{"product_id":"teslas-current-state-and-brand-potential-how-to-derive-a-brand-meaning-and-create-a-future-that-inspires-von-ivelin-dobrev","title":"Tesla's current state and brand potential. How to derive a brand meaning and create a future that inspires","description":"\u003cp\u003eSince 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eHow 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn this book:\u003c\/p\u003e\u003cp\u003e- Electric vehicles;\u003c\/p\u003e\u003cp\u003e- Teslanomics;\u003c\/p\u003e\u003cp\u003e- Brand experience;\u003c\/p\u003e\u003cp\u003e- Legendary brand;\u003c\/p\u003e\u003cp\u003e- Climate change\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783964872623\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783964872623","offer_id":39453901750365,"sku":"9783964872623","price":47.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/e8a6a8ed-1d32-4cce-a2d2-87b0597c0a10.jpg?v=1775195113","url":"https:\/\/shop.autorenwelt.de\/products\/teslas-current-state-and-brand-potential-how-to-derive-a-brand-meaning-and-create-a-future-that-inspires-von-ivelin-dobrev","provider":"Autorenwelt Shop","version":"1.0","type":"link"}