Research on the brand marketing of Tesla electric vehicle

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Project Title: Research on the brand marketing of Tesla electric vehicle
Author: Mr. Wang Maoheng
Advisor: Assistant Professor Ching-Fang Chi
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Wang, Maoheng. (2017). Research on the brand marketing of Tesla electric vehicle. (Independent study, Master of Business Administration). Bangkok: Siam University.


With the development of the global automotive industry, the shortage of petroleum energy is becoming more and more serious, and automobile exhaust emissions have become a major factor in global warming and air pollution. Therefore, electric vehicles as a pollution-free, low-noise green vehicles have very attractive development prospects. The electric vehicle industry is an emerging industry. Electric vehicle companies have great differences from other automobile companies in terms of product positioning, profitability models, and business models ranging from battery technology to automobile production and sales. Tesla, as the leader in the electric vehicle industry, has a unique brand marketing business model that has a subversive innovation compared to traditional automotive companies. This article takes the Tesla electric vehicle as an example to begin research. First of all, it elaborates the concept, elements and significance of brand marketing. Then it introduces electric vehicles and Tesla. It once again focuses on Tesla’s brand marketing strategy and finally elaborates on Tesla. The disadvantages and suggestions of pulling brand marketing have provided useful insights for the electric vehicle industry in terms of profit models and marketing methods.

Keywords:  Brand Marketing, Tesla, Electric Vehicles.

Research on the brand marketing of Tesla electric vehicle

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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