... be seen as the ultimate driving pleasure and fun, therefore they came up with the brand core "Excitement"1 . Except for the brand core, MINI also came up with other brand values. Companies use values to link them to their products and motivation of consumers, in this way they can decide that the product fits in a certain lifestyle or that it will help to live a comfortable life. The brand values of MINI underline the being different theme, liked by everybody everywhere and the premium luxury aspect. MINI's brand values go into people's values of independence and performance. These values can be placed in the I-am-me motivation and the social climber motivation. In every promotion that is made, one or more brand values play a role. The brand core and brand values are used in every country, but they are expressed differently. There is also a house style, so ...

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