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N Engl J Med 2015; 372:631-640 DOI: 10.1056/NEJMsa1407211


Mortality among current smokers is 2 to 3 times as high as that among persons who never smoked. Most of this excess mortality is believed to be explained by 21 common diseases that have been formally established as caused by cigarette smoking and are included in official estimates of smoking-attributable mortality in the United States. However, if smoking causes additional diseases, these official estimates may significantly underestimate the number of deaths attributable to smoking.

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1. Brand identity

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? The brand of course is an easily recognizable name that immediately tells people about a certain organization that manufactures certain products or renders certain services. Brand identity is the way people recognize the brand. It may be through the logo or other associated visuals. The Swoosh logo of Nike is very simple, but is immediately recognizable worldwide along with its punchline, “Just Do It”.

2. Brand image

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is the idea of the brand that people develop in their minds. It also dictates what they expect from the brand. For instance, Rolls Royce has the image of a luxury car maker. So, it cannot be making a budget car even if there is a market. Its existing premium customers won’t take it kindly as it dilutes the said image. It’s hard and sometimes impossible to change brand image, so it’s best to know what you’re aiming at, before you invest hard earned dollars.

3. Brand positioning

Positioning is the way a product is placed in the market. It basically defines what segments of the market it is targeting. For instance Virginia Slims is a cigarette targeted at women. Basic ingredients in all cigarettes are same but this one has been positioned to attract women by making it slimmer in size and making the packaging sleeker.

4. Brand personality

Brand personality is just like the personality of human beings. It is certain emotional or personal qualities that we associate with a particular brand. For example we can associate youthfulness with Pepsi or ruggedness with Wrangler. Every element of the brand identity including the colour of the logo and the typography on the brand name adds to the personality.

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