According to MINI, when people purchase a MINI they buy into more than just the car. They buy into a spirit – a set of beliefs and values that they identify with and which tell the world a little about who they are (MINI, 2011). Drawing on relevant theory, explain how the MINI brand creates value for the customer.
The turn of phrase “when people purchase a MINI they buy into more than just the car. They buy into a spirit – a set of beliefs and values that they identify with and which tell the world a little about who they are” implies that MINI attempts to convey the customers and the brand offers always new things to customers in terms of their values and beliefs that are unmatched. Running in the premium car segment, MINI brand assures the customers that the brand is promised to deliver more than what is than mere a car. Acknowledging this, the brand had built up various initiatives that go ahead of the operation of the car and tap into lifestyle and urban culture, bringing together compatible individuals. Simms and Trott, (2006) suggest that the brand’s call is in the main at an emotional level in relation to its symbolic image and foremost links, where it is found that associations are fundamental to customers’ perceptions of the brand. Specifically associations linked to the brand’s tradition and product-related links and specifically car brands might be distinguished in the forms of aesthetics and handling. For the BMW’s MINI brand, it is a car brand exclusive for the targeted that has kept hold of the identical brand spirit for many decades, regardless of a changing market environment from customers changing perception and competitive perspective. From old to new strategy, MINI’s value creation for customers has been elite.