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Case Study

3888 words - 16 pages

Executive summary
Red Bull GmbH is a popular energy drink that has sold up 5.387 billion cans as of 2015. Red Bull GmbH has the title of highest selling energy in the world in terms of market share. The iconic slogan “Red Bull GmbH gives you wings” is Red Bull GmbHs calling card, and all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This ...view middle of the document...

Figure 1: Market share amongst competition.
Figure 2: Global growth of energy drinks.
Figure 3: Four traits of Red Bull GmbH.
Figure 4: Red Bull GmbH Logo and slogan “Red Bull GmbH gives you wings”.
Figurer 5 Number of Red Bull GmbH cans sold worldwide from 2011 to 2014 (in billions).

Theoretical Analysis I:
Founder of the Virgin Group, Richard Branson believes “Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.” (Branson, 2009) This belief is justified through his own business and through Red Bull GmbH. Red Bull GmbH has grown and developed its brand through strong brand equity. Brand Equity through its variety of methodologies (Ref Table 1) is summarised through two ideas that I believe represents brand equity (Farrie et al 2010). Clow & Baack identifies “Brand equity as 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), in addition Kotler & Keller, reaffirm “Brand equity as added value endowed to products and services.” (Kotler & Keller 2011) That is why some brand such as Manchester United, are expensive due to the equity of the brand. The sources of Brand Equity can be effectively characterised as: Packaging, Product, Image and Association.
(Farrie et al 2010)
Table 1: Brand Equity Methodologies

Brand Equity is created and characterised through packaging, product, image and association. Red Bull GmbH’s packaging is essential to its brand equity as it creates an image, design and attachment to consumer and to the markets that is targeted. An example is through the evolution of its iconic can. The can with its recognisable blue and silver colours, has evolved through wall-to-wall production. This is the process of the cans being manufactured and filled on the same site, this reduces the carbon footprint up to 6,641 tons of Co2 (Carbon dioxide) a year (Red Bull Aust 2015). Brand equity is achieved using Kotler & Keller ‘s idea of value being endowed to its product (Kotler & Keller 2011). With the reduction of emissions and the evolution of the can, brand equity is sourced from wall-to-wall production and effectively and efficiently passed on to the consumer.

The Red Bull GmbH product is unique in how brand equity is sourced. The product is enhanced through the history of Red Bull GmbH, the extensive product benefits and its iconic and popular slogan “Red Bull gives you wings.” (Red Bull Hpage 2016) An example of product is through the sourcing of brand equity, comes the medicinal benefits of consuming the product. This is evident through the improvement of overall wellbeing, increase in mental alertness, and the stimulation of metabolic activity to remove waste substances from the body (Red Bull Hpage 2016). Brand equity is achieved...

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