TBC Corp., one of North America’s largest marketers of automotive replacement tires, is continuing the rebrand of Merchant’s Tire & Auto Service Center locations to NTB Tire and Service Centers with 39 locations in select markets in Virginia scheduled to be completed in the next several weeks. Once complete, NTB will provide automotive maintenance and tire services at nearly 500 NTB retail locations throughout 23 states.

“In 2016, we successfully rebranded 29 locations in North and South Carolina to NTB and it was very well-received by both customers and associates,” said Erik Olsen, president and CEO, TBC Corp. “NTB brand equity is extremely strong and we remain committed to growing the brand to better serve customers with best-in-class brands and industry-leading service.”

The rebranding initiative includes an exterior refresh and delivery of a fully integrated marketing plan educating customers about the New Name, Same Great Service. The company says this change also will enhance the NTB brand by leveraging marketing efforts that continue to help NTB be the customer’s first consideration when needing tires, service or maintenance in these markets.