The Significant Revival Of The Mini S Brand
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The Significant Revival Of The Mini S Brand
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Author : Corinna Jung
language : en
Publisher: GRIN Verlag
Release Date : 2011-12
The Significant Revival Of The Mini S Brand written by Corinna Jung and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12 with Business & Economics categories.
Research Paper (undergraduate) from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 76 % (1,0), University of Exeter (Business School), language: English, abstract: 1. Introduction Consumers consider automobiles like the Mini not only as a means of conveyance but also express their attitudes towards life. The Mini fascinates people due to its outstanding design and image and touches its owners in an emotional way expressed through the brand's slogan characterized with an "emotional modifier" (Keller, 2008): Mini "Is it love?" (Automotive Intelligence, 2001). Successful automobile manufacturers realized that cars are not only purchased due to rational reasons but that it highly depends on its design, equipment and image. Due to the importance of the customer perception to a brand and also due to an increasing product portfolio, the goal of car makers is to differentiate their brand from competition by building a strong and unique image (Meffert et al., 2008). The goal of the subsequent paper is to analyse how BMW managed the Mini's brand significant revival. Beginning with a description of the brand and its related attributes, the paper analyses the Mini's brand performance in the last five years and its positioning related to its main competitors. Furthermore, it explains the brand's performance by analysing its customer perceptions and gives some recommendation how to capture and manage future opportunities and challenges. 2. Description of the brand Mini and its attributes Due to the closure of the Suez Canal and its combined oil crisis the engineer and designer Alec Issigonis received the mission from the British Leyland Motor Corporation to design a fuel-efficient car. During the 1960's the Mini's brand gained an image of cult and lifestyle however, the car was accident-sensitive and sales figures dropped significantly which is why the BMW Group overtook the Mini brand in 1994 (Be
The Significant Revival Of The Mini S Brand
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Author : Corinna Jung
language : en
Publisher: GRIN Verlag
Release Date : 2011-12-08
The Significant Revival Of The Mini S Brand written by Corinna Jung and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-08 with Business & Economics categories.
Research Paper (undergraduate) from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 76 % (1,0), University of Exeter (Business School), language: English, abstract: 1. Introduction Consumers consider automobiles like the Mini not only as a means of conveyance but also express their attitudes towards life. The Mini fascinates people due to its outstanding design and image and touches its owners in an emotional way expressed through the brand’s slogan characterized with an “emotional modifier” (Keller, 2008): Mini “Is it love?“ (Automotive Intelligence, 2001). Successful automobile manufacturers realized that cars are not only purchased due to rational reasons but that it highly depends on its design, equipment and image. Due to the importance of the customer perception to a brand and also due to an increasing product portfolio, the goal of car makers is to differentiate their brand from competition by building a strong and unique image (Meffert et al., 2008). The goal of the subsequent paper is to analyse how BMW managed the Mini’s brand significant revival. Beginning with a description of the brand and its related attributes, the paper analyses the Mini’s brand performance in the last five years and its positioning related to its main competitors. Furthermore, it explains the brand’s performance by analysing its customer perceptions and gives some recommendation how to capture and manage future opportunities and challenges. 2. Description of the brand Mini and its attributes Due to the closure of the Suez Canal and its combined oil crisis the engineer and designer Alec Issigonis received the mission from the British Leyland Motor Corporation to design a fuel-efficient car. During the 1960’s the Mini’s brand gained an image of cult and lifestyle however, the car was accident-sensitive and sales figures dropped significantly which is why the BMW Group overtook the Mini brand in 1994 (Bessing et al., 2006). BMW created a high-quality product which is well-known and well ranked in consumer reports. The Mini’s pricing starts at €15.550 for the Mini One, €23.650 for the Mini Cooper S, €18.600 for the Mini Clubman and the Cabriolets’ prices start at €20.950 (Geiger, 2010). The Mini is thus more expensive than its competitors like e.g. the VW Polo whose price starts at € 12.275 and ends at € 20.900 for the CrossPolo (Volkswagen AG, 2011). The core brand attributes of the Mini......
Strategic Brand Management
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Author : Richard H. Elliott
language : en
Publisher: Oxford University Press, USA
Release Date : 2011-03-10
Strategic Brand Management written by Richard H. Elliott and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-10 with Business & Economics categories.
Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.
Angels In America At The British National Theatre
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Author : Emily Garside
language : en
Publisher: McFarland
Release Date : 2022-10-21
Angels In America At The British National Theatre written by Emily Garside and has been published by McFarland this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-21 with Performing Arts categories.
Angels in America was one of the most significant pieces of American theatre in the 20th Century. Much has been written on Tony Kushner's epic drama. However, the National Theatre of Great Britain's productions of the show are relatively under-discussed. Not only was the National Theatre responsible for helping to originate the play in the early 1990s, but it helped revitalize interest in 2018 with Marianne Elliott's reimagined version starring Andrew Garfield and Nathan Lane. This book considers the role of the National in the play's history, and how Elliott's production reframed the play 25 years after the original; it chronicles the tumultuous first production and the play's successes in London and New York. The book also looks at the key features of the play: its representation of AIDS, its status as an iconic gay play and its searing political commentary. Concluding with an in-depth analysis of Marianne Elliott's reimagining of the play, this book is an up-to-date history of Angels in America and a reflection on its continued importance.
Brand Management
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Author : Michael Beverland
language : en
Publisher: SAGE
Release Date : 2021-02-03
Brand Management written by Michael Beverland and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-03 with Business & Economics categories.
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
Business Review Weekly
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Author :
language : en
Publisher:
Release Date : 2003
Business Review Weekly written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Australia categories.
Strategic Brand Management And Development
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Author : Sotiris T. Lalaounis
language : en
Publisher: Routledge
Release Date : 2020-12-30
Strategic Brand Management And Development written by Sotiris T. Lalaounis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-30 with Business & Economics categories.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
The Enchanted Years Of The Stage
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Author : Felicia Hardison Londré
language : en
Publisher: University of Missouri Press
Release Date : 2007
The Enchanted Years Of The Stage written by Felicia Hardison Londré and has been published by University of Missouri Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Electronic books categories.
"Drawing on the recollections of renowned theater critic David Austin Latchaw and on newspaper archives of the era, Londre chronicles the "first golden age" of Kansas City theater, from the opening of the Coates Opera House in 1870 through the gradual decline of touring productions after World War I"--Provided by publisher.
The Complete Book Of 2010s Broadway Musicals
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Author : Dan Dietz
language : en
Publisher: Rowman & Littlefield Publishers
Release Date : 2020-09-10
The Complete Book Of 2010s Broadway Musicals written by Dan Dietz and has been published by Rowman & Littlefield Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-10 with Performing Arts categories.
This volume contains detailed information about every musical that opened on Broadway from 2010 through the end of 2019. This book discusses the decade’s major successes, notorious failures, and musicals that closed during their pre-Broadway tryouts. In addition to including every hit and flop that debuted during the decade, this book highlights revivals and personal-appearance revues.
Revolutionary Nostalgia
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Author : Marie-Cécile Cervellon
language : en
Publisher: Emerald Group Publishing
Release Date : 2018-10-31
Revolutionary Nostalgia written by Marie-Cécile Cervellon and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-31 with Social Science categories.
Long regarded as a maudlin mental state, nostalgia is everywhere and has been reimagined as a signifier of good mental health. It is no longer the bailiwick of right-wing reactionaries but a crucible of critical thinking and revolutionary intent. This book explores the revolution in nostalgia and the nostalgia in revolution.