Sumitomo Rubber unifying communications under Dunlop brand

Kobe, Japan – Sumitomo Rubber Industries (SRI) is unifying its global brand communications under the Dunlop brand, following a series of trademark acquisitions that expand the group’s rights to the brand across major markets.

The move follows SRI’s acquisition in January of Dunlop trademark rights for four-wheel tires in Europe, North America and Oceania.

More recently, SRI acquired exclusive Dunlop usage rights in Malaysia, Singapore and Brunei from Continental Tyre Malaysia earlier this month.

SRI said all future communications will be carried out under the Dunlop brand, while the company name will remain Sumitomo Rubber Industries, Ltd.

The brand consolidation aligns with SRI’s long-term business plan, “RISE 2035,” announced in March, which positions Dunlop as the core brand of the group’s global operations. (ERJ report)

As part of the reorganisation, SRI has introduced a new Dunlop brand statement, “Taking You Beyond,” which will be used across global communications.

The company said the initiative is intended to support consistent branding across tires, sports and lifestyle businesses.

SRI added that it plans to expand its premium tire portfolio under the Dunlop name and strengthen brand visibility through motorsports and sports-related activities.

The company is also planning to establish additional bases in Europe to support brand communication and customer engagement.