IntroductionThe brief required a comprehensive brand analysis on a brand of our choice. A brand can be defined as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its products or services offered to a particular market share. We were required to critically discuss the brand identity, using Aaker's brand identity system, and then go on to develop and discuss a positioning statement, followed by the brand portfolio and then conduct a contact audit of the brand by applying the four Integrated Brand Contact Planning steps. In this essay I will discuss Marlboro as a brand and the products it offers to a certain market share that could satisfy a certain need or desire, along with the brand's identity, its positioning statement and whether Marlboro can be considered as a brand. healthy brand, based on Vega Healthy Brand criteria. I will also explore the role of the media and how advertising influences consumer behavior, discussing how Phillip Morris made Marlboro the best-selling cigarette in the world.Marlboro as a BrandAccording to the Oxford Dictionary, a brand can be defined as a type of product produced by a particular company with a particular name, with a particular identity or image considered an asset. Phillip Morris founded the Marlboro cigarette brand in England in 1847, which was initially sold as a women's cigarette, built and sold under the slogan "Mild As May". Aiming at this particular market segment was not very successful and the brand therefore had to be repositioned. Phillip Morris rebranded the campaign, targeting men, which led to Marlboro becoming the world's best-selling cigarette.Phillip Mor... ... middle of document ....... This research by market falls into three fundamental categories: research on lifestyles and attitudes, research on the image and value of the brand and research on the effectiveness of specific communication messages. Said Phillip Morris of man, comes in full. The fluid design filter feels right in your mouth. It works well but doesn't get in the way. The modern flip top box holds each cigarette in place until you smoke it." What has been presented is an in-depth analysis showing how Marlboro has become the best-selling cigarette in the world by critically discussing Marlboro as a brand and the products it offers to a particular market that could satisfy a certain need or desire, along with the brand identity, positioning statement and whether Marlboro can be considered a healthy brand, based on the Vega Healthy brand criteria.