Can an online discussion forum supply insight into the development of the brand meaning? In 2003, Porsche launched a sports utility vehicle, Porsche purists Division of newcomers to the brand. Vocal members of online and offline communities Porsche Cayenne SUV mocked the frowns and the new generation of driver assistance systems. Unlike some offer Porsche Club membership to them, and some even refused to fraternal Porsche “wave” or lights flashing, to extend it on the way. Porsche values ​​of speed, l … Read more »

Can an online discussion forum supply insight into the development of the brand meaning? In 2003, Porsche launched a sports utility vehicle, Porsche purists Division of newcomers to the brand. Vocal members of online and offline communities Porsche Cayenne SUV mocked the frowns and the new generation of driver assistance systems. Unlike some offer Porsche Club membership to them, and some even refused to fraternal Porsche “wave” or lights flashing, to extend it on the way. Porsche values ​​of speed, luxury, and a certain masculine zeal strong resonance with their followers, while the driver of the Cayenne (which came to be known as “the SUV for soccer moms”) tend to be safety-conscious, family oriented, and conservative. Evolving debates in forums allow a class to discuss whether the mark had strayed too far from its core values ​​and was in danger.
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from
John Deighton,
Jill Avery,
Jeffrey Fear
Source: Harvard Business School
22 pages.
Release Date: 15, February 2011. Prod #: 511068-PDF-ENG
Porsche: The Cayenne start HBR case solution

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