Essay on Red Bull: Building Brand Equity in a Non-Traditional Way

1186 Words May 3rd, 2015 5 Pages
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 Event

Reinforced The Brand Positioning As An Independent Stimulating Beverage

Events Enhanced Red Bull Visibility

Unique Events Attracts Media Coverage

QUESTION 1

Describe Red Bull’s sources of brand equity. Do these sources
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HOW • “gives you wiings” • Adult cartoons

WEAKNESSES • Controversial.

• Wide audience

RED BULL TV AD, SUPERHERO

SAMPLING

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

EVENT MARKETING

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

SPORTS MARKETING
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

POINTS-OF-PURCHASE

STRENGTHS • Ensures quality and personalization • Prevent clutters of promotional tools.

HOW • RED BULL refrigerator. • Visible aluminum

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