The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model

C.D. Simms and P . Trott

Business School, University of Portsmouth, Portsmouth, UK
Abstract Purpose The paper aims to investigate the main aspects of perceptions of the Mini brand in the UK. Given that consumers perceptions of a brand are represented by brand awareness and brand image, this research undertakes an in-depth investigation of the image of the BMW Mini brand in its most established market. Design/methodology/approach The study consisted of 55 in-depth interviews with a cross-section of important stakeholders with high brand awareness and knowledge. Findings The research identies the importance of the symbolic elements of the brands image, in particular its fun, sporty, fashionable and stylish image. The study reveals that the brands appeal is largely at an emotional level based on the brands symbolic image and key associations. A model is developed to reect these ndings. The study concludes that associations are key to stakeholders perceptions of the brand. In particular associations related to the brands heritage and product-related associations such as the cars aesthetics and handling. Practical implications The research identies the importance of maintaining the brands heritage, including its British origins, and the products core appeal. In light of the importance of the brands British origins, the research identies possible challenges created through the brands new German 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 brand awareness and knowledge. In the light of these ndings a model is developed that offers an improved understanding of how brand perceptions are developed. 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 rms in ercely 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
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) 228 238 q Emerald Group Publishing Limited [ISSN 1061-0421] [DOI 10.1108/10610420610679593]

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 ve 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 lm 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 228

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

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 BMW acquired 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.

It is clear that the Mini brand may appeal to consumers based on a rational level based on the products performance and reassurance of quality, or at an emotional level based on the value of the brands image or product aesthetics. When originally launched the Mini was designed to appeal to consumers at a practical level, however since its launch the brand has developed a unique heritage, and Laverick and Johnson (1997) highlight the importance of the Mini as a brand 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 not possible to re-engineer or duplicate, and thus its competitive advantage will remain while there is demand for that piece of history and the associations that it embodies. It is also worth considering how the BMW corporate brand could add value in terms of the guarantee or promise of quality it provides and thus reassuring the consumer of the cars ability to meet their expectations. Brand associations and the components of brand perceptions Associations are a key component of brand image; they differentiate, position and create positive attitudes and feelings toward the brand (Low and Lamb, 2000). The underlying value of the brand name is often in the set of associations its meaning to people (Aaker, 1991). In order to develop an understanding of the possible components of stakeholders perceptions of the Mini brand, this paper considers a number of frameworks that are developed to understand these associations and the components of brand perceptions. Aaker (1991) provides a comprehensive categorisation of brand associations, consisting of 11 categories: 1 product attributes; 2 intangibles; 3 customer benets; 4 relative price; 5 use/application; 6 user/customer; 7 celebrity/person; 8 life-style/personality; 9 product class; 10 competitors; and 11 country/geography. A further model is presented by Keller (1998), this model categorises associations into three main categories: 1 attributes; 2 benets; and 3 attitudes. The model contains many similar elements to that of Aaker (1991), including personality, user, usage and price, but categorises these as non-product related associations. This model also adds the notion of attitudes to the brand, which is considered to be the most important association. Benets may be classied as functional, symbolic or experiential (Park et al. 1986), which clearly relates these benets to the appeal of the brands image. Plummer (1985) presents a similar model of brand perceptions to Kellers (1998), although this model replaces attitudes with the brands personality as a separate and important component. Brand personality is an important part of brand image, as people often perceive brands in terms 229

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 sufcient 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 dened by Keller (1993, p. 3) as perceptions about a brand as reected 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 identication, 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 practical level the brand name can communicate a guarantee (e.g. quality or VFM), while product benets can communicate benets 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 identication, social identication and status (symbol of power or social status, reection 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).

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

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 dened and described 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 inuential model. The model suggests six levels of meaning to a brand: 1 attributes; 2 benets functional and emotional; 3 values; 4 culture; 5 personality; and 6 user (Kotler, 2000). This model clearly combines many of the previously mentioned elements of a brand (such as attributes, user and benets). 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 condence. 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: that consumers 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, lms such as The Italian Job or the brands success in motor sport, for example.

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 rst 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 inuence 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). Qualied 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 ndings of Hastings and Perry (2000) who when following a similar line of research identied 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 (2 3 to 3) differential scale with bipolar labels that had a semantic meaning were used to identify the strength of stakeholders perceptions of particular elements of 230

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

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

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 identies 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 identied 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 Table I Key elements of the Mini brands image
Classic Leaders Formers New Mini Mini Dealers Total

Symbolic Fun Sporty Exciting Stylish Fashionable/ trendy Classy/chic Cheeky Classic Modern Different Aspirational Iconic Cult car/ following Functional Value for money Quality

3 4 3 1 1 2 2

2 5 3 3 2 2 1 1

6 5 1 1 1 1 2 2 2 1

3 4 1 3 2 1 2 1 2 2

2 1 3 1 2 1

16 19 4 9 10 7 3 6 4 8 2 3 5 6 2

1 2

1 1

1 2

2 3 1

Figure 1 Summary of the key elements of the Minis brand image

was frequently described as like a go kart, its connections with Motorsport and John Cooper Racing, as well as the lm The Italian Job. These key associations were clearly key to perceptions of the brands image and respondents also described how important these were in making the brand unique. The Mini was seen to have a particularly fashionable and trendy image, which was also described as cool. The brand was also described as having a particularly stylish image, and this style was related to the brands fashionable appeal. The results revealed that this element of the brands image was largely a result of the cars aesthetics, and historical associations relating to the 1960s, celebrity and chic owners of that age, the brands connections with motor sport, and the lm The Italian Job. The cars aesthetics were clearly key to this stylish image, which had in turn aided in making the brand fashionable and trendy. The cars aesthetics were described as stylish, cheeky, small, cute, different, modern and classic, again these descriptions are clearly to the brands overall image. The brands history was also key to this part of the brands image, in particular the brands connections with the 1960s, or as three respondents described it the fashionable and trendy 1960s, as well as celebrity and chic owners of that age, including Twiggy and the Beatles. These associations were also key to the brands image being described as chic and classy. Again the brands connections with motor sport and the lm The Italian Job were key to this element of the brands image. The Mini is also seen as quite different for a car of its type, due to its heritage, which has given it such a unique image. The Minis image also has some appeal at a practical level, with the brand having an image of providing value for money and quality. As has already been described in some of the preceding ndings, stakeholders associate the Mini brand with many things (see Table II), and most of these associations can in fact be divided into two main categories (displayed in Figure 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 the brand. These perceptions have shaped both the brands image and personality. The Minis heritage is of particular importance to the brand and was directly stated as an association by 27 respondents. In addition many other respondents considered particular elements of the brands history and heritage as associations with the brand. The brands connections with the 1960s, as well as celebrity/chic owners of that age, are clearly key associations. The brands British origins and Motorsport heritage are also key associations from the brands history, as well as its role in the lm The Italian Job. Key product attributes and benets are important associations with the brand, in particular the cars looks and handling, as well as its ability to be customised. The cars handling and looks have already been highlighted as key to perceptions of the brands image, as well as its personality. The cars ability to be customised was also seen by some to be key to its uniqueness. In addition to these two main categories of associations the Mini is also associated with numerous owners clubs, and the brands recent takeover by BMW. The interviews identied 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 231

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

Table II Key brand associations for the Mini

Leaders Formers 8 2 5 1 3 1 2 6 3 1 New Mini 6 3 2 3 2 4 3 1 2 Classic Mini 7 3 5 4 5 4 2 4 9 2 Dealers 1 1 Total 27 11 12 9 12 9 9 19 19 6 4 9 6

Heritage History/heritage Motorsport 1960s The Italian Job British Michael Caine Chic/celebrity owners Product Looks/style Handling GoKart Customise Other BMW Owners clubs

5 2 2 2 3 1 3 3 7 2

2 3 2

2 3

1 3

Figure 2 A summary of the brand associations of the Mini

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 III Key elements of the Minis brand personality

Leaders Formers 7 6 3 7 2 2 7 3 5 New Mini 2 2 2 5 5 Classic Mini 2 5 1 5 3 2 4 2 5 3 4 Dealers 3 1 4 1 1 1 2 2 1 1 Total 20 17 11 24 16 7 20 11 15 4 13

Human characteristics Trendy/cool Attractive Sporty Personality traits Fun/fun loving Cheeky Outrageous Demographic Young/youthful Bridges age gap British Classless Other Unique

6 3 1 6 5 2 5 2 2

2 2 2

232

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

Figure 3 Summary of the elements of the Mini brands personality

describe the brands uniqueness clearly highlight the importance of the brands image, personality and associations. In particular this section highlighted the importance of the brands history in making it unique, as well as the brands overall symbolic image. The results presented in Table VIII clearly highlight the importance of the Minis image, respondents consistently rating the Minis image as equally or frequently more important than product quality (with an overall mean of 2.59 for image, compared to 2.04 for quality).

The development of a model of stakeholders perceptions of the Mini brand

Based on the results of this research the following model of the Mini brand is proposed. Perceptions of the Mini brand comprise three main components or levels (Figure 4). The primary component of stakeholders perceptions is the brands image, detailed in the middle of the diagram, which comprises of functional and symbolic elements. These elements of the brands image relate to the brands rational and emotional appeal, which is detailed to the right of the diagram. In the case of the Mini it is clear that the brands image appeals particularly at an emotional level. The brands image has developed from a number of specic associations, which are detailed to the right of the diagram, in the case of the Mini the key association can be grouped into three key categories; the brands personality, product related associations, and the brands history/heritage. Based on these key ndings a model of the brand is presented in Figure 4. The model is specic to the Mini brand and identies the key interrelated elements of stakeholders perceptions of the brand. The model presented in Figure 4 supports much of the existing branding literature. As is shown in Figure 4, the Minis image may be broken down into functional and symbolic elements, which supports the existing brand image literature (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 benets and appeal. As del Rio et al. (2001) suggest that the symbolic and functional elements of a brand allow it to serve a number of key functions. In the case of the Mini it is clear that at a functional level the brand serves as a guarantee of product quality and value for money. However, the symbolic elements of the Minis image are clearly of great importance to stakeholders overall perceptions to the brand. Stakeholders identify with the brands image at a personal level due to the appeal 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 of the Mini the cars handling also forms an important part of this image and appeal, providing experimental benets making the car fun and sporty to drive (which Park et al. (1986) identify as an important type of benet). The brand also serves a function in social identication with customers wanting to associate themselves with the aspirational 1960s and celebrity lifestyles and the brand acts as a communication instrument of a cool, stylish and fashionable image. It is therefore clear that the symbolic lifestyle elements of stakeholders perceptions of the brand must be effectively managed, in particular the brands heritage is clearly key to stakeholders perceptions of the brand, and marketing 233

fun personality. The brands cheeky personality resulted from the cars aesthetics, its connections with the lm The Italian Job 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 brand with 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 to describe it as classless. The brands British origins were also a key element of this personality, with stakeholders describing the brand as typically British. The results of the interviews identied that the brands personality is a key element of the brands 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 possible relevant areas of perception. Of the other areas of perceptions investigated, the interviewees perceptions of the typical owner/user of the brand were particularly marked. Based on the results of the research this would seem to be a middleaged 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 all types 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 the producer of the Mini are seen to have a fun, modern and cool culture (Table V). In this section of the interview it also became clear that the brand itself was associated with the fun loving and fashionable 1960s culture, during which it was particularly popular. However, a signicant number of respondents did not consider the brand or producer to have a culture, or that this was particularly relevant to their perceptions. In addition it was clear that the majority of respondents did not perceive the brand or producer to any specic values (Table VI). The results in Table VII identify that stakeholders saw the Mini as a particularly unique brand, and the factors used to

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

Table IV Perceptions of characteristics of typical Mini owner

Typical Mini owner/user Leaders 3 4 4 4 Formers 2 4 5 2 1 3 2 1 2 2 3 New Mini 1 1 Classic Mini Dealers Total 6 9 9 8 1 11 1 5 8 7 6 22

Sex Male Female Age Young Middle-aged Older Job position Management Skilled Housewife Personality Image conscious Outgoing Other Afuent Anyone

6 1 2 4 2 2 2

1 1

1 1 5

3 2 1 2

10

Table V Perceptions of the brands culture

New Classic Brands culture Leaders Formers Mini Mini Dealers Total Fun Modern Cool Dynamic Professional 1960s Exhibitionist No 4 1 1 1 2 1 3 4 3 2 1 1 4 5 2 2 1 1 3 1 1 1 1 1 10 7 5 4 4 8 3 12

celebrities, and motor sport success. Marketing activities could also be focused on enhancing perceptions of the brand at a functional level, targeting perceptions of the brands value for money or quality appeal.

Conclusions and implications

The results of this study have identied that the Minis distinct brand image is clearly key to its differentiation; this is supported 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. This research highlights a number of important associations to the Mini brand, including product attributes, benets, personality, users and celebrities, and these associations are identied 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 of the brands personality, as Thakor and Kohli (1996) and Batra et al. (1993) suggest, and the brands British origin is of particular importance to stakeholders perceptions of the brand, this is particularly salient because of the brands long heritage. However, the preceding literature review on brand image does not highlight the importance of historical associations to a brands image. This research has identied the importance of a number of historically based associations to 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 aesthetics and handling are also important to perceptions of the brand. Previous studies of brand perceptions and associations identied 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 234

3 4 6 2

Table VI Perceptions of the brands values

Brands values Quality Style VFM No Total 2 2 1 38

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 inuence 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

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

Table VII Factors identied as making the Mini unique

Leaders Formers 5 New Mini 1 4 1 1 1 1 1 2 4 2 2 2 3 5 Classic Mini 2 2 4 1 2 3 3 1 3 1 5 1 2 1 5 4 Dealers Total 11 4 12 9 3 6 6 3 6 3 12 6 11 4 25 7 2 2

Image Image Fun Sporty Style/stylish Classless Famous/iconic Cool/trendy Young/youthful Traditional Cheap Product-related Sporty/fun handling Small Stylish looks Associations Name History/heritage British Chic users Customise

3 2 3 3 1 1 3 1 3 2

3 1 3

1 1 1

1 1 1

6 1

8 2 1

1 1 2

Table VIII Importance of brand image versus product quality

Importance of image against quality Image Quality 23 1 22 21 1 0 1 1 1 3 4 2 9 14 3 31 23

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 specic to the Mini brand; however, the model could be adapted to be applied to 235

the analysis of other brands. The model presents different perspective on a product brand by linking specic brand associations to the image that is developed in the mind of the consumer or stakeholder, and nally linking this to how the image appeals to key stakeholders. Through this perspective it links the brand associations proposed by Aaker (1991), the symbolic and functional image of the brand (e.g. Keller, 1998), and nally the appeal or functions of the brand (del Rio et al., 2001), The model also develops an understanding of how the key associations, which in this case are categorised as being part of the brands history or relating to the product, link to perceptions of the brands personality which is a key element of brand perceptions. By linking together different elements of academic literature relating to brand perceptions this model provides a more comprehensive insight into the brand image concept. The basic elements of this model can be adapted to be general to other brands and should tested through further studies, in order to relate the different areas of the literature on brand perceptions and to develop and rene a comprehensive model of brand perceptions. This study highlights the importance of the Minis British origins to perceptions of the brand; based on the importance of this heritage the brands now German ownership will present a future challenge to the management of perceptions of the brand. Based on this research, the decreased number of perceptions of the brands value for money by new Mini owners (compared to old Mini owners), and an increased number of perceptions of the brands quality, suggests that the brands appeal is changing from value for money and towards quality, as a result of BMWs ownership and the launch of the new Mini. Based on this research it is clearly important that the Minis history and heritage are protected to ensure the brands continuing success, it is also important that the brands sporty, fun and stylish appeal is retained. Based on these results marketing activities should be targeted at monitoring the changing 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 228 238

Figure 4 A model of the stakeholders perceptions of the Mini brand

caused by these changes in ownership and product offering, and maintaining perceptions of the key elements of the brand image identied in Figure 4.

References
Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY. Batra, R., Lehmann, D.R. and Singh, D. (1993), Brand personality component of goodwill: some antecedents and consequences, in Aaker, D.A. and Biel, A.L. (Eds), Brand Equity and Advertising, Lawrence Erlbaum Associates, Hillsdale, NJ. Bhat, S. and Reddy, S.K. (1998), Symbolic and functional positioning of brands, Journal of Consumer Marketing, Vol. 15 No. 1, pp. 32-43. Birmingham Mini Owners Club (2002), Mini design and evolution, available at: www.bmoc.carlovers.co.uk/ mini_media.htm (accessed 8 September 2004). Chen, A.C.H. (2001), Using free association to examine the relationship between the characteristics of brand associations and brand equity, Journal of Product & Brand Management, Vol. 10 No. 7, pp. 439-51. de Chernatony, L. and DalOlmo Riley, F. (1997), Modelling the components of the brand, European Journal of Marketing, Vol. 32 Nos 11/12, pp. 1074-90. del Rio, A.B., Vazquez, R. and Iglesias, V. (2001), The effects of brand associations on consumer response, Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410-25. 236

Fill, C. (2002), Marketing Communications: Contexts, Strategies and Applications, 3rd ed., Financial Times, Prentice-Hall, London. Flynn, L.R., Goldsmith, R.E. and Eastman, J.K. (1994), The King and Summers leadership scale: revision and renement, Journal of Business Research, Vol. 31, p. 55. Grace, D. and OCass, A. (2002), Brand associations: looking through the eye of the beholder, Qualitative Market Research: An International Journal, Vol. 2 No. 2, pp. 96-111. Hastings, K. and Perry, C. (2000), Do services exporters build relationships? Some qualitative perspectives, Qualitative Market Research: An International Journal, Vol. 3 No. 4, pp. 207-14. Katz, E. and Lazarfeld, P.F. (1955), Personal Inuence: The Part Played by People in the Flow of Mass Communications, The Free Press, New York, NY. Keller, K. (1993), Conceptualising, measuring and managing customer based brand equity, Journal of Marketing, Vol. 57, January, pp. 1-22. Keller, K.L. (1998), Strategic Brand Management, Prentice-Hall, Englewood Cliffs, NJ. Kotler, P. (2000), Marketing Management: The Millennium Edition, international ed., Prentice-Hall, Englewood Cliffs, NJ. Laverick, S. and Johnson, K. (1997), The marketing of a consumer icon: Mini Cooper into Japan coals to Newcastle?, Marketing Intelligence & Planning, Vol. 15 No. 4, pp. 179-84. Low, G.S. and Lamb, C.W. (2000), The measurement and dimensionality of brand associations, Journal of Product & Brand Management, Vol. 9 No. 2, pp. 350-68.

The perceptions of the BMW Mini brand C.D. Simms and P. Trott

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

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. 15 No. 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 the effects of non-product-related associations on status and conspicuous consumption, Journal of Product & Brand Management, Vol. 11 No. 2, pp. 67-88. Park, C.W., Milberg, S. and Lawson, R. (1986), Strategic brand concept image management, Journal of Marketing, Vol. 50, October, pp. 135-45. Plummer, J.T. (1985), Brand personality: a strategic concept for multinational advertising, paper presented at the AMA Winter Marketing Educators Conference, Phoenix, AZ. Thakor, M.V. and Kohli, C.S. (1996), Brand origin: conceptualization and review, Journal of Consumer Marketing, Vol. 13 No. 3, pp. 27-42.

Further reading
Biel, A.L. (1992), How brand image drives brand equity, Journal of Advertising Research, November/December, p. 9. Cooper, P. (1999), Consumer understanding, change and qualitative 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, a marketing consultancy rm. He is also an Associate Lecturer at the University of Portsmouth. He holds a Masters in Marketing with Distinction from University of Portsmouth. P. Trott is a Principal Lecturer at the Business School, University of Portsmouth. He holds a PhD from Craneld University. He is author of many publications in the area of innovation management. His book Managing Innovation and New Product Development published by Prentice-Hall is now in its third edition. P. Trott is the corresponding author and can be contacted at: paul.trott@port.ac.uk

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 the family. The Mini has come to be associated with fun, being sporty, being fashionable and stylish. Since its launch way back in 1959 over ve million units have been sold, making it the best selling British made car of all time. From humble origins, a behemoth was born. The world in which the Mini was created was a very different one from now. However, the original rationale still resonates. Following the Suez Crisis, when Britain and France unsuccessfully invaded the Canal Zone, fuel economy became more valued, and the need for a family car that was cheap to run drove designer Sir Alec Issigonis original vision. At the time of writing new political uncertainties are driving the oil price ever higher, refocusing the consumer towards fuel economy. Although the Mini has changed, and changed signicantly, 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 high esteem by the British public and across the world. It is a brand that is forgiven its shortcomings, and its absence from the market 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 sports versions made in collaboration with John Cooper, a Formula 1 constructor. There were years of mismanagement by British Leyland 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 with the 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 with a 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 cloaked in what has come to be considered a common history. As a style statement in the 1960s, the Mini had a number of high prole 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, The Italian Job, contains iconic footage of the Mini Cooper in one of the movie worlds best-known car chases. Important to current 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 of in-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 car magazine editors), and those in BMW Mini dealerships. Their results emphasise the emotional attachment to the brand, and potentially a lasting brand legacy. The key ndings are: . Its brand image is associated with being sporty, fun, fashionable or trendy, stylish, classy or chic, and different. 237

Executive summary and implications for managers and executives

This executive summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benets 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

The perceptions of the BMW Mini brand C.D. Simms and P. Trott
.

Journal of Product & Brand Management Volume 15 Number 4 2006 228 238

Brand associations can be divided into those associated with its history and heritage, and those that are product related. 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 t, and attractive; 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 than product quality.

Implications for BMW, custodians of the Mini brand Custodian ship seems to be a better word than ownership for the Mini brand it seems to transcend mere ownership and is something more lasting. Which is not to say that the brand cannot 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. cis of the article The perceptions of the BMW Mini brand: (A pre the importance of historical associations and the development of a model. Supplied by Marketing Consultants for Emerald.)

To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints

238

Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.