Mini brand stands for “the ultimate driving machine.” Creating and delivering customer value through experience of owning and driving a MINI car is the first foremost brand promotion goal of MINI, where shared experience has a vital role and task in creating delivering customer value creation.
MINI is connecting with its current and future customers, capturing the interests of its customer base and demonstrating the creativity of the brand, which facilitates the brand to keep in contact with their customers and this is an outstanding tool for strengthening relationships that ultimately delivers value to the targeted customers. Simms and Trott, (2006) put forward that regarding values creation to targeted customers, car brands are expected to rework their business strategy and plans on regular basis to deal with and take benefit of the conditions of a shifting, though the core values necessitate carrying on intact. The target customer for MINI brand varies and the communications concerning them venture diverse expectations, nevertheless the core purpose carries on the same. As MINI brand delivers an exceptional experience in the course of superior car performance. The MINI brand stands for an opportunity to put up for sale to a fresh market segment and to bring in people to the MINI experience. The brand bring in people to the MINI experience through marrying the values and desires of youngsters, hipper demographic to the experience assured by taking MINI home. The imagery, typography and tone of the communications recognize who is a Mini sort of person.