Community Branding and Tesla: Leveraging Technology for Effective Marketing

This document discusses the concept of community branding and how Tesla, a well-known company in the electric car industry, leverages technology to shape a strong brand image. It explores the strategies used by Tesla to connect with the community and build a loyal customer base. The document also highlights the importance of social media in Tesla's marketing efforts.

Marketing
Brand and strategy
Student name
4/22/2019

Marketing 1
Community branding refers to the companies branding process, which is designed to
leverage the various community strength, raise the companies to profile among the target
audience, and increase the recognition about the particular brand and unify the community
behind a consistent brand and marketing campaign. Hence, a company applies various
creative strategies for reaching their target audience (IGI Global, 2019).
In terms of Tesla one of the well-known company which deals in electric cars and
hence by the use of the effective network and service and technologies which helps
community people to use them. However, it is proven that Tesla is not a tech sector driven.
Tesla applies the brad network effects by leveraging technology to shape great, obsessive
connected groups all around their merchandises and by doing this public grows and Tesla
branding has become exponentially more influential. All success of Tesla is tied up by the use
of equipment in its merchandises and in its advertising. Hence, by doing this Tesla has
developed with one of the most valued high-end electric car brands in current time (Kapferer,
& Bastien, 2012).
Moreover, Tesla majorly focuses over the customers’ interactions through an fetching
web platform, which covers all the info, which a potential consumer need such as the car
recital statistics and the marketplace compared with the other brands, and the car, which they
deal in. Hence, such practices help the community to make wiser decisions. Other than, this
Tesla also involves and shapes its huge worker, public by bashing out shareable content,
letting the ultimate customers share their experience and live flowing about the new creation
declarations and local proceedings (Sharma, 2016).
Hence, Tesla leverages technology aspect in innovative ways to target the community
at large and fast. By the use of technology and the experience, Tesla creates the software
layer where they distinguish the produce by integrating them into publics’ daily lives. If we
compare Tesla with the other or the traditional premium cars, Tesla software has more users
and is a more successful brand. The connection with the customers is through social
platforms whereas traditional cars outwardly communicate about its product offerings.
Moreover, Tesla also never applies major advertising campaigns, no celebrity endorsements,
shares their original content on social media and CEO, Elon Musk is the face of the brand.
Hence, this states that Tesla applies very subtle strategy for offering their products and
services. Whereas another premium car applies paid media campaign, big sponsorship and

Marketing 2
CEO’s are largely invisible Hence, such practices are applied for the community branding
(Thota, 2018).
Above all, Tesla’s success is because of its innovative business model and by
managing it properly. As the company develops its strong relationship with its ultimate
customers by controlling all its factors, which are in concern to the ultimate customers, and
most importantly taking care of experience which they gain and the connected societies. As
the in-store knowledge, focuses on refining customers and making them feel more
comfortable in a low-pressure environment. A strong brand image is one of the key weapons
for the company to target the customers’ audience by reaching in the minds and hearts.
Hence, Tesla by their various social media accounts such as Twitter, Facebook, Instagram
and Google + made people aware of the brand and its workings (Petrov, Zubac, & Milojević,
2015).
Lastly, Tesla is a fine example for working with the micro-communities as they have
worked harder and be active on the web and social media presence with the impeccable
corporate identity. Hence, this proves that now the company’s biggest assets is its brand
image in the mind of the customers and loyal customers with the digital speakers who
majorly talks about the love for Tesla. Hence, this highlights that Tesla buy the use of
technology in the form of various social media aspects tends to connect, attract and form and
build their image in the minds of the customers and does community branding (Sharma,
2016).

Marketing 3
References
IGI Global.(2019). What is brand community? Retrieved from:
https://www.igi-global.com/dictionary/measuring-brand-community-strength/2828
Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to
build luxury brands. Kogan page publishers.
Petrov, S., Zubac, V., & Milojević, M. (2015). Social networks as marketing
channels. Ekonomika, 61(2), 153-167.
Sharma, S. (2016). The Tesla Phenomena A Business Strategy Report.
Thota, S. C. (2018). social media: a conceptual model of the why’s, when’s and how’s of
consumer usage of social media and implications on business strategies. Academy of
Marketing Studies Journal, 22(3), 1-12.