Positioning & Differentiation

Positioning

“In the beginning, I looked around and could not find the car I’d been dreaming of: a small, lightweight sports car that uses energy efficiently. So I decided to build it myself.”- Ferry Porsche

“Intelligent Performance”

Differentiation

The heart of their strategy to differentiate starts with their goals for the future. By blending together the history and values of Porsche with innovative technology and as well as sustainability. No matter what the future, anything with a Porsche crest will still have the excellent quality synonymous with it today.

Ability to reinvent itself creating new markets extending the Porsche brand in a meaningful manner while remaining true to its heritage.

Target Audience/Demographics

- College graduate- Household income over $100,000- 85% Male and 15% Female- Typical owner is 40 years old, which is up from targeting the 25-54 age demographic.

- Focusing on reducing average age and increase female owners.- Porsche is a global brand so they approach different geographics in various ways.

Brand Story

We never forget who we are and where we come from. This is the root of all Porsche stands behind, the values and principles of this company are present in every area they reach.

A race inspired philosophy is also present in all that they create, it’s how Porsche started and how they will continue to run their company, and stretching boundaries for continual improvement.

Core Creative Concept & Messaging

There is no substitute.

You need to be a step ahead of the present, Porsche does not wait for the future, they shape it. Driving technologies is their motto in regards to their development of solutions and advancements to shape the mobility of the future.

Naming Background & Logo

Dr. Ing. h. c. F. Porsche GmbH

Ferdinand Porsche started the company, the full company name in German is Doktor Ingenieur honoris causa Ferdinand Porsche GmbH.

In English this is Doctor of Engineering honorary degree Ferdinand Porsche, the GmbH is the German equivalent to LLC. The logo is a coat of arms with the symbol of Stuttgart, where the company started. Brand Guidelines

Secondary Imagery

Porsche’s focus is clean and simple so all the focus is on the cars. Photos are kept with simple imagery as well to keep the focus.

Brand Architecture

Porsche SE

Volkswagen AG

Volkswagen

Audi

Seat

Skoda

Bentley

Bugatti

Lamborghini

Porsche

Ducati

Volkswagen Commerical Vehicles

Scania

MAN

Competitive Analysis

1. 2. 3.

4. 5. 6. 7. 8. 9.

10. 11. 12. 13. 14. 15.

16. 17. 18. 19. 20. 21.

14.6%16.7% 14.6%

6.3% 4.2% 4.2% 4.2% 4.2% 4.2%

4.2% 2.1%

2.1% 2.1%

2.1%

2.1%

2.1%

2.1%

2.1%

2.1%

2.1%

2.1%

Brand Identity Elements

Their museum, set ups for auto shows, and website are all sleek and minimal. Putting the focus on the brand name and their products.

Brand Identity Elements

Brand Identity Elements

Ad Campaigns

Sources

http://www.caranddriver.com/porsche

http://www.porsche.com/usa/aboutporsche/principleporsche/

http://www.porsche.com/usa/aboutporsche/overview/strategy2025/

http://www.stephenzoeller.com/targetmarketsegmentporsche/

http://www.porsche.com/usa/aboutporsche/principleporsche/tradition/

http://flatsixes.com/porsche-culture/porsche-factoids/porsche-corporate-acronyms/

https://www.porscheengineering.com/peg/en/about/visionandstrategy/

http://www.slideshare.net/Resget/brand-guidelines-porsche

https://www.porsche-se.com/pho/en/porschese/holdingstructure/

http://press.porsche.com/news/release.php?id=1007