RED BULL Brand Audit

O

N

O

T

C

O

PY

Red Bull Brand Audit Report

D

BRAND AUDIT REPORT

MURTUZA VAID

Page | 1

Red Bull Brand Audit Report

CONTENTS
1. EXECUTIVE SUMMARY ............................................................................................................................ 3
2. BRAND INVENTORY .................................................................................................................................. 4
2.1. History .....................................................................................................................................................4
2.2. Product Related Attributes.......................................................................................................................5
2.3. Sources of Brand Equity..........................................................................................................................5
2.4. Brand Portfolio ........................................................................................................................................8
3. BRAND EXPLORATORY .......................................................................................................................... 10
3.1. Customer Knowledge ............................................................................................................................10
3.2. Consumer Based Brand Equity (CBBE) Pyramid .................................................................................15

PY

4. BRAND EXTENSIONS STRATEGIES ADOPTED BY RED BULL ...... ..... ........................................ 19
4.1. Line Extension............................................................................... ..... ...............................................20
4.2. Category Extension ...............................................................

... ..................................................21

O

4.3. Evaluation of Red Bull’s Brand

Bibliography: BEVNET (2009, April 15). Red Bull Energy Drink: Red Bull Energy Shot. Retrieved May 22, 2011 from BEVNET: http://www.bevnet.com/reviews/redbull/Red_Bull_Energy_Shot Blachford, C. (2009, February 16). Magazine Review - The Red Bulletin. Retrieved April 29 2011, from Sidepodcast: http://sidepodcast.com/post/magazine-review-the-red-bulletin Carpe Diem (2011). Brands – Carpe Diem. The Drink That Makes Sense. Retrieved May 22, 2011 from Carpe Diem: http://www.carpediem.com/en/products Energy Drink Ratings (2007, December 3). Red Bull Sugar Free Energy Drink Review. Retrieved May 22, 2011 from Energy Drink Ratings: http://energy-drinkratings.blogspot.com/2007/12/red-bull-sugar-free-energy-drink-review.html Facebook (n.d.). Red Bull. Retrieved May 22, 2011 from Facebook: http://www.facebook.com/redbull MyBroadband.co.za Forums (2011, February 8) Thread: Red Bull Mobile launches with two aggresive pricing models MyBroadband.co.za Forums (2011, February 8). Thread: Red Bull Mobile here soon, but not as a VMNO http://mybroadband.co za/vb/showthread.php/305419-Red-Bull-Mobile-here-soon-but-not-asa-VMNO Nielsen BuzzMetrics (2011, April) Red Bull (2010, January 15). Apps Entertainment. Retrieved May 22, 2011, from Red Bull: http://www.redbull.com/cs/Satellite/en_INT/Article/Apps-Entertainment-021242809283747 http://www.redbull.com/cs/Satellite/en_INT/red-bull-energy-drink/001242937921959 Red Bull Cola Blog (2009, July 12) Starling, S. (2008, April 14). Cola copy-catting may foil Red Bull, NutraIngredients. Retrieved May 22 2011, from NutraIngredients.com: http://www.nutraingredients.com/Industry/Cola-copycatting-may-foil-Red-Bull Twitter (n.d.). Red Bull. Retrieved May 22, 2011 from Twitter: http://twitter.com/#!/redbull D C V Festival (2011)