MINI Brand Value in Interbrand Ranking Climbs Ten Places

MINI has been hard at work in changing the way customers perceive the brand and it seems to be paying off. In the Interbrand Best Global Brands ranking, the MINI brand’s value increased by 18% from last year.

MINI’s growth in the Interbrand ranking is the highest increase of any premium automotive brand in the top 100. The brand value of MINI is now 4.9 billion US dollars and is currently on the 88th spot in the list. MINI was not in the list back in 2014 and entered the list in 98th place last year.

Sebastian Mackensen, Senior Vice President MINI, explains what makes the brand successful: “Brand growth is a consequence of making people happy – which means delivering on their needs and passions.”

“The brand is evolving; we are currently in the process of a major re-positioning,” underlines Sebastian Mackensen, Senior Vice President MINI. “MINI is not only a highly-emotional automotive brand, but also an authentic, urban lifestyle brand that is positioning itself in a number of new fields.”

Esther Bahne, head of Brand Strategy und Business Innovation: “This year, we started engaging more deeply in the fields of urban architecture, design, fashion and entrepreneurship – developing and investing in products of high relevance to people living in cities globally. This will drive MINI brand growth over the medium to long term, ensuring that we continue to build a pipeline of attractive products and services and keep on conquering new target groups.”

“Best Global Brands” 2016 is the 17th 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. The value of the top 100 brands has increased by an average of 4.8 per cent since 2015.