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Brand loyalty among smokers is strong and persistent. Individuals smoke one brand consistently, so that they become identified with it. A guest who discovers that his host smokes the same brand considers this a personal flattery. If a young lady changes to the brand of an admirer, he understands that he has surely made an impression. Here is the experience of one young man, and his interpretation of it:

"I was very fond of a girl. She was giving a farewell party before leaving the country. I didn't have any idea how I stood in her affection. The only clue was that at her party she had my brand of cigarettes. I always felt that that was in deference to me." "My brand" has a special significance, as if it were a part of the smoker's credo and personality.