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The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm.2 Strategically, companies identify optimal points of difference also known as unique selling points or propositionswhich are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand.2 According to RAIs 10-K filings, which are annual reports that comprehensively summarise a companys financial performance and mandated by the US Securities and Exchange Commission, Santa Fes

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The rear of the package is the same as the front - WWII produced packages have the words: ARE A BALANCED BLEND OF THE FINEST TOBACCO on the rear of the package

They can also be used as creative gifts for family and friends.

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