The latest Best Global Brands ranking compiled by the brand consultancy Interbrand places a the value of the MINI brand around five billion US dollars. The MINI premium brand climbed to number 87 in the ranking in 2017.
MINI continues its steady growth in brand value. In 2014, the brand was yet to break into the top 100, but debuted at number 98 in 2015 and climbed ten places in 2016 to reach number 88. This year, it once again improved on this position. The strong growth in brand value stems from systematic implementation of the brand realignment announced in 2015.
Sebastian Mackensen, Senior Vice President MINI: “We have a genuine interest in people’s lives, interests and passions. We want to do more than just send messages out into the world. We also want to listen and enter into an authentic dialogue with young, urban creatives who strive to live purposeful, fulfilling lives.”
Steady growth in the value of the MINI brand has been accompanied by corresponding growth in product sales. In the first eight months of this year, sales rose 3.1% year-on-year to reach a total of 230,925 vehicles. The biggest growth drivers for the premium brand are the MINI Countryman (+12.9%) and the MINI Convertible (+20.3%).
“Best Global Brands” 2017 is the 18th edition of the report published annually by global brand consultancy Interbrand, which explores how brands determine the success of a company. The evaluation is based on the financial success of the products and services belonging to the brand, the role of the brand in customer decision-making and its impact on company pricing.
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