Tesla¿s current state and brand potential. How to derive a brand meaning and create a future that inspires - Dobrev, Ivelin
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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…mehr

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Produktbeschreibung
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