Red Bull A Case Solution

1. Describe Red Bull’s sources of brand identity. Do these sources change depending on the market or country?

Red Bull is one of those few brands in the world which have very high brand equity. Red Bull has successfully created a strong brand image in the minds of the consumers. Additionally, the brand has made its fullest efforts to maintain its brand image throughout the globe over the years. The brand also enjoys high brand awareness among the masses. The top of the mind awareness is really important for any brand and Red Bull has succeeded. It continues to enjoy strong brand recognition. The brand equity also includes the high quality of the product. The premium pricing has maintained an image of the product for being superior to its competitors. Red Bull is one of those fortunate names in the market who have a high consumer loyalty. 

The much-discussed marketing campaigns and heavy advertisements have helped the brand to maintain a high brand recall. "Red Bull gives you wings" slogan is a very famous tagline that has been successful in grabbing the attention of the masses. Red Bull is positioned in the minds of the consumers as a sophisticated product that provides an energy boost and an uplift to the drinkers. Red Bull also enjoys high brand equity due to the famous marketing campaigns, much-discussed and hyped Television commercials, and sports associations. The single blue and silver can of the product and the iconic logo with two bulls and a yellow sun are easily distinguishable and recognized among the target audience. The bulls on the can are symbolic for providing and translating the energy to the drinkers. The drink stimulates metabolism and improves physical stamina. It also provides a good feeling and a feeling of wellbeing which makes it much more acceptable among the youth. 

No, the sources of brand identity do not necessarily change. A brand can apply the same marketing tactics and techniques even in different markets or countries. Red Bull almost uses the same marketing technique in all the markets and regions. 

2. Analyze Red Bull’s marketing program in terms of how it contributes to the bran’s equity. Discuss strengths and weaknesses.

Red Bull is well known for content marketing because of its exceptional planning and creative execution. The beverage giant has always been popular for its unique marketing approach and distinctive execution of plans. Red Bull has been successful to maintain a distinct image of the brand in the market because it produces content that is considered high quality and attention-grabbing. Red Bull has also managed to get into partnerships with some major sportsmen and celebrities which has often created a buzz on the internet. It has managed to break the noise and stand out in the clutter. It has successfully pulled out major and big events attaining the full media coverage and hype. These successful events have managed to be eye-catching and appealing to the masses.