CLERMONT-FERRAND, France—Hoping to capitalize on the already high public recognition of its name and the Bibendum mascot, Group Michelin is launching a brand licensing program for consumer products. To launch the campaign, Michelin has retained The Licensing Company of London to develop a diverse range of consumer products using the Michelin and Bibendum names and images.
Claiming that Michelin is the world's No. 1 tire brand, Michelin hopes to parlay that distinction and the renown of its travel guides and maps into further consumer products, the company said.
"The Michelin brand name is an asset itself," Patrick Lepercq, director of Michelin's brand extension initiative, said in a prepared statement. "(TLC) has an excellent track record and a strong international presence."
Specifics of the program will not be released before this fall, the two companies said in a joint release.