MyCar

Rebranding KMart Tyre & Auto

The Brief

How do you rebrand a household name without losing brand equity?

On the announcement of its sale by Wesfarmers to Continental AG, Kmart Tyre &
Auto Service (KTAS) had the challenge of creating a new brand. The intent was to
create a brand name that effectively aligned that transferred KTAS’ existing brand equity to the new brand and had a wider appeal to grow market share.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Design

APPROACH

Our response to the challenge involved comprehensive quantitative research that sought to answer the following key questions:

What are the key attributes valued by their our customer base that will inform the transition to a new name?

How can we de-risk the name selection decision by employing market research to make an informed, objective recommendation on a brand name?

OUTCOME

We evaluated customer sentiment on the tyre and auto category to provide a quantifiable answer on what brand attributes and characteristics mycar should adopt. We also provided a data-driven recommendation on final name selection and created a compelling brand identity imbuing the attributes of the new brand.

“Our challenge was to not only transfer the existing goodwill within the brand, but also select a new name that our current customers would connect immediately with and that new customers would embrace. BrandMatters (now Fuller Brand Communication), through their extensive market research, were able to inform this selection and de-risk when it came to making the final decision. Without their deep analysis and understanding of the market, we would not have been able to launch the new brand with the energy and confidence that we have.”

Marketing Manager, Kmart Tyre & Auto Service