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PMI has carefully overhauled its image with a new mission: "designing a smoke-free future." Since 2008, PMI has invested more than $6 billion on iQOS, its heated tobacco device and other next-generation products

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and Beauty Plus Global Inc

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The chosen brand [therefore] must radiate a positive image that also rubs off on the consumer. But, Lorenzen also pointed out that a carefully curated brand image perhaps constituted the single most important attribute that elevates a cigarette brand into the luxury category