Do a search of the value that truck tire carcasses that recappers will pay for used tires. Tier 1 tires can usually be sold for 5 times what a Korean or Chinese brand tire, tier 4, will sell for. This is because of the quality of the carcass that is used for a recap and the fact that they can sell a quality recap for more money.
Obviously this is for large fleet operations but there is no doubt that a tier 1 tire is much more than just advertising. People that buy truckloads of used tires for recapping know the difference and so do their fleet customers.
Tier 4 tires are just inferior to tier 1 tires but some people like to kid themselves in to thinking that if they are round and black they must all be the same. The experts disagree, but what do they know? Cheaper doesn't always mean it is the same. :B