The bigger the tyre brand, the more important marketing becomes in order to communicate its values and its worth. With this in mind, the “marketing” tag collates all the latest marketing-related news and analysis into a single place. This reverse-chronological list of thousands of articles is your go-to source of tyre industry, marketing-related news and information.
WAIglobal has introduced a new range of branded merchandise as part of its continued evolution of the WAI brand. The WAI-branded selection includes: Mobile phone power bank, mouse pad, car charger, enamel pin, notebook, drinks tumbler, international socket adapter, USB flash drive, USB power bank, USB phone adapter and charging cable, alternator air freshener, emergency […]
On the night of 26 September 2017, the Chinese Volleyball League’s award ceremony of this season and the grand launching ceremony of the new season was held in Beijing. Lang Ping, the Chinese women volleyball team’s head coach, and “many famous volleyball stars” made an appearance at the ceremony.
Yokohama stated that it was “honoured” to secure the NTDA Marketing Campaign of the Year Award 2017. In its award-winning campaign, the manufacturer utilised its partnership with Chelsea Football Club to generate high-profile awareness of tyre safety issues, creating a powerful call to action encouraging football fans to check their tyres and travel safely.
Winter time is Liqui Moly time, the German motor oil and additive specialist states, as the colder months allow many of its products to show their true potential. And so the company has made sure that its logo can be seen at winter sports events around the world. This will remain this way in the coming two seasons. Furthermore, the company is setting its sights on new sports and is investing several million euros. This significantly tops the previous investment for advertising in winter sports.
Firestone has launched its 2017 Battle of the Bands competition, with Orange Amplification and Wolf Alice bassist Theo Ellis. The contest provides hundreds of acts the opportunity to showcase their music, as well as win more than £2,000 worth of Orange Amplification equipment, studio time worth around £1,500, and support towards the creation of an EP.
Michelin has taken first place in Tyres & Accessories annual online brand prominence table, conducted in association with analysts NetNames. Following the news that Michelin is the strong online brand in terms of social media equity both in the UK and globally, the French tyre maker is no doubt delight to continue its historically strong showing. However, for the second year in a row, Continental overtook Michelin in terms of brand sentiment. And when you consider that Continental is also Michelin’s main contender in terms of social media equity, it now appears that pole position in the online space is a two horse race between Michelin and Continental. That’s said, at the other end of the spectrum mid-range and economy brands have registered some significant increases in online brand prominence during the last 12 months.
The Goodyear Tire & Rubber Company has appointed Mike Dwyer as chief marketing officer and Mike Dauberman as chief digital officer in its North America consumer business. Both appointments are effective immediately; both will report to Scott Rogers, who was recently named president, North America consumer.
Tyre and construction reinforcement and composite technologies supplier Kordsa has launched a new campaign entitled “We Reinforce Life”. The marketing campaign underlines how products and technologies developed by Kordsa contribute to safer, easier, more efficient and convenient everyday lives. The Sabanci Holding affiliate also hopes to strengthen its leadership and brand identity in reinforcement technologies. Kordsa claims to be “the reinforcer” of one in every three automobile tyres and two in every three aircraft tyres around the world.
Bridgestone UK launched its Olympic Games partnership in early 2017 with three new Olympian brand ambassadors. The tyre manufacturer’s marketing campaign to coincide with the sponsorship has the tagline “Chase Your Dream, No Matter What”, and its latest event paired a group of “everyday battlers” with a performance psychologist, a 10 metre diving board, and the UK’s synchronised springboard diving Olympic champion from the Rio 2016 games, Chris Mears. Their experience, captured on camera, can be viewed for the first time below, and on the Bridgestone UK YouTube channel.
Firestone has continued its partnership with the Barclaycard Arena, making the Birmingham venue’s unsigned area into the Firestone Stage for a second successive year. The stage hosts unsigned artists in the pre-show entertainment arena at selected arena events, exhibiting a wide array of music talent from across the UK to up to 15,800 people.
Bridgestone’s approach to marketing Firestone has seen the world’s largest tyre manufacturer’s second-line brand rise in prominence in European markets, while a rapidly overhauled product range has helped to solidify confidence in both quality and availability. The self-professed youthfulness of the marketing approach to Firestone has seen the brand featured in various live music venues around the continent, while the summer “Firestone Music Tour” of festivals has increased to sponsorship deals with nine premier events in key markets, including Download in the UK. The introduction of the latest tyre in the Firestone range, the Roadhawk for touring and family cars, was timed to coincide with the first festival of the tour, Primavera Sound 2017 in Barcelona’s Parc del Fòrum, and the company hosted dealers, automotive journalists, and a cadre of lifestyle writers and bloggers, demonstrating the sustained, relatively novel approach Bridgestone has brought to the brand since what might be termed its reinvigoration in 2014.
On June 22 the 14th World Brand Summit sponsored by World Brand Lab published its China’s 500 Most Valuable Brands 2017 ranking. Shandong-based Linglong Tire came in at 119 on the list with the brand value reaching 30.563 billion yuan. It was Linglong’s 13th time on the list.
Tire Group International, LLC (TGI) has rebranded its Cosmo Tires private label. Details of the new imagery and range are available on the firm’s “completely retooled” website: cosmotires.com.
Vipal Europe is aiming to strengthen and spread its reach in the European tyre retreading market, with product tips and a full catalogue of certified tread designs specifically designed for the European market.
UFC has announced a multi-year partnership with General Tire, which will serve as the “Official Tyre Partner of the UFC” in the Asia-Pacific region. The partnership will begin on Saturday 17 June with UFC Fight Night: Holm vs. Correia at Singapore Indoor Stadium in Singapore.
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