Red Bull: Building Brand Equity in a Non-Traditional Way

1198 WordsApr 22, 20155 Pages
RED BULL: BUILDING BRAND EQUITY IN A NON-TRADITIONAL WAY BY: KAMARUL ARIFFIN NADHIRAH NOORAZLIN BINTI ANI INTRODUCTION 1985 Improves physical endurance Stimulates metabolism and helps eliminates waste substances Improves overall feeling of wellbeing Improves reaction speed and concentration Increase mental alertness Word-OfMouth Sampling Program Event Sponsorship Point-OfPurchase Athlete Endorser Advertisement Controlled All Aspects Of The Event Reinforced The Brand Positioning As An Independent Stimulating Beverage Events Enhanced Red Bull Visibility Unique Events Attracts Media Coverage QUESTION 1 Describe Red Bull’s sources of brand equity. Do these sources…show more content…
Would you recommend that Red Bull develops any brand extensions? If so, what would they be? Would you use the same marketing strategy? Red Bull maintain their marketing momentum thru their Marketing Program Word of mouth (WOM) • The strategy involved “micro-targeting” hip and cool locations and hangouts and flooding them with opportunities for influencers to consume Red Bull. After consumption, these influencers would start the word of mouth’s campaign. • Red Bull employs sampling teams or Red Bull Student Brand Managers Sampling throughout the world that set up sampling programs in strategic locations. Include sporting events, concerts, or any place where people are tired. Event marketing • Red Bull has made an art of creating and sponsoring events, all of which are designed to enhance its brand image and build brand equity. Sport Marketing • Red Bull has also ventured into sponsoring athletes to build brand equity. This is an especially powerful tactic as many athletes are perceived as successful and powerful. • Creating and continue sponsoring sports events such as ‘Red Bull Signature Series’. RED BULL STRATOS 2012 JUMP RED BULL STRATOS 2012 JUMP Felix Baumgartner's epic jump from the edge of space was successful. Supported by a team of experts, Felix ascended in a helium balloon to an altitude of 120,000 ft / 36,576 m where he took a leap of faith into the unknown

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