TBC Corp. Continues Rebrand of Merchant’s Tire Locations

TBC Corp. Continues Rebrand of Merchant’s Tire Locations

Merchant’s Tire & Auto Service Center's 39 locations in Virginia will be rebranded become NTB Tire and Service Centers over the next several weeks.

Merchant’s Tire & Auto Service Center’s 39 locations in Virginia will be rebranded become NTB Tire and Service Centers over the next several weeks.

The rebrand is part of a directive by parent company TBC Corporation to turn Merchant’s Tire & Auto Service Centers across the country to NTB Tire locations. Once the rebrand is complete, NTB will provide automotive maintenance and tire services at nearly 500 NTB retail locations in 23 states.

“In 2016, we successfully rebranded 29 locations in North and South Carolina to NTB, and it was very well received by both customers and associates,” said Erik R. Olsen, president and CEO, TBC Corporation. “NTB brand equity is extremely strong and we remain committed to growing the brand to better serve customers with best-in-class brands and industry-leading service.”

The rebranding initiative includes an exterior refresh and delivery of a fully integrated marketing plan educating customers about the new name yet same service. TBC says the change will also enhance the NTB brand by leveraging marketing efforts that continue to help NTB be the customer’s first consideration when needing tires, service or maintenance in these markets.

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