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These factors collectively contribute to the upward trajectory of IQOS in terms of brand value since its initial tracking in 2020. There is, however, still a substantial gap in terms of brand value between IQOS and Marlboro, which is valued at $32.5 billion in this years ranking

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In fact, after the ban, 92 percent of smokers reported they could still easily identify their brand, and 68 percent were able to correctly name the package color associated with their usual brand, a 2013 Harvard study found

Ann Intern Med 2015;163:62234