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Cccac vs

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Submitted By twizzle
Words 10657
Pages 43
An analysis of the repositioning of the
“BMW Mini” brand
C. Simms and P Trott
.
Business School, University of Portsmouth, Portsmouth, UK

Downloaded by Myongji University At 05:37 14 May 2015 (PT)

Abstract
Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand.
Design/methodology/approach – The study adopted a two-stage approach to data collection, consisting of 66 in-depth interviews with a cross section of important stakeholders with high brand awareness and knowledge. The paper develops a conceptual framework and offers a novel way for firms to consider the effects of their repositioning strategies on consumers perceptions of a brand.
Findings – The findings reveal a substantial repositioning of the brand’s functional appeal, moving away from the car’s price as an appeal towards product build quality. Furthermore, the Mini’s symbolic appeal, which is based on its fun and sporty image, has largely remained in place.
Practical implications – Firms need to recognise the importance of repositioning at both the symbolic and functional level.
Originality/value – The paper presents a novel conceptual framework for viewing repositioning strategies and presents evidence of repositioning at both the functional and symbolic level.
Keywords Brands, Consumer behaviour, Cars, Brand image
Paper type Research paper

years) and the Volkswagen Golf (which is still in production after over 30 years), have been constantly updated and redesigned throughout their existence. For example, the Ford
Escort was launched in 1968, then updated in 1975 with the
Escort Mk2, then in 1980 with the Mk3, then again in 1990 and 1997 with the Mk4 and Mk5 (CAP, 1995-1997).
Similarly, the VW Golf has been

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