Red Bull Case Study PDF

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Red Bull: Giving Wings to a Way of Life

1. Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull? What goals and values are the consumers of Red Bull trying to achieve? Red Bull is not just a product but it’s a brand, a personality. It is one of the few brands that has been able to create a human personality associated with its name. Red bull serves to reflect symbol of the self to the consumer. Red Bull Consumers use brands as medium to express their self-identity. This identity can be either their actual identity or a preferred or ideal self which they desire. As we can see the logo of Red Bull has two bulls facing each other ramming into each other which portray energy and audacity. Which is what man wants to be, with full of energy and manly. Red Bull has created the sense of belonging between consumer and the brand. Red bull does not bring the product to customers but brought customers to the product. They associate themselves with experiences and events that are popular with their target customer and thereby created a unique brand identity. Red Bull’s core values include people and creative ideas, expedition, and adventures. Now, the consumers are familiar and consider themselves part of the brand. They want to live an energized life, with lively culture which considers adventure as their main aspect of life. Red Bull give them wings because these people believe they can fly.

2. Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that Red Bull associates itself with, is there a single way to define the Red Bull lifestyle? Red Bull’s lifestyle is all about thrill. Why is it considered lifestyle brand? First of all, Red Bull is an energy drink and first of its kind. Red Bull emphasize on audacity and adventures life. They conducted 134 events up to date to engage its users. Red Bull Flagtag is one of their popular annual events, and the participants live the brand’s slogan. They embrace people from the age of 18-35 and conduct events which are extreme, consist of sports, music and art. Red Bull offers a lifestyle that many would like to have which is adventure. Adventure life is full of heroic moves and experiences which is what exactly Red Bull is about. I said earlier Red Bull is not focusing on its product but on its brand. People believe holding a Red Bull can itself would make themselves feel dignified. It has been incorporated into their lifestyle just like owning a luxury mobile or watch. Red Bull also started Media house in 2007 to offer its followers more options to know and experience the Red-Bull lifestyle. The best word that suit red bull is content marketing leader. They have transcended their energy drink product and became full-fledged creator of its own brand experience.

3. Discuss the product complementarity of Red Bull’s energy drink and media house. Do you think that Red Bull as a lifestyle brand is strong enough to venture into publishing extreme content? What does this mean for its original product and the rising competition it is facing in different global markets? As I have mentioned earlier, Red-Bull the brand has transcended its product when it came up with the idea of having a media house to print, telecast its work through television, online and feature films. I believe it’s enough because it has instilled its brand in everyone’s mind through its extreme content. People no longer look at its energy drink, but at its brand. Red bull has created efficient value chain through its brand. Red Bull differentiated itself from competitors through its loyal customers. So, this does not get affected by the rising competition because they have own loyal customers. Red Bull’s energy drink is not the competition here but its brand....