POSITIONING THE IQOS BRAND THROUGH EVENT MARKETING AND LOCATION BRANDING
DOI:
https://doi.org/10.24867/26GI26LapcicKeywords:
brand, IQOS, location branding, event marketingAbstract
This paper explores innovative marketing strategies of the IQOS brand, a product that represents a revolution in the tobacco industry. It focuses on the analysis of marketing events and location branding as key elements of the IQOS strategy. Applying a case study and literature review, we investigate how IQOS utilizes exclusive events such as concerts, fashion shows, and festivals to create a luxurious and appealing brand image. Additionally, we examine how IQOS brands selected locations such as beaches, clubs, and restaurants, building a positive image through highly targeted marketing actions. Through the analysis of legal constraints and sponsorship strategies, we explore how IQOS successfully navigates the challenges that come with promoting tobacco products within legal limitations. This paper provides insight into a comprehensive marketing strategy crucial for the success of the IQOS brand in the contemporary tobacco industry.
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