Kmart T yre & Auto Service Case Study© Diadem © Diadem A brand transformation Background Kmart Tyre & Auto Service (KTAS) (a division of KMART Australia Ltd) is an aftermarket automotive repairs, servicing and product supplier with a network of over 250 retail service centres around Australia. KTAS is represented in every state and territory and employs over 1300 people. The business identified that the Kmart brand had substantial brand recognition, whereas KTAS brand had potential to enhance its brand recognition levels. A brand revitalisation would be the solution and also the catalyst to expand the network. Kmart saw the KTAS re-brand as a transformation – a call to action to grow its network footprint by 50% and open 125 new sites over the next five years. The KTA

Join for free to read