Der Reifenhersteller Michelin und ein Tennis- und Bekleidungshersteller bringen einen neuen Tennisschuh auf den Markt, genannt All Court.
Michelin wird nur auf der Sohle erscheinen.
Der Schuh ist Teil eines Lizenzprogramms, das im Jahre 2000 mit dem Ziel gestartet wurde,
Michelin in weitere Produktbereiche zu bringen.
Für uns ist das eher Co-Branding. Oder eine Schuhsohlen-Lizenz.
Die Abstrahlung auf die Marke Michelin erscheint uns fraglich.
Brandweek reports, that tire maker Michelin and tennis equipment and apparel maker Babolat are set to launch the latter brand’s first tennis shoe, called All Court.
The shoe will be co-branded, though Michelin’s name and branding will be on the sole only.
The move is part of a licensing program Michelin launched in 2000, Michelin Lifestyle Limited, to extend the brand into automotive and cycling, high performance work, sports and leisure products, and heritage-themed apparel and personal accessories.
The managing director of Michelin Lifestyle Limited said the company launched the program as a brand builder. “The strategy has three goals,” he said. “It’s first and foremost for brand impact, and second, we want to have the right products in the right places to support our efforts to build that impact for the Michelin brand. Lastly, it’s to progressively contribute financial support through product sales,” he said.
We consider this plain co-branding. Or maybe a license for rubber soles?
The “brand impact” seems questionable.
Nach Auskunft des DIN Deutsches Institut für Normung e. V. dürfen wir im Sommer 2006 mit einem Meta-Standard zur Messung des Markenwertes rechnen.
Bleibt die Hoffnung, dass dann die vielen unseriösen Verfahren mit diffuser „Blackbox“ verschwinden.
According to DIN German Institute for Standards, the equivalent of ANA, a meta-standard for
monetary brand evaluation will be set by Summer of 2006.
We hope this will put an end to all the dubious methods with a black box.
In the latest indication that Maxim magazine’s brand will keep seeping beyond the printed page, owner Dennis Publishing has struck a deal with nightclub developers to build a chain of Maxim lounges across the country.
According to the company, the agreement envisions Maxim-branded venues that can host Maxim promotional events but will more often accommodate after-work and late-night crowds of drinkers.
Dennis’ partners in the deal have created nightspots like Stone Rose, in New York City’s Time Warner Center, and the Whiskey bars that are often located in chic W hotels.
Maxim has previously extended its brand into radio programming and consumer products.
