Michelin Shines In J D Power Brand Study

J.D. Power and Associates has released results of its 2002 Global Component Branding Study, in which the views of almost 16,000 consumers in the USA, Europe and Japan are sought.

When it comes to looking for components that the consumer is familiar with, tyres and stereos are top of the list. Overall, 68 per cent of respondents said that branded tyres were important, but the numbers varied according to region. In the USA, more than 80 per cent said it was important to know the brand of tyre on a vehicle, with awareness no doubt prompted by the recent tyre recalls, while in Japan, the figure was less than 20 per cent.

Frank Forkin, a partner at J.D. Power, is reported as saying “Adding a tyre brand that consumers recognise and view favourably can positively impact the automotive brand, the component brand and the consumer’s purchase decision.

“The study measures the relative strength of a brand, based on consumer awareness, familiarity and overall image and 17 tyre brands were included in the study. Of these, the strongest brands proved to be Michelin, Pirelli, Goodyear and Bridgestone. Again, there were regional differences, with Michelin being the strongest brand in Europe and the USA and Bridgestone the leader in Japan.

Said Forkin: “A brand represents the quality and value associated with a manufacturer, but brand recognition and what that brand stands for varies from country to country. In today’s global market, a brand that may be known for quality, safety and prestige in one country may be viewed as cheap or unreliable, maybe even unknown, in another.”.