Meeting Speech Dallas Sales Vice_President_Premium Brands Suzanne LeVan Id like to spend the next 30 Good afternoon: using talking about building equity and minutes from the Premium Brand perspective: equity You might say that without brand equity, all of our brands are vulnerable to the actions of our least intelligent, most desperate competitor: Fortunately over the years we've introduced and stabie of brands with distinct points of built Virginia Slims, a brand designed differentiation: exclusively for and reflective of contemporary Hedges; Benson & the 10mm cigarette women: that signals quality, sophistication and style: Merit; the brand that proudly boasts a heritage of delivering great light taste at every level of low tar_ geographically concentrated brand Parliament, that personifies relaxing, aspirational smoking moments. savings account; we've made And, not unlike deposits to keep building equity for our regular There are as many ways to build brand brands. through the product equity as you can imagine itself; how it's packaged, how it's advertised and Each tool helps us build equity how it's promoted unique, distinct so that each brand can enjoy 1 place in the market from which it can more easily competitive initiatives and from defend itself from
Dallas Sales Meeting Speech Suzanne LeVan Vice_President_Premium Brands Good afternoon: Id like to spend the next 30 minutes talking about building equity and using equity from the Premium Brand perspective: You might say that without brand equity, all of our brands are vulnerable to the actions of our least intelligent, most desperate competitor: Fortunately over the years we've introduced and built stabie of brands with distinct points of differentiation: Virginia Slims, a brand designed exclusively for and reflective of contemporary women: Benson & Hedges; the 10mm cigarette that signals quality, sophistication and style: Merit; the brand that proudly boasts a heritage of delivering great light taste at every level of low tar_ Parliament, geographically concentrated brand that personifies relaxing, aspirational smoking moments. And, not unlike savings account; we've made regular deposits to keep building equity for our brands. There are as many ways to build brand equity as you can imagine through the product itself; how it's packaged, how it's advertised and how it's promoted Each tool helps us build equity so that each brand can enjoy unique, distinct place in the market from which it can more easily defend itself from competitive initiatives and from 1