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These factors collectively contribute to the upward trajectory of IQOS in terms of brand value since its initial tracking in 2020. There is, however, still a substantial gap in terms of brand value between IQOS and Marlboro, which is valued at $32.5 billion in this years ranking

Manufacturers market e-cigarettes as tools for quitting or cutting down on smoking, but the Food and Drug Administration (FDA) class them as tobacco products

If the brand has a lot of good customer feedback, you can rely on it being a reputable brand

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