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.