Tesla: Branding Strategies for New Products

This case focuses on branding strategies for hypothetical new products being considered by Tesla, a leader in electric vehicles and sustainable energy technology. In the case, Tesla is exploring four new products to drive growth: an electric motorcycle, personalized automobile insurance, a humanoid robot, and batteries for internal combustion engine cars. Each product aligns with Tesla's core competencies while diversifying its offerings and market reach. Tesla must select branding strategies for these products, and the case offers choices from among four strategies, nicknamed House of Brands (an individual brand for each new product), Branded House with Sub-Brands, Endorser Branding, and Ingredient Branding. The strategies must consider the alignment between Tesla's existing brands and the new product categories, the target customers for the new products, reputation risk, and the competitive landscape. The case asks students to identify these factors, recommend specific branding strategies for each product, and suggest brand names. This case can be distributed, read, and analyzed in a single class period.