Grin logo
en de es fr
Shop
GRIN Website
Publish your texts - enjoy our full service for authors
Go to shop › Communications - Public Relations, Advertising, Marketing, Social Media

Creating a Brand Culture and Brand Campaigning

The Case of Red Bull

Title: Creating a Brand Culture and Brand Campaigning

Case Study , 2015 , 6 Pages , Grade: 1.3

Autor:in: Lioba Frings (Author)

Communications - Public Relations, Advertising, Marketing, Social Media
Excerpt & Details   Look inside the ebook
Summary Excerpt Details

“Brands occupy an increasingly prominent place in […] the cultural landscape” (Schroeder et al, 2006). This is why brands need more than just their products to create a costumer base, to establish a superior position in their specific market and keep this position long-term. Red Bull does that in various ways. The brand is connected to a range of different events, sports and music. These serve as advertising and communication channels for Red Bull as well as expands the idea of their products from just drinks to part of a cultural habit. “Red Bull gives you wings” (Red Bull, 2016) is what has been used as the slogan since its energy drinks have been introduced to the market in 1987 (see Red Bull, 2016). The aspect of reaching one’s highest potential is the core motivation for making connections with the previous mentioned areas.

Excerpt


Inhaltsverzeichnis (Table of Contents)

  • Introduction
  • The Red Bull Culture
    • Associations with Sports and Music
    • TV and The Red Bulletin
  • Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper examines how Red Bull has successfully created a brand culture by associating itself with a wide range of sports, music, and other cultural activities. It analyzes how Red Bull has expanded its brand identity to create a sense of action, strength, and cultural relevance, ultimately aiming to build brand loyalty and a strong relationship with its customers.

  • Building a brand culture
  • Connecting with consumers through diverse cultural activities
  • Expanding brand identity beyond product
  • Creating a sense of action and strength
  • Building brand loyalty and customer relationships

Zusammenfassung der Kapitel (Chapter Summaries)

  • Introduction: The introduction highlights the importance of brands in the cultural landscape and emphasizes how Red Bull builds a brand culture through its association with various events, sports, and music, extending beyond the simple sale of energy drinks.
  • The Red Bull Culture: This chapter explores how Red Bull creates a brand culture by emphasizing action and strength through its connections to sports. It discusses the importance of brand identity and how Red Bull utilizes associations with sports and music to create a culture that customers can identify with. This chapter also examines how Red Bull utilizes various platforms, such as its website, social media, and magazine, to further promote its brand culture.

Schlüsselwörter (Keywords)

This paper focuses on brand culture, brand identity, brand loyalty, cultural association, sports marketing, Red Bull, and customer engagement.

Excerpt out of 6 pages  - scroll top

Details

Title
Creating a Brand Culture and Brand Campaigning
Subtitle
The Case of Red Bull
College
Swansea University
Course
Strategy, Marketing and Branding
Grade
1.3
Author
Lioba Frings (Author)
Publication Year
2015
Pages
6
Catalog Number
V511820
ISBN (eBook)
9783346092489
Language
English
Tags
creating brand culture campaigning case bull
Product Safety
GRIN Publishing GmbH
Quote paper
Lioba Frings (Author), 2015, Creating a Brand Culture and Brand Campaigning, Munich, GRIN Verlag, https://www.grin.com/document/511820
Look inside the ebook
  • Depending on your browser, you might see this message in place of the failed image.
  • https://cdn.openpublishing.com/images/brand/1/preview_popup_advertising.jpg
  • Depending on your browser, you might see this message in place of the failed image.
  • Depending on your browser, you might see this message in place of the failed image.
  • Depending on your browser, you might see this message in place of the failed image.
  • Depending on your browser, you might see this message in place of the failed image.
Excerpt from  6  pages
Grin logo
  • Grin.com
  • Payment & Shipping
  • Contact
  • Privacy
  • Terms
  • Imprint