Michelin tyres has been awarded top Consumer Superbrand status in the UK.
The French tyre maker was declared “category winner” in the automotive products section of the consumer list, beating rival tyre companies Bridgestone, Continental Dunlop, Goodyear and Pirelli, which were also credited in the automotive products category.
The Centre for Brand Analysis (TCBA) invited 2,500 UK consumers to assess more than 1,500 brands, judging them on three key criteria: quality, reliability and distinction.
Stephen Cheliotis, chief executive of TCBA and chairman of the Consumer Superbrands Council, said: “A brand is so much more than a name and logo – it is how one is perceived based on everything one does and says. All those working for and leading the elite Superbrands can be extremely proud both of their part in building a Superbrand and also confident about their brand’s future and ongoing potential.”
He added: “The UK has a highly sophisticated, competitive and fragmented market across almost all consumer sectors. Therefore, any business that engenders goodwill and enjoys a positive perception among the buying public has a huge competitive advantage.
“This reputational strength offers these brands a vital lead over rivals and helps them to maintain or enhance both the volume and value of products and services sold.”
David Johnson, PR manager for Michelin tyres in the UK and Ireland, welcomed the award. He commented: “Michelin is an incredibly strong brand globally, which is obviously a real advantage in the UK as well. The fact that we have been making tyres in the UK since 1927 also has an effect, as do the community and road safety projects we deliver.
“Almost everyone in the UK knows the Michelin Man, and the brand is associated with innovation, performance, reliability and safety. That high profile brings with it a responsibility, though, to make sure those brand associations are strengthened instead of diluted. That means we can never let up in terms of research and development and pushing the boundaries of tyre performance – we’ve seen that with the launch of our CrossClimate tyre this week.”
Denna Bowman, Head Office