IQOS has been listed for the first time among the top 100 most valuable global brands in the BrandZ 2026 ranking [1].
The inclusion marks a significant shift in consumer perception and market value for Philip Morris International (PMI). As the company pivots away from traditional combustible cigarettes, the ranking serves as a metric for the success of its transition toward a smoke-free future.
The BrandZ 2026 ranking was released in May 2026 [2]. The list is produced by Kantar, a global data and insights company that evaluates brand equity based on consumer demand and financial performance. The announcement was highlighted during the Kantar Brand Gala held in New York, with official press releases issued from Stamford, Connecticut [1, 2].
IQOS, the tobacco-heating system developed by PMI, achieved this top-100 status by demonstrating increased consumer relevance [1]. The brand's rise reflects the growing adoption of heat-not-burn technology over traditional smoking methods. By securing a place on the list, the brand validates the commercial viability of PMI's broader strategic vision to replace cigarettes with reduced-risk alternatives [1].
This milestone comes as the global tobacco industry faces increasing regulatory pressure and declining cigarette volumes. The BrandZ ranking focuses on the strength of the brand's relationship with its users, and its ability to maintain value in a competitive landscape [1, 2].
“IQOS was listed for the first time among the top 100 most valuable global brands”
The entry of a tobacco-alternative brand into a top-tier global value list signals a transition in how the market values 'smoke-free' technology. For Philip Morris International, this is not merely a marketing win but a financial indicator that its investment in heat-not-burn systems is translating into brand equity and consumer loyalty on a global scale.
