Brand Equity (Red bull)

Topic

Brand Equity (Red bull)

Instructions

Do a case study on Red Bull and discuss its brand equity.

Answer preview

Red Bull enjoys a significant market share due to strong marketing strategies and programs. The dominance of the brand in the energy-drink market is attributed to innovative and robust marketing strategies. This paper addresses how different marketing strategies and programs contribute to Red Bull’s brand equity. The strategies covered in this paper include product branding, buzz marketing, sampling and sponsorship. The role of these strategies is explained using branding theories and their impact on the brand in the market. The case concludes with recommendations on the best approach to introduce new product in the market (Hoeffler & Keller, 2002).  While the company my encounter challenges, the recommendations provide a framework through which the company can explore the benefits associated with the Red Bull brand.

Word count: 1767