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.
根据小，当人们购买迷你他们购买的不仅仅是汽车。他们买到一种精神的一套信念和价值观，他们认同并告诉世界一点关于他们是谁（迷你，2011）。借鉴相关理论，解释了MINI品牌为客户创造价值。
把短语“当人们购买迷你他们购买的不仅仅是汽车。他们买到一种精神的一套信念和价值观，他们认同并告诉世界一点关于他们是谁”意味着迷你试图传达客户和品牌提供新客户的东西总是在他们的价值观和信仰，是无与伦比的。中高档车的运行，MINI品牌保证品牌承诺提供更多的比什么是比一辆汽车的顾客。认识到这一点，品牌已经建立了各种措施，走在前面的车和挖掘的生活方式和城市文化的运作，汇集了兼容的个人。西姆斯和特洛特，（2006）认为，品牌的号召主要是在情感上与象征性的形象和最重要的环节，它是发现协会，是顾客对品牌的认知基础。具体的联想与品牌的传统和产品相关的链接和专门的汽车品牌可能区分在美学形式和处理。为宝马Mini品牌，这是一个汽车品牌为目标，一直保持相同的品牌精神几十年独家，无论是不断变化的市场环境变化的感知和竞争视角的客户。从旧到新的策略，为客户创造价值是迷你的精英。
