Red Bull

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1. INTRODUCTION3
2. THE CUSTOMER-BASED BRAND EQUITY3
2.1. SALIENCE3
2.2. PERFORMANCE4
2.3. IMAGERY4
2.4. JUDGMENTS5
2.5. FEELINGS5
2.6. RESONANCE5
3. BRAND POSITIONING6
3.1 MENTAL MAP6
3.2. BRAND MANTRA6
3.3. BRAND ELEMENTS7
4. BRAND COMMUNICATION AND PATENTING7
4.1. EVENT MARKETING AND SPONSORSHIP7
4.2. PROMOTIONS AND PERSONAL SELLING8
4.3. CELEBRITY ENDORSEMENT8
4.4. ADVERTISING9
5. SOURCES OF BRAND EQUITY10
5.1. BRAND AWARENESS10
5.2. BRAND IMAGE10
5.3. BRAND VALUE10
5.4. BRAND STATURE11
6. BRAND ARCHITECTURE AND BRAND EXTENSIONS11
6.1. BRAND POSITIONING11
6.2. BRAND ARCHITECTURE12
7. MANAGING THE BRAND OVERTIME13
7.1. REINFORCING BRANDS13
8. CONCLUSIONS14
9. SOURCES15
1. Introduction

In 1982, Dietrich Mateschitz discovered “tonic drinks” on a business trip to Asia. He decided to commercialize them in Europe, and created the Red Bull brand in 1984. He launched the first beverage on the Austrian market in 1987. The drink was a major success, and is now available in over 160 countries. By 2009, four billion Red Bull cans have been drank and the company has become the leader of the energy drink industry. The firm launched other products, such as Red Bull Sugarfree in 2003 – a reduced-sugar version – Red Bull Cola in 2008 and Red Bull Energy Shot in 2010 – smaller, more concentrated drink. The brand benefits of large brand awareness: According to a survey conducted by GfK institute in 2009, 98% of Swiss aged between 15 and 39 years old knew the Red Bull brand. The brand has recently diversified, adding to the drink segment Red Bull TV and Red Bull Mobile. 2. The Customer-Based Brand Equity

2.1. Salience
Salience concerns the identity of the brand. It is divided into two parts: Depth and breath of brand awareness. -Depth of brand awareness: The ease of recognition and recall of the brand is strong. Most people know this brand, which is surprising as it is not even 25 years old. Red Bull is the global leader on the energy drink market which makes it a clear and strong consideration when buying an energy drink, or a refreshing drink broadly speaking. -Breath of brand awareness: The purchase and consumption considerations are high. Although this beverage is more expensive than its alternatives such as a can of Coca-Cola, it has the additional attribute of providing energy. Moreover, it is an alternative to coffee, which many people do not like because of its bitterness. This product fulfills the needs for energy – not only for sports but also in nightclubs or for staying awake when driving – and is clearly top-of-mind in the energy drink category. Furthermore, through the events the company sponsors, Red Bull also fulfills the needs for exciting events and extreme sports.

Product category structure
-Product class information: Beverages
-Product category information: Flavored beverages
-Product-type category:
Fucntional drinks
-Brand information:
Energy drinks
Overall, we can qualify Red Bull as a salient brand, as customers always think of the brand across a variety of situations in which the beverage could be consumed and always make sufficient purchases. 2.2. Performance

The primary characteristics of the product are its taste, the content size and acceptable price. Secondary features include a refreshing feeling, energy provision and drinkable everywhere. The product is relatively reliable – the taste does not change from purchase to purchase – however not durable or serviceable. Associations with service are hard to apply to perishable goods, however if we select energy provision as the service rendered to the customers, it satisfies the customer’s requirements, is fast and responsive, and is seen as empathic. Concerning esthetics, the aluminum can is slimmer than usual cans, and uses its blue, white and red pattern which is easy to identify. The taste of the beverage is distinctive of other drinks. Red Bull Energy drink is more...
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