Hankook Tire, 13 Consecutive Years as No.1 in Tire Category of National Brand Competitiveness Index

[Asia Economy Reporter Ki-min Lee] Hankook Tire & Technology was selected as the number one tire brand in the 2021 'National Brand Competitiveness Index (NBCI)' organized by the Korea Productivity Center on the 28th, marking 13 consecutive years of being ranked first since 2009.

The National Brand Competitiveness Index is a measure that calculates the final brand competitiveness based on brand awareness, image, and relationship building formed through a company's marketing activities.

Hankook Tire explained that it is making strenuous efforts to continuously conduct research and development and secure innovative technologies to enhance brand value and consumer trust.

In particular, as a result of strengthening research and development (R&D) capabilities centered on its core research facility, Korea Technodome, it supplies original equipment tires to about 320 models from 46 automobile brands worldwide, including Porsche, Mercedes-Benz, BMW, and Audi.

Additionally, it has signed marketing sponsorships with the world's most popular sports leagues and teams and is conducting various activities. It has signed an official sponsorship contract with Major League Baseball (MLB) in the United States, strengthening its brand status through advertising, promotions, events, and other activities. Domestically, it continues its sponsorship with the professional baseball team Doosan Bears through T Station, a tire-centered total automotive service specialty store.

Moreover, Hankook Tire fulfills its social responsibilities as a global sustainable management company by carrying out various social contribution activities. It conducts tire donation projects, vehicle donation projects, and mobility support projects such as the Tium Bus for social welfare institutions, reflecting the core business characteristic of 'Mobility.'

As a result of continuous efforts, Hankook Tire has been recognized as a sustainable management company, being included in the 'Dow Jones Sustainability Index World' for five consecutive years.

A Hankook Tire official stated, "We plan to solidify our position as a global leading company by continuously investing in research and development to lead the market amid rapidly changing global business environments, while also carrying out various activities to strengthen communication with consumers."

This content was produced with the assistance of AI translation services.