Originally Posted by JCL

There are two schools of thought on premier brands utilizing second tier brands to build volume and market share.

Theory A states that the top brand pulls up the second tier brand by its bootstraps, pushing its technology and processes down to the lower brand. The lower brand rises, and is a price competitive option, essentially the top brand product at a discount price.

Theory B states that the top brand keeps its second brand one step behind, permanently, so as not to undermine its top brand position.

Choose A or B.

I go with B. Think how good that tire could be if Michelin was prepared to put its own premium label on it.