Porsche: A Brand-Building Playbook

A deep look at how the brand was built and the strategies used to protect it.

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Does the Sound of a Porsche Engine Act as a Trademark?

The company that manufactures Porsche, Dr. Ing. h.c. F. Porsche Aktiengesellschaft, applied to register the sound of a Porsche engine as a trademark back in 2019 – albeit without much luck.

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Trademarks: A Robust, Saleable & Surprisingly Flexible Asset

Porsche’s successful pivot from sports cars to SUVs with the Cayenne illustrates how even bold brand extensions can strengthen, rather than dilute, a well-established trademark.

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As Porsche and Puma Team Up, a Look at How Luxury Carmakers Are Using Apparel and Accessories

Nestled in between the seasonal runway shows of designers to the stars, such as Oscar de la Renta, Ralph Lauren, and Marc Jacobs, and budding young domestic talents, was, for several years, an interesting name, one that was less associated with high fashion than it was with fast cars.

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