The Brand Identity Of Red Bull

process in: planning, implementation, and evaluation. 1. Discuss how Red Bull uses marketing research in the above three phases. The marketing research process as described by Kotler and Keller (2006:103) consists of the following steps: [pic] The next sections detail an analysis of how Red Bull has been able to achieve planning, implementation and evaluation using the above marketing research process: A. Planning Red Bull’s Problem definition The introduction of the case study describes

Journal of Sponsorship Volume 3 Number 4 Entrepreneurship through sports marketing: A case analysis of Red Bull in sport Samantha Gorse, Simon Chadwick* and Nicholas Burton Received (in revised form): 14th Aprii, 2010 *Centre for the International Business of Sport, Coventry University, Priory Street, Coventry CV1 5FB, UK Tel: -H44 24 7688 7688; Fax: -i-44 24 7688 8400; E-mail: simon.chadwick@coventry.ac.uk Samantha Gorse is a doctoral candidate at Coventry University Business Sciiooi and

Project 1: Red Bull Case Singapore Blue can will be more successful in the market of Singapore, because higher marketing budgets, high proportion of immigrants and low UAI of Singapore. 1.1 The cultural dimension and society in Singapore Picture 1 Hofstede’s cultural dimension Singapore According to Hofstede’s cultural dimension, we can know that Singapore has some characters: Low IDV Low UAI Besides, there are more and more overseas migrants in Singapore. In 2010, the proportion of Singaporeans

1. A brief history of the brand: origins, key stages in its growth , etc. Dietrich Mateschitz was a marketing exspert and on a business trip he came up with the idea for Red Bull. The idea was that it would be a drink that would cure jet lag. He put a team together to see if there was a market for this kind of product. His team returned with market research and said that there is no market for that kind of drink in the market place. His team also said that it would to difficult to go up against

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

Background Red bull is the market leader in energy drinks. Red bull was found by Dietrich Matchitz while he was visiting Thailand. Technially the formula was made by a man named Chaleo Yoovidhy, who was providing to people to help keep them awake. In Thailand it was reffered to as Krating Daeng. Dietrich tried out krating daeng himself and discovered that it works, primarly because it helped him with jet lag. Dietrich went back to Thailand and collaborated with chaleo into making it a better tasting

that has grown its revenue through sales domestically and internationally is Red Bull. This document will review Red Bull’s marketing strategy and how it compares to their competitors. Red Bull marketing approach to target their consumers and that corresponding consumer profile will also be reviewed. Finally, this document will analyze if a different type of consumer should be targeted and what the benefits to Red Bull could be by this potential new market. Global Marketing Strategies Marketing

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

Emotional context Red Bull’s essence is based on its authenticity and free soul. As such a modern and young brand, they demonstrate it through extreme sports and challenging events, where they provide customers with a product that gives them the strength and energy they are looking for. They have built deep and strong emotional links that connect with their audience through every visible element: logo, slogan and can. Logo. Red Bull Logo Red Bull´s gold and red logo has been consistent

of Red bull by the Thai businessman Chaleo Yoovidhya and also the co-founder Dietrich Mateschitz in the April of 1987, the Red bull organization was headquartered in Austria. With Mateschitz's old friend Kastner who ran an advertising agency in Frankfurt, the partners created one of a kind promoting procedures and strategies. Red bull energy drink was first sold in its home market Austria and the Red bull was the initial and main company that has delivered an energy drink to the market. "Red bull