What we are talking about today is the second-tier brand. Before we talk about the brand, brand (Brand) is a symbol of recognition, a spiritual symbol, a value concept, is the core embodiment of excellent quality. The process of nurturing and creating brands is also a process of continuous innovation. With its own innovative power, it can remain invincible in the fierce competition, and then consolidate its existing brand assets and participate in competition from multiple levels, from multiple perspectives and in multiple fields. A brand is a company's name, a trademark of a product or service, and other intangible assets that may be different from a competitor's logo, advertisement, etc. that constitute the company's unique market image.
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In the global tire industry, the most famous is the Michelin brand owned by the world's leading Michelin company. In fact, Michelin has 17 brands, and the most known is Michelin, we call it the first-line brand, there are 100 Luchi and Huali are called second-tier brands; Bridgestone Bridgestone from Japan is known as the first-line brand, and Firestone is known as the second-tier brand. In fact, Bridgestone has 11 brands. Many companies in China are called multi-brand strategies, but more are multi-name strategies. In terms of seeking truth from facts, they have used different names.
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The second-tier brands are slightly inferior to the first-line brands in all aspects, but they all have considerable strength and their own characteristics. For example, BMW's mini cooper, and second-line brands should be second-line products. In general, the technology is more mature, the price is cheaper, and the user base is better. And there is some loyalty to the brand, but it is not firm. And for more brands, the trend is obvious, but it is a very good opportunity for the price-sensitive users.
Second-tier brands sometimes have more profits than first-line tires, but profit margins are often unsatisfactory because prices are relatively transparent and competition is fierce. If the tyre company’s first-line and second-line distinctions are not clear, there are even three-line and three-pack tyres. The boundary is not clear. It may not only fail to bring more value, but it will drag on the profit margins of the first-line brands. In terms of the overall market, we believe that in the passenger car tire market, Michelin in China, Bridgestone, Pirelli, and Ma Li are often called first-line brands, with more brand support and user influence, coming from Dunlop , Yokohama, Hankook, Jiatong, etc. are known as second-tier brands; while Chinese card and passenger car markets, domestic companies such as China Strategic, Delicate, Giti, Double Star, Wanli, Zhengxin, etc. are called first-line brands. .
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The narrow sense "brand" is a kind of "standard" or "rule" that has both internal and external features. It is through the standardization and regularization of concepts, behaviors, and visual aspects to make them unique, valuable, and long-term. A generic term for cognitive systems. This system is also called the CIS (corporate identity system) system.
The first is Bridgestone from Japan. In addition to Bridgestone, there are many other brands that are not well-known. There are currently 11. They are Bridgestone, Dayton, Ecopia, Europa, Firestone, First, Gillette, Norauto, Peerless, Road; Sieberling, Sieberling.
Michelin, a leader in tire technology from around the world, has the brand's influence in China. It has several streets behind China, and it has 17 tire brands under the names Accis, Ambassador, BF Goodrich, and so on. Brunswick, Cascade, Cavalier, Crown, Diamond, Electra, Eurotyre, Kléber, Kormoran, Michelin, Miller, Riken, Taurus, Warrior.
And there are as many as 28 brands from Goodyear; Germany has 22 brands, but Pirelli only has 7 brands.
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