2. Philip Morris
Philip Morris Companies rebranded the corporation as the Altria Group in 2003, CoreBrand said. In 2007, it spun off its Kraft Foods subsidiary, making reinvention more difficult because the company’s remaining divisions are closely linked to the tobacco inudstry, the report said. It predicted Philip Morris’s favorability ratings are unlikely to improve unless there is a “a clear corporate brand strategy and the willingtoness to invest in it over time.”
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