L&M is sector’s strongest
In addition to measuring overall brand value, Brand Finance also evaluates the relative strength of brands, based on factors such as marketing investment, familiarity, loyalty, staff satisfaction, and corporate reputation. Alongside revenue forecasts, brand strength is a crucial driver of brand value. According to these criteria L&M is the world’s strongest tobacco brand with a Brand Strength Index (BSI) score of 76.9 out of 100 and a corresponding AA+ brand strength rating. L&M is the 4th best-selling international cigarette brand outside of the US and China and thus one of the best performing brands in the Philip Morris International portfolio.