Picture warning popular tobacco brands encounter m

  • Detail

Picture warnings popular tobacco brands encounter management crisis

picture warnings have hit the tobacco industry and threatened other consumer goods industries. The tobacco industry warned that increasing the use of scary pictures by managers would seriously endanger the value of brands and intellectual property rights

people often ask: why do you work for the tobacco industry? There are many reasons. Let's look at two of them

first of all, we have experienced many challenges before others, so as a lawyer in the tobacco industry, I have to deal with unprecedented problems. This has extended my professional life to exciting, unpredictable and beneficial levels. Second, tobacco companies such as British American tobacco are responsible for setting high standards for other companies in other less controversial industries

these factors attracted me to this industry

over the years, I have seen the worries caused by tobacco warning labels, which involve the integrity of intellectual property rights and brands in many aspects. The consensus is to find reasonable solutions and protect the interests of consumers

disappeared brands

British American Tobacco Group has a very clear position on cigarette warnings. It is very appropriate for government administrators to place clearly visible health warnings on cigarette packs. The government plays an active and important role in defining what information consumers should receive. The information should be credible. We assist the government in providing relevant information

British American Tobacco's 1.2.1 air inlet is equipped with a digital air velocity anemometer. The policy is that all cigarette packs should have clear and visible health warnings wherever they are sold, even for tobacco products sold in countries that have not put forward such requirements

however, bat does not support warnings about inappropriate size and content imposed on cigarette packs, because these warnings can not increase consumers' information, and even mislead consumers

we believe that the nature and specifications of these health warnings stipulated by the government affect the visual characteristics of the brand, leaving insufficient space for brand integrity, which is a key factor in choosing one brand rather than another

the government's advertising column reduces the visibility of brands, deprives consumers of freedom of choice, and encourages consumers to choose brands more according to the patterns of cigarette warnings, rather than the products consumed according to brands. There are signs that the higher the brand value, the greater the damage to the property right and value of the brand. High quality brands lose out to cheap brands and commodities without brands. Another result of the big warning is that the commonality between major brands and similar brands is increasingly strengthened

the prominent warnings have affected consumers' choices, making unfair competitors surpass the investment made by intellectual property owners in establishing brand equity over the years. We give free or at least large subsidies to a similar brand

warnings of inappropriate nature and specifications distort the competition between brands. From this point of view, managers should not intervene in the market

scare therapy

the nature of health warnings is to change from information release to frightening pictures

in terms of specifications, they range from modest to noteworthy to overwhelming

the warnings become so large that the brand can only occupy the corners of the cigarette box. The frightening pictures attract consumers' attention to all trademarks. As a result, the colorful warnings distort the image of the whole brand

many people believe that tobacco is a specific environment and therefore requires special management. However, tobacco is not the only product that causes harm. Alcohol, high-fat products, high sugar soft drinks, drugs and cosmetics are harmful to people. In fact, any product people use is harmful to some extent

the tobacco industry is only at the forefront of the trend. Managers have the right to use the packaging space of many products, regardless of whether it will damage the brand property right and brand value. If there is no brand, many products will only stay in the stage of agricultural products

the tobacco experience educates the world. In fact, countries cannot adopt the most stringent laws and regulations implemented in almost all places without analyzing how consumers should protect consumers or what is appropriate to do. This is a process of competitive improvement. Once one country has adopted a rule for manufacturing engineering resin mixed pigments, other countries will adopt such a measure. Similarly, once an industry such as tobacco is managed, other industries will also be managed, and this has already begun

management is often strict. Managers tend to take measures taken elsewhere without considering whether they are reasonable and applicable

management often adopts the method of comparison. Brazilian cigarette packs carried health warnings in 2000. This warning is colorful and occupies most of the area of the cigarette box, but it does not affect the brand

in 2005, on the same cigarette case, except for the text warning on the cigarette case, the side of the cigarette case was completely covered by a frightening warning

in April, 2005, the British Medical Journal published an article on public health professor Dirk Jacques of Yale University, which proved that the regulation in one industry can be extended to other industries. Professor Jacques claims that regulators are strengthening the regulation of tobacco management and making use of the experience learned from other industries

his statement is not surprising. The recent white paper of the British government requires food manufacturers to automatically control the advertising and other marketing activities of children's fast food on television by 2007, or they will have to enact corresponding laws. In the United States, the new food advertising management will be implemented by the end of 2005 and in Canada by the end of 2006. The European alcohol action plan of the World Health Organization calls for restrictions on the advertising of alcoholic beverage products, which can only release product information

in South Africa, alcoholic beverages have been labeled as public health. A U.S. Food and drug administration team has recommended that all stimulant drugs should have a warning that may produce side effects. Previously, this information appeared on the leaflet in the kit. There are many such examples around the world

future expectation

brands, like people, face slander. They can be injured and even die when they are malnourished, but when they are treated properly, they can get enough nutrition and grow

many industries will encounter the same management as the tobacco industry. They need time to prepare to ensure that the laws formulated are reasonable, rather than allowing unreasonable management rules to be formulated

positive response

in May2005, British American Tobacco invited many tobacco companies to have hysteresis characteristics; The division participated in a meeting. We also invited representatives of brand owners from many different industries. More than 200 people attended the meeting, 22% of the participants were brand owners, and the rest were from law firms

British American Tobacco shows the information of future picture health warnings. We asked all the guests some questions and collected their natural responses. Here are some questions and answers

many participants felt that other industries were likely to follow the example of the tobacco industry. A disturbing message was that most participants believed that these strategies could not deal with the threat

one of the brand owners stood up and asked, "why don't brand owners form a cross alliance, unite their resources and deal with these problems?" We passed the question on to the audience. The answers are consistent, and a cross alliance should be created

the author of this article is an employee of bartmarc general consultants in London

source: Tobacco

Copyright © 2011 JIN SHI