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Marlboros success is by no means an isolated case, with the brand values of major names such as Pall Mall, L&M, Newport and Winston all growing this year and the likes of Parliament, Sampoerna and Chesterfield enjoying double digit growth. Brands are first evaluated to determine their power based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation, before they are issued with a letter grade up to AAA+

For brands targeting global markets such as the U.S., Europe, and Australia, its not just about aestheticsregulatory labeling, material sustainability, and shelf performance all come into play

In some countries, taxes can account for over 70% of the retail price