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    CB Assignment

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    letstravelandtourspk
    Red Bull has created a strong brand personality that consumers identify with. Consumers see Red Bull as representing energy, audacity, and adventure - ideals they want for themselves. Red Bull promotes a lifestyle of thrill-seeking through over 134 extreme sporting and cultural events. It focuses more on its brand than its energy drink product. By starting a media house in 2007 to produce content, Red Bull further strengthens its lifestyle brand and transcends being just an energy drink. This solidifies consumer loyalty and insulates Red Bull from rising competition in the energy drink market.

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    CB Assignment

    Uploaded by

    letstravelandtourspk
    13 views2 pages
    Red Bull has created a strong brand personality that consumers identify with. Consumers see Red Bull as representing energy, audacity, and adventure - ideals they want for themselves. Red Bull promotes a lifestyle of thrill-seeking through over 134 extreme sporting and cultural events. It focuses more on its brand than its energy drink product. By starting a media house in 2007 to produce content, Red Bull further strengthens its lifestyle brand and transcends being just an energy drink. This solidifies consumer loyalty and insulates Red Bull from rising competition in the energy drink market.

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    Red Bull has created a strong brand personality that consumers identify with. Consumers see Red Bull as representing energy, audacity, and adventure - ideals they want for themselves. Red Bull promotes a lifestyle of thrill-seeking through over 134 extreme sporting and cultural events. It focuses more on its brand than its energy drink product. By starting a media house in 2007 to produce content, Red Bull further strengthens its lifestyle brand and transcends being just an energy drink. This solidifies consumer loyalty and insulates Red Bull from rising competition in the energy drink market.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    13 views2 pages

    CB Assignment

    Uploaded by

    letstravelandtourspk
    Red Bull has created a strong brand personality that consumers identify with. Consumers see Red Bull as representing energy, audacity, and adventure - ideals they want for themselves. Red Bull promotes a lifestyle of thrill-seeking through over 134 extreme sporting and cultural events. It focuses more on its brand than its energy drink product. By starting a media house in 2007 to produce content, Red Bull further strengthens its lifestyle brand and transcends being just an energy drink. This solidifies consumer loyalty and insulates Red Bull from rising competition in the energy drink market.

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    © All Rights Reserved
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    of 2

    QUESTION NO1:

    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?

    ANSWER 01:
    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.

    QUESTION N0. 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?

    ANSWER 02:
    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 Flag tag 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 suits red bull is content
    marketing leader. They have transcended their energy drink product and became full-fledged
    creator of its own brand experience.

    QUESTION NO. 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 itis facing in different
    global markets?

    ANSWER 03:
    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.

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