Red Bull

1. INTRODUCTION 3
2. 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 11
6. BRAND ARCHITECTURE AND BRAND EXTENSIONS 11
6.1. BRAND POSITIONING 11
6.2. BRAND ARCHITECTURE 12
7. MANAGING THE BRAND OVERTIME 13
7.1. REINFORCING BRANDS 13
8. CONCLUSIONS 14
9. SOURCES 15
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... [continues]

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