Ferrari needs to differentiate itself from Porsche in the Chinese market as Porsche, not Lamborghini, is now Ferrari's biggest competitor in China. Porsche enjoys similar brand awareness to Ferrari, while Lamborghini has more limited awareness. Porsche is also perceived as more flexible than Ferrari. Ferrari can differentiate by focusing on brand attributes like being unique, high-key, masculine, passionate, and youthful, while positioning Porsche as calm, mature, and diverse. Ferrari also differentiates by staying away from messages of daily use, positioning itself against Porsche's daily use approach.

1. Brand Equity Dilution
 Ferrari Vs. Porsche
Page 1

2. Brand Equity Dilution (1)
 How to differentiate Ferrari in Chinese market?
 In today China, Porsche not Lamborghini, is Ferrari’s biggest competitor
 Porsche enjoys the brand awareness as high as Ferrari, while Lamborghini’s awareness
is limited
 On functional level, Porsche is more perceived a car with higher flexibility than Ferrari
Ferrari can be differentiated from Porsche through the following
brand emotional attributes delivery
Unique High-key
FERRARI Masculine
PORSCHE
Youthful
Ferrari
Passionate Calm沉稳
Youthful Passionate Calm沉稳 Mature
Unique Diverse
High-key Feminine
Porsche
Mature Low-key
Masculine Feminine
Low-key Diverse

3. Brand Equity Dilution (2)
Unique High-key
Masculine
Youthful
Ferrari
Passionate Calm沉稳
Porsche
Feminine Mature
Ferrari territory
Porsche territory
Lamborghini territory Low-key Diverse

4. Brand Equity Dilution (3)
 Ferrari, on brand image communication, stays away from DAILY USE APPROACH,
to differentiate from Porsche
Ferrari Porsche
Not for daily use Daily use
 Could enhance DAILY USE FEEL through car innovation, which might not affect
the whole brand image communication
 Follow Ferrari 612 suits, by adding more seats, to enhance more daily use feel