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    MINI positions its brand based on values rather than attributes or benefits. It aims to engage customers on a deep, emotional level by highlighting individuality and excitement. The brand messaging emphasizes that owning a MINI allows personalized customization so the car reflects the owner's self-image. Testimonials from customers indicate MINI makes them feel younger while driving and that the car is constantly communicating with the driver.

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    Marketing 30 (2)

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    MINI positions its brand based on values rather than attributes or benefits. It aims to engage customers on a deep, emotional level by highlighting individuality and excitement. The brand messaging emphasizes that owning a MINI allows personalized customization so the car reflects the owner's self-image. Testimonials from customers indicate MINI makes them feel younger while driving and that the car is constantly communicating with the driver.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    9 views5 pages

    Marketing 30

    Uploaded by

    ozcorekcimustafa6
    MINI positions its brand based on values rather than attributes or benefits. It aims to engage customers on a deep, emotional level by highlighting individuality and excitement. The brand messaging emphasizes that owning a MINI allows personalized customization so the car reflects the owner's self-image. Testimonials from customers indicate MINI makes them feel younger while driving and that the car is constantly communicating with the driver.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    Brand Positioning

    Marketers can position brands at any of three levels.

    Engaging customers on a deep, emotional level

    Values

    Beyond technical features, talks about customers gain o


    Benefits experience

    The least desirable level


    Attributes Competitors can easily copy
    Brand Positioning of MINI
    Based on Values
    MIN
    IS
    I
    NOT
    JUST
    SELLİNG
    CAR!
    MINI offers that

    “Highlight your unique individuality with your excitement”


    Eyes of Consumer
    “MINI IS A CAR THAT IS CONSTANTLY TALKING TO THE DRIVER”

    The best thing about owning a MINI is how personalized the car is. There are
    endless options to make any change you want.

    You can make your car the way you want to see yourself.

    İlham Yayar
    “MINI MADE ME FEEL LIKE I WAS DRIVING A CAR FOR THE FIRST
    TIME”

    MINI has a soul that makes me younger while driving it.

    Ercan Çimenay

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