What does Marlboro mean? - Trademark Inquiry Complete Network

What does Marlboro mean?

Marlboro is a cigarette brand and one of the best-selling cigarette brands in the world. The following is the meaning of Marlboro that I have compiled for you. I hope it will be helpful to everyone

The meaning of Marlboro

Marlboro is a cigarette brand owned by Philippe, the world's largest tobacco company. ?Made by Philip Morris, it is one of the best-selling cigarette brands in the world.

The brand name? Marlboro? originated in the United Kingdom and was finally independently registered in the United States.

The name Marlboro comes from the address of its original cigarette factory in London, England. Its founder Philip Morris thought of the name Marlborough as a street where the company's London factory is located. . In 1902, London-based Philip Morris opened a branch in New York and sold brands including Marlboro. In 1924, Marlboro was promoted as a woman's cigarette, with the slogan: "Mild As May".

There are also two theories circulating. The brand name comes from the abbreviation of "Man Always Remember Love Because Of Romance Only", that is, "men only remember love because of romance", and accordingly there are enthusiasts who compiled it. story.

During World War II, the brand temporarily stopped supplying the market. At the end of the war, three other brands, including Camel, Lucky Strike and Chesterfield, occupied the entire market.

In the 1950s, Reader's Digest published many articles stating that lung cancer was related to smoking. Many cigarette factories began to introduce filtered cigarettes. Marlboro with filtered tips was launched in 1955.

Marlboro’s agency rights in Hong Kong were originally owned by philanthropist Ho Ying-kit’s Hong Kong Tobacco Co., Ltd. and were purchased back by Philip Morris in 1996.

Marlboro is a famous cigarette brand manufactured by the British Philip Morris Tobacco Company. It is currently one of the best-selling cigarette brands in the world. On average, as many as 1 million Marlboro cigarettes are consumed globally every minute. In 1995, the American Financial World rated Marlboro as the world's number one brand, with a value of US$44.6 billion.

Wrong translation of Marlboro

In China, many people call Marlboro "Wangbaolu". This is a wrong translation because there is a certain difference between the words "Wan" and "Wang". The homophony of "Marlboro", the unified Chinese name of Marlboro is "Marlboro".

In the minds of global consumers, Marlboro is undoubtedly one of the most well-known and attractive international brands. In terms of sales, as many as 1 million Marlboro cigarettes are consumed globally every minute. Whether you smoke or not, Marlboro's world image and charm will leave a deep impression on you and make it unforgettable.

The development history of Marlboro

The name of Marlboro comes from the address of its original cigarette factory in London, England. Its founder Philip Morris thought of Marlborough, the name of a street where the company's London factory is located. In 1902, London-based Philip Morris opened a branch in New York and sold brands including Marlboro. In 1924, Marlboro was promoted as a woman's cigarette with the slogan: "Mild As May".

There are also two theories circulating. The brand name comes from the abbreviation of "Man Always Remember Love Because Of Romance Only", that is, "Men only remember love because of romance", and accordingly there are fans who compiled it. story.

During World War II, the brand temporarily stopped supplying the market. At the end of the war, three other brands, including Camel, Lucky Strike and Chesterfield, occupied the entire market.

Marlboro’s agency rights in Hong Kong were originally owned by philanthropist Ho Ying-kit’s Hong Kong Tobacco Co., Ltd. and were purchased back by Philip Morris in 1996.

Wrong translation

In China, many people call Marlboro "Wangbaolu". This is a wrong translation because there is a certain difference between the words "Wan" and "Wang". Homophonically, the unified Chinese name of Marlboro is "Marlboro".

Early development

Probably no one would have thought that Marlboro cigarettes, which are popular all over the world, started as a small store in 1854. In 1908, they were officially registered in the United States under the brand Marlboro. Philip Morris was established in 1919 and declared bankruptcy in the 1940s.

In the early days of Marlboro’s business, Marlboro was positioned as a women’s cigarette, and the vast majority of consumers were women. Its advertising slogan is: Mild as the weather in May. However, contrary to expectations, although the number of smokers in the United States was increasing year by year, the sales of Marlboro cigarettes were always mediocre. Women complained that the white cigarette holders stained their bright red lipstick unsightly. So Morris changed the cigarette holder to red. But none of this could save the fate of Marlboro Women's cigarettes. Morris Company finally stopped producing Marlboro cigarettes in the early 1940s.

After World War II, the number of smokers in the United States continued to increase. Marlboro brought the latest filter cigarettes back to the women's cigarette market and launched three series: a simple one, a white and red filter cigarette, and an advertising slogan The kind that matches your lips and fingertips. At that time, the consumption of cigarettes in the United States reached 382 billion sticks a year, with the average consumer smoking 2,262 cigarettes. However, the sales of Marlboro were still poor. Few smokers smoked Marlboro, and even those who knew this brand were very limited.

Marketing planning

At a loss, in 1954, Morris Company found Leo Burnett, a very famous marketing planner at the time, and gave him this topic: how to make Are more women buying and consuming Marlboro cigarettes?

As the undertaker of a planning project, Leo Burnett is faced with such a resource situation: established Marlboro cigarette products, packaging, etc. At the same time, we are faced with the task of making more women familiar with, love and buy Marlboro cigarettes. Leo Burnett must find a way to achieve such a task in such a resource situation. How to solve this problem?

What if Leo Burnett, here I mean? What if?, is completely limited to the tasks proposed by Morris Company and the established resources, and plans to follow the idea of ??expanding the market share of women's cigarettes , then Marlboro, which is popular all over the world, will not appear in this economic world. Fortunately, Leo Burnett was not limited by tasks and resources. Instead, he thought critically about the topics given by Morris Company.

Reform

After conducting in-depth analysis and careful consideration of the cigarette market, Leo Burnett completely broke through the limited tasks and resources of Morris Company and carried out a brand-new reform of Marlboro. "Reassignment surgery", boldly proposed to Morris Company: change the positioning of Marlboro cigarettes into manly cigarettes, change light cigarettes into heavy-flavored cigarettes, increase the flavor content, and boldly transform the image of Marlboro: the packaging adopts the first flat-open box lid technology at the time and Red, which symbolizes strength, is used as the main color of the outer box. The major changes in advertising are: Marlboro cigarette advertisements no longer focus on women. The advertisements repeatedly emphasize the masculinity of Marlboro cigarettes, using the American western cowboy who exudes rugged, heroic and heroic spirit as the brand image, attracting all fans. Consumers who appreciate and pursue this style.

This is the most successful and greatest marketing plan to date. Due to Leo Burnett’s bold planning that broke through resources and tasks, it completely changed the fate of Morris Company. In Marlboro’s brand, marketing, and advertising In the second year (1955) after the strategy was changed according to Leo Burnett's planning ideas, Marlboro cigarettes ranked 10th in sales among American cigarette brands, and then it skyrocketed.

Product Type

Marlboro Brand Story

In 1908, on a snowy morning, a gentleman-looking middle-aged man was walking in a hurry, holding a bottle of Marlboro in his hand. The business license Zhang just applied for. After a series of painstaking steps, Philip. Morris Company was finally able to open its doors. How could this not make this ambitious entrepreneur excited? In order to give the company's cigarette products a good name, Morris worked hard. Finally, he thought of a street where the company's London factory is located. The name Marlborough, this long English word has some characteristics, especially the first eight letters, which makes people feel like a king. That's it. Marlboro.

At first, Marlboro tried to please female smokers. At that time, young American women pursued carpe diemism. Many of them were addicted to champagne and jazz, and lived a life of drunkenness and dreams all day long. The smell of cigarettes makes people forget the psychological trauma caused by the First World War and immerse themselves in an atmosphere of joy and forgetfulness. ?As mild as the weather in May? is Marlboro's proud advertising slogan during this period.

However, as time passes slowly, Marlboro, as a tobacco brand with a long history and high quality, has not had a strong appeal among smokers as it expected. Is there a problem with the brand positioning? Or is it for some other reason? If the strategic direction is wrong, no matter how hard you try, it will be in vain. Morris thought hard, and finally he found that a "gentle" brand image that only focused on practical needs was not enough to impress people. Marlboro must become the favorite of smokers, a rough, bold, wild and powerful brand. Image is indispensable. Modern people living in reinforced concrete yearn for the vast blue sky, the endless grassland, the galloping horses, and the vigorous equestrians? Then let Marlboro give wings and run freely across the mountains. , climb over the mountains, run to every corner of the world, and run into the hearts of everyone who yearns for freedom and unrestrainedness.

Since then, a gentle and elegant Marlboro has disappeared, and a rough and bold Marlboro has appeared. In 1955, Marlboro ranked among the top ten cigarette brands in the United States. In 1968, Marlboro's single-brand market share rose to second place in the U.S. tobacco industry. In 1975, Marlboro took the crown for U.S. cigarette sales. In the mid-1980s, Marlboro became the leading brand in the world's tobacco industry.

In 1989, 318 billion Marlboros were sold worldwide, more than bottles of Coca-Cola or cans of Campbell's soup. If we look at Marlboro as an independent company, its revenue in 1989 was as high as US$94 billion. At that time, it ranked 45th among the 500 largest companies in the world by Fortune magazine.