本個案的精神在探討，如何讓中、低價位的品牌，在國際市場中，成功轉型成為高價位品牌。以台灣本土的正新輪胎為例，正新輪胎從台灣當地品牌和代工製造的工廠，在米其林 (Michelin) 和固特異 (Goodyear) 等，世界知名一線品牌的環顧競爭中，成功打造出瑪吉斯 (MAXXIS) 品牌，一躍成為世界的前10大的品牌。透過此打造品牌的成功經驗，期能供台灣的企業借鏡，了解如何成功打開國際市場，成為世界品牌之路。
正新輪胎在經歷在外銷市場，被代理商用「貼牌」的方式剝削利潤，淪為苦力的代工廠窘境，重新釐清找出品牌價值的定位，確認品牌有高價的利潤空間後，下定決心開創新品牌。
成功打造高階品牌的核心過程：
1.美國化等於國際化的品牌策略經營，從美式風格的品牌命名「瑪吉斯(MAXXIS) 」和美國當地專業經理人的美式管理，甚至在產品型錄上，不放台灣總部的地址等。
2.正新的陳總經理打造出「瑪吉斯 (MAXXIS)」的關鍵成功策略是「運動行銷」，因其了解美國民族對於運動的熱衷後，決定用運動這個項目提高MAXXIS高階品牌的曝光程度，先從小型賽車（自行車、越野車）透過贊助潛力的冠軍選手，成為冠軍後，切入美國的市場，建立品牌形象。
3.品牌的基石在於堅實的產品品質，正新注重研發創新，為開發出消費需求的產品，引進先進設備和系統，如：3D模擬分析、車輛高速動態測試系統等及研究組員超過200人規模。
4.成功的經銷商及客戶服務管理，協助優質經銷商成長，成功佈局銷售點，重視顧客服務，累積品牌口碑。
此成功的打造高階品牌，從美國化品牌策略經營、專注研發產品能力、重視通路經營及消費者的口碑外，最為關鍵的推手，則是透過「運動行銷」，有效的打進到有消費力的利基市場，達成創造經營營收的綜效。
關鍵字：品牌、品牌定位、品牌策略、運動行銷、運動贊助。

The spirit of this study is using Cheng Shin Tire (CST) as an example to discuss how to transfer low and middle price brand into high price brand in an international market. CST, as a local brand and an OEM factory in Taiwan, has built Maxxis brand successfully in the global competition between well-known brands such as Michelin and Goodyear. As an result, CST became the top 10 brand in the world. Through this successful experience of brand building, I hope this study can help enterprises in Taiwan to learn how to open the international market and become one of the well-known brand sin the world.
CST has experienced falling into the difficult situation of being exploited OEM profit by their agents in the export market. Therefore, CST redefine the position of brand value and make sure the brand has high-priced profit margin. After that, CST made a huge decision of opening a new brand.
The core process of building high-class brand successfully:
1.To manage a brand strategy in “Americanization equal to internationalization” way. To use American style to name the new brand as “Maxxis”, hire local Americans as professional manager to manage the company in an Amerian style, and the address of headquarter in Taiwan is not even on the product catalogue.
2.CST’s general manager, Mr. Chen, successfully built the brand “Maxxis” by using the key strategy: sport marketing. Because Mr. Chen understood that American people have great passion of sports, he decided to use sport to raise the exposure of Maxxis. He started with sponsoring potential players in small vehicle races (such as bicycles and off-road vehicles). After that potential player became a winner, he started to enter American market to re-build brand image of Maxxis.
3.The foundation stone is based on substantial product quality. CST emphasizes research and development (R&D). To develop products that meet consumers’ need, CST has over 200 researchers and brings in advanced equipment such as 3D simulation analysis and high-speed vehicle dynamic system etc.
4.Successful dealers and good customer service management helps excellent dealers to grow, to position points of sale successfully, to value customer service and to accumulate brand public praise.
There are several ways to build up a high-class brand successfully. Besides managing brand Americanization strategy, focus on R&D ability, value channel managing and accumulate public praise, the key pusher is to enter the niche market through “sport marketing” and to create revenue synergies.
Keyword: brand, brand position, brand strategy, sport marketing, sport sponsorship.

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