TABLE OF CONTENTS SITUATION ANALYSIS---------------------------------------------------------------------1-12 • Brand History ---------------------------------------------------------------------------------1 • Company Evaluation-----------------------------------------------------------------------1-2 • Product Evaluation-------------------------------------------------------------------------2-4 • Consumer Evaluation----------------------------------------------------------------------4-6
Branding Just do it! Most people know this slogan is a trademark of Nike’s shoe company and one of the core components of Nike’s brand. Brand equity represents the sport consumer’s associations (both positive and negative) with a sports team’s name, logos, and images (Gladden & Wong, 1997). Essentially, there are four main pillars to brand equity. First, perceived quality is consumer’s judgments of an item’s excellence in respect to its intended purpose. In the case of sport, this alludes to the
The Red Bull Branding Story Report by: myparanoidego Table Of Contents: Executive Summary…………………………………………………………………….. 3 1.0 Introduction…………………………………………………………………………… 6 2.0 Brand Positioning and Values………………………………………………..... 8 3.0 Brand Characteristics……………………………………………………………... 11 4.0 Product Benefits and Consumer Satisfaction…………………………….13 5.0 Brand Communities……………………………………………………………….. 15 6.0 Brand Equities……………………………………………………………………….. 16 7.0 Conclusion……...………………………………………………………………………
Running Head: Red Bull Red Bull: Building Brand Equity in New Ways! Three Questions on Pearson Case Study 4. George Ray Redmond Review 1. Describe Red Bull’s Sources of Brand Equity. Do they change depending on market or country? According to Keller (2008, p 53), brand equity is the strong, favorable and unique brand associations in the memory of customers. He goes on to define (p 54) two sources of brand equity: 1.) Brand Awareness; and 2.) Brand Image. Red Bull has well defined
CUSTOMER-BASED BRAND EQUITY 3 2.1. SALIENCE 3 2.2. PERFORMANCE 4 2.3. IMAGERY 4 2.4. JUDGMENTS 5 2.5. FEELINGS 5 2.6. RESONANCE 5 3. BRAND POSITIONING 6 3.1 MENTAL MAP 6 3.2. BRAND MANTRA 6 3.3. BRAND ELEMENTS 7 4. BRAND COMMUNICATION AND PATENTING 7 4.1. EVENT MARKETING AND SPONSORSHIP 7 4.2. PROMOTIONS AND PERSONAL SELLING 8 4.3. CELEBRITY ENDORSEMENT 8 4.4. ADVERTISING 9 5. SOURCES OF BRAND EQUITY 10 5.1. BRAND AWARENESS 10 5.2. BRAND IMAGE 10 5.3. BRAND VALUE 10 5.4. BRAND STATURE
Online marketing : The Red Bull case Content Introduction A closer look at Red Bull’s strategy Red Bull’s customer base Red Bull’s strategy Red Bull marketing strategy Red Bull’s online marketing Leveraging the use of Internet and social media When Red Bull tends to cross the line How get Red Bull become even better? Appendices Bibliography Introduction : short review of Red Bull’s history 1 While travelling in Asia, the autrian business man and
segments for Red Bull and how are they positioned towards these target segments? 2. Analyse the Red Bull brand using any frameworks you judge appropriate. 3. Comment upon Red Bull’s pricing approach 4. Evaluate Red Bull’s distribution channel strategy 5. Would you describe Red Bull as a national, a European or a global brand – give reasons? 6, What marketing strategy would you recommend that Red Bull should adopt over the next 5 years? Who are the principal target segments for Red Bull and how
BUSINESS RESEARCH METHODOLOGIES RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW……………………………………..….6-7 V. RESEARCH OBJECTIVES…………………………………………8 VI. RESEARCH QUESTIONS……………………………………………………………8 VII. RESEARCH METHODOLOGY…………………………………………………9-12 VIII. ETHICAL CONSIDERATION………………………………...…13
The Anti-Brand Brand The image of Red Bull is open to interpretation. It is synonymous to a “bull in china shop” – it is not subtle and you are likely to break something, however, you will look cool doing it and become part of a sub-culture bordering on anti-establishment. This is the key to the “BUZZ” – there are no rules. Who doesn’t have a rebel inside wanting to get out, who wants to fly, jump, ski or escape from the mundane? Red Bull developed a safe way of escape through association: energy
Background of Key Problem The success of Red Bull majorly lies behind their unique marketing strategy which is usually called guerilla marketing, buzz marketing or in simpler words, marketing based completely on Below-the-line activities, word of mouth, endorsements etc. This unconventional marketing has been applied in Pakistan also where instead of executing Above-the-line promotions (which usually work very well in Pakistan and communicate to a larger audience), they have stuck to their unusual