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Would a cigarette by any other name taste as good in China?
  1. Ling Wang1,
  2. Yue Jin2,
  3. Micah Berman3,
  4. Amy K Ferketich4
  1. 1Department of Planning & Business Development, Nationwide Children's Hospital, Columbus, Ohio, USA
  2. 2Department of Research, Acumen LLC, Burlingame, California, USA
  3. 3Division of Health Services Management and Policy, The Ohio State University College of Public Health, Columbus, Ohio, USA
  4. 4Division of Epidemiology, The Ohio State University College of Public Health, Columbus, Ohio, USA
  1. Correspondence to Dr Amy K Ferketich, Division of Epidemiology, The Ohio State University College of Public Health, 1841 Neil Avenue, 310 Cunz Hall, Columbus, OH 43210, USA; aferketich{at}cph.osu.edu

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Introduction

A carefully created and chosen cigarette brand name is a critical element of branding and an integral part of any tobacco marking strategy. Brand names can bring immediate value to a brand, enhance awareness and create a favourable image for the product, thus influencing purchasing and consumption behaviours.1 ,2 Article 11 of WHO's Framework Convention on Tobacco Control (FCTC) requires each party to ensure that tobacco product packaging and labelling do not promote a tobacco product by means that are false, misleading, deceptive or likely to create an erroneous impression about its characteristics, health effects, hazards or emissions.3 However, cigarette brand names, which can be deceptive and can create false impressions about a product's characteristics, have rarely been targeted by tobacco control efforts. The objective of this study was to identify the themes of Chinese cigarette brand names, and to discuss whether these cigarette brand names are complying with …

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