The Rubber Association of Canada staff put forward a proposal to rebrand the association “to better reflect who they are and what they do for their members.” According to the association, the rebranding may involve changing the organization’s name and logo.
In order to engage its membership on this process, RAC circulated a survey to ask for thoughts on the possibility of a name change. To keep its members informed of the process as it evolves, RAC shared some of the comments that they received. Below are a few from RAC members:
- The use of the word “tire” in the association’s name more accurately reflects the scope of this association.
- Some member companies do not actually manufacture tires in Canada, so we ought to refrain from using the word “manufacturers” in the same.
- Companies and organiza¬tions are used to saying “the RAC” when referring to the association as it is cur¬rently named. It’s familiar, it’s recognizable, and most companies will still refer to it as the RAC, even if the name is changed.
- Tire & Rubber Association of Canada (TRAC) provides both a link to the current name as well as being an easy, “catchy” acronym
- It would be simpler to keep the name the same and up¬grade the logo but it is under¬standable that tire members pay most of the dues, so TRAC works, too.
- Adding “tire” to the exist¬ing name is a benefit for increased consumer aware-ness and recognition.
- There may be some benefit to keeping the RAC designa¬tion as it is recognized as the representative organiza¬tion of the rubber industry. However, there is a strong branding initiative to include “tire” in the naming.
- Very happy you are doing a re-brand!
- The name should include the word “tire” as that’s what the focus of the association is.
At this juncture, no decision has been made as to whether the RAC will change its name. The RAC board of directors will meet early March to further discuss the rebranding project, at which point a final decision will be made. The RAC plans to unveil any rebranding efforts at its Annual General Meeting to be hosted in June.