Over the years, has MINI been positioned based on attributes, benefits, or values? Explain.

Longstanding brands face the challenge of remaining true to loyal customers while also addressing different and unique needs of new generations of customers. Iconic British car brand MINI has accomplished this feat, all while enduring the seemingly condition of being passed from one owner to another no less than five times in its history. Managing this balancing act decade after decade requires something special. In the case of MINI, that special attribute is its ability to reinvent itself. In spite of its successful resurrection just after the turn of the millennium, BMW recently moved to redesign and reinvent the brand yet again to take advantage of changing consumer tastes.