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Case Study example - Evaluation: Red Bull
Pages 8 (2008 words)
Case Study Evaluation: Red Bull BY YOU YOUR SCHOOL INFO HERE DATE HERE Case Study Evaluation: Red Bull Red Bull’s Sources of Brand Equity Red Bull has multiple sources of brand equity that come from having a well-known and recognized brand with considerable recognition and recall (Holehonnur, Hopkins, & Fine, 2009)…
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The presence of this energy drink in desired consumer markets has made Red Bull stand out over other energy drink marketers by appealing to their emotional and/or psychographic lifestyle tendencies. For example, the adult cartoon concept maintains sophisticated content with a very clear message that is reinforced by the integrated messages delivered. By not selecting a specific target segment, the business is able to promote itself to many different audiences that have a need for energy drinks. This gives the brand more word-of-mouth capabilities and therefore improves brand equity since it is well-known by so many different demographics domestically and across the world. For the most likely target groups to use Red Bull as a lifestyle choice in energy drinks, the company built even higher brand equity through events marketing principles that included opinion leaders that have the ability to influence consumer behaviour (Keller). Event marketing links lifestyle with attitude and uses appropriate logo presentation so that recall of the brand is possible in these events where Red Bull has decided to advertise. ...
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