Brand Strength Serves as Best Offense & Defense - Tire Review Magazine

Brand Strength Serves as Best Offense & Defense

Protecting your dealership’s brand and boosting loyalty will triumph over any threat.

Last month’s cancel culture incident, resulting from President Donald Trump’s tweet: “Do not buy Goodyear Tires – They announced a ban on MAGA hats,” is a good reminder of how news spread via the internet and social media can trigger a wave of backlash, but also how quickly a company’s reputation can be attacked, challenged and scrutinized. This resulting brand fragility can have a ripple effect throughout the consumer landscape. Recovery from this rising tide can strongly hinge on a brand’s equity and customer loyalty, which was the case with Goodyear dealers operating businesses at the local level.

Brand equity refers to the importance of a brand in the customer’s eyes — an estimate of how much a brand is worth, according to Prophet, a global brand strategy consulting firm. “It is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from the value of a current or potential product or service driven by the brand.”

Protecting your dealership’s brand and boosting loyalty — with customers who believe in the value of your brand’s offerings — will triumph over any threat, such as the one launched in the President Trump vs. Goodyear case.
So, how do you effectively safeguard your brand?

Exceed expectations. Bridging the gap between customer hesitation and consumer confidence is reflective of the image and “perceived” value that your business can deliver. Deliver service that is second to none and you will win your customers’ loyalty for ongoing tire replacements and vehicle repairs.

First impressions. Create a memorable, positive vehicle repair “experience,” from the moment the customer walks through the front door to the time the bill is paid — one that will turn customers into raving fans and advocates for your business.

“Solutions” provider. Your reputation, as well as your customers’ trust and respect, are riding on the quality and efficiency of every repair. The more ways you can ease your customers’ vehicle repair burden, the more they will reward you with repeat business and abundant referrals.

All of these criteria serve to reinforce and protect your brand and its strength in your customers’ eyes. Every part of the service experience you deliver should reflect quality, excellence and professionalism, as you work together as a team to make customers return to your dealership with confidence and commitment.

Everyone on your team must realize their role in the customer-for-life equation. Be proactive in creating a culture where your employees are happy, motivated, appreciated and fully engaged in your mission. And, they will comprise the army helping protect your dealership’s brand against any attack — whether it’s launched from near or afar, or even out of left field.

You May Also Like

Fleet Tire Market to Outpace Overall Tire Market to 2026

Fleet tire consumption is growing along with population and middle-class expansion regardless of the economic and transportation setbacks related to COVID-19. Thanks to the shift in mobility that is taking place to 2026 and beyond, which includes greater efficiencies in commercial transport and the use of car- and ride-sharing fleets for personal transportation, the fleet

Freightliner-Custom-Chassis-Electric-Walk-In-Van-1400

Fleet tire consumption is growing along with population and middle-class expansion regardless of the economic and transportation setbacks related to COVID-19. Thanks to the shift in mobility that is taking place to 2026 and beyond, which includes greater efficiencies in commercial transport and the use of car- and ride-sharing fleets for personal transportation, the fleet tire market is experiencing robust growth.

Looking for Opportunities Amid Supply Challenges

While the industry continues to battle supply issues, now is a good time to look at other aspects of your shop that you can control.

Forging a Path Forward

The skills we learned from being distanced because of the pandemic will stay with us, but think of it this way: As the world opens up, what opportunities will it offer you?

Forging a Path Ahead
How the State of Our Industry Impacts Your Day to Day

In August, Tire Review is publishing special “State of the Industry” articles comprised of the thought-leadership editorial that takes a look at various trends shaping the global tire industry through the eyes of subject matter experts and industry influencers.

State of the Industry service advisor customer
Data-Driven Business Intelligence Boosts Profitability

Centered on a business-building theme, Tire Review’s new data section, Rolling with the Numbers, will provide business intelligence in key shop operations areas to help boost tire dealer profitability.

data

Other Posts

Goodyear releases the RL-5K OTR tire

Goodyear said the RL-5K with three-star capacity also features a deep, 250-level durable tread.

Goodyear_RL_5K-OTR-tire
Goodyear adds the RSA ULT, RTD ULT to its RangeMax tire line

Goodyear said the all-position tires help deliver range efficiency through low rolling resistance and long miles to removal.

range-max-RTD-angled
Goodyear reveals 40th Goodyear Highway Hero winners

Timothy VanNostrand of Northville, NY and Elijah Ramos of Victorville, CA won the honor and received awards from Goodyear for their actions.

highway-hero-t-vannostrand
Goodyear announces former Stellantis COO as CEO successor to Rich Kramer

Mark Stewart will begin his new role as CEO and president effective Jan. 29.

Mark-Stewart-Goodyear-CEO