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Brand Development : Red Bull Analysis - Case Study Example
Author : vonbrendan
Pages 6 (1506 words)
Brand Development: Red Bull Case Study Analysis Name: Institution: Executive summary Red Bull is one of the most established energy drink companies in the world. The brand has been spread by a word of mouth campaigns and other marketing strategies. The product was able to expand to various market segments…
The company is not against mixing. However, the marketing team is keen to sure that it creates a uniqueness that ensures increased revenues in the extensive market. Red Bull uses sports, pre-launching marketing and research, pricing and a strong reputation to maintain its market share. The brand is diversifying to new market products and segments. According to Red bull strategic and marketing team, successful branding must be associated with information and insights. Introduction Red bull energy drink was founded in the year 1985 by Dietrich Mateschiz. The Austrian founder happened to be a former marketing manager for Procter & Gamble’s Blendax. The concept was born from the many business trips he made in Asia, where the Red Buffalo drink was already popular. The product began to expand to foreign markets after dominating Austria for a period of five years. Red Bull became a market leader despite a lot of competition from established companies like coca-cola and PepsiCo. The company had a meteoric rise in the energy drinks market which attracted aggressive competition necessitated brand equity strategies and marketing. Overview of the branding issues Red Bull has heavily invested in brand equity, brand identity and brand architecture. The founder of the Red Bull brand was keen on its positioning. ...