Whilst visiting the McLaren dealer a couple of weeks ago and chatting to the sales man, I asked what the 'typical' buyer was like that had a disposable £300k in their back burner to spend on a car.
He said most of the visitors they get into the showroom that are seriously interested in buying a McLaren are down to earth individuals that have worked hard for their money and they are car enthusiasts - intersted driving a drivers car. If choosing to buy a McLaren, he finds that the buyers do generally have an interest in more than just the badge.
When Ferrari owners arrive at the showroom in their Ferrari's, he said they are (most of the time) noticably different in their attitude. Almost a "looking down my nose at you because I own a Ferrari" persona. Most choose to drive a Ferrari, not because of the motorsport heritage and driving experience, but due to the badge on the bonnet. To quote him, "It's a lifestyle choice".
Not sure of the relevance of this story for Porsche driver's, but yeah, a car's badge can certainly be associated with a desired image.
My Zed still has the Nissan badges on. Dammit. Anyone selling some 'Z' burgers....?