MINI's brand value up 18 per cent, climbs ten places in Interbrand ranking

MINI's brand value has been on the rise. In 2014, MINI sat on the sidelines of the top 100. A year later, in 2015, it claimed a spot in the top 100, at number 98. In an amazing feat of corporate strategy, MINI climbed ten places to number 88. Explaining how MINI managed to create a successful brand name, Sebastian Mackensen, Senior Vice President MINI, said: “Brand growth is a consequence of making people happy – which means delivering on their needs and passions.”

He added: "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.” Hinting a change in MINI's marketing strategy, Mr Mackensen said: "The brand is evolving. We are currently in the process of a major repositioning."

MINI's strong growth in brand value was the result of a systematic implementation of brand realignment announced in 2015. Three distinctive elements - design, authenticity and intrinsic value - helped defined MINI's brand identity. Mr Mackensen said: "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."

Not one who will rest on its laurels, MINI is always looking at providing real-world solutions for real-world issues. The MINI VISION NEXT 100 Vision Vehicle, which made its debut in June this year, offered the automobile industry a glimpse of the possiblities that MINI can do for the future generation.

As an extroverted, playful and daring brand, MINI aims to continue to actively shape the zeitgeist of the modern automobile industry and connect with young, urban target groups. To achieve this, MINI has been active outside of the automotive world. MINI Fashion participated in the PITTI Uomo menswear event, while MINI Living made appearances at the Salone del Mobile and other shows. By the end of 2016, MINI will be opening an ambitious centre for designers in Brooklyn, New York with the name A/D/O. Through start-up accelerator URBAN-X, the car-maker is also investing in entrepreneurs who want to make living in cities more attractive. Esther Bahne, head of Brand Strategy und Business Innovation, said: “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 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 increase in brand value has led a simultaneous rise in product sales. In the first eight months of this, sales rose 5.7 per cent year-on-year to reach a total of 223,913 vehicles. The biggest sales drivers were reportedly the MINI Clubman (including its most sporty variant), the newly released MINI John Cooper Works Clubman and the new MINI Convertable.

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