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.
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 up by2012). BMW whenMania, the cars2012) sold under the same name motoring experience backed (Mini (Wyman,O, technology, the brand aims to target a fashion were given the distinctive Mini brand conscious consumer providing not only a way leading2011) on from the original Austin and (Mintel (Bailey 2012: online) Morris branded versions. This was also to get from A to B but also a way to look some the retro the year that the car would feature in the good and perhaps capture (Mintel 2012a) (Yeshin, T. of 2006) appeal of a bygone era. 1969 film “the Italian job” which has helped 2012b) to make the car not only a (Mintel Having seen these elements of the brands practical vehicle but also a fashion and style icon (Auto Evolution,online) 2012). Today, history it is possible to see that the unique (Mintel, 2013 ‘Bicycles’: the brand is somewhat different, owned proposition of the Mini brand it that it is not just: vehicle by the German‘Impact automotive manufacturer (Mintel,2010. of the recession- UK’ online)but a way for consumers to express their status and values within society. BMW. Despite the fact that today’s models of the2012: Mini bear little relation to In addition, the proposition may also be seen (Nick Batten, 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 UK, (Jobber, 2007) in the (Parliament 2012) physical product itself bears little resemblance historic value of the brand to have to that of the historic. effectively re-launched the2009: brand 65) (Parsons and MacLaran, preserving a classic icon of the 20th century into the2012: 21st century. Since12.5) 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 industry. In (Ramaswamy, 2012, iLogicTube, 2012) this case, the brand is distinctively aimed at a younger consumer which is (Sales Interview, 2012:audience Appendix 12.7) especially appealing to the female car buying segment. (Saunders et 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)
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(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.
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olympicsvideo/9484793/Laura-Trotts-cycling-club-experiencing-surge-in-interest.html [Accessed 10 December 2012] The Economist, 2011. The celestial economy [Online]. Available at: http://www.economist.com/node/21528591 [Accessed 3 November 2012] The Luxury Lifestyle Guide, 2011. Mini Cooper Savile Row [Online]. Available at: http://theluxurylifestyleguide.wordpress.com/2011/03/10/mini-cooper-savile-row/ [Accessed 5 January 2013] 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 The Mini Place, 2012. Mini history [Online]. Available at: http://www.theminiplace.com/?a=10 22 November 2012] technology, the brand aims to target a fashion were given the distinctive Mini brand [Accessed conscious consumer providing not only a way leading on from the original Austin and The Rich Times, 2011. The Bentley Mini Cooper [Online]. Available at: http://www.therichtimes.com/wordpress/2011/06/03/the-bentley-mini-coopMorris branded versions. This was also to get from A to B but also a way to look er/ [Accessed 5 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 film “the Italian job” which has The Tweed Run, 2012 [Online]. Available at: http://tweedrun.com/[Accessed helped to make the 20 car December not only a 2012] Having seen these elements of the brands practical vehicle but also a fashion and Think box, 2010. Fiat 500 launches with Five sponsorship [Online]. Available at: http://www.thinkbox.tv/server/show/ConCaseStudy.1532 style icon (Auto Evolution, 2012). Today, history it is possible to see that the unique [Accessed 15 January 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 blog]. status Available and valuesat: within society. Total Immersion, 2011. FC Barcelona Nike Store Retail Animation with Augmented Reality Technology [Online http://blog.t-immerBMW. Despite the fact that today’s In addition, the proposition may also be seen sion.com/2011/01/21/fc-barcelona-nike-store-retail-animation-with-.augmented-reality-technology/ [Accessed 5 November 2012] 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 the US data corporation, 2012. 15 Over-the-Top Event Marketingbrand Campaigns [Online]. Available equity (Jobber, 2007) in the at: http://www.usdatacorporation.com/inphysical product itself bears little resemblance fo/2012/01/15-top-event-marketing-campaigns/ [Accessedhistoric 5 December 2012] value of the brand to have to that of the historic. effectively re-launched the brand Williams, E., 2012. Heritage meets digital in new flagship Burberry store. Creative Review [Online]. Available at: http://www.creativereview.co.uk/crpreserving a classic icon of the 20th blog/2012/september/burberry-mixes-heritage-with-digital-high-tech-in-new-london-store [Accessed 24 November 2012] century into the 21st century. Since the re-launch of the brand in 2001, over Yeshin, T. 2006. Advertising. Australia: South-Western. 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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