Porsche and VW CEO Oliver Blume relies on virtual Equity Stories. Not only customers buy brands, but apparently also the capital markets. Interesting perspective for corporate management – it is probably better if top managers also understand something about Brand Equity. “I always have both worlds present: Porsche and the group. This is an advantage for everyone. I am an entrepreneur. We provide a financial framework with clear key figures. Here, the group acts as an investor with clear expectations. In addition to the return figures, my focus is particularly on net cash flow and the break-even point, the benchmark of profitability. Based on these key figures and the respective strategy, brands and units develop virtual Equiry Stories. This helped Porsche enormously in preparing for the IPO, setting the right priorities, sharpening the positioning in the market and increasing performance.” – VW CEO Oliver Blume in “Our customers buy brands, not a group – So far, the VW CEO has been busy cleaning up. New accents are to be set more by the brands. The software construction site remains.”, Handelsblatt 20., 21., 22. January 2023, No. 15
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
