Tire brand localization

Ikon Tyres

Last year the Finnish company Nokian Tyres announced the sale of its business in Russia, making it necessary to rebrand the Russian tire manufacturing company, which had left the group. The renewed brand maintains its leading position in the tire market and continues to produce high quality tires. 

Voskhod was chosen to develop a new name and brand platform. In-depth interviews and a workshop with key employees helped define the new brand architecture and positioning territory. To find the most relevant positioning hypothesis that would unite a wide brand audience, the Voskhod team tested the developed options among car owners with different income levels. As a result of the work, the Ikon Tyres variant was chosen as the new name of the parent brand. It preserved continuity with the former name, transmitting the values of the new brand: leadership, technology and benchmark quality.