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

TABLE OF CONTENTS SITUATION ANALYSIS---------------------------------------------------------------------1-12 • Brand History ---------------------------------------------------------------------------------1 • Company Evaluation-----------------------------------------------------------------------1-2 • Product Evaluation-------------------------------------------------------------------------2-4 • Consumer Evaluation----------------------------------------------------------------------4-6

Strategy To start with, we could say that the brand Red Bull has a strong marketing strategy for product value to potential customers. The strategy for building the brand has been created around an easy goal. A consumer is in need of energy, the company wants then to think of a Red Bull. The organization uses traditional media channels, but much more important has been the role of word of mouth marketing , playing on associations with energy. Furthermore, Red Bull made themselves popular with a great amount

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

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

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

STUDY 1.1.1 BRAND Brand is a term that enables the pubic to easily identify a certain company, their offerings in term of goods and product. It is the image that a certain company produces to the public. Brand is a set of expectations, memories, stories and relationship that engaged together, for a consumer’s choice to choose a product or service. According to Kapferer (2004), brands penetrate almost every aspect of life: social, economic, sporting, cultural and even religion. Brands are direct

Part A: A brand that uses a specific pricing strategy and explain the strategy Starbucks opened in 1971, at that time, the syndicate was a solitary store in Seattle’s historic Pike Place Market. Beginning with merely a slender store overlook, Starbucks presented some of the world’s premium fresh-roasted whole bean coffees. The given name, motivated through Moby Dick, evoked the excitement of the high-seas and the nautical ritual of the initial coffee traders. From the launch, Starbucks embark

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

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