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Company background ^__^


The MINI is small car that was made by the British Motor Corporation( BMW ) and its successors from 1959 until 2000. The original is considered an icon of the 1960s, and its space-sawing front-wheel-grive layout ( that allowed 80% of the area of the car's floor pan to be used for passengers and luggage ) influenced a generation of car-makers. The vehicle is in some ways considered the British equivalent to its German contemporary, the Volkswagen Beetle, which enjoyed similar popularity in North America. In 1999 the Mini was voted the second most influential car of the 20th Century, behind the Ford Model T. This distinctive two-door car was designed for BMC by Sir Alec Issigonis. It was manufactured at the Longbridge and Cowley plants in England, the Victoria Park/Zetland British Motor Corporation ( Australia ) factory in Sydney, Australia, and later also in Spain, Belgium, Chile, Italy, Portugal, South Africa, Uruguay, Venezuela and Yugoslavia. The Mini Mark I had three major UK updates: the Mark II, the Clubman and the Mark III. Within these was a series of variations including an estate car, a pickup truck, a van and the Mini Moke-- a jeep-like buggy. The Mini Cooper and Cooper "s" were sportier versions that were successful as rally in 1966 the Mini was disqualified after the finish, along with six other British entrants, which included the first four cars to finish, under a questionable ruling that the cars had used an illegal combination of headlamps and spotlights. Intially Minis were marketed under the Austin and Morris name, as the Austin Seven and Morris Mini Minor, until Mini became a marque in its own right in 1969. The Mini was again marketed under the Austin name in the 1980s.

Rationale


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.