The document provides a summary of research conducted on the Red Bull energy drink brand. It includes an agenda, findings from secondary research on brand equity aspects of salience, performance, imagery, and judgment. It outlines a survey research design and results related to brand associations. It also summarizes research from a ZMET study, including design, results on loyalty, imagery, judgments, and mental maps. Key findings include high brand awareness, associations with caffeine and the "Gives You Wings" slogan, imagery of partying and extreme sports, and feelings of excitement, empowerment and community.

1. Alessandra FerrazziAngel LeeAllyson ListerSimon MontgomeryColin PercyDrew SchmidtSantiago Strasser

2. Agenda

3. Red Bull Milestones Timeline

4. Function of Secondary ResearchUsed to support our idea of Red BullHits strongly on two aspects of the brand equity:Pyramid Salience & Imagery but could reach as high as Performance & JudgmentInexpensiveFastCredible sources

5. Findings from Secondary ResearchSalienceNumber 1 in the marketPerformance40% drink energy drinks due to tasteMany reviews also note bad taste of Red BullImagery“Extreme” and “Daring”Judgment/FeelingsNo explicit information in secondary researchResonanceLifestyle brand

6. Survey Research Design

7. Survey Research Design

8. Survey ResultsSalience98% have heard of Red Bull before10% associate Red Bull with energy drink categoryPerformance90% rated a “strong” or “fairly strong” association of caffeine with Red Bull80% rated a “strong” or “fairly strong” association of “Gives You Wings” with Red Bull4.2% thought of “expensive” when thinking of RedBull

9. Survey ResultsImageryRed Bull and alcoholVodka (8%), drinking (5%), Jaeger bombs (4%)JudgmentVery Satisfied (13%) & Satisfied (35%)Neutral (41%)Feelings/ResonanceNo major findings from our survey

10. Brand Concept Map“Gives You Wings”CaffeineOther Physical Aspects:Sugar

11. Sweet

12. Unhealthy

13. Good/Bad TasteBrand Related Aspects:Expensive/Premium PricingRed BullEnergyDrink(ing)Drinking Related Aspects:Vodka

14. Jaeger bombs

15. Mixing with Alcohol

16. Party

17. SportsEnergy Related Aspects:Extreme

18. Awakening