Michelin still top online brand, but the gap’s narrowing

Friday 9th September 2011 | 0 Comments

The French tyre giant has done it again. As in all the previous online brand equity studies produced by Tyres & Accessories in collaboration with online brand research specialists Envisional, the 2011 data once again shows that Michelin has achieved the greatest degree of online prominence. What’s different this year is that the margin has somewhat decreased compared with the identical study we produced in 2010.

The companies occupying the remainder of the top six most-prominent brand slots all come from the same selection as before (namely Michelin, Continental, Pirelli, Bridgestone, Goodyear and Dunlop) but, this time Pirelli rose from sixth place in 2010 to third place in 2011, and Bridgestone dropped from second to fourth place. According to the analysis there was a significant drop in relative prominence between the top six brands and the remainder, amongst which small drops in position were seen for Firestone (dropping below Yokohama) and Falken (dropping below Hankook). Giti achieved the smallest degree of online prominence by a significant margin.

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Category: Online Brand Equity