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Identification - smokers often identified a particular brand with a particular feature Availability - it was difficult to find some brands in the hard box, although it was available somewhere Familiarity - if a brand first came out in a soft pack, smokers were reluctant to change and vice versa Philip Morris' trademark registration of the name 'Flip-top box' Identification Smokers identified a particular brand with a particular attribute and were often not aware of other brands

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