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Analysis of Branding Development Methods for Domestic Tire Manufacturers


Inna Samoylenko
(about the author)

Samoylenko Inna Viktorovna –

Published in:
Russian Journal of Entrepreneurship
– № 2-1 / February, 2011



Keywords: branding, branding promotion, corporate brand, individualization of brand, methods of branding development, specialized individual brands, tire industry


Citation:
Inna Samoylenko (2011). Analysis of Branding Development Methods for Domestic Tire Manufacturers. Russian Journal of Entrepreneurship, 12(2), 86-91. — url: http://bgscience.ru/com/lib/2740


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Abstract:

The article shows the current trends and methods for branding development in the tire industry. The author studies the methods of branding development and the major flaws by the example of Sibur – Russkie Shiny (Sibur - Russian Tyres) OJSC. Among the main shortcomings are: advertising of individual tire brands instead of promoting the corporate brand and use of disinterested third-party distribution agencies instead of developing their own centralized distribution network.







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