FINDLAY, Ohio-In an effort to better market its Mastercraft tire line, Cooper Tire & Rubber Co. has revised the associate brand's name and logo. The company dropped ``Falls'' from the first half of the ``Falls/Mastercraft'' line name to emphasize what it considers the more popular and marketable ``Mastercraft'' name.
The revision process started in 1984, a spokeswoman said, when the logo was redesigned to upsize the Mastercraft name and downsize the Falls name. The company also received comments from dealers that ``Mastercraft'' was a more merchandisable name.
Last year, Cooper decided to take ``the plunge,'' she said, by dropping the Falls name and redesigning the logo.
The rectangular logo sports ``Mastercraft Tires'' with red and black bars on a white background.