1) Clarify the core value proposition of the TreadWright brand and build messaging to support it
2) Create consistency of message about the brand across all customer touch points (phone, web, customer service, etc.)
3) Better understand the current and potential market (customer segmentation) and prioritize based on current and expected product set (customer targeting and positioning)
4) Create broader recognition and awareness in targeted customer segments both of the retreading and the TreadWright brand
5) Reinforce customer product satisfaction with brand association