By Michael Feeley

Tyre manufacturer Bridgestone is putting renewed marketing support behind its Firestone value brand in the UK, in a bid to increase its share of a mid-market worth an estimated £235m at retail prices.

Wim Belckx, Bridgestone’s marketing manager for Northern Europe, said: “As the world’s largest tyre manufacturer we invest heavily in product development and we believe that we now have the very best performing product in this most competitive of market segments.”

Belckx says that the new marketing push has begun in earnest by “turning up the volume of the emotional elements of the brand”, representing the beginning of a six-figure Read full story ›

Source: The Drum