Tesla (Chapter 2)

Negative publicity can quickly damage a brand in the eyes of consumers, investors, and even the government.

Resources:

• Tesla Stock Value
• SEC Inquiry
• Tesla’s 9th Life?

Discussion Questions:

1. Watch these videos. What has been the impact of this news on the Telsa brand?
2. Do you think consumers will react to this negative publicity with less confidence in the brand? If so how? If not, why not?
3. As a marketing professional, how would you attempt to rebuild and strengthen the Tesla brand going forward?  Defend your answer.
4. Describe how negative publicity and news can quickly damage a brand and explain why rebuilding it can take a long time.