Through the quantitative research, we were able to evaluate customer sentiment on the tyre and automotive category, helping to determine what brand attributes and characteristics mycar should adopt. This included the key attributes from Kmart Tyre & Auto that should carry through to the new brand.
This in turn informed the creation of a compelling brand positioning to inform strategic and creative decisions, including design of the new mycar logo and visual identity.
"The sale of any business provides extensive challenges, even more so when the current brand name of the business cannot be taken with you. Kmart Tyre & Auto service is a loved brand, so our challenge was to not only transfer the existing goodwill and brand equity 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 reduce the 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."
National Manager, Business Strategy and Growth, Kmart Tyre & Auto Service