Tesla wants to enter the motorcycle market but is worried th…
Tesla wants to enter the motorcycle market but is worried that its brand equity will not relate well with the motorcycle consumer. They thought about launching a new brand but recognized it would be expensive and risky. Eventually, Tesla decided to launch the new motorcycle brand as “Veloce by Tesla”. The logo shows “Veloce” as more prominent and “Tesla” is more recessed. According to the lecture, this is an example of what type of brand architecture strategy?
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