Maintaining Brand Vitality in a Highly Regulated Tobacco Market

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


Australia has some of the world’s toughest restrictions on tobacco marketing. The Plain Packaging Bill was announced in 2010 and finally implemented in 2012. Packaging was widely regarded as the key remaining medium for promoting cigarette brands and so a logical assumption was that plain packaging would have a detrimental impact upon cigarette brand portfolios. This research examines changes in Australian cigarette brand portfolios between March 2010 and March 2012. The findings show that despite increasing regulation the big three tobacco companies have maintained the vitality of their brand portfolios and introduced new brands and brand line extensions during this period. The expanding brand portfolios raise concerns about the impact of regulations on branding capabilities, as well as questions as to how manufacturers are still able to introduce new products into a market with some of the strictest tobacco marketing controls.
Original languageEnglish
Title of host publication2013 ANZMAC
Subtitle of host publicationAustralia New Zealand Marketing Academy Conference Proceedings
EditorsRod Brodie
PublisherUniversity of Auckland
Number of pages8
ISBN (Print)978-0-646-56330-5
Publication statusPublished - 2013
Externally publishedYes
Event2013 ANZMAC Conference - Adelaide, Australia
Duration: 1 Dec 20134 Dec 2013


Conference2013 ANZMAC Conference


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