A new era in Australian tyre and auto retailing


On the announcement of its sale by Wesfarmers to Continental AG, Kmart Tyre & Auto Service (KTAS) had the challenge of creating a new brand. The intent was to create a brand name that effectively aligned and transferred KTAS’ existing brand equity to the new brand and had a wider appeal to grow market share.


Our response to KTAS’s challenge involved comprehensive quantitative research that sought to answer the following key questions:

What are the key attributes valued by our customer base that will inform the transition to a new name?

How can we de-risk the name selection decision by employing market research to make an informed, objective recommendation on a brand name?


  • We evaluated customer sentiment on the tyre and auto category to provide a quantifiable answer on what brand attributes and characteristics mycar should adopt.
  • Provided a data-driven recommendation on final name selection.
  • Created a compelling brand logo imbuing the attributes of the new brand.


“Our challenge was to not only transfer the existing goodwill within the brand, but also select a new name that our current customers would connect immediately with and that new customers would embrace. BrandMatters, through their extensive market research, were able to inform this selection and de-risk when it came to making the final decision. Without their deep analysis and understanding of the market, we would not have been able to launch the new brand with the energy and confidence that we have.”

Marketing Manager, Kmart Tyre & Auto Service