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Participants were shown a series of packs for a brand with which they are familiar as being heavily marketed and sold in the U.S

With eight out of the top 10 brands experiencing declines in value, tobacco giants must be brave in admitting market shifts and strategically planning their next moves to sustain global dominance and relevance. Chesterfield (brand value $3.1 billion) has maintained its brand value year-on-year and advanced one position to seventh place

Twenty-year-old woman Brenda told the same researchers: I just imagine that um, tailor made has more chemicals in it

Sienna is richer and fuller, suited to full-flavour smokers

Engage in regular exercise to strengthen lung capacity and heart health

The state monopoly on the tobacco industry and the money it earns is one of the biggest obstacles to anti-smoking efforts