A tire comprising two sidewalls, beads, a reinforcement structure extending radially from each of the beads towards the crown zone, at least one of said beads comprising: a bead seat of inverted type; an anchoring zone for the reinforcement structure in said bead, comprising an arrangement of circumferential cords, a bonding mix being arranged between the circumferential cords and the reinforcement structure, said bonding mix of the anchoring zone having a elasticity modulus at a deformation of 10% of less than 20 MPa and preferably between 10 and 20 MPa; an axially outer zone arranged in the zone of the bead; a bearing zone for said bead. The anchoring rubber mix makes it possible, in spite of its rigidity which is very much less than what was advocated previously, to retain very satisfactory endurance properties.