road to dream

Development of a brand strategy in the context of decentralized systems to promote creative potential

Maike Strauch

Prof. Dr. Fabian Hemmert
Dipl. Des. Anne Kurth


Winter 22/23


Dr. Ing. h.c. F. Porsche AG (Porsche) has been inspiring many people around the world for decades with products that are rich in detail and constantly innovative. Like all automotive brands, Porsche has to deal with the challenges of the future in order to remain competitive as well as to be able to address new target groups. In addition to a high-quality product, the values of a brand and its authenticity are particularly important to future target groups.

This thesis deals with the question of how Porsche, with the help of new technologies, can reach new niche markets and credibly communicate the brand values "Driven by Dreams" to these target groups and make them tangible.

This master thesis was developed in cooperation with Porsche AG and is subject to confidentiality.

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