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.
Michelin has returned to the top of our annual online brand equity study run in conjunction with Cambridge-based specialists NetNames. The results marks a return to fortunes for the French global player, which has dominated the research for most of the 12 years it has been running until Continental seized first position last year. Indeed, the research has only been topped by three of the tyre majors in its history – Michelin, Continental and Pirelli. However, while the top of the table has been dominated by a select few of the world’s largest tyre manufacturers, some of the biggest gains have been made at the opposite end of the spectrum where the mid-range and economy brands we study have some of the biggest gains.
There’s no other way to put it. Michelin has been simply dominant in our online branding survey, having won almost every time we have run it in the last decade. With this in mind, it is no surprise that Michelin representatives are pleased to remain a “powerful voice” in the digital arena.
Our 2015 online branding study, which measures the online branding of leading tyre firms in partnership with NetNames, has a new winner. After years of Michelin dominance across both the “prominence” and “sentiment” metrics NetNames measures, Continental has surged to victory in the sentiment part of the 2015 survey, overtaking Michelin for the lead and just a whisker behind in terms of prominence.
French manufacturer Michelin has won our global online tyre brand value rankings for the seventh consecutive year. However, while Michelin deserves credit for the unparalleled achievement. This year’s research also shows significant growth from Korean manufacturers/mid-range brands. Tyres & Accessories once again partnered with NetNames, a partnership that this year celebrates its 10th set of annual results and 10 years of assessing tyre brands’ online prominence and sentiment.