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Two early research studies indicated that in the absence of brand information, smokers were unable to identify their own cigarette brand, 22 23 suggesting that branding plays an important role in establishing cigarette taste. How much of the difference between these brands is a product of brand image, rather than genuine differences in the product, has not been examined in the peer-reviewed literature. 21 Premium (and some of the more expensive mainstream) brands may, therefore, induce expectations of a better product than value brands. In Australia, the cigarette market is generally categorised into premium, mainstream and value segments distinguished by price, 20 although a super-value segment has emerged more recently due to the introduction of value brands in smaller pack sizes (20 cigarettes compared with typical value pack sizes of 35, 40 and 50). Additionally, price is generally imputed to be an indicator of quality, 18 with smokers found to distinguish brands in different market (price) segments in terms of the quality of the cigarette. 17 Therefore, brand image established prior to the introduction of plain packaging is likely to continue to influence smokers who can still recall the brand image of particular brands, even when the appearance of the pack has been standardised.

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14īrand names can evoke memories of past experience and brand image 15 16 created through the repeated pairing of a name with particular symbols, attitudes and values when full branding was permitted. Expectations of taste were shown to differ between cheaply and expensively priced packs (although prices in that study were not consistently presented with particular brand names). However, only two brand names were examined.

13 In a recent online choice experiment, smoking and non-smoking Canadian females did not expect taste to differ between a female-oriented and a gender-neutral brand. Qualitative research from the UK has indicated that some smokers believe they would not be affected by the change from a fully branded to a plain pack, because they would recognise that the cigarettes were the same by the brand name. In a plain packaging environment, brand names are one of the few remaining ways in which cigarette products can be distinguished and a means by which brands may retain their marketing sway. 7–12īy comparison, research on the effects of cigarette branding on cigarette taste in a plain packaging environment has been limited. 2–6 This corroborates a large body of literature reporting that plain packaging significantly reduces the expected satisfaction, enjoyment and overall taste of a cigarette, as well as negatively influencing expectations about more targeted sensory attributes such as smoothness. 1 There is increasing evidence from naturalistic and post-implementation studies that plain packaging negatively impacts the enjoyment, quality and satisfaction of cigarettes when they are smoked.

The introduction of plain packaging in Australia removed all imagery, colours and symbols from cigarette packs, requiring all packs to be sold in drab dark brown packaging with standardised appearance and positioning of brand and variant names.