Goodyear - Assurance
The CompanyGoodyear Tire & Rubber Company is one of the world’s leading tire producers, operating in most regions of the world. Goodyear develops, markets and sells tires both domestically and globally.
The Task
The Goodyear Tire & Rubber Company wanted to designate a brand name for its new family of passenger tires for mid-priced and luxury vehicles. The new name needed to fit with a long standing position of leadership and innovation of Goodyear while representing the company's latest auto tire offering.
The Addison Whitney Solution
Verbal Branding
With the objective to create a name that communicates safety, reliability and protection, Addison Whitney developed and proposed the name Assurance.
Research & Analysis
Research found Assurance scored high marks for conveying the functional and emotional benefits that drivers look for in tires. Consumers equate the word assurance with reliability, dependability, confidence and trust.
"With the launch of Assurance, we are creating a brand name that will come to represent high quality, peace of mind and outstanding performance," said Jeanne Sherman, Director, New Products, Goodyear North American Tire. "Assurance will be the name consumers trust when looking for peace of mind, durability and reliability from a passenger tire."
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