Porsche Case Study Analyze
University American College Skopje
BRAND MANAGEMENT
Porsche case
Introduction
Creating a brand is one of key things that each company should create and fight for. Creating brand and strong personality is a piece of the chain that one company can’t live without. This is a case where we are going to research and discuss the brand image and maintenance of the brand of Porsche Company. Porsche has well established brand image of a company that produces sports cars with high quality. This brand image was put on test when Porsche Cayenne was realized. Branding is about creating differences. This means that each company should strive to create a product which characteristics and benefits differ a lot from other products in same category, or better said to create a benefit that is characteristic only for our product or service. Porsche Company has done a lot and has succeeded in creating a strong brand. Core values of Porsche brand are: Intelligent technology, Innovation and Tradition, Design, and Performance. Upon these values the products of Porsche are made and their characteristics are based on it. Now let’s see the brand triangle of Porsche. First we will look the functional characteristics of Porsche cars. Functional characteristics of Porsche cars are: Excellent road handling, Design, advanced technology, and speed. These functional characteristics associate emotional values in customers. The design of Porsche car associate a feeling of being unique and special, the innovative technology associate a feeling of being contemporary and modern, speed evoke a feeling of excitement and adrenaline, while excellent road handling associates a feeling of safety. From all these Porsche promises to its customers an exciting experience while driving. These external promises should be aliened internally in order desired
BRAND MANAGEMENT
Porsche case
Introduction
Creating a brand is one of key things that each company should create and fight for. Creating brand and strong personality is a piece of the chain that one company can’t live without. This is a case where we are going to research and discuss the brand image and maintenance of the brand of Porsche Company. Porsche has well established brand image of a company that produces sports cars with high quality. This brand image was put on test when Porsche Cayenne was realized. Branding is about creating differences. This means that each company should strive to create a product which characteristics and benefits differ a lot from other products in same category, or better said to create a benefit that is characteristic only for our product or service. Porsche Company has done a lot and has succeeded in creating a strong brand. Core values of Porsche brand are: Intelligent technology, Innovation and Tradition, Design, and Performance. Upon these values the products of Porsche are made and their characteristics are based on it. Now let’s see the brand triangle of Porsche. First we will look the functional characteristics of Porsche cars. Functional characteristics of Porsche cars are: Excellent road handling, Design, advanced technology, and speed. These functional characteristics associate emotional values in customers. The design of Porsche car associate a feeling of being unique and special, the innovative technology associate a feeling of being contemporary and modern, speed evoke a feeling of excitement and adrenaline, while excellent road handling associates a feeling of safety. From all these Porsche promises to its customers an exciting experience while driving. These external promises should be aliened internally in order desired