The largest network of tire centers in Russia Vianor, owned by Nokian, now bears the name Ivanor. The new brand will also be joined by the N-Tyre network, which is also operated by a Finnish company.
In the new logo, they tried to keep the recognition as much as possible, and many may not even pay attention to the fact that the letters have changed order.
*This material was created by a person who has the status of a foreign agent in the Russian Federation.
The meaning of rebranding remained incomprehensible to many. This is probably somehow related to the planned departure of Nokian Tires from Russia.
The company’s own research of potential audiences confirmed that consumers have a positive attitude towards brand renewal. Most participants said they liked the name Ivanor, and more than 80% of respondents said the name is easy to remember,” the company said in a statement.
The day before it was announced that Tatneft had received approval from the Government of the Russian Federation for the purchase of Nokian Tires assets in Russia.
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Source: Nokian Tyres