Case | HBS Case Collection | April 1990

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

by Stephen A. Greyser and Norman Klein

Abstract

Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used the announcement of the cosponsorship as the foundation of a major corporate identity and image campaign in mass media. Also describes other current PM initiatives to sustain and improve its corporate image. Students are encouraged to think through the potential benefits and risks of PM's corporate campaigns, and then to examine the dimensions of this particular campaign.

Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations;

Citation:

Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program. Harvard Business School Case 590-108, April 1990.