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Report on the Case Study of the Red Bull Brand Presented by Wahib [Add your Surname] [Add your University's Name] [Add your lectuer's Name] Introduction This report examines the salient features of branding and brand management related to the Red-Bull case study.
Branding is about enabling people to identify a product from alternatives offered in the markets (Percy, 2003). “Brand equity is the creation of positive brand attitudes or service” (Schroeder et al, 2006). In other words, brand equity involves the creation of attitudes and perceptions that will enable a consumer to identify a product from alternatives offered by competitors. Although Red-Bull is a single product offering, it has been able to achieve brand equity across the world through its uniqueness and other factors that enable customers to identify it as unique and different from other soft drink and energy drink offerings on the market. In summary, its unique packaging (the blue, silver and red 250ml can) is famous around the world. Also, the unique content and effects on users is a very strong element of brand equity since it gives consumers a very positive physical, mental and health advantages that most competitors do not give. The Burnett model states that a brand equity has four main facades: personality image, source, differences and functions (Randall, 2000). In terms of personality image, customers around the world feel good about the health and mental alertness that Red Bull provides. They respect it as a premier energy drink because it does what a normal cup of coffee would do but with a very positive impact on the individual. ...
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