When I think of a brand that successfully positioned itself it is Tesla. Tesla is an American multinational automotive and clean energy company that designs and manufactures electric vehicles. Tesla was founded in 2003 and in 2008 Elon Musk took over as CEO he helped re-positioned the electric vehicle brand as “the new technology for clean energy.” “Tesla’s mission is ‘to accelerate the world’s transition to sustainable energy,’ and their new technologies are pushing the industry forward, specifically with the range their cars can accomplish” (Brand Master Academy, 2023).
Developing a brand identity is a complex process and an important element of that is logo design. The right logo says everything about a brand without having to say anything at all. The perfect logo needs to convey what the brand is all about. Tesla logo is T-shaped that stands for Tesla but there is more behind it. The real inspiration for the logo is the T is similar to a cross-section of an electric motor. “Tesla’s logo is a perfect embodiment of this brand. A car’s motor is what pushes a vehicle forward. In symbolic terms, an electric motor is the catalyst of movement–or innovation” (Craig Bloem, 2017).
Tesla does a great job marketing itself and set itself apart from others. Going green and reducing global warming is a predominant market trend currently which gives Tesla a big advantage. Who wouldn’t want to own a car that eliminates expensive trips to a gas station and that is fully electric creating zero pollution? Yes, there are risks to owning a fully eclectic car like the fact they are not very good for long road trips. Once you get out of big cities it could be challenging to find a charging station. Another big risk that has raised some red flags, “Several Tesla drivers have reported having random power loss when they are driving. An error that stating that the car is shutting down and to pull over has made a few owners scratch their heads” (Harper, K., 2021). Tesla has done a great job doing damage control with excellent customer service when issues come up.
References:
7 powerful brand positioning examples (famous brand strategies). Brand Master Academy. (2022, December 1). Retrieved April 2, 2023, from https://brandmasteracademy.com/examples-of-brand-positioning/
Bloem , C. (2017). Elon Musk explains logo design: What we can learn from Tesla’s brand. Retrieved April 2, 2023, from https://www.inc.com/craig-bloem/why-elon-musks-tesla-logo-design-is-a-perfect-example-of-brand-identity.html
Harper, K. (2021, September 13). 10 biggest problems with owning a Tesla. HotCars. Retrieved April 2, 2023, from https://www.hotcars.com/biggest-problems-with-owning-a-tesla/#touchscreen-cruise-control-adjustment
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