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

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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 change depending on the market or country.

BRAND EQUITY
Brand equity is a set of characteristics that are unique to a brand. In essence, brand equity is the perception that a good or service with a given brand name is different and better. (Clow & Baack, 2012 )

Brand equity is the added value endowed to products and services. ( Kotler & Keller, 2012 )

SOURCES OF BRAND EQUITY
Product

Packaging

Image

Associations

AUSTRIA

Seeding Program

Leading Opinion

Limitation

UNITED KINGDOM
1995 • Sport drink • Large channel • Billboards

“gives you wiiings”

“never under estimate what Red Bull can do for you”

1996 • Stimulating drink • WOM • Electronic Media

UNITED STATES
• West Coast CELL MARKETING • East Coast

65%
RED BULL STUDENT MANAGER PROGRAM

• Rentals equipped with Red Bull.

Market Share

QUESTION 2

Analyze Red Bull’s marketing program in terms of HOW it contributes to the brand’s equity. Discuss its strengths and weaknesses.

BUILDING BRAND EQUITY
RECOGNIZED
Memorable

REGISTERED
Protectable Meaningful

COMPETITION

RED BULL

PERSUASIVE

LESS SUGAR

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