NOKIA, Finland — Nokian Tyres P.L.C. is redesigning its branding in an effort to market itself more effectively in the company's strategic growth areas of North America and Central Europe, changing its look to reflect the company's "long history, sustainable business and Scandinavian values."
Nokian said the look includes softer, more natural colors but will include the tire maker's familiar birch green. The new brand image will be introduced during a campaign that begins this month.
Tommi Heinonen, head of Nokian Tyres North America, said the Nokia-based firm must build brand awareness in North America ahead of the opening of its first North American plant, scheduled to begin production in Dayton, Tenn., in 2020.
"This brand evolution is a key building block as we invest in growing the Nokian Tyres brand in new areas that are primarily served by our expanding line of all-season products," Mr. Heinonen said.