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