BRANDING

 

The intense promotion of Red Bull has not only established the brand but also driven the growth of the market of energy drinks as a whole. Within its target group the brand awareness is significant. 
The brand equity has developed during a number of years and is very hard to copy. They have managed to build an authentic, credible and qualitative brand which consumers have been willing to pay a premium for. Their advertisement through extreme sport events and similar opportunities has through its unexpected and outstanding approach established the Red Bull brand awareness.  

 

A pioneer in energy drinks three decades ago, Red Bull is now the world sales leader.

Red Bull’s unique approach to brand building:

• Red Bull’s brand building is largely based on associating its brand with an amazingly wide range of people, teams and events.

• Red Bull believes in owning teams and events rather than being one of several sponsors.

• Because of this ownership model, they can and have turned this buzz machine into a profit centre.

• Their on-brand activities reflect two very different personalities that live side by side.