An analysis of the repositioning of the “BMW Mini” brand

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.

Citation

Simms, C. and Trott, P. (2007), "An analysis of the repositioning of the “BMW Mini” brand", Journal of Product & Brand Management, Vol. 16 No. 5, pp. 297-309. https://doi.org/10.1108/10610420710779591