Why this Brand?
'To allow people to drive in safety a mythical car while giving it their personal touch, finding everywhere a place to park, and perserving the enviroment'
The Mini Cooper's branding strategic vision seems to fallow a dual goal. The first one aims at preserving the original and famous Mini's spirit, while making it more safe. This is a mean to keep activ the bond comsumers developped with the product since the sixtees, and what makes Mini Cooper different from the New Beetle. The second goal is to beyond the car's utilitarian value, that is mainly its small size, and to meet new comsumer's expectations such as expressing its personallty and taking care of the environment.
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