mycar brand development

The journey from Kmart Tyre & Auto Service

  • Genuine market insights
  • Transition current customers
  • Create market differentiation
  • New brand creation

A new name determined by quantitative market research and consumer insight

On the announcement of its sale by Wesfarmers to Continental AG, Kmart Tyre & Auto Service had the challenge of creating a new brand to distinguish its specific service offering from its retail parent brand. The intent was to create a brand name that effectively aligned with the future strategic direction of the business, transferred existing brand equity from the current to the new brand, and had a wider appeal to further grow market share. The key questions Kmart Tyre & Auto sought to answer were:

  • How can we retain current clients and simultaneously expand our customer base in the transition to a new name?
  • How can we de-risk the name selection decision by employing market research and data analytics to make an informed, objective recommendation on a brand name and logo?
  • Brand positioning
  • Brand naming
  • Quantitative research
  • Logo and visual identity development

De-risking the brand creation process

Our response to Kmart Tyre & Auto’s challenge involved comprehensive quantitative research to validate the evolution of the brand and the creation of a clear strategic positioning to guide the way forward for the new brand. The process involved:
  • creating a differentiating brand positioning and to appropriately inform the decision on new brand name options
  • obtaining a meaningful and informed opinion from customers as to their view on the new brand, including their view of the competitive landscape
  • testing naming options to inform and de-risk the decision making process.
  • logo design of the chosen, approved name.

Forging a new road ahead

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.

Deep analysis and market understanding

"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

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