Strategic Brand Management

Mudassir Iqbal - 1857127

The origins of Red Bull
 In the 1970s, Red Bull was
being marketed at farmers,
construction workers and
truck drivers in Thailand.

 Krating Daeng (‘Red Bull’ in

Thai) was a populist drink for
the working man: one that
allowed you to overcome
fatigue, pull a double shift,
or drive all night
 Red Bull became something
of a success amongst its
working-class consumer
base.
 It started with a business trip
to Thailand for Austrian
Dietrich Mateschitz. He
stumbled across the drink
and apparently discovered
that it ‘cured’ his jet lag
 In partnership with Thai
inventor
Chaleo Yoovidhya they
launched a version of the Thai
drink slightly modified to suit
European tastes.
 The rest is history
 ● Red Bull contains
caffeine, taurine, B
Ingredients vitamins
(B3, B5, B6, B12)
sucrose, and
● Red Bull Energy glucose.
Drink is a non-
alcoholic beverage. ● To produce
Red Bull sugar free,
sugar sucrose &
glucose have been
replaced by the
sweetners
acesulfame K and
aspartame/sucralose.
Brand Elements
Ability to brand equity according to the criteria of:
Memorability, Meaningfulness, Likability, Transferability, Adaptability & Proctectability
 Brand Name –
Red Bull
(Krating Daeng)

Brand URL:
https://www.
Characters
redbull.com/i
nt-en/

Brand
Elements

Packaging Brand Logo

Slogan:

Red Bull
Gives You
Wings
Criteria for selecting
Brand Elements
• Memorability,
• Meaningfulness,
• Likability,
• Transferability,
• Adaptability Why does it matter?
• Proctectability
To earn positive customer based
equity, it is essential that providers
choose brand elements keeping in
view the customer brand knowledge
Brand Name & URL – RED BULL
https://www.redbull.com
Memorable
 Easily recognized and recalled
 Easy on the tongue
Meaningful
 In Thai, daeng means red, and a
krating (known in English as a gaur
or Indian bison) is a large species of
wild bovine native to South Asia.
 Association with farmers
 Bull considered strong & energetic
Likable
 Evokes much verbal imagery
 Interesting for the customers
Transferable
 Name transferable within & cross
product categories & cross
geographic boundaries
 Same name across cultural &
geographical regions
Brand Name & URL – RED BULL
https://www.redbull.com
Adaptable
 Thai name translated into English for Westerners

Protectable
 Name legally protected
 Registered with concerned governing bodies
Brand Logo
Memorable
 Two thick-necked Herculean
crimson bulls in opposing
charge against a yellow sun –
Easy to remember
 Bold Font Used – Easy to read

Meaningful
 Denotes Strength, Power and
Aggressiveness the beverage claims to
provide
 Shows a dominant energy drink brand
Brand Logo
Likeable
Adaptable
 Easier to recognize & build brand
recognition & brand equity  Flexible and can be updated over
time
 Provoke visual appeal
 Can be easily re-designed for
different variants or flavors
Transferable
 Allows brands and product Protectable
extensions
 Distinguished Logo; legally
 Bull is a symbol of strength and protected
virylity across geographical
boundaries and market  Registered with concerned
segments governing bodies
Brand Slogan
Brand Slogan – Red Bull Gives You Wings!
Memorable
Likeable
 Easy recall to build brand
recognition & brand equity  Stimulate imagination
 Provoke visual appeal
 Motivates customers to get
Meaningful energized & active
 Example of a metaphor
 Supposed to given consumers  Main reason which amazed and
so much energy that they could attracted the customers to buy the
fly drink
Brand Slogan – Red Bull Gives You Wings!

Transferable
 Can be transferred across
categories if required i.e. Energy
bars or other product variants
Protectable
 The slogan got sued after a
US lawsuit few years ago
alleged to be false and
misleading by some
unhappy consumers

Adaptable
 Slogan is little misleading and
can be updated with time due to
flexibility
Brand Packaging –
Memorable
 The colors blue and silver in
combination with an energy
drink ring a bell for most
people
Meaningful
 A sleek silver can with vibrant
colors can be associated with a
similar physique & exuberant
personality.
Likeable
 Distinctive 250 ml slender silver &
blue can with the iconic logo & text
combines verbal & visual appeal
Transferable
 Can be transferred across
categories if required i.e. Energy
bars or other product variants
 Branded Red Bull refrigerated
sales unites which contributes to
the brand equity
Brand Packaging –
Adaptable
 Flexibility shown with colored,
sugar free & F1 editions but the
shape of the can remained the
same
Protectable
 Energy drinks brands like Monster
and many others tried to closely
copy the design hence
contributing to the brand equity
Brand Characters

Red Bull’s Hand

Drawn Animated
Ads adopted
uniformly across the
company’s global
market
Brand Characters –
Memorable
 Recognition and Recall both
which is centrally important at
the point of purchase
 Animation style is unique
Meaningful
 Constant reminder of the brand’s
slogan ‘Give you wings’ and
animated characters
representing brands symbols of
Energy, Strength.
Likeable
 Short & witty animated ad
campaigns
 Animals taking human like
characteristics
Transferable
 Can be used to convey various
messages across depending on
campaign requirements
Adaptable

 Can easily play different roles for ad

campaigns to get the desired message across

Protectable

 The animation style & characters are

associated with Red Bull and will contribute
to its brand equity if copied.

Red Bull Cartoon AD - Zebra

 https://www.youtube.com/watch?v=pfvq2Gf6UE8
Thanks!