Excerpt
Table of Contents
Abbreviation list
1 Introduction
2 Background Information
2.1 History
2.2 Key Facts
2.3 Vision and Mission
2.4 Brand Architecture
2.5 Competitive analysis
2.5.1 Tesla
2.5.2 Lucid
3 Polestar's scale-up and its revolutionary brand strategy
3.1 Customer-based brand equity
3.2 Polestar's brand identity
3.3 Integrated marketing communication strategy
3.4 Advertising effect model
3.5 Sales strategy
4 Conclusion
References
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- Jakob Maas (Author)David Heidler (Author)Tim Betz (Author)Pim Groot Koerkamp (Author), 2021, Polestar as a Rising Star in the EV Market. Case Study in the Field of Brand Management and Integrated Marketing Communications, Munich, GRIN Verlag, https://www.grin.com/document/1327846
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