Brand Extension For Michelin

The name Michelin has to be one of the best-known brand-names in the world, which is no mean achievement for a company making what are, for the most part, unglamorous products. Having said that, the Michelin name is associated with more than just tyres – with maps, tourist, hotel and restaurant guides, indeed, the phrase ‘Michelin Star’ is synonymous with culinary excellence and is a much-coveted award. If the name is famous, then the image of Bibendum, the 100+ year old Michelin Man, is equally well-known, decorating the pages (or sidewalls) of all the above products.

In short, Michelin knows that it has that most valuable of assets; a brand image that is widely recognised and which has an excellent reputation. It seems that the company is about to cash in even more on its asset, as Michelin has announced a major brand extension initiative which will target a variety of consumer markets through a licensing programme. Michelin has retained The Licensing Company (TLC), which is a London-based agency, to develop the programme, details of which will be revealed this Autumn.

Said Michelin’s Patrick Lepercq, Director of the brand extension initiative: “We are confident that TLC will be a strong partner. Its management has already demonstrated a sound understanding of the Michelin brand and its values.”.