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Mini Usa


Submitted By jackchan
Words 817
Pages 4
Case 1:

Team members ID Jack (Chen Chengjie) 1155069822 Sicily (Wei Jia) 1155067760 Peggy (Peng Yingbin) 1155066009 Jenny (Yang Jia) 1155066188 Maggie (Peng Meiqi) 1155071110 Celine (Ji Shishi) 1155066295 May (Wang dan) 1155069733

The article mainly introduced the re-launch of the New MINI based on different geographical spheres. By a series of campaigns, CP+B has successfully built the brand of New MINI. The case analyzes the unique brand strategy and strategic marketing techniques of BMW Company.
Q1 What is the brand strategy of New Mini?
According to the article, four brand strategies are concluded as followed:
(1) Brand repositioning: Before BMW bought the MINI, MINI was a traditional British auto brand positioned as “a fuel-efficient economical car capable of carrying four adults with their luggage in spirited fashion”. In order to avoid being fads and fashion, BMW repositioned MINI as a distinctive lasting new brand and maintained brand sustainability. Brand positioning consists of target customer and differentiation value. For target customers, BMW did not restrict MINI’s target customer to MINI

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