This trademark has existed for more than 1 years, and now you can often see it. It is Michelin tire. Even if your life has nothing to do with changing tires, you have probably seen this chubby cartoon character, a tire brand called Michelin, which is one of the oldest trademarks in the world. It was born in the 189 s, when cars were not popular and tires were not mass consumer brands, until now. (Cars are becoming more and more popular) During this period, what changes did Michelin make in the trademark to quickly integrate into the market?
▲ Michelin
At the Lyon trade fair in p>1894, the Michelin brothers found that the tires piled in the corner looked like a man without hands. Four years after the fair, French cartoonist MariusRossilon found AndréMichelin and showed him the cartoon image he had made for a beer company. The chubby big man in the picture is holding a wine glass, and there is an excerpt from Odes by the ancient Roman poet Horce in the blank-"Now it's time to drink". In AndréMichelin's view, this round image is very similar to the one he conceived in Lyon, so he immediately asked Rossilon to turn the materials that make up the big figure in the painting into tires. Then, Michelin Tire Man was born, and the subtle relationship between this layer and beer also made it appear many beer elements in early posters.
in the next 15 years, Michelin's advertising strategy was to use a poster of a tire man with a simple copy, and then add a new tire. For example, in order to cooperate with a cross-country race in 1898, it launched a poster of a tire man holding up a glass. The copywriter next to it said, "Let's put it this way, for your health. Michelin tires should drink all obstacles. " The implication is that Michelin tires can solve the roadblocks that hinder your progress, and it is trustworthy. In 198, after people had a certain understanding of the cartoon image of tires, Michelin Brothers officially published its name-bibendum.
in p>1912, bibendum, which had always appeared in a gray-white image, suddenly turned black, and the reason was that Michelin was filling carbon components into the tires at that time to increase the wear resistance and toughness of the tires. But this image soon disappeared.
in the earliest image designed by Rossilon, the Pince-nez with lanyard worn by every bibendum was very popular in the 19th century. At that time, Michelin targeted the middle-and high-class rich, and only they could afford cars. So it makes sense to use some symbols of this group to close the distance with them.
The image of bibendum appeared in a poster of London Underground in 192. Although it is only a figure, it is enough to show that it not only represents the brand, but also becomes a part of popular culture.
Until the 198s, Michelin's user base began to expand, so bibendum's image stopped pretending to be rich, and it began to become lively and run.
bibendum is undoubtedly a good example. Its popularity makes tires, a non-mass consumer product, enter more people's field of vision. In this time span of more than 1 years, it has always been updated.
Michelin's brand story tells us that nothing is static. Many brands we are familiar with at ordinary times have also changed their trademark images several times, in order to better integrate into the market. Trademarks are intangible assets of enterprises. Bajie Intellectual Property Trademark Transfer Network hereby appeals to all enterprises and legal representatives of enterprises to attach great importance to intellectual property rights. Only when the market has not moved, can trademarks come first can their brands win at the starting line!
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