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SEMA Show, pre-show: Goodyear plays name game

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Goodyear Tire & Rubber Co. is targeting prospective licensees at the 2009 SEMA (Specialty Equipment Market Association) Show and AAPEX (Automotive Aftermarket Products Expo).

According to Goodyear, recent consumer research validates the equity that the Goodyear brand brings to various products across an array of categories.

“We firmly believed that in order for a prospective licensee to get excited about putting the Goodyear brand on their product, we needed to prove the brand’s saliency among consumers who might be in the market for those particular products,” says Bob Paciulan, Goodyear’s manager of licensing.

“Our prior research showed that the Goodyear name stands for quality, dependability and performance in the minds of consumers. What we needed to confirm was that the Goodyear brand could convey that same message when it comes to a broader spectrum of products.”

The company tested its brand’s power in the following areas:

* automotive and garage,

* home and garden,

* apparel and footwear, and

* travel and leisure.

The findings proved that consumers not only “accepted” the Goodyear name on products in these categories, but were “interested” in purchasing these Goodyear branded products, says the company.

For example, when placed among the competitive set in the category of car batteries, Goodyear’s name out-scored all other brands in the research with the exception of Die Hard and AC Delco. In the category of oil filters, Goodyear’s brand ranked third in interest among consumers after Fram and AC Delco.

“Our brand awareness is in excess of 90% and our brand loyalty is even higher,” says Paciulan. “This research confirms that the Goodyear brand has consumers’ permission to enter numerous other product categories.

"That’s why we’re here at SEMA and AAPEX this week.  We want to connect with high quality manufacturers who share our commitment to quality and dependability and enter licensing agreements that can be mutually beneficial.”

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