SEMA, DAY FOUR: Cooper introduces new, contemporary logo

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After 64 years, Cooper Tire & Rubber Co. has a new corporate logo. "Our old logo no longer representes who we are and what we do," Cooper Chairman, CEO and President Tom Dattilo announced at this week's SEMA (Specialty Equipment Market Association) Show in Las Vegas, Nev.

"For decades, we've been seen as a broad-line manufacturer. But we go where the market goes. It's going to H-rated (tires) and above.

"We're also working to grow our brand in new markets -- Europe, Asia. We have full line capabilities to serve consumer demand across the globe.

"Our goal is to cut through the clutter with our advertising and marketing (and) to make the Cooper brand memorable. That makes our dealers' jobs easier.

"The new graphic affirms and emphasizes all we are today -- contemporary, fresh and innovative."

According to Dattilo, Cooper's old logo will be completely phased out by the start of 2007. The transition will encompass signage changes throughout Cooper's network of independent tire dealers.

Cooper also announced new TV commercials that will air on EPSN, MTV and other networks.

The spots feature loud rock music and frenetic images designed to appeal to Generation Y consumers.

"We strongly believe we can influence Generation Y buyers. They want to buy cool things."

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