English to Italian Marketing Marketing

Cari colleghi, come tradurreste l'espressione in oggetto, riportata nel contesto seguente?

“Chinese companies have spent millions of dollars investing in new facilities, new equipment, and, most importantly, excellently trained human capital. Their tyre design is second to none”, he enthused.
He further assured all present that Europe’s latest tyre legislation requirements will, in fact, allow economy brands to increase their presence, “perhaps even their price”, because these brands are just as good as “the *legacy brands*”.

Forse "marchi tradizionali"? O esiste una definizione più specifica?

Grazie in anticipo,

Lorenza Valt