Rebranding of Phillip Morris to Altria

Rebranding of Phillip Morris to Altria

The rebranding of Phillip Morris to Altria took place in 2003. The company wished to emphasize that its business consists of more than tobacco; at the time, it owned an 84% stake in Kraft, [ [http://www.brandrepublic.com/News/169641/ Philip Morris completes its rebranding to Altria Group - Brand Republic News - Brand Republic ] ] although that business has since been spun off. [ [http://www.fool.com/investing/general/2007/03/15/coca-cola-vs-altria-altria.aspx?terms=altria&vstest=search_042607_linkdefault Coca-Cola vs. Altria: Altria ] ] The name "Altria" comes from the Latin word for "high" and was part of a trend of companies rebranding to names that previously did not exist, Accenture and Verizon being two other notable examples. [ [http://www.accessmylibrary.com/coms2/summary_0286-2337818_ITM Altria Director Discusses Rebranding Company, CNNfn. | Finance Wire (November, 2003) ] ] The rebranding took place amidst financially troubled circumstances. [ [http://www.encyclopedia.com/doc/1G1-97170567.html US TOBACCO giant Philip Morris changed the name of its parent company to Altria last week but the rebranding failed to hide the weak state of its business. - Sunday Business (... ] ] The name change was mocked by Doonesbury, which had a cartoon reminding readers to think of cancer and death when they see "Altria."

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  • Rebranding — is the process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand s logo, brand name, image, marketing… …   Wikipedia

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