Red Bull Brand Case Study

Topics: Brand management, Branding, Brand equity Pages: 4 (1129 words) Published: October 5, 2009
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{text:bookmark-start} Executive {text:bookmark-end} summary: Additional points this paper discuses is the marketing program of Red Bull and how it depend mainly on Buzz advertising. The brand extension of Red Bull is an interesting point because it developed some products under its parent drink. Low sugar drink for example. The last point was about the advertising. Three different ways of advertising have been explored. Students brand managers, consumer educators and sponsoring extreme sport events. These techniques were very effective to generate the word of mouth; hence, build a strong image. {text:bookmark-start} Red Bull’s brand equity: {text:bookmark-end} (Keller, 2008, p 53) defined brand equity as “the strong, favourable and unique brand associations in the memory of customers” and he mentioned tow main sources of brand equity brand awareness and brand image. Brand awareness: (Keller, 2008) identify two main factors for brand awareness as the following : {text:list-item} {text:list-item}

Brand image: (Keller, 2008,p 56 ) said “ Creating a positive band image takes marketing program that link strong, favourable and unique association to the brand in the memory” {text:list-item} {text:list-item} {text:list-item}

Red Bull makers described it as “the energy drink that gives you wings”, huge amount of that drink have been consumed globally, even though there are some concerns about the way of life that introduced (Bowman, 2002) said. Although Red Bull’s marketing managers are selling their dink as an edgy mixer for parties, they encounter in Asia some social and religious “differences”, and thus they have to deal with these kinds of problems differently. The case in Hong Kong, as developed and an international city is the same with European countries where the drink promoted as...

Cited: Keller, K. (2006). Best Practice Cases in Branding :Lessons from the world’s strongest brand. 3rd edition, Pearson Prentice Hall, New Jersey
Keller, K
Kim, Hakkyun and Deborah Roedder John (2008), “Consumer Response to Brand Extensions:
Construal Level as a Moderator of the Importance of Perceived Fit,” Journal of
Consumer Psychology, 18 (2), 116-26_._
Kumar, N., & Linguri, S.(2003)
Rodgers, A. L. (2007, Dec 19). It 's a (Red) Bull Market After All | Fast Company. Retrieved Sep 20, 2009, from Fast Company:
Völckner, F., & Sattler, H
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