Indonesia 2015 | Brand Profiles | 10 | Marlboro

Company: Hanjaya Mandala Sampoerna Tbk PT

Brand value: US$1,669 million

Headquarter city: Jakarta

Industry: Tobacco

Year formed: 1984

Global brand encourages smokers to ‘Be Marlboro’

Marlboro is known the world over and is the largest-selling cigarette brand in the world. Its image has for decades been associated with the ‘Marlboro Man’ and his rugged cowboy image. This image has been at the heart of brand communications in Indonesia since the late 1950s, though its current advertising – which is highly restricted because of regulations on the advertising of tobacco products – carries the slogan “Be Marlboro”.

The brand is owned by Philip Morris International, which is listed on the New York Stock Exchange, and is distributed in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange and is majority owned by PMI.