In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
Current Consumer Pen Profile
he original Mini brand goes back to 1969 In addition to offering a high performance when the cars sold under the same name motoring experience backed up by BMW technology, the brand aims to target a fashion were given the distinctive Mini brand conscious consumer providing not only a way leading on from the original Austin and Morris branded versions. This was also to get from A to B but also a way to look the year that the car would feature in the good and perhaps capture some of the retro appeal of a bygone era. 1969 film “the Italian job” which has helped to make the car not only a Having seen these elements of the brands practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique Age – 21-35 of the Mini brand it that it is not the brand is somewhat different, owned proposition just vehicle but a way for consumers to by the German automotive manufacturer express their0-1 status and values within society. BMW. Despite the fact that today’s Children In addition, the proposition may also be seen models of the Mini bear little relation to as one which allows the Mini owner to context the original car, BMW has seen enough with the Average Income perinyear + past through the brand, even if the brand equity (Jobber, 2007) the – 25000 physical product itself bears little resemblance historic value of the brand to have to that of the historic. effectively the brand Home-re-launched City Appartment preserving a classic icon of the 20th century into the 21st century. Since the Occupation –Entrepreneur, re-launch of the brand in 2001, over Fashion Creative, PR 1,000,000 “new” Minis have been Shops Abercrombie produced and–the brand is one ofand the Fitch, true Religion, Calvin Klein successes of the automotive industry. In this Hobbies case, the brand is distinctively aimed Music Events – Tennis, Socailsiing, at a younger consumer audience which is especially appealing to the female car Style – Classic, Fresh, Fun buying segment.
’’
Other car interests - Audi TT, Fiat 500, Volkswagen
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
References
(Make and see, 2012)
(Mini History 2012: online) (Telegraph, 2012) he original Mini brand goes back to 1969 In addition to offering a high performance backed up2012). by BMW the2012) cars sold under the same name motoring experience (Mini when Mania, (Wyman,O, technology, the brand aims to target a fashion were given the distinctive Mini brand conscious consumer providing only a way leading on from the original Austin and (Mintel 2011) (Bailey 2012:not online) Morris branded versions. This was also to get from A to B but also a way to look capture T.some of the retro the2012a) year that the car would feature in the good and perhaps(Yeshin, (Mintel 2006) appeal of a bygone era. 1969 film “the Italian job” which has helped to make the car not only a (Mintel 2012b) Having seen these elements of the brands practical vehicle but also a fashion and style icon‘Bicycles’: (Auto Evolution, 2012). Today, history it is possible to see that the unique (Mintel, 2013 online) the brand is somewhat different, owned proposition of the Mini brand it that it is not vehicle but a way for consumers to by the German automotive manufacturer (Mintel,2010. ‘Impact of the recessionUK’ : just online) express their status and values within society. BMW. Despite the fact that today’s the Mini bear little relation to In addition, the proposition may also be seen (Nick models Batten,of2012: online) as one which allows the Mini owner to context the original car, BMW has seen enough with the past through the brand, even if the brand equity (Jobber, 2007) in the (Parliament UK, 2012) physical product itself bears little resemblance historic value of the brand to have to that of the historic. effectively re-launched2009: the brand (Parsons and MacLaran, 65) preserving a classic icon of the 20th century into2012: the 21st century. 12.5) Since the (Questionnaire, Appendix re-launch of the brand in 2001, over 1,000,000 “new” Minis have been (Ramaswamy,2012). produced and the brand is one of the true successes of the automotive (Ramaswamy, 2012, iLogicTube,industry. 2012) In this case, the brand is distinctively aimed a younger 2012: consumer audience which is (SalesatInterview, Appendix 12.7) especially appealing to the female car buyingetsegment. (Saunders al, 2003: 51)
(Marketing Week, 2012)
(Stylus, 2012)
(Auto Evolution, 2012) (Barbour 2012: online) (BBC News, 2012) (Blackwell et al, 2006) (BoE, 2010) (Brassington and Pettitt, 2006) (Burberry 2012: online) (Gifford,2012: Online) (Jobber, 2007) (Jobber, 2007: 15) (Kotler et al, 2009) (Kotler et al, 2009:35) (Laird 2012 in techradar (2012): online)
’’
(Alice Clark, 2012: appendix 12.6)
In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
’’
he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
Bibliography Alex, 2009. The Mini: a potted history. The Telegraph [Online]. Available at: http://www.telegraph.co.uk/finance/jobs/4637660/The-Mini-a-potted-history.html [Accessed 2 November 2012] he original Mini brand goes back to 1969 In addition to offering a high performance Alexander, E., 2012. Burberry Opens Regent Street Flagship. Vogue [Online]. when the carsAvailable sold underat: thehttp://www.vogue.co.uk/news/2012/09/13/burberry-resame name motoring experience backed up by BMW technology, the brand aims to target a fashion gent-street-flagship-opens [Accessed 4 January 2013] were given the distinctive Mini brand conscious consumer providing not only a way leading on from the original Austin and A to B but also a way to look App Zapp, 2012. GoStraford [Online]. Available at: http://www.appzapp.co.uk/App/-547924221.html#Tab:0 [Accessed 14 November 2012] Morris branded versions. This was also to get from the year that the car would feature in the good and perhaps capture some of the retro appeal [Accessed of a bygone24 era. Auto Evolution, 2012. Mini brand history [online]. Available at: http://www.autoevolution.com/mini/history/ November 2012]. 1969 film “the Italian job” which has helped to make the car not only a Having seen these elements of the brands Avarvaril, A., 2006.1959-2006 The History Of Mini. Top Speed [Online]. at:also http://www.topspeed.com/cars/mini/1959-2006-the-history-ofpracticalAvailable vehicle but a fashion and mini-ar10921.html [Accessed 2 November 2012] style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique the brand is somewhat different, owned proposition of the Mini brand it that it is not vehicleat: buthttp://www.psfk.com/2012/10/ a way for consumers to Aziz, P., 2012. 10 Top digital campaigns by auto brands in the creative sandbox archive. PSFK [Online]. just Available by the German automotive manufacturer express their status and values within society. digital-auto-advertising-examples.html [Accessed 5 December 2012] BMW. Despite the fact that today’s models of the Mini bear little relation to In addition, the proposition may also be seen as one which allows the Mini owner to context Barclays, 2012. Go Stratford [Online]. Available at: http://www.barclays.co.uk/Sponsorship/GoStratfordBepartofauniqueexperience/ the original car, BMW has seen enough with the past through the brand, even if the P1242615624808 [Accessed 3 January 2013] brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have to that of the historic. Barnett, M.,2012. Flying the flag raises value of British brands. Marketing [Online]. Available at: http://www.marketingweek.co.uk/trends/flyingeffectively Week re-launched the brand the-flag-raises-value-of-british-brands/4001964.article [Accessed 15 January 2013] preserving a classic icon of the 20th century into the 21st century. Since the BBC News, 2012. Scrappage scheme comes to an end’ [online]. re-launch Availableofat: [Accessed 15 Dethehttp://news.bbc.co.uk/1/hi/business/8595597.stm brand in 2001, over cember 2012] 1,000,000 “new” Minis have been produced and the brand is one of the true BBC, 2012. UK economy in double-dip recession [Online]. Available at: http://www.bbc.co.uk/news/business-17836624 [Accessed 13 December successes of the automotive industry. In 2012] this case, the brand is distinctively aimed at a younger consumer audience which is Belch, G, E. Belch, M, A. 2009. Advertising and promotion. 8thespecially ed. Boston: McGraw-Hill. appealing to the female car buying segment. Blackwell, R, D, Miniard, P, W, Engel, J, F.2006. Consumer behaviour. 10th ed. Australia: Thomson.
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BoE. 2010. Bank of England maintains bank rate at 0.5% and the size of the asset purchase program at £200 billion [online]. Available at: http:// www.bankofengland.co.uk/publications/news/2010/084.htm [Accessed 22 December 2012].
Brassington, F. and Pettitt, S., 2006. Principals of marketing. 2nd ed. Harlow: FT Prentice Hall. Cass, J., 2012. 3 Inspirational Pinterest Marketing Campaigns. Just Creative [Online]. Available at: http://justcreative.com/2012/05/31/pinterest-marketing-campaigns/ [Accessed 5 January 2013] he original Mini brand goes back to 1969 In addition to offering a high performance motoringat:experience backed up by BMW when the cars soldMarketing under the same nameAvailable Clark, N., 2012. Burberry boosts digital approach with interactive campaign. [Online]. http://www.marketingmagazine.co.uk/ technology, the brand aims to target a fashion were given the distinctive brand 2013] news/1134144/Burberry-boosts-fast-fashion-approach-Jubilee-campaign/ [AccessedMini 4 January conscious consumer providing not only a way leading on from the original Austin and to get from A to B but also a way to look MorrisITbranded versions. This was alsoat: http://www.computacenter.com/our_customers/ Computacenter, 2010. Computacenter supports Bentley Motors’ services [Online]. Available the 2012] year that the car would feature in the good and perhaps capture some of the retro case_studies/downloads/Bentley.pdf [Accessed 14 December appeal of a bygone era. 1969 film “the Italian job” which has helped[Online]. to makeAvailable the car notat:only a Designer Daily, 2011. 20 creative guerilla marketing campaigns http://www.designer-daily.com/cool-and-creative-guerilla-marHaving seen these elements of the brands practical vehicle but also a fashion and keting-campaigns-13471 [Accessed 5 November 2012] style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique the brand is somewhat different, owned proposition of the Mini brand it that it is not Environment Agency, 2012. End of Life Vehicle Directive [Online]. Available at: http://www.environment-agency.gov.uk/business/regulation/31887. by the German automotive manufacturer just vehicle but a way for consumers to aspx [Accessed 13 January 2013] express their status and values within society. BMW. Despite the fact that today’s addition, the proposition may also be seen models of thevehicles Mini bear[Online]. little relation to Inat: Euro Commission, 2012. Road transport: Reducing CO2 emissions from Available http://ec.europa.eu/clima/policies/transport/ as one which allows the Mini owner to context the original car, BMW has seen enough vehicles/index_en.htm [Accessed 2 January 2013] with the past through the brand, even if the brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have Euro Commission, 2012. Waste [Online]. Available at: http://ec.europa.eu/environment/waste/elv_index.htm [Accessed 20 January 2013] to that of the historic. effectively re-launched the brand preserving a classic icon of the Galore, W., 2012. 12 Memorable Event Marketing Campaigns. INC [Online]. Available at: 20th http://www.inc.com/ss/10-unique-event-marketing-camcentury into the 21st century. Since the paigns#0 [Accessed 25 November 2012] re-launch of the brand in 2001, over “new” Minis have beenSpot [Online]. Available at: http://inventorspot.com/articles/ Gifford, A. 2012. When a Mini is a giant - Brilliant advertising1,000,000 of the Mini Cooper. Inventor produced mini_cooper_no_small_advertising_6530 [Accessed 7 January 2013]and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively Ho, L., 2012. The digitally enhanced new Burberry flagship store, London. Wallpaper [Online].aimed Available at: http://www.wallpaper.com/fashion/the-digat a younger consumer audience which is itally-enhanced-new-burberry-flagship-store-london/6055 [Accessed 9 January 2013] especially appealing to the female car buying Horton, D. (2007). Fear of Cycling. In Horton, D., Rosen, P., and Cox,segment. P. Cycling and Society. Aldershot: Ashgate; p. 133-152.
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Ireson, N., 2012. Volkswagen Gets China’s Take on the People’s Car of the Future. Motor authority [Online]. Available at: http://www.motorauthority. com/news/1075914_volkswagen-gets-chinas-take-on-the-peoples-car-of-the-future Accessed 28 November 2012] Jacobsen, P. (2003). Safety in Numbers: More Walkers and Bicyclists, Safer Walking and Bicycling. Injury Prevention. Iss 9; p: 205-9 originalMcGraw Mini brand goes back to 1969 In addition to offering a high performance Jobber, D,. 2007. Principles and practice of marketing. 5th ed. he London: Hill. motoring experience backed up by BMW the carsmanagement. sold under the same name Kotler, P, Keller, K, L, Brady, M, Goodman, M, Hansen, T. (2009).when Marketing Harlow: Pearson Education. technology, the brand aims to target a fashion were given the distinctive Mini brand conscious consumer providing not only a way leading on fromat:the original Austin and Lassa, T., 2003. Mini coopers vs Hummer H2. Motor Trend [Online]. Available http://m.motortrend.com/roadtests/coupes/112_0410_mismatch_ Morris branded versions. This was also to get from A to B but also a way to look comparison/viewall.html [Accessed 10 January 2013] the year that the car would feature in the good and perhaps capture some of the retro appeal of a bygone era. 1969 filmAvailable “the Italianat: job” which has Madslien, J., 2009. Mini points to revamped BMW image. BBC [Online]. http://news.bbc.co.uk/1/hi/business/8262255.stm [Accessed helped to make the car not only a 19 December 2012] Having seen these elements of the brands practical vehicle but also a fashion and style icon (Auto Evolution, Today, history it is possible to see that the unique Marketing Week, 2012. Flying the flag raises value of British brands[online] Available at:2012). http://www.marketingweek.co.uk/trends/flying-the-flag-raisthe2012] brand is somewhat different, owned proposition of the Mini brand it that it is not es-value-of-british-brands/4001964.article [Accessed 1 November by the German automotive manufacturer just vehicle but a way for consumers to express their status and values within society. BMW. Despite the fact that today’s seen models of the Mini bear little relation to In addition, the proposition may also be Mbasokkl, 2012. Mini cooper SWOT [Online]. Available at: http://www.mbaskool.com/brandguide/automobiles/4478-mini-cooper.html [Accessed 17 as one which allows the Mini owner to context the original car, BMW has seen enough January 2013] with the past through the brand, even if the brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have Mini, 2013. Mini recycling [Online]. Available at: http://www.mini.co.uk/model-range/miniefficiency/production/recycling/hard-facts [Accessed 22 to that of the historic. effectively re-launched the brand December 2012] preserving a classic icon of the 20th intovia: thehttp://academic.mintel.com/display/574361/?highlight=true 21st century. Since the Mintel, 2011a. The Car Market - Out of Recession? - UK [Online].century Available [Acre-launch of the brand in 2001, over cessed 10 December 2012] 1,000,000 “new” Minis have been produced and the brand is one of the true Mintel, 2011b. Car buying - UK [Online]. Available via: http://academic.mintel.com/display/572399/ [Accessed 2 January 2013] successes of the automotive industry. In this case, the brand is distinctively aimed Mintel, 2012a. Car Retailing - UK [Online]. Available via: http://academic.mintel.com/display/629716/?highlight=true#hit1 [Accessed 8 November at a younger consumer audience which is 2012] especially appealing to the female car buying segment. Mintel, 2012b. Social Media: Automative - UK [Online]. Available via: http://academic.mintel.com/display/626052/?highlight=true#hit1 [Accessed 12 January 2013]
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Murray Clark, 2012. The Look: British Heritage [online]. Available at:http://www.fashionbeans.com/2012/the-look british-heritage/ [Accessed 5 December 2012] Nelson, S., 2008. Sustainability and Speed in the New Electric MINI E. Mother earth living [Online]. Available at: http://www.motherearthliving.com/ green-living/electric-cars-mini-e.aspx [Accessed 7 January 2013] he original Mini brand goes back to 1969 In addition to offering a high performance North Devon Journal, 2012. An innovative car proud of its British [Online]. at: http://www.thisisdevon.co.uk/innovamotoring experience backed up by BMW when heritage the cars sold under Available the same name tive-car-proud-British-heritage/story-16484909-detail/story.html [Accessed 5 January 2013] technology, the brand aims to target a fashion were given the distinctive Mini brand conscious consumer providing not only a way leading on from the original Austin and Olesen, M. and Ploen, R., 2010. Valuation of BMW. Pure [Online]. at: http://pure.au.dk/portal-asb-student/files/10730/Valuation_of_BMW. MorrisAvailable branded versions. This was also to get from A to B but also a way to look pdf [Accessed 13 November 2012] the year that the car would feature in the good and perhaps capture some of the retro appeal of a bygone era. 1969 film “the Italian job” which has Parliament UK. 2012. Aging population.[online] Available at:helped http://www.parliament.uk/business/publications/research/key-issues-for-the-new-parto make the car not only a Having seen these elements of the brands liament/value-for-money-in-public-services/the-ageing-population/ December practical[Accessed vehicle but7also a fashion2012] and style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique proposition of the Mini brand it that it is not Parsons, E. and Maclaran, P. 2009. Contemporary issues in marketing consumer behaviour. ed. Amsterdam: Butterworth Heinemann. the brand is and somewhat different, owned 1st just vehicle but a way for consumers to by the German automotive manufacturer their status and values within society.at: http:// Pattuglia, S. 2011. Integrated Marketing Communication and Brand Management: thetoday’s Case Study express of Fiat 500. Economia [Online]. Available BMW. Despite the fact that In addition, the proposition may also be seen www.economia.uniroma2.it/public/dsi/file/essays/DSI_Pattuglia.pdf [Accessed 5 January 2013] models of the Mini bear little relation to as one which allows the Mini owner to context the original car, BMW has seen enough with the past through the brand, even if the2012] Pearson, S. 2012. Fiat 500 by Gucci. Prote [Online]. Available at: http://prote.in/feed/2012/05/fiat-500-by-gucci [Accessed 5 December brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have to that of the [Accessed historic. Ramaswamy, V. 2012. Mini wonderland. [Online blog] Available at: http://minicooperwonderland.tumblr.com/ 22 October 2012] effectively re-launched the brand preserving a classic icon of the 20th Ramsey, J., 2012. Volkswagen’s People’s Car Project in China has produced three concepts. [Online blog]. Available at: http://www.autoblog. century into the 21st century. Since Autoblog the com/2012/05/09/volkswagens-peoples-car-project-in-china-has-produced-three-co/ [Accessed 4 January 2013] re-launch of the brand in 2001, over 1,000,000 “new” Minis have been Sanina, A., 2011. Volkswagen’s People’s Car Project China Ad Campaign Winning Awards. Popsop produced and the brand is one of the true [Online]. Available at: http://popsop.com/49521 [Accessed 6 December 2012] successes of the automotive industry. In this case, the brand is distinctively aimed Saunders, M, Lewis, P, Thornhill, A. 2003. Research methodsatfor business students. 3rd Ed. Harlow: a younger consumer audience which is FT Prentice Hall. especially appealing to the female car Simply zesty, 2012. The Top 50 Campaigns Of 2012 [Online].buying Available at: http://www.simplyzesty.com/advertising-and-marketing/the-top-50-camsegment. paigns-of-2012-so-far/ [Accessed 5 January 2013]
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Stylus, 2013.The future of Cycling [online] Available via : http://www.stylus.com/en/Events/2013/Janurary/Reports/Future-of-Cycling-/ [Accessed
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Visits Mini Cooper Store, 2012. Mini Store King’s Cross, London. 31st November 2012, London. he original brand goes back to 1969 In addition to offering a high performance Mini Copper Store, 2012. Mini Store Nottingham. 2nd November 2012.Mini Nottingham. when the cars sold under the same name motoring experience backed up by BMW technology, the brand aims to target a fashion were London. given the distinctive Mini brand Natural History Museum, 2013. Mini History. 10th January 2012. conscious consumer providing not only a way leading on from the original Austin and Morris branded versions. This was also to get from A to B but also a way to look Interviews the year that the car would feature in the good and perhaps capture some of the retro appeal of a bygone era. 1969Hussain film “the [in Italian job” which Beattie,J,.2012. Owner of a Mini Cooper. Interviewed by Hannah person]. 20thhas December. Nottingham helped to make the car not only a Having seen these elements of the brands practical but 3rd also November. a fashion andNottigham Clark,A,. 2012. Owner of a Mini. Interviewed by Hannah Hussain [via vehicle facebook] style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique proposition of the Mini brand it that it is not the brand somewhat different, owned Loksze 2012. Non client of Mini Cooper. Interviewed by Katherine Chenis and Hannah Hussain [in person] 28th December. Nottingham by the German automotive manufacturer just vehicle but a way for consumers to their status and values within society. BMW. Despite the that Hussain today’s and express Roman,H,. 2012. Sales Manager at the Nottingham Mini Store. Interviewed by fact Hannah Katherine Chen [in person] Nottingham. 2nd DeceIn addition, the proposition may also be seen models of the Mini bear little relation to meber 2012, Nottigham as one which allows the Mini owner to context the original car, BMW has seen enough with the past through the brand, even if the brand equity (Jobber,8th 2007) the Seno, 2013. Owner of a Mini Cooper. Interviewed by Katherine Chen [in person] Jan.in Nottingham physical product itself bears little resemblance historic value of the brand to have to that of the historic. effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
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In addition to offering a high performance motoring experience backed up by BMW technology, the brand aims to target a fashion conscious consumer providing not only a way to get from A to B but also a way to look good and perhaps capture some of the retro appeal of a bygone era. Having seen these elements of the brands history it is possible to see that the unique proposition of the Mini brand it that it is not just vehicle but a way for consumers to express their status and values within society. In addition, the proposition may also be seen as one which allows the Mini owner to context with the past through the brand, even if the physical product itself bears little resemblance to that of the historic.
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he original Mini brand goes back to 1969 when the cars sold under the same name were given the distinctive Mini brand leading on from the original Austin and Morris branded versions. This was also the year that the car would feature in the 1969 film “the Italian job” which has helped to make the car not only a practical vehicle but also a fashion and style icon (Auto Evolution, 2012). Today, the brand is somewhat different, owned by the German automotive manufacturer BMW. Despite the fact that today’s models of the Mini bear little relation to the original car, BMW has seen enough brand equity (Jobber, 2007) in the historic value of the brand to have effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
List of Illustrations: FIG 1: Jerseis capucha de mini [Online] Available from: http://www.latostadora.com/jerseis/mini/[Last Accessed: 4 Dec 2012] to offering a high performance he[online]. original Mini brand goes to 1969 In addition FIG 2: Minifinity, 2010 ‘The classic Mini Forum and Resource’ Available from:back www.minifinity.com [Last Accessed: 3 Dec 2012] motoring experience backed up by BMW when the cars sold under the same name technology, the brand 18 aimsDec to target were given thebackroaddriving.tumble.com distinctive Mini brand FIG 3: Mini Copper doing the Carrera Mexico rally [online] Available from: [Last Accessed: 2012]a fashion conscious consumer providing not only a way leading on from the original Austin and Morris branded versions. This was also to get from A to B but also a way to look FIG 4: RAFFAELLA CARRA E LA NUOVA MINI1001 [Online] Available from: http://img222.imagevenue.com/img.php?image=34699_rc_004_122_ the year that the car would feature in the good and perhaps capture some of the retro 459lo.jpg [Last Accessed: 11 Dec 2012] appeal of a bygone era. 1969 film “the Italian job” which has helped to make the car not only a FIG 5: Sales, 2012 [online] Own Image Having seen these elements of the brands practical vehicle but also a fashion and that the unique 21 Dec style icon (Auto Evolution, 2012). Today, history it is possible to see[Last FIG 6: Untold tale of vintage Beauties, 1970 [Online] Available from:http://www.fwdlife.in/untold-tale-of-vintage-beauties/ Accessed: the brand is somewhat different, owned proposition of the Mini brand it that it is not 2012] by the German automotive manufacturer just vehicle but a way for consumers to express their9 status and values within society. BMW. the fact that today’s [Last Accessed: FIG 7: Mini copper camdem addition, 1979 [online]. Available from:Despite http://www.clutchd.com Dec 2012] In addition, the proposition may also be seen models of the Mini bear little relation to as one which allows the Mini owner the original car, BMW has seen enough FIG 8: 1969 Morris Mini, 1969 [online]. Available from: http://www.carandclassic.co.uk/list/33/mini/ [Last Accessed: 5 Dec 2012]to context with the past through the brand, even if the brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have FIG 9.Mini Cooper About us, 2013 [Online] Available from: http://www.mini.co.uk/about-us/[Last Accessed: 21 Dec 2012] to that of the historic. effectively re-launched the brand preserving icon of the 20th FIG 10: Pure Bentley journal app for ipad and android [online] Availablea classic from: http://www.kent-bentleymotors.com [Last Accessed: 21 Dec 2012] century into the 21st century. Since the of the brand in 2001, over FIG 11: Technology [online]. Available from:www.adzag.com re-launch [Last Accessed: 17 Dec 2012] 1,000,000 “new” Minis have been produced and[Last the brand is one 23 of the FIG 12: Make and See, 2013 [online] Available from: makeandsee.com Accessed: Dectrue 2012] successes of the automotive industry. In this case, thefrom: brandnatalieclements.co.uk is distinctively aimed [Last Accessed: 9 Dec 2012] Fig 13: Make and see Mizuno’s shadow runner, 2013 [online] Available at a younger consumer audience which is especially appealing to the female car Fig 14: Nike opens Tokyo Flagship store [Online] Available from: http://live.drjays.com/index.php/2009/11/16/nike-opens-tokyo-flagship-store/ [Last buying segment. Accessed: 14 Dec 2012]
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FIG 15: Burberry London Fashion weeks 2013 [Online] Available from: http://www.wallpaper.com/fashion/fashionweeks/2013/ss/womens/london[Last Accessed: 5 Jan 2013]
FIG 16: Alice clark Mini, 2012 [own image] FIG 17: Barbour autumn winter 2009 [online]. Available from: http://katecornish.files.wordpress.com/2010/10/barbour.jpg [Last Accessed: 5 Jan 2013] he original Mini brand goes back to 1969 In addition to offering a high performance FIG 18: twiggy and mini 1970s [online] Available at: http://farm1.staticflickr.com/56/169112382_b1520477ab.jpg [Lastbacked Accessed: Dec 2012] up by14 BMW when the cars sold under the same name motoring experience technology, the brand aims to target a fashion were given the distinctive Mini brand Fig 19: Mini store Nottingham, 2012 [own image] conscious consumer providing not only a way leading on from the original Austin and Morris branded versions. This was also to get from A to B but also a way to look Fig 20: Mini store Nottingham, 2012 [own image] the year that the car would feature in the good and perhaps capture some of the retro appeal of a bygone era. 1969 film “the Italian job” which has FIG 21: Audi city London [Online] Available from: http://www.audi.co.uk/audi-innovation/audi-city.html [Last Accessed: 29 Dec 2012] helped to make the car not only a Having seen these elements of the brands practical vehicle but also a fashion and FIG 22: Audi city online showroom special [Online] Available from: style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique http://www.neue-digitale.com/#/Referenz/Audi-City [Last Accessed: 8 JAN 2013] different, owned proposition of the Mini brand it that it is not the brand is somewhat by the German automotive manufacturer just vehicle but a way for consumers to express their status and values within society. FIG 23: Audi UK opens talks with digital shops [Online] AvailableBMW. from: Despite the fact that today’s http://www.campaignlive.co.uk/news/1163187/[Last Accessed: 8 JAN 2013] models of the Mini bear little relation to In addition, the proposition may also be seen as one which allows the Mini owner to context the original car, BMW has seen enough with the past through the brand, even if the Fig 24: 1989: Twiggy experiences mini flashback (classic ad) [own image] brand equity (Jobber, 2007) in the physical product itself bears little resemblance historic value of the brand to have that of the historic. FIG 25: hire-photo-booth [online] Available from: snaparazziphotobooths.co.uk [Last Accessed: 2012] effectively re-launched the brand 28 Dec to preserving a classic icon of the 20th FIG 26: Mr beans holiday traveler [own image] available from:www.worldmovie.com [Last Accessed: century into the 21st century. Since the 21 Dec 2012] re-launch of the brand in 2001, over FIG 27: Italian Job Poster [Online] Available from: http://www.fanpop.com/clubs/mark-wahlberg/images/250311/title/italian-job-wallpaper [Last 1,000,000 “new” Minis have been Accessed: 9 JAN 2013] produced and the brand is one of the true successes of the automotive industry. In FIG 28: Mr Bean spiffy Mini, 2009 [online] Available from: http://www.flickr.com/photos/smeracing/with/3951026607/#photo_3951026607 [Last this case, the brand is distinctively aimed Accessed: 9 JAN 2013] at a younger consumer audience which is especially appealing to the female car FIG 29: Bike graph [Own Photo] buying segment.
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Fig 30: Alice Clark in mini cooper [own photo]
FIG 31: Miss Moss: the tweed run 2009 [online blog] Available from: http://www.missmoss.co.za/2010/04/19/the-tweed-run/ [Last Accessed: 3 JAN 2013] FIG 32: Jaguar’s high-tech showroom lets customers explore virtual cars [Own Image] Available from: http://www.tumblr.com/tagged/digital%20 showroom[Last Accessed: 5 JAN 2013] he original Mini brand goes back to 1969 In addition to offering a high performance FIG 33: The Italian job logo [online] Available from: www.clean-image-co.uk [Last Accessed: JAN 2013] motoring experience backed up by BMW when the cars sold under the same 9name technology, the brand aims to target a fashion were given the distinctive Mini brand FIG 34: Facebook page mock up [own image] conscious consumer providing not only a way leading on from the original Austin and Morris branded versions. This was also to get from A to B but also a way to look FIG 35: Mini cooper, 2012[online] Available from: http://www.tumblr.com/tagged/mini%20cooper?language=tr_TR [Last Accessed: 9 JAN some of the retro2013] the year that the car would feature in the good and perhaps capture appeal of a bygone era. 1969 film “the Italian job” which has FIG 36: London Leicester square, 2010 [Own Image] helped to make the car not only a Having seen these elements of the brands practical vehicle but also a fashion and FIG 37: ‘Bicycle Journeys’. 2011 Magazine entry for Album [online].Available from: http://www.behance.net/gallery/Free-Rider/2069726 style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique [Last Accessed: 22 JAN 2013] the brand is somewhat different, owned proposition of the Mini brand it that it is not by the German automotive manufacturer just vehicle but a way for consumers to express their status and values within society. FIG 38: Sanger, 2012 ‘Swden, Goteborg, Bicycle leaning against [online].Available from: www.davidsanger.comwww.davidsanger.com [Last AcBMW.wall’ Despite the fact that today’s In addition, the proposition may also be seen cessed: 15 JAN 2013] models of the Mini bear little relation to as one which allows the Mini owner to context the original car, BMW has seen enough with the past the brand, even if the FIG 39: Mary Frances Foster ‘Design Work Life’ [online]. Available from: designworklife.com 19 through JAN 2013] brand equity (Jobber, 2007) in the [Last Accessed: physical product itself bears little resemblance historic value of the brand to have to that of the historic. effectively re-launched the brand preserving a classic icon of the 20th century into the 21st century. Since the re-launch of the brand in 2001, over 1,000,000 “new” Minis have been produced and the brand is one of the true successes of the automotive industry. In this case, the brand is distinctively aimed at a younger consumer audience which is especially appealing to the female car buying segment.
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