Tesla's current state and brand potential. How to derive a brand meaning and create a future that inspires (Paperback) (ISBN-13: 9783964872623)

Since the creation of the first gas-powered car from Karl Benz in 1885 the technology has brought an enormous utility and prosperity for the entire humanity, but it also had a great impact on climate change. One company tried to challenge the status quo and create a new technology that would help the environment. That company is Tesla. How did Tesla manage to build a legendary brand from scratch and why is its brand identity so successful? Ivelin Dobrev analyzes how a new business venture can create a brand that would be able to sustain, fight and in often cases win against established competition. In addition, he inspects what are the key fragments of a legendary brand in the framework created by Vincent Laurence and how it is linked to our underlying human psychology. In this book: - Electric vehicles; - Teslanomics; - Brand experience; - Legendary brand; - Climate change

Author: Ivelin Dobrev
ISBN-10: 3964872628
ISBN-13: 9783964872623
Publisher: Science Factory
Language: English
Published: 01/21/2021
Pages: 104
Format: Paperback
Weight: 0.32lbs
Size: 8.27h x 5.83w x 0.25d