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Meanwhile, Zuzana Buckingham, head of strategic planning for the Davidoff cigarette brand at Imperial Tobacco Limited, insisted that four primary factors have to converge to assist a cigarette brand in being perceived as luxury: superior quality, desirability, heritage, and relevance to the end consumer

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Why Lucky Strike is a value brand The journey from historical prominence to a value proposition happened with good reason too: The brand delivers consistent quality at lower prices than premium competitors