The branding strategy that would be used by Continental Tires would be one that would build upon the company’s advantages and the specialized products which are being offered it. The image that Continental Tires has established for itself has been that of a market leader by offering high quality products and is a market leader in several of these products especially in the European Union.
In order to create this identity, the sort of branding strategy that would need to be showcased by Continental Tires would have to be one in which the company would be highlighting these strengths along with the high value products that it has for offering. A strength of any brand strategy is to focus on the right audience and in this case, the right audience is that of the working class and the younger Chinese who as they become more and more “westernized”, become more accustomed to material items and the 1000 cars which are coming on the roads of China everyday are an indicator of this fact. (Abell)
Hence, in order to present the high quality of its sensor systems, braking system, airbags, fuel supply systems it would need to target aforementioned audience in order to ensure that the marketing audience is targeted appropriately. But at the same time, what the branding strategy would need to entail would have to be the Chinese sensibilities as the Chinese are a race which is proud of their history and hence, this cultural factor would have to be taken into consideration when creating any branding strategy.
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