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The perceptions of the BMW Mini brand:the importance of historical associations and
the development of a modelC.D. Simms and P. Trott
Business School, University of Portsmouth, Portsmouth, UK
AbstractPurpose The paper aims to investigate the main aspects of perceptions of the Mini brand in the UK. Given that consumers perceptions of a brand arerepresented by brand awareness and brand image, this research undertakes an in-depth investigation of the image of the BMW Mini brand in its mostestablished market.Design/methodology/approach The study consisted of 55 in-depth interviews with a cross-section of important stakeholders with high brandawareness and knowledge.Findings The research identifies the importance of the symbolic elements of the brands image, in particular its fun, sporty, fashionable and stylishimage. The study reveals that the brands appeal is largely at an emotional level based on the brands symbolic image and key associations. A model isdeveloped to reflect these findings. The study concludes that associations are key to stakeholders perceptions of the brand. In particular associationsrelated to the brands heritage and product-related associations such as the cars aesthetics and handling.Practical implications The research identifies the importance of maintaining the brands heritage, including its British origins, and the productscore appeal. In light of the importance of the brands British origins, the research identifies possible challenges created through the brands newGerman BMW ownership, and the launch of the new Mini.Originality/value The study develops a unique insight of this historic and valuable brand, as perceived by key stakeholders with high brandawareness and knowledge. In the light of these findings a model is developed that offers an improved understanding of how brand perceptions aredeveloped.
Keywords Brands, Perception, Brand image, United Kingdom
Paper type Case study
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
The importance of branding is recognised as one of the key
weapons for firms in fiercely competitive markets. Brand
investment has been found to contribute to the attainment of
positional advantages and hence performance (Matear et al.,2004). A number of studies focus on creating frameworks to
understand the key components of brand perceptions,
including Keller (1993), Aaker (1991) and Plummer (1985).This study focuses on modelling the key components of the
Mini brand, based on a total of 55 in-depth interviews among
a cross section of important stakeholders. The Mini is among
the most established brands in the car industry, and certainly
the most successful British car in terms of volume sold, it also
has an almost unique position in terms of its iconic status.
Very few brands in this industry are comparable to the Mini,
the Volkswagen Beetle, Citroen 2CV and Fiat 500 are among
these few and could be compared in terms of their iconic
status, also the Beetle is in fact more successful in terms of the
total volume sold. The Mini brand was chosen for this study
due to its marked history (which spans over 40 years) and the
brands success has lead to over five million units being sold
(Birmingham Mini Owners Club, 2002). The implications of
this success should mean perceptions of the brand are well
developed.The Mini was originally designed by Sir Alec Issigonis and
launched in 1959. At the time there were few other
economical cars and with the Suez Crisis there was a clear
demand for a small economical car. The car was designed to
seat four people, but be as small, practical, easy to park and
economical as possible. The car was priced inexpensively at
496. In 1961 John Cooper (an ex Formula 1 constructor)
teamed up with Sir Alec to design and commercialise the Mini
Cooper, a faster and sporty version of the Mini that would
allow the car to compete successfully in rallying (a later faster
Cooper S version was also launched). The Cooper and
Cooper S were both extremely successful in Rallying and won
the Monte Carlo rally three times. Originally seen as another
small car, the versatility and charm of the Mini made it a
favourite with the jet setters of the 1960s and the Mini
became a fashion/style statement and an icon. During this
period the car was owned by famous celebrities such as; Enzo
Ferrari, The Beatles, Steve McQueen, Graham Hill, Peter
Sellers, King Hussain and Dudley Moore. In 1969 the film
The Italian Job came out which starred Michael Caine, and in
which the Mini Cooper had a starring role. The combination
of the Minis rallying success and celebrity style fame meant
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
15/4 (2006) 228238
q Emerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420610679593]
228
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the car went from being a housewives shopping car to a must
have fashion accessory. In the period of 1970-1979 the Minis
success began to suffer seriously, and this was not helped by
the ending of production of the Cooper model in 1971. In
1980 the British Leyland Motor Corporation changed the
Minis name to the Austin Mini and in 1988 the company was
renamed the Rover Group, thus the Mini became the Rover
Mini. Sales of the Mini continued to suffer throughout the
1980s, and the Rover group launched a number of special
edition models which had some positive effects on sales of the
car. The Mini Cooper was re-launched in 1990, which helped
to boost sales of the car, particularly in Japan. During the
1990s the car received a number of updates, such as airbags
and fuel injection, nevertheless the car remained relatively
unchanged, in relation to its competition, since its original
launch. In 1994 BMWacquired the Rover group, though they
later sold off much of the group, BMW kept the Mini. In
1999 the Mini celebrated its 40th birthday and Autocar
named it the car of the century (National Mini Owners Club,
n.d.). In 2000 the Mini was completely withdrawn from
production (after producing 5,400,000 cars) and the new
Mini Cooper (designed and manufactured by BMW) was
launched in 2001.
Brand perceptions: a review of the literature
Over the past 20 years the literature has consistently
highlighted the importance of brand perceptions and the
components of these perceptions, including brand image and
associations (del Rio et al., 2001; Bhat and Reddy, 1998;
Keller, 1998; Aaker, 1991; Plummer, 1985).It is well documented that consumers perceptions of
brands consist of brand awareness and brand image (e.g.
Keller, 1998). Awareness of a brand is not likely to be enough
to ensure a brands success, as it is not in itself likely to be
sufficient reason to purchase a product. Successful brands
must offer superior value to consumers and differentiate an
offering from those of competitors (Fill, 2002). This is
achieved by building a brand image. Brand image is defined
by Keller (1993, p. 3) as perceptions about a brand as
reflected by the brand associations held in consumer
memory. This image may appeal to consumers at a
functional or symbolic level (Bhat and Reddy, 1998).
Products bought on a functional basis satisfy immediate and
practical needs and decisions are therefore based on objective
attributes and criteria, whereas symbolic (intangible) brand
components satisfy symbolic needs and emotional wants, such
as needs for self-expression and social identification, decisions
are therefore based on subjective criteria (feelings and
attitudes) (Bhat and Reddy, 1998). The functional and
symbolic elements of a brand allow it to serve a number of
functions to the consumer (del Rio et al., 2001). At a practicallevel the brand name can communicate a guarantee (e.g.
quality or VFM), while product benefits can communicate
benefits such as; comfort, safety, duration (del Rio et al.,
2001). At an emotional level a brand name may allow the
brand to serve functions in personal identification, social
identification and status (symbol of power or social status,
reflection of social approval, exclusivity, contribution of
emotional experiences or technical superiority), product
aesthetics may also contribute to this emotional appeal (del
Rio et al., 2001).
It is clear that the Mini brand may appeal to consumers
based on a rational level based on the products performanceand reassurance of quality, or at an emotional level based on
the value of the brands image or product aesthetics. Whenoriginally launched the Mini was designed to appeal toconsumers at a practical level, however since its launch the
brand has developed a unique heritage, and Laverick andJohnson (1997) highlight the importance of the Mini as abrand and its history, they suggest that the Mini Coopers
attraction is not primarily at the functionally tangible(product) level, but at an iconically intangible level, they
consider that since this appeal is historically based it is notpossible to re-engineer or duplicate, and thus its competitiveadvantage will remain while there is demand for that piece of
history and the associations that it embodies. It is also worthconsidering how the BMW corporate brand could add valuein terms of the guarantee or promise of quality it provides and
thus reassuring the consumer of the cars ability to meet theirexpectations.
Brand associations and the components of brand
perceptions
Associations are a key component of brand image; theydifferentiate, position and create positive attitudes and
feelings toward the brand (Low and Lamb, 2000). Theunderlying value of the brand name is often in the set ofassociations its meaning to people (Aaker, 1991). In order
to develop an understanding of the possible components ofstakeholders perceptions of the Mini brand, this paperconsiders a number of frameworks that are developed to
understand these associations and the components of brandperceptions.Aaker (1991) provides a comprehensive categorisation of
brand associations, consisting of 11 categories:1 product attributes;2 intangibles;3 customer benefits;4 relative price;5 use/application;6 user/customer;7 celebrity/person;8 life-style/personality;9 product class;
10 competitors; and11 country/geography.
A further model is presented by Keller (1998), this model
categorises associations into three main categories:1 attributes;2 benefits; and3 attitudes.
The model contains many similar elements to that of Aaker(1991), including personality, user, usage and price, butcategorises these as non-product related associations. This
model also adds the notion of attitudes to the brand, which isconsidered to be the most important association. Benefits may
be classified as functional, symbolic or experiential (Park et al.1986), which clearly relates these benefits to the appeal of thebrands image. Plummer (1985) presents a similar model of
brand perceptions to Kellers (1998), although this modelreplaces attitudes with the brands personality as a separateand important component. Brand personality is an important
part of brand image, as people often perceive brands in terms
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
229
-
of human characteristics. Brands may therefore be described
in terms of their personality traits (Thakor and Kohli, 1996).
People relate to a brand based on its personality and how this
relates or appeals to their own personality and self-concept.
Demographics are an important component of a brands
personality (e.g. age, origin, gender and class) (Thakor and
Kohli, 1996; Batra et al., 1993). Brands can be defined anddescribed in terms of their origin; the place to which the
brand is perceived to belong by its target consumers (Thakor
and Kohli, 1996). In particular, brand origin can be
particularly salient for brands with heritage, or where the
nationality is considered to possess natural expertise (Thakor
and Kohli, 1996). Thus because of the Minis extensive
heritage, its origin may be of particular importance to
perceptions of the brand.A model of brand perceptions that is widely recognised in
the marketing textbooks and arguably dominates marketing
practitioners perceptions of brands is Kotlers (2000) highly
influential model. The model suggests six levels of meaning to
a brand:1 attributes;2 benefits functional and emotional;3 values;4 culture;5 personality; and6 user (Kotler, 2000).
This model clearly combines many of the previously
mentioned elements of a brand (such as attributes, user and
benefits). The model also suggests that the consumer may
associate the Mini brand with a culture and values, which are
not highlighted in the preceding models. A more complex
model of brand components is presented by de Chernatony
and DalOlmo Riley (1997); their double vortex model
explores the constituent elements of a brand (the left vortex),
but also explains that these elements may not be as important
as the rational and emotional responses they evoke (the right
vortex) in the form of consumer confidence. Their approach
to modelling a brand is unique, they suggest that the
consumer is unlikely to break the brand down into its
elements, but would consider the brand as a whole, eliciting
rational and emotional responses. This approach is further
reinforced by Murphy (1990) who takes a Gestalt view: thatconsumers tend to perceive products from an overall
perspective associating with the brand name all the
attributes and satisfactions experienced by the purchase and
use of the product. Thus this study of the Mini brand will
explore the complex components of stakeholders perceptions
of the Mini brand, as well as the rational and emotional
responses the brand elicits.Of all the models reviewed only de Chernatony and
DalOlmo Rileys (1998) model highlights the importance of a
brands history in how stakeholders may have come to
associate things with a brand. The Minis distinct and unique
history may have meant stakeholders associate the brand with
celebrities, films such as The Italian Job or the brands successin motor sport, for example.
Research methodology
Given that it was the aim of this research to develop an
understanding of the key components of perceptions of the
Mini brand, a qualitative approach consisting of in-depth
interviews was considered most appropriate. The interviews
would allow stakeholders to express their perceptions and
feelings at length in their own words, therefore obtaining
insight and understanding. It was also possible to develop
insight further through individual probing. A similar approach
was adopted by Grace and OCass (2002) in their study of
brand associations.This first stage of research consisted of 12 exploratory
interviews with opinion leaders. The second stage of the
research was to collect information from a number of key
stakeholder groups to the Mini brand. Information was
collected through depth interviews with guides designed
individually for each stakeholder group. Many studies
examine consumers perceptions of different well-known
and familiar brands (e.g. Grace and OCass, 2002; OCass
and Frost, 2002; Chen, 2001). The following stakeholders
were sampled for the second stage of the research:. ten new Mini owners;. ten classic/old style Mini owners, who were also members
of the Mini owners club;. ten opinion leaders car enthusiasts working in the
Motor trade;. ten opinion formers racing drivers, car magazine
editors; and. three BMW Mini dealerships John Cooper garage and
BMW Mini dealers.
Owners of both new and old Minis (who were also members
of Mini owners clubs) were clearly considered to have high
brand awareness and their perceptions likely to be essential to
the brands continuing success. Senior salespeople at Mini
dealerships were interviewed because of their influence in
shaping the opinions and attitudes of other customers,
potential customers, and other stakeholders to the Mini
brand. In addition to the preceding stakeholder groups it was
also considered important to interview other stakeholders
with high brand awareness and knowledge, and whose
opinions were likely to shape others, a number of research
papers highlight the importance of opinion leaders and
formers in these functions (Katz and Lazarfeld, 1955; Flynn
et al., 1994). Qualified and experienced racing drivers and car
testers were considered important stakeholders due to their
high product and brand awareness, as well as their perceived
authority and expertise, allowing them to serve a role as
opinion formers in the car industry. The opinion leaders and
opinion formers groups provided an alternative view of the
Mini brand because unlike owners and dealers they had no
association with the brand. The size of the four main samples
were restricted to ten in the light of the findings of Hastings
and Perry (2000) who when following a similar line of
research identified that many more interviews resulted in a
convergence of themes, and hence basically result in a zero
sum game.Data were collected through in-depth interviews where the
interviewee was allowed to lead the dialogue. The interview
dialogue was analysed for key words and themes, a similar
approach for analysing the results of a qualitative study was
adopted by de Chernatony and DalOlmo Riley (1997) and
Grace and OCass (2002). Where scales were utilised, a
seven-point (23 to 3) differential scale with bipolar labelsthat had a semantic meaning were used to identify the
strength of stakeholders perceptions of particular elements of
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
230
-
the Mini brand. The results of the scales were analysed to
identify trends and central tendency.
Findings
Stakeholders began the interview by describing the Mini
brand in terms of an overall image, using a number of short
descriptive words. These were then elaborated on in terms of
many key associations that were important to their
perceptions of the brands image. Additional and probing
questions then revealed the importance of many of these key
associations to perceptions of the brand. The results are
summarised in the following sections.Table I identifies that the Minis brand image is described in
terms of six primary components (displayed in Figure 1),
which have been grouped into three categories in line with the
themes identified during the interviews.The brands image was primarily described as sporty and
fun, and the results of the interviews revealed that this can be
seen to be largely a result of the cars sporty handling, which
was frequently described as like a go kart, its connections
with Motorsport and John Cooper Racing, as well as the filmThe Italian Job. These key associations were clearly key toperceptions of the brands image and respondents alsodescribed how important these were in making the brand
unique. The Mini was seen to have a particularly fashionableand trendy image, which was also described as cool. The
brand was also described as having a particularly stylishimage, and this style was related to the brands fashionable
appeal. The results revealed that this element of the brandsimage was largely a result of the cars aesthetics, and historicalassociations relating to the 1960s, celebrity and chic owners of
that age, the brands connections with motor sport, and thefilm The Italian Job. The cars aesthetics were clearly key tothis stylish image, which had in turn aided in making thebrand fashionable and trendy. The cars aesthetics were
described as stylish, cheeky, small, cute, different, modernand classic, again these descriptions are clearly to the brands
overall image. The brands history was also key to this part ofthe brands image, in particular the brands connections with
the 1960s, or as three respondents described it thefashionable and trendy 1960s, as well as celebrity andchic owners of that age, including Twiggy and the Beatles.
These associations were also key to the brands image beingdescribed as chic and classy. Again the brands connections
with motor sport and the film The Italian Job were key to thiselement of the brands image. The Mini is also seen as quite
different for a car of its type, due to its heritage, which hasgiven it such a unique image. The Minis image also has some
appeal at a practical level, with the brand having an image ofproviding value for money and quality.As has already been described in some of the preceding
findings, stakeholders associate the Mini brand with many
things (see Table II), and most of these associations can infact be divided into two main categories (displayed inFigure 2).As has been described in the preceding text key associations
relating to the product (aesthetics and handling), as well as
the brands history and heritage are key to perceptions of thebrand. These perceptions have shaped both the brands image
and personality. The Minis heritage is of particularimportance to the brand and was directly stated as an
association by 27 respondents. In addition many otherrespondents considered particular elements of the brands
history and heritage as associations with the brand. Thebrands connections with the 1960s, as well as celebrity/chicowners of that age, are clearly key associations. The brands
British origins and Motorsport heritage are also keyassociations from the brands history, as well as its role in
the film The Italian Job.Key product attributes and benefits are important
associations with the brand, in particular the cars looks andhandling, as well as its ability to be customised. The cars
handling and looks have already been highlighted as key toperceptions of the brands image, as well as its personality.
The cars ability to be customised was also seen by some to bekey to its uniqueness. In addition to these two main categories
of associations the Mini is also associated with numerousowners clubs, and the brands recent takeover by BMW.The interviews identified that the Minis personality formed
an important part of stakeholders perceptions of the brand.The results presented in Table III identify that the Minis
personality was seen as quite unique and is made up of three
Table I Key elements of the Mini brands image
Leaders Formers New Mini
Classic
Mini Dealers Total
SymbolicFun 3 2 6 3 2 16
Sporty 4 5 5 4 1 19
Exciting 1 3 4
Stylish 3 3 1 1 1 9
Fashionable/
trendy 1 3 1 3 2 10
Classy/chic 1 2 1 2 1 7
Cheeky 2 1 3
Classic 2 2 2 6
Modern 1 2 1 4
Different 2 1 2 1 2 8
Aspirational 2 2
Iconic 1 2 3
Cult car/
following 1 1 2 1 5
FunctionalValue for money 1 2 3 6
Quality 1 1 2
Figure 1 Summary of the key elements of the Minis brand image
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
231
-
key human characteristics and two personality traits by which
the brand was described, as well as three demographic
characteristics (displayed in Figure 3).Stakeholders primarily described the Minis personality in
terms of human characteristics and personality traits. The
brand was described in human terms as being trendy, sporting
and attractive. Probing revealed that the sporting element of
the brands personality was related to the cars drive and its
connections with motor sport. The brands attractive
personality largely resulted from product attractive
aesthetics, but also the brands aspirational appeal related to
its heritage, which made it attractive to own. The brands
trendy personality was related to its connections with the
1960s and celebrity owners of that time.The Minis personality traits were described as cheeky and
fun or fun loving, as well as outrageous. Probing again
revealed that the cars handling had contributed to the brands
Table II Key brand associations for the Mini
Leaders Formers New Mini Classic Mini Dealers Total
HeritageHistory/heritage 5 8 6 7 1 27
Motorsport 2 2 3 3 1 11
1960s 2 5 5 12
The Italian Job 2 1 2 4 9British 3 3 5 1 12
Michael Caine 1 1 3 4 9
Chic/celebrity owners 3 2 2 2 9
ProductLooks/style 3 6 4 4 2 19
Handling 7 3 3 9 3 19
GoKart 2 1 1 2 6
Customise 2 2 4
OtherBMW 4 2 1 2 9
Owners clubs 3 3 6
Table III Key elements of the Minis brand personality
Leaders Formers New Mini Classic Mini Dealers Total
Human characteristicsTrendy/cool 6 7 2 2 3 20
Attractive 3 6 2 5 1 17
Sporty 1 3 2 1 4 11
Personality traitsFun/fun loving 6 7 5 5 1 24
Cheeky 5 2 5 3 1 16
Outrageous 2 2 2 1 7
DemographicYoung/youthful 5 7 2 4 2 20
Bridges age gap 2 3 2 2 2 11
British 2 5 2 5 1 15
Classless 3 1 4
OtherUnique 4 3 2 4 13
Figure 2 A summary of the brand associations of the Mini
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
232
-
fun personality. The brands cheeky personality resulted fromthe cars aesthetics, its connections with the film The ItalianJob and the celebrity Michael Caine.A key element of the Minis personality is its demographics,
in particular the brand is seen as young, British, and a brandwith an appeal to all ages and people of all types. Some
owners described how owning a Mini kept them young,because of its youthful and always fashionable image. This
fashionable image was also seen to make the brand appeal to
people of all ages and all walks of life, also leading some todescribe it as classless. The brands British origins were also a
key element of this personality, with stakeholders describingthe brand as typically British. The results of the interviews
identified that the brands personality is a key element of thebrands overall image, the two are clearly closely related and
interlinked in the minds of stakeholders.In addition to the preceding main areas of perception,
additional questions were used to identify other possiblerelevant areas of perception. Of the other areas of perceptions
investigated, the interviewees perceptions of the typicalowner/user of the brand were particularly marked. Based on
the results of the research this would seem to be a middle-aged female manager, who is good looking and out going,
however, opinions were particularly split (Table IV).However, the most marked perception of the typical owner
was that they are likely to be anyone, and in fact owners
described that the brands appeal and accessibility to alltypes of people, from rich celebrities to poor students as
one person described, was key to its success.Interviewees were also questioned about their perceptions
of the brands culture and values. The Mini brand and theproducer of the Mini are seen to have a fun, modern and cool
culture (Table V). In this section of the interview it alsobecame clear that the brand itself was associated with the fun
loving and fashionable 1960s culture, during which it wasparticularly popular. However, a significant number of
respondents did not consider the brand or producer to havea culture, or that this was particularly relevant to their
perceptions. In addition it was clear that the majority ofrespondents did not perceive the brand or producer to any
specific values (Table VI).The results in Table VII identify that stakeholders saw the
Mini as a particularly unique brand, and the factors used to
describe the brands uniqueness clearly highlight the
importance of the brands image, personality andassociations. In particular this section highlighted theimportance of the brands history in making it unique, aswell as the brands overall symbolic image.The results presented in Table VIII clearly highlight the
importance of the Minis image, respondents consistentlyrating the Minis image as equally or frequently moreimportant than product quality (with an overall mean of2.59 for image, compared to 2.04 for quality).
The development of a model of stakeholdersperceptions of the Mini brand
Based on the results of this research the following model ofthe Mini brand is proposed. Perceptions of the Mini brand
comprise three main components or levels (Figure 4). Theprimary component of stakeholders perceptions is thebrands image, detailed in the middle of the diagram, whichcomprises of functional and symbolic elements. Theseelements of the brands image relate to the brands rational
and emotional appeal, which is detailed to the right of thediagram. In the case of the Mini it is clear that the brandsimage appeals particularly at an emotional level. The brandsimage has developed from a number of specific associations,which are detailed to the right of the diagram, in the case ofthe Mini the key association can be grouped into three key
categories; the brands personality, product relatedassociations, and the brands history/heritage.Based on these key findings a model of the brand is
presented in Figure 4. The model is specific to the Mini brandand identifies the key interrelated elements of stakeholdersperceptions of the brand.The model presented in Figure 4 supports much of the
existing branding literature. As is shown in Figure 4, theMinis image may be broken down into functional andsymbolic elements, which supports the existing brand imageliterature (e.g. Bhat and Reddy, 1998; del Rio et al., 2001).The functional and symbolic elements of the brand provide
the brand with its rational and emotional benefits and appeal.As del Rio et al. (2001) suggest that the symbolic andfunctional elements of a brand allow it to serve a number ofkey functions. In the case of the Mini it is clear that at afunctional level the brand serves as a guarantee of product
quality and value for money. However, the symbolic elementsof the Minis image are clearly of great importance tostakeholders overall perceptions to the brand. Stakeholdersidentify with the brands image at a personal level due to theappeal of the brands sporty image and drive. As del Rio et al.(2001) model suggests the aesthetics form an important part
of the brands symbolic image/appeal. However, in the case ofthe Mini the cars handling also forms an important part ofthis image and appeal, providing experimental benefitsmaking the car fun and sporty to drive (which Park et al.(1986) identify as an important type of benefit). The brand
also serves a function in social identification with customerswanting to associate themselves with the aspirational 1960sand celebrity lifestyles and the brand acts as a communicationinstrument of a cool, stylish and fashionable image. It istherefore clear that the symbolic lifestyle elements of
stakeholders perceptions of the brand must be effectivelymanaged, in particular the brands heritage is clearly key tostakeholders perceptions of the brand, and marketing
Figure 3 Summary of the elements of the Mini brands personality
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
233
-
communications could be utilised in order to maintain and
enhance these perceptions.Based on this research it is clear that in the case of the Mini
brand, its symbolic image is of greatest importance to
perceptions of the brand, which can be seen from the diagram
(Figure 4). From this research and the model that has resulted
it is clear that the key elements of the brand that influence its
image and appeal relate to the product itself and the brands
heritage. Based on this it is important that activities are
targeted at maintaining or enhancing the brands existing
image, targeting marketing activities on product attributes,
the brands heritage, and developing the brands unique
personality. The importance of the product itself to the
success of this brand can therefore not be underestimated; it is
from the product that most of the brands success has
resulted, in particular its sporting handling, connections to
celebrities, and motor sport success. Marketing activities
could also be focused on enhancing perceptions of the brandat a functional level, targeting perceptions of the brands value
for money or quality appeal.
Conclusions and implications
The results of this study have identified that the Minis
distinct brand image is clearly key to its differentiation; this issupported by the literature on brand image (e.g. Keller, 1998;
Bhat and Reddy, 1998). The Minis brand image has
developed from a number of key associations, which as
Aaker (1991) suggests have given the brand its meaning. Thisresearch highlights a number of important associations to the
Mini brand, including product attributes, benefits,
personality, users and celebrities, and these associations are
identified in many elements of the literature (e.g. Aaker, 1991;Keller, 1998; Plummer, 1985). In particular, the research
highlights the importance of product-based associations and
the brands personality to perceptions of the brand (see
Figure 4). The Minis brand demographics are a key aspect ofthe brands personality, as Thakor and Kohli (1996) and
Batra et al. (1993) suggest, and the brands British origin is ofparticular importance to stakeholders perceptions of the
brand, this is particularly salient because of the brands longheritage. However, the preceding literature review on brand
image does not highlight the importance of historical
associations to a brands image. This research has identified
the importance of a number of historically based associationsto the Minis symbolic image (see Figure 4), and as Laverick
and Johnson (1997) suggest the brands appeal is primarily at
an iconically intangible/emotional level, based on the
brands history and heritage, although the cars aestheticsand handling are also important to perceptions of the brand.
Previous studies of brand perceptions and associations
identified in this paper do not fully account for the
importance of a brands history to perceptions of a brand,in fact only de Chernatony and DalOlmo Rileys (1998)
model makes any direct reference to a brands history. There
is therefore a need for further research in order to identify the
Table VI Perceptions of the brands values
Brands values Total
Quality 2
Style 2
VFM 1
No 38
Table IV Perceptions of characteristics of typical Mini owner
Typical Mini owner/user Leaders Formers New Mini Classic Mini Dealers Total
SexMale 3 2 1 6
Female 4 4 1 9
AgeYoung 4 5 9
Middle-aged 4 2 1 1 8
Older 1 1
Job positionManagement 6 3 1 1 11
Skilled 1 1
Housewife 2 2 1 5
PersonalityImage conscious 4 1 3 8
Outgoing 2 2 1 2 7
OtherAffluent 2 2 1 1 6
Anyone 2 3 5 10 2 22
Table V Perceptions of the brands culture
Brands culture Leaders Formers
New
Mini
Classic
Mini Dealers Total
Fun 4 2 3 1 10
Modern 1 3 2 1 7
Cool 1 2 1 1 5
Dynamic 1 1 1 1 4
Professional 2 1 1 4
1960s 1 4 3 8
Exhibitionist 3 3
No 4 5 4 6 2 12
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
234
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importance of historically-based associations to perceptions of
a wider variety of established brands.The research carried out for this study did not support the
importance of a brands culture and values to stakeholders
perceptions of this brand, as suggested in Kotlers (2000)
model. However, interpreting the data (Table I) in terms of
this model the brands values may be seen in terms of the key
elements of the brands image; style, fun and sportyness.
Based on these results it may be suggested that the brand
values concept does not have as much meaning to
stakeholders as brand image (for example), thus the use of
words such as values and culture may not be appropriate for
interviews, whilst image and personality are of more relevance
to their perceptions.As de Chernatony and DalOlmo Rileys (1998) double
vortex model illustrates, the Mini brand is made up of a
number of important elements, which we have already
highlighted. Although the brand is associated with a name,
capabilities, personality and risk reducing elements, as their
model suggests it is not these constituent elements that are
key to stakeholders perceptions, but rather the rational and
emotional responses they elicit. Thus, as Murphy (1990)
suggests, consumers react to their perceptions of the brand as
a whole, in the case of the Mini largely eliciting emotional
responses to the symbolic elements of the brands image.The model presented in Figure 4 is specific to the Mini
brand; however, the model could be adapted to be applied to
the analysis of other brands. The model presents differentperspective on a product brand by linking specific brandassociations to the image that is developed in the mind of theconsumer or stakeholder, and finally linking this to how theimage appeals to key stakeholders. Through this perspective itlinks the brand associations proposed by Aaker (1991), thesymbolic and functional image of the brand (e.g. Keller,1998), and finally the appeal or functions of the brand (delRio et al., 2001), The model also develops an understandingof how the key associations, which in this case are categorisedas being part of the brands history or relating to the product,link to perceptions of the brands personality which is a keyelement of brand perceptions. By linking together differentelements of academic literature relating to brand perceptionsthis model provides a more comprehensive insight into thebrand image concept. The basic elements of this model can beadapted to be general to other brands and should testedthrough further studies, in order to relate the different areas ofthe literature on brand perceptions and to develop and refinea comprehensive model of brand perceptions.This study highlights the importance of the Minis British
origins to perceptions of the brand; based on the importanceof this heritage the brands now German ownership willpresent a future challenge to the management of perceptionsof the brand. Based on this research, the decreased number ofperceptions of the brands value for money by new Miniowners (compared to old Mini owners), and an increasednumber of perceptions of the brands quality, suggests that thebrands appeal is changing from value for money and towardsquality, as a result of BMWs ownership and the launch of thenew Mini. Based on this research it is clearly important thatthe Minis history and heritage are protected to ensure thebrands continuing success, it is also important that thebrands sporty, fun and stylish appeal is retained. Based onthese results marketing activities should be targeted atmonitoring the changing perceptions of the Mini brand
Table VII Factors identified as making the Mini unique
Leaders Formers New Mini Classic Mini Dealers Total
ImageImage 3 5 1 2 11
Fun 2 2 4
Sporty 3 4 4 1 12
Style/stylish 3 3 1 1 1 9
Classless 2 1 3
Famous/iconic 1 1 1 3 6
Cool/trendy 3 3 6
Young/youthful 1 1 1 3
Traditional 3 3 6
Cheap 1 1 1 3
Product-relatedSporty/fun handling 3 1 2 5 1 12
Small 2 2 1 1 6
Stylish looks 2 4 2 2 1 11
AssociationsName 3 1 4
History/heritage 6 8 5 5 1 25
British 2 4 1 7
Chic users 1 1 2
Customise 2 2
Table VIII Importance of brand image versus product quality
Importance of image
against quality 23 22 21 0 1 2 3
Image 1 3 9 31
Quality 1 1 1 4 14 23
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
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caused by these changes in ownership and product offering,
and maintaining perceptions of the key elements of the brand
image identified in Figure 4.
References
Aaker, D.A. (1991), Managing Brand Equity, The Free Press,
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personality component of goodwill: some antecedents and
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positioning of brands, Journal of Consumer Marketing,
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Figure 4 A model of the stakeholders perceptions of the Mini brand
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
236
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Matear, S., Gray, B. and Garrett, T. (2004), Market
orientation, brand investment, new service development,
market position and performance for service organisations,International Journal of Service Industry Management, Vol. 15No. 3, pp. 284-301.
Murphy, J. (1990), Brand Strategy, Director Books, Cambridge.National Mini Owners Club (n.d.), Mini old and new!,available at: www.miniownersclub.co.uk/aboutmini/
(accessed 8 September 2004).OCass, A. and Frost, H. (2002), Status brands: examining
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Biel, A.L. (1992), How brand image drives brand equity,Journal of Advertising Research, November/December, p. 9.
Cooper, P. (1999), Consumer understanding, change andqualitative research, Market Research Society, Vol. 41 No. 1,pp. 1-9.
Malhotra, N.K. and Birks, D.F. (2000), Marketing Research:An Applied Approach, European ed., Financial Times,Prentice-Hall, London.
About the authors
C.D. Simms is Director of Market Innovations Ltd, amarketing consultancy firm. He is also an Associate Lecturer
at the University of Portsmouth. He holds a Masters inMarketing with Distinction from University of Portsmouth.P. Trott is a Principal Lecturer at the Business School,
University of Portsmouth. He holds a PhD from Cranfield
University. He is author of many publications in the area of
innovation management. His book Managing Innovation andNew Product Development published by Prentice-Hall is now inits third edition. P. Trott is the corresponding author and canbe contacted at: [email protected]
Executive summary and implications formanagers and executives
This executive summary has been provided to allow managers andexecutives a rapid appreciation of the content of this article. Thosewith a particular interest in the topic covered may then read thearticle in toto to take advantage of the more comprehensivedescription of the research undertaken and its results to get the fullbenefits of the material present.
BMW Minis brand image: after nearly 50 years it is all
about emotion
In the automotive industrys history and present the Mini is
an icon. Admittedly the VW Beetle has sold more units, and
achieved its own iconic status, but there is something very
special about the Mini. It is a brand that people feel they
know all about. It may even be considered to be one of thefamily. The Mini has come to be associated with fun, being
sporty, being fashionable and stylish. Since its launch wayback in 1959 over five million units have been sold, making it
the best selling British made car of all time. From humbleorigins, a behemoth was born.The world in which the Mini was created was a very
different one from now. However, the original rationale stillresonates. Following the Suez Crisis, when Britain and France
unsuccessfully invaded the Canal Zone, fuel economy becamemore valued, and the need for a family car that was cheap to
run drove designer Sir Alec Issigonis original vision. At thetime of writing new political uncertainties are driving the oil
price ever higher, refocusing the consumer towards fueleconomy. Although the Mini has changed, and changed
significantly, it remains the small car that raises the spirits.Like many entering their late 40s, the Mini has something
of a chequered history, combining glory years with lean times.
Yet it continues to be made, and continues to be held in highesteem by the British public and across the world. It is a brand
that is forgiven its shortcomings, and its absence from themarket in the early 2000s seems only to have made the heart
grow fonder.The Mini has been known as the Austin Mini, the Rover
Mini and now the BMW Mini. From early days as an
economy model, the Mini Cooper and Cooper S were sportsversions made in collaboration with John Cooper, a Formula
1 constructor. There were years of mismanagement by BritishLeyland Motor Corporation and its later incarnation as Rover
Group in which sales declined. BMW bought Rover in 1994,
and ceased production of the Mini in 2000, relaunching withthe new Mini Cooper, a very different model, in 2001.In a survey of a variety of stakeholders, Simms and Trott of
Marketing Innovations Ltd and the University of Portsmouth
have uncovered the secrets behind an enduring love affair witha brand survivor.
The Minis brand image, associations and personality
Brand heritage is becoming increasingly well understood, and
is vital to the success of the new Mini. The BMW model is a
very different car from Issigonis design classic, yet is cloakedin what has come to be considered a common history. As a
style statement in the 1960s, the Mini had a number ofhigh profile owners, including Enzo Ferrari, The Beatles,
Formula 1 champion Graham Hill, the actor Peter Sellers,King Hussein of Jordan and many more. An iconic movie, TheItalian Job, contains iconic footage of the Mini Cooper in oneof the movie worlds best-known car chases. Important tocurrent owner BMW, the association was one which did not
emphasise the cheap so much as the cheerful.In conducting the research a holistic view was taken. Initial
interviews were with opinion formers, leading up to a series ofin-depth interviews with owners of the new Mini, owners of
the old one (or classic), opinion leaders and enthusiasts
from the motor trade, opinion formers (racing drivers and carmagazine editors), and those in BMWMini dealerships. Their
results emphasise the emotional attachment to the brand, andpotentially a lasting brand legacy.The key findings are:
. Its brand image is associated with being sporty, fun,
fashionable or trendy, stylish, classy or chic, and different.
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
237
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. Brand associations can be divided into those associatedwith its history and heritage, and those that are productrelated. Those associated with history and heritage are:the 1960s, including the celebrity owners; being British;motor sport; and The Italian Job or Michael Caine its star.
. Its brand personality can be broken down into:characteristics trendy or cool, sporting or fit, andattractive; traits cheeky and fun or fun loving;demographics young, British, and bridges the age gap;and that it is unique.
. The Minis image was cited as more important thanproduct quality.
Implications for BMW, custodians of the Mini brand
Custodian ship seems to be a better word than ownership forthe Mini brand it seems to transcend mere ownership and issomething more lasting. Which is not to say that the brandcannot be destroyed, albeit it has a certain robustness.
The Minis brand image is the key to its differentiation from
other small cars and a number of key associations have been
developed in the minds of its stakeholders, established on an
emotional level. Its British-ness is of prime importance.
Under German-based BMWs ownership, perceptions of the
brand have shifted from value for money towards quality.For BMW the challenge is to protect Minis history and
heritage as it is the basis for so much of its appeal. In going
forward it is essential to keep and develop the stylish, fun and
sporty brand image. Given the change of ownership, more
obvious since the launch of the wholly new version,
maintaining the appeal, functions and associations of the
brand is the key challenge that lies ahead.
(A precis of the article The perceptions of the BMW Mini brand:
the importance of historical associations and the development of a
model. Supplied by Marketing Consultants for Emerald.)
The perceptions of the BMW Mini brand
C.D. Simms and P. Trott
Journal of Product & Brand Management
Volume 15 Number 4 2006 228238
238
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