AKRON, Ohio, February 3, 2006 - Although many expectant parents labor for days over the selection of a proper name for their newborn child, probably no one invests more time and research into name selection than a company that is launching a new product line.

For the launch of the Fierce tire line, the branding experts at The Goodyear Tire & Rubber Company completed plenty of homework in an attempt to put the right badge on their new tires.

Offered in the new line are the Fierce HP (High-Performance), Fierce UHP (Ultra-High Performance) and Fierce ST (Sport Truck) tires. These three fast-growing tire segments represent areas of extreme focus for enthusiasts who modify their vehicles, according to Chris Magana, marketing manager for Fierce.

"The branding of Fierce for this tire line introduces a new nameplate for our retailers and for the enthusiasts in this segment. The name embodies the essence of the tires, which appeal to performance drivers who aren’t satisfied with the status quo of their vehicles. They are interested in vehicle customization, and they want to make a statement," Magana said.

Company marketers worked with Addison Whitney, a brand identity and consulting firm, to consider several possible brand names during the process that led to the selection of Fierce. Research shows that the brand name represents "fast, strong and exhilarating."

The Fierce team believes it can work with its network of retailers in creating ways to appeal to the enthusiast consumers who are prospects for Fierce. Among the possibilities for attracting and selling to the Fierce customer are these:

"Our support will help tire retailers aggressively compete in the important and fast-growing vehicle modification business. We want the new name to help tell potential buyers that Fierce is a line of tires that offers style and performance at a great value," said Magana.

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