Mini’s ma­jor 2016 value leap

> No top 100 pre­mium au­to­mo­tive brand makes bigger gains. Cool!

The Sun (Malaysia) - - SUNBIZ -

CON­GRAT­U­LA­TIONS to Mini! An emo­tional, au­then­tic brand, with at­trac­tive prod­ucts and dis­tinc­tive brand com­mu­ni­ca­tions: The sys­tem­atic re­align­ment of the Mini brand is prov­ing a suc­cess. In the cur­rent Best Global Brands rank­ing com­piled by the agency In­ter­brand, the value of the Mini brand climbed 18% – the high­est in­crease of any pre­mium au­to­mo­tive brand in the top 100, with only two oth­ers able to match this strong rate of growth. With a brand value of around US$4.9 bil­lion (RM12.4 bil­lion), the Bri­tish pre­mium brand climbed 10 places to num­ber 88.

Mini con­tin­ues its strong growth in brand value. In 2014, the brand was yet to break into the top 100, but de­buted at num­ber 98 in 2015 and has now climbed 10 places to num­ber 88 in the space of a year. Se­bas­tian Mack­ensen, se­nior vice pres­i­dent Mini, ex­plains what makes the brand suc­cess­ful: “Brand growth is a con­se­quence of mak­ing peo­ple happy – which means de­liv­er­ing on their needs and pas­sions.”

This strong growth in brand value stems from the sys­tem­atic im­ple­men­ta­tion of the brand re­align­ment an­nounced in 2015. De­sign, au­then­tic­ity and in­trin­sic value de­fine the new brand iden­tity, which is re­flected in the vis­ual ap­pear­ance and new tonal­ity of com­mu­ni­ca­tions. The new brand phi­los­o­phy dis­penses with all that is un­nec­es­sary, leav­ing more room for what is im­por­tant and fo­cus­ing at­ten­tion on key mes­sages, com­mu­ni­cated in an au­then­tic man­ner. “The brand is evolv­ing; we are cur­rently in the process of a ma­jor repo­si­tion­ing,” un­der­lines Mack­ensen. “Mini is not only a highly-emo­tional au­to­mo­tive brand, but also an au­then­tic, ur­ban life­style brand that is po­si­tion­ing it­self in a num­ber of new fields.”

Mini seeks to pro­vide an­swers to the real is­sues of liv­ing to­gether in cities world­wide. With the pre­sen­ta­tion of its ground-break­ing “Mini Vi­sion Next 100” Ve­hi­cle in June 2016, the brand of­fered a glimpse into its think­ing. Mini aims to con­tinue to ac­tively shape the zeit­geist and con­nect with young, ur­ban tar­get groups.

To achieve this, Mini is also ac­tive out­side of the au­to­mo­tive world. In 2016, Mini Fash­ion par­tic­i­pated in the PITTI Uomo menswear event; while Mini Liv­ing made ap­pear­ances at the Salone del Mo­bile and other shows. In late 2016, the brand will open an am­bi­tious cen­tre for de­sign­ers in Brook­lyn, New York with the name A/D/O. Through the start-up ac­cel­er­a­tor UR­BAN-X, it is also in­vest­ing in en­trepreneurs who want to make liv­ing in cities more at­trac­tive.

Es­ther Bahne, head of Brand Strat­egy and Busi­ness In­no­va­tion: “This year, we started en­gag­ing more deeply in the fields of ur­ban ar­chi­tec­ture, de­sign, fash­ion and en­trepreneur­ship – devel­op­ing and in­vest­ing in prod­ucts of high rel­e­vance to peo­ple liv­ing in cities glob­ally. This will drive the Mini brand growth over the medium to long term, en­sur­ing that we con­tinue to build a pipe­line of at­trac­tive prod­ucts and ser­vices and keep on con­quer­ing new tar­get groups.”

The steady growth of the Mini brand is ac­com­pa­nied by cor­re­spond­ing growth in prod­uct sales. In the first eight months of 2016, sales rose 5.7% year-on-year to reach a to­tal of 223,913 ve­hi­cles. The big­gest growth driv­ers for the pre­mium brand are the Mini Club­man – in­clud­ing its most sporty vari­ant, the newly-re­leased Mini John Cooper Works Club­man – and the new Mini Cabrio in­tro­duced in the spring.

“Best Global Brands” 2016 is the 17th edi­tion of the re­port pub­lished an­nu­ally by global brand con­sul­tancy In­ter­brand, which ex­plores how brands de­ter­mine the suc­cess of a com­pany.

The eval­u­a­tion is based on the fi­nan­cial suc­cess of the prod­ucts and ser­vices be­long­ing to the brand, the role of the brand in cus­tomer de­ci­sion-mak­ing and its im­pact on com­pany pric­ing. The value of the top 100 brands has in­creased by an av­er­age of 4.8% since 2015.

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.