{"product_id":"teslas-current-state-and-brand-ivelin-dobrev-9783964872623","title":"Tesla's current state and brand potential. How to derive a brand meaning and create a future that inspires","description":"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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Ivelin Dobrev\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3964872628\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783964872623\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Science Factory\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 01\/21\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 104\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.32lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.25d","brand":"Ivelin Dobrev","offers":[{"title":"Paperback","offer_id":48446446239999,"sku":"9783964872623","price":67.9,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_73db2080-55f1-4f8c-9520-0032ac9d2ad2.jpg?v=1777224688","url":"https:\/\/www.whiterainbookhouse.com\/products\/teslas-current-state-and-brand-ivelin-dobrev-9783964872623","provider":"WR Book House","version":"1.0","type":"link"}