Porsche 2004 Annual Report Download - page 60

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Communication56
Corporate success depends not only on first-class products and
outstanding customer service, but also on the company’s worldwide
reputation. For many years now, Porsche has enjoyed a leading po-
sition in this respect, as can be seen from its selection in a ‘manager
magazin’ poll covering all business sectors as the company with the
best image in Germany. The awards are presented every two years,
and this first prize, announced in January 2004 is the third in succes-
sion that Porsche has won. In various international rankings too the
brand has been rated extremely highly, being included again in 2005
among the “100 Most Valuable International Brands” determined by
Interbrand.
Porsche’s systematic communication strategy has strengthened
this high reputation. In recent years it has proved possible not only to
enhance not only the credibility of the products and the brand, but
also their social acceptance. The size of the company evidently plays
no part in this process, since Porsche is the world’s smallest inde-
pendent automobile manufacturer. On the contrary, maintenance of
an independent position and the expression of well-founded opinions
are the factors that confirm the company’s social responsibility to
its employees, its customers and the general public.
It was surely this attitude that encouraged the renowned Kiel Inter-
national Business Institute to present its “International Economic
Prize”, awarded for the first time in June 2005 during the ‘Kieler
Woche’ regatta week, to Porsche’s President and Chief Executive,
Dr. Wendelin Wiedeking. Together with the former Netherlands
Prime Minister Wim Kok and the Canadian winner of the Nobel Prize
for Economics, Robert Mundell, and in the presence of the Federal
German President, Horst Köhler, he was praised as a personality
notable for “forward thinking, the communication of solutions to
international economic problems and efforts to build up a socially
responsible society.”
Also awarded for the first time, Dr. Wiedeking received the German
automobile club ADAC’s “Golden Angel” as a “Personality of 2005”,
for his particular services to the automobile. The eulogy was held by
Günther Oettinger, at the time designated Prime Minister of the German
State of Baden-Württemberg, who described the award recipient as
“a team worker with high social competence”.
Porsche’s President and Chief Executive also received other awards
in the course of the review year. In an opinion poll commissioned by
“manager magazin”, investors acknowledged the company’s major
economic successes under his management and the tremendous
gains recorded by Porsche stock in recent years by voting him Ger-
many’s most popular top manager. Last but not least, Dr. Wiedeking
and other leading personalities from the region received the Hans-
Peter-Stihl prize awarded by the Stuttgart Regional Forum, as a trib-
ute to many years of dedicated support for Stuttgart and the sur-
rounding region and in particular in Porsche’s case for the decision
to build a new company museum.