Mini - Anatomy of a Brand


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A masstige (mass+prestige) branding assignment on MINI. I created this while on exchange at ESSEC business school in Paris. The prof requested we submit our final assignment as a Powerpoint presentation, instead of a written document.

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Mini - Anatomy of a Brand

  1. 1. MINI<br />SIZE IS DECEPTIVE<br />ThiloReinartz – International Luxury Distribution – ESSEC Paris, Nov. 29th 2009<br />
  2. 2. Brand History<br />The original Mini – a sixties icon<br />Over 4 million sold during 1959-2000 production<br />Brought mobility to the masses in post-war Britain<br />Appealed to all parts of society<br />including celebrities like The Beatles and Twiggy<br />Gained cult status - UK equivalent to VW Beetle<br />Iconic design <br />Excellent handling characteristics made it fun to drive <br />Series of wins at Rallye Monte Carlo<br />11/29/2009<br />2<br />source:<br />
  3. 3. Brand History<br />The new MINI<br />BMW acquired Rover (owner of Mini) in 1994<br />BMW and Rover began development of new MINI<br />Rover wanted MINI to be an economy car<br />BMW wanted MINI to be a small sports car<br />BMW sold Rover in 2000, but retained Mini brand<br />New MINI was launched in 2001 <br />11/29/2009<br />3<br />source: Datamonitor Report - BMW<br />
  4. 4. Brand Concept<br />MINI vs. Mini<br />BMW combined old and new to create clear and consistent global profile<br />Repositioned MINI as premium product<br />Mass-produced individuality<br />Maintained symbolic characteristics of old Mini<br />Retained basic form and curved styling<br />Maintained fun image (fun to drive)<br />“MINI” to differentiate new brand from old Mini<br />11/29/2009<br />4<br />Source:<br />Source:<br />
  5. 5. Source of Identity<br />Family resemblance<br />MINI retains many Mini design elements<br />MINI looks like the son of Mini<br />MINI claims its British heritage<br />MINI stays fun to drive<br />MINI in print – black background and colourful frame<br />11/29/2009<br />5<br />source:<br />
  6. 6. Culture & Roots<br />Britain meets Germany<br />MINI’s British heritage<br />Built in England<br />Sporty and fun<br />Iconic design<br />MINI’s German heritage<br />BMW ensures build quality<br />Provides technology<br />Experience in the premium sector<br />11/29/2009<br />6<br />Source: Source: Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238<br />
  7. 7. Brand DNA<br />What makes a MINI?<br />Fun and sporty, with go-kart-like handling<br />Fashionable, trendy, and customizable<br />British<br />History – the 1960s<br />Motorsports<br />Association with celebrity owners<br />Central role in The Italian Job, starring Michael Cain<br />11/29/2009<br />7<br />Source: Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238<br />Source:<br />
  8. 8. Brand Values<br />MINI is…<br />Fun<br />Cheeky<br />Exciting<br />Stylish<br />Customizable<br />MINImalism<br />doing more with less<br />11/29/2009<br />8<br />
  9. 9. Brand Positioning<br />Size doesn’t matter, only what you have under the hood does<br />Fun<br />Legacy (racing heritage)<br />Individuality<br />Performance<br />MINI wants male consumers to flip over its cars<br />Not “cute” for fear of fading like VW’s new Beetle<br />11/29/2009<br />9<br />Source: TAXI – MINI Case Study (<br />
  10. 10. Target Consumers<br />Meet the MINI buyer <br />Male<br />Affluent<br />In his 20s or 30s<br />Driving enthusiast<br />Urban<br />Individualistic<br />Values build quality<br />11/29/2009<br />10<br />Source: Simms & Trott, An analysis of the repositioning of the BMW Mini brand, Journal of Product & Brand Management, vol.16, no.5, 2007, pp.297-309<br />Source: TAXI – MINI Case Study (<br />
  11. 11. Competitive Environment<br />What else is out there?<br />The market for efficient compact cars is growing<br />Increasing cost of fuel<br />Growing environmental awareness<br />Premium compact sector is getting crowded<br />Direct competitors include: VW Beetle, VW Golf GTI, Fiat 500, BMW 1-Series, Audi A3, Mazda MX-5 (Miata), Mazda 3, Alfa Romeo Mito<br />Yet MINI continues to grow year after year<br />11/29/2009<br />11<br />
  12. 12. Brand Architecture<br />BMW AG subsidiaries <br />with unit sales (fiscal year 2008)<br />11/29/2009<br />12<br />source: Datamonitor Report - BMW<br />
  13. 13. Exclusivity & dream factors<br />11/29/2009<br />13<br />
  14. 14. The Product<br />11/29/2009<br />14<br />
  15. 15. MINI<br />The first new MINI<br />Substantially bigger and heavier than original Mini<br />Better equipped<br /> better crash protection<br />Up-market positioning relative to old Mini<br />11/29/2009<br />15<br />
  16. 16. MINI Clubman<br />The “big” MINI<br />Longer by 24 cm<br />More leg room<br />Larger trunk space<br />Club door on right for access to rear seats<br />Front half is identical to MINI<br />11/29/2009<br />16<br />
  17. 17. MINI Convertible<br />Open-air MINI<br />Based on MINI hatchback<br />Same engine and equipment choices<br />11/29/2009<br />17<br />
  18. 18. Limited Editions<br />John Cooper Works World Championship 50<br />Commemorates 50th anniversary of John Cooper’s first Formula 1 victory<br />Strictly limited to 250 for all of Europe<br />Features<br />Special paint job<br />Unique wheels<br />Aerodynamic kit<br />Black leather interior with red stitching<br />11/29/2009<br />18<br />Source:<br />
  19. 19. Limited Editions – 50 Years of<br />MINI Mayfair<br />Inspired by 1982 Mayfair special edition<br />Available for 1 year only<br />Features<br />Special colour scheme<br />50 years of MINI badge<br />Additional headlights<br />Leather interior<br />11/29/2009<br />19<br />Source:<br />
  20. 20. Limited Editions – 50 Years of<br />MINI Camden<br />Gives a glimpse of MINI’s future<br />Packed with latest technology<br />Available for 1 year only<br />Features<br />Special colour scheme<br />50 years of MINI badge<br />Harman Kardon sound system<br />Bi-Xenon headlights<br />11/29/2009<br />20<br />Source:<br />
  21. 21. Coming Models<br />What’s next?<br />MINI Coupe<br />MINI SAV<br />11/29/2009<br />21<br />
  22. 22. Customizability<br />2 MINIs in 100,000 are the same<br />Vast number of available options<br />Body colour<br />Roof and mirror colour<br />Stripes and decals<br />Performance options<br />Body kits<br />Accessories<br />See TV-spot Dueling MINIs<br />11/29/2009<br />22<br />Source:<br />
  23. 23. MINImalism<br />Doing more with less<br />Using technological innovations to reduce fuel consumption<br />Designing and engineering for optimum recyclability<br />Without compromising fun<br />11/29/2009<br />23<br />Source:<br />
  24. 24. Price<br />11/29/2009<br />24<br />
  25. 25. Price Premium<br />How does the MINI compare?<br />11/29/2009<br />25<br />Source:<br />
  26. 26. Promotion<br />11/29/2009<br />26<br />
  27. 27. Communication<br />Many voices, one message<br />MINI has a different creative agency in every territory it serves<br />Maintains consistent brand message<br />Maintains consistent visual language<br />Focus on fun & performance<br />11/29/2009<br />27<br />
  28. 28. TV Advertising<br />MINI is the little guy who wins<br />Ads are funny, cheeky, irreverent<br />Ad: MINI Clubman pinball<br />11/29/2009<br />28<br />
  29. 29. TV Advertising<br />MINI is the little guy who wins<br />Ads often show MINI in aDavid vs. Goliath battle<br />Ad: MINI bullfight Ad: MINI anthem<br />11/29/2009<br />29<br />
  30. 30. TV Advertising<br />MINI is the little guy who wins<br />Focus on performance<br />Ad: MINI scream<br />11/29/2009<br />30<br />
  31. 31. Print Advertising<br />Not always conventional<br />For US market entry MINI paid a tabloid to be featured in front page story<br />General focus of print ads is on fun and performance<br />11/29/2009<br />31<br />
  32. 32. Billboard Advertising<br />3D roadside ads<br />Unconventional<br />Funny<br />Play on MINI’s performance abilities<br />11/29/2009<br />32<br />
  33. 33. Outdoor Advertising<br />Wall projections<br />Show other cars dreaming about MINI<br />Irreverent & cheeky<br />11/29/2009<br />Source:<br />33<br />
  34. 34. Outdoor Advertising<br />Small but feisty<br />Both ads are fun and unusual<br />MINI as a caged wild animal<br />MINI as a toy<br />11/29/2009<br />34<br />
  35. 35. Carfun Campaign<br />Drive like there is a tomorrow<br />US MINI owners donate $30 <br />1 of 3 green initiatives to support sustainable development & green energy<br />Choose project<br />MINI matches contribution<br />MINI owner receives Carbon Offset grille badge<br />11/29/2009<br />35<br />Source:<br />
  36. 36. Carfun Campaign<br />Calculating the Carfun footprint<br />Interactive online calculator <br />Combines green and fun scores<br />Based on 3rd party data<br />Compare nearly 200 cars<br />Offers green driving tips<br />MINImalism<br />11/29/2009<br />36<br />Source:<br />
  37. 37. Cultural Sponsorship<br />Rome Film Fest<br />Billboard campaign to coincide with the fest<br />Tributes to directors<br />Quentin Tarantino<br />Sergio Leone<br />Alfred Hitchcock<br />Celebrity association<br />Like the 60s<br />11/29/2009<br />37<br />
  38. 38. MINI Racing<br />Drive like a pro<br />Race versions of John Cooper Works model available<br />In keeping with tradition & heritage<br />White roof originated in the 1960s to help spot the Minis in the race<br />11/29/2009<br />38<br />
  39. 39. One-off Co-branding<br />Agent Provocateur Clubman<br />Customised for the famous lingerie house<br />Features<br />Prison bars in side windows<br />Fishnet roof trim<br />Black leather interior<br />Auctioned off for $70,000<br />Benefitted AIDS charity<br />11/29/2009<br />39<br />Source:<br />
  40. 40. Internet<br />MINI on the web<br />Consistent look to all international MINI sites<br />Black background and colorful frames<br />Music and video<br />Product information<br />Brand History<br />11/29/2009<br />40<br />Source:<br />
  41. 41. Social Networking<br />11/29/2009<br />41<br />MINI Space<br />MINI’s own social networking site<br />Open to all<br />Promotes<br />Collaboration<br />Community<br />Contests<br />MINI news<br />Source: <br />
  42. 42. Place<br />11/29/2009<br />42<br />
  43. 43. Dealership Concept<br />11/29/2009<br />43<br />Frames<br />Dealers integrate visual concept of framing<br />Like MINI in print<br />Frames also make the cars look toy-like and fun<br />Source:<br />
  44. 44. Dealership Concept<br />Frames<br />The displays inside appear quite logical and simple<br />The outside displays are more attention grabbing<br />Irreverent and fun<br />Some dealers are also BMW dealers<br />Separate showrooms<br />11/29/2009<br />44<br />Source:<br />
  45. 45. Online Configuration<br />Build your MINI<br />Choose <br />Exterior paint<br />Roof/mirror colour<br />Decals<br />Wheels<br />Interior colours<br />Option packages<br />View multiple angles<br />11/29/2009<br />45<br />Source:<br />
  46. 46. MINI Custom Paint Shop<br />Paint your MINI<br />Some MINI websites <br />Custom paint<br />Spray paint car with mouse<br />Many different decals<br />Flags<br />Flames<br />Silhouettes<br />11/29/2009<br />46<br />Source:<br />
  47. 47. Merchandising<br />For you and your MINI<br />Car accessories<br />Mostly visual accessories, wheels, and decals<br />Some performance items<br />Personal accessories<br />Clothing<br />Toys<br />Luggage<br />Stationery needs<br />11/29/2009<br />47<br />Source:<br />
  48. 48. Thank You For your attention<br />The end<br />11/29/2009<br />48<br />