Marlboro: brand value 2006-2019

Marlboro’s global brand value has seen some significant growth starting in 2011, when it nearly doubled reaching 67.5 billion U.S. dollars. Following that, the value remained fairly steady until 2015 when it saw another increase of around 13 billion dollars. Finally, in 2019, the cigarette brand’s value stood at 71.96 billion U.S. dollars.

Marlboro is owned and produced by Philip Morris, a multinational cigarette and tobacco manufacturing company that sells products in and outside of the United States. In 2018, Philip Morris International shipped almost 265 billion units of Marlboro cigarettes worldwide, making it the most popular brand amongst the company’s other products– including L&M, Chesterfield and Parliament, to name a few.
In India, Marlboro is manufactured by the company Godfrey Philips. The company headquartered in Delhi, India shares a license agreement with Philip Morris to distribute and manufacture Marlboros. Contrary to the worldwide shipment records, Marlboro faces stiff competition from the local cigarette brand sales in India. In 2018, the Indian Tobacco Company, known as ITC Limited, outranked Godfrey Philips by 383 billion Indian rupees in net sales to claim the top spot.
Moreover, health officials in India are not happy with parent company Philip Morris’s lobbying tactics that break the country’s smoking regulations. According to internal documents uncovered by Reuters, while cigarette sales are declining in many countries, Philip Morris has been actively targeting India as the market for sales growth

Marlboro's global brand value from 2006 to 2019

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Release date

June 2019



Survey time period

2006 to 2019

Supplementary notes

Figures for the period 2006 to 2018 come from earlier reports.
Figures have been rounded.

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