Michelin maintains a strong brand presence in the U.S. domestic market as well as in other countries. Numerous activities have helped develop and maintain this advantage.
Resources:
- Ad in Spanish
- Ad with tire safety video
- Brand Strength – London Story
- Characteristics of effective logos
Discussion Questions:
- What characteristics come to mind when you think about the Michelin Tire company?
- Which tire companies are the most effective competitors to Michelin? How do they compete?
- Watch the video regarding characteristics of effective videos. Do you consider the Michelin Tire Man to be a logo, spokesperson, or does the animated character hold a unique distinction in marketing communication? Explain your answer.
- How has Michelin been able to maintain brand strength in the international marketplace?
- Explain how you would take the lessons learned from watching Michelin build and grow a strong brand presence and apply them to other companies or products.
Clow/Baack 