The marketing of a consumer icon: Mini Cooper into Japan ‐ coals to Newcastle?
Stuart Laverick
(Derbyshire Business School, University of Derby, Derby, UK)
Kevin Johnston
(School of Management, University of Derby, Derby, UK)
3259
Abstract
Explores the issue of brand bonding, ie. the “linking” of the corporate house brand and product brands within an organization’s portfolio. In examining the marketing of the Mini motor car in Japan it becomes clear that the approach to brand bonding may vary spatially, depending on perceptions target markets have in relation to the core values of the house and product brands.
Keywords
Citation
Laverick, S. and Johnston, K. (1997), "The marketing of a consumer icon: Mini Cooper into Japan ‐ coals to Newcastle?", Marketing Intelligence & Planning, Vol. 15 No. 4, pp. 179-184. https://doi.org/10.1108/02634509710185298
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited