Essay on Red Bull: Building Brand Equity in a Non-Traditional Way
BY: KAMARUL ARIFFIN NADHIRAH NOORAZLIN BINTI ANI
Improves physical endurance
Stimulates metabolism and helps eliminates waste substances
Improves overall feeling of wellbeing
Improves reaction speed and concentration
Increase mental alertness
Controlled All Aspects Of The Event
Reinforced The Brand Positioning As An Independent Stimulating Beverage
Events Enhanced Red Bull Visibility
Unique Events Attracts Media Coverage
Describe Red Bull’s sources of brand equity. Do these sources …show more content…
WEAKNESSES • Controversial.
• Wide audience
RED BULL TV AD, SUPERHERO
STRENGTHS • Creates significant buzz. • Brand associates. • Direct response from the crowd.
HOW • RED BULL STUDENT BRAND MANAGER PROGRAM • Placement Sampling
WEAKNESSES • Negative WOM. • Negative perceptions.
“ sampling [is a] key element of Red Bull’s marketing strategy. The customer feedback that they get in invaluable and the conversion rates are huge. “
- Henry Drnec, Red Bull Managing Director United Kingdom
STRENGTHS • Attractiveness to audiences and media. • Creativity, Uniqueness.
HOW • RED BULL extreme sports • Red Bull “Flying Day” • Red Bull Music Academy
WEAKNESSES • Costing. • Selected reach of audiences.
RED BULL FLUGTAG DAY 2012
STRENGTHS • Attractiveness to audiences and media. • Creativity, Uniqueness. HOW • RED BULL extreme sports • Red Bull Signature Series. • Red Bull Music Academy WEAKNESSES • Costing large amount of money. • Purchased Jaguar $100M/ year, generates profits only $70M/ year.
RED BULL SIGNATURE SERIES
STRENGTHS • Ensures quality and personalization • Prevent clutters of promotional tools.
HOW • RED BULL refrigerator. • Visible aluminum