Porsche is one of the most unique and established brands in the world. The company, situated in Stuttgart, Germany, was founded in 1931 and has since gone on to earn annual profits in the billions, generating a staggering €1.939 billion in profits in 2013.
Porsche is one of the most prestigious car brands in the world and is considered a luxury acquisition, with one of its most expensive production models, the Carrera GT, costing around €450,000.
Over the years, Porsche has maintained its esteemed status in the automobile industry and has managed to uphold positive brand awareness.
Read on to learn more from one of the greatest automobile brands in the world…
The Porsche Logo
Porsche has used the same logo since the company’s inception in the 1930s. The logo features a coat of arms representing the city of Stuttgart and features antlers and red/black stripes which are part of the arms of the Kingdom of Wurttemberg. A mounting black horse can be seen in the centre of the crest, expressing power, confidence and strength.
Porsche’s logo symbolises the company’s powerful design and as such the company has never contemplated changing it. This iconic car has remained consistent with its original brand image established in the 1930s, which is a critical contributor towards positive brand awareness.
Maintaining Brand Awareness in our Digital Era
The digitalisation era that we are currently living in has changed the entire brand experience significantly – but not eroded it. Traditionally, Porsche customers would visit a dealership around five or six times before making a decision, however, today the majority of Porsche customers are doing their research online first before visiting a dealership.
Despite this, thanks to Porsche’s innovative brand strategies and approach to customer care, this is not affecting the customers’ ultimate buying decisions.
Internet Vs. Reality
Brand managers at Porsche stipulate that the internet will never be able to replicate the real experience of sitting in a model, smelling the leather and taking in the car’s unique features. Nor will it be able to provide the very real experience of test-driving a model in the flesh.
Research shows that today’s clientele tend to visit a studio just two or three times before making a decision. As such, Porsche has upgraded their showrooms and dealerships to ensure that they are able to win customers over within this very short period of time. Factors such as personal contact and a positive buying experience have therefore never been more important.
In addition to the above, Porsche not only offers an outstanding level of customer service but also holds exclusive events such as gallery openings, lectures, sporting events, discussion panels and other cultural events to make clients feel as if they are a part of something very special and elite.
Closing Thoughts
Everything about Porsche’s brand awareness strategy is completely geared towards the client whilst ensuring that owning a Porsche remains at the very heart of all of these experiences.
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