Michelin top online tyre brand
Michelin has topped leading tyre trade magazine, Tyres & Accessories’ exclusive online brand prominence rankings for the sixth consecutive year, totting up a record high score in the process.
In the second online brand equity measurement – sentiment – compiled in association with the artificial intelligence experts at Cambridge-based Envisional, Michelin was top for the third year on the trot, demonstrating the Company’s continuing dominance in this field too.
Commenting on the results, Andrew Clarke, Michelin UK and Ireland Webmaster said: ‘This is great news and is an excellent measure of return on investment – something which is notoriously difficult to track online
To be first for six consecutive years is no small feat and we are continuing to invest in all of our online presences – not just the corporate site. This will allow us to maximise the opportunities to engage with our customers and consumers and maintain our position at the top of the tree.’
The Envisional analysis into online appearances or ‘mentions’ of 17 major tyre brands, followed identical studies (looking at 12 of these brands) carried out in September 2005, August 2006, July 2007, October 2008 and September 2009. The major difference this time round is that the 2010 report also included five up-and-coming brands produced in the Far East and while the data shows that they have a way to go before they will be giving their premium competitors a run for their money, certainly as far as online marketing is concerned.
The report uses Envisional’s DEX methodology to provide measures of the online penetration of, and the sentiment of the references to, these brands. The analysts used their Discovery Engine technology to identify and classify mentions of the 17 brands. The system trawled the Internet over a four-day period between 15 and 18 July 2010, during which time it classified just under 14,000 relevant web pages.
The analysis shows that, as was observed in all previous studies, Michelin achieved the greatest degree of online prominence by a significant margin. This has actually somewhat increased compared with 2009 to a new high of 2.92 on the prominence scale.
