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.
Several Chinese research institutions recently jointly released the “2024 China Brand Influence Index Report”. In the report’s “Top 10 Tyre Brand Influence” list, Doublestar ranked first.
The Goodyear Tire & Rubber Company has appointed Mamatha Chamarthi senior vice president and chief digital officer. It also appointed Will Roland senior vice president and chief marketing officer. Both will report to chief executive officer and president Mark Stewart, from 1 August.
As of 1 July 2024, all Cosmo Tires will feature a new “cutting-edge” label design. According to the company, “these labels are more than just informative; they reflect Cosmo’s brand identity, merging visual appeal with practical information for the consumer.”
The latest Brand Finance data shows that Michelin is “the world’s most valuable and strongest tyre brand” followed by Bridgestone in second and with Continental rounding off the podium. However, Far Eastern brand value is rocketing, with Giti the fastest-growing tyre brand in the ranking, following a 19 per cent brand value increase. Similarly, Sailun, Linglong Tire and Sentury Tire accelerates off the back of an overseas demand surge.
Immediately following the conclusion of the 2023/24 season UEFA Europa League Final at the Aviva Stadium, Dublin, a somewhat unexpected 3-0 win for Gian Piero Gasperini’s Atalanta over Xabi Alonso’s otherwise undefeated Bayer Leverkusen team, official global sponsor Hankook Tire announced that it will extend its partnership with the competition and the lower tier Conference League, via its Laufenn brand, for a further three-year deal. The new deal extends to at least the end of the 2026/27 season the Korean tyre manufacturer’s relationship with the UEFA competitions, which debuted in 2012. The partnership is already the Europa League’s longest. Both the UEFA Europa League and the Conference League are expanding in the 2024/25 season, affording the Hankook and Laufenn brands increased exposure thanks to a revamped league phase. The showpiece event in Dublin offered a great spectacle on the European stage to Hankook, which has hosted corporate guests all around the continent as well as displayed its branding prominently across the continent as a result of its sponsorship deal this season.
Following the publication of our latest online branding research, we wanted to give readers access to how the calculations were made. So, here is Stobbs’ online branding methodology, here’s how they worked it all out. When it comes to the calculation of online prominence, brand mentions are identified by matching the content of the webpage HTML using ‘regular expressions’ (‘Regex’), a formulation which allows wildcard-based searching and is able to identify brand references within longer strings (such as the URL of the page).
Turbocharger manufacturing specialist Melett has bolstered its marketing team with the appointment of Jacqueline Barker as marketing assistant, to shore up company communications and develop positive customer relations. Barker, who has been with Melett for 4.5 years, moves into the team from the customer care department, where she focused on developing and maintaining relationships with Melett’s customers, and is therefore well placed in understanding ongoing demand and key customer requirements. In her new role, she will support the marketing department by assisting on creative campaign delivery and maximising engaging customer contact.
Linglong became the first Chinese tyremaker to start producing tyres in Europe when it opened the doors to its Serbia facility in February. Since then, the company has continued to expand its European operations and most recently appointed Wolf Fuder as Head of Marketing Europe based within the Linglong Germany GmbH operation.
Hankook Tire has given a name to the combined innovations it uses in its iON electric vehicle tyres. It collectively calls these iON Innovative Technology. Hankook Tire says these newly branded technologies not only accelerate efficiencies in the research and development process but will also enhance communication with customers.
Game developer Milestone is once again partnering with Bridgestone to bring a range of tyres to the latest instalment of its Ride videogame series, Ride 5. Through this partnership, Bridgestone aims to “solidify its position as a market leader for motorbike tyres” and showcase its products and legacy in the competitive racing world.
At the end of this month, Wolf Fuder will end his tenure as Head of Marketing at Kumho Tire Europe, a role held since March 2007. Fuder joined the Offenbach, Germany-based subsidiary in October 2006.
Recently, the World Brand Summit 2023 was held in Beijing. Tyrepress China learned that nine tyre manufacturing companies had been listed in “China’s 500 Most Valuable Brands”.
Toyo Tire Holdings of Europe GmbH has renewed its partnership with the AIG Women’s Open 2023 at Walton Heath. It’s the fifth time Toyo has sponsored the event, which will take place at Walton Heath in Surrey from 10-13 August.
Alex Jarvis-Cleaver has been appointed marketing manager for aftermarket specialist First Line Ltd. He has a wealth of experience in marketing, having led marketing operations at a manufacturer of torque tools for six years, prior to a brief career break that saw him take on a trip across the United States.
Kenda has introduced new brand imagery reflecting its “Designed for Your Journey” slogan. The multi-segment tyre manufacturer’s new logo incorporates three design elements in its signature “K”: a check mark on top to represent quality assurance and safety; an inverted V shape on the bottom symbolising a strong foundation; and a diagonal line in the middle that represents the road ahead. Kenda says it wants to refresh the brand to communicate four core values: honesty, quality, service, and innovation.
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