Verwebungen eines Mythos. Der legendäre Porsche 911 medial inszeniert
Interweavings of a Myth: The Media Representation of the Legendary Porsche 911

Summary/Abstract: The company Porsche stands for luxury, exclusivity, and quality. One of the brand extension strategies includes making the Porsche lifestyle tangible in order to strengthen brand loyalty. This article therefore presents an effective brand extension strategy through which the company purposefully increases the brand's value. The clear positioning in the premium segment and the perception of the brand as high-quality, desirable, and distinctive have also been achieved through product placement in numerous TV series, film productions, and documentaries where the 911 model is promoted as both a motorsport legend and a lifestyle icon.

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