This document discusses Red Bull's unconventional branding strategies. It notes that Red Bull targets 16-29 year old males and spends 20-40% of profits on marketing. Red Bull is known for sponsoring extreme sports events like the Red Bull X Fighters competition and producing media through Red Bull Media House. While this branding has led to nearly 50% market share for energy drinks, it has also resulted in some controversy over extreme sports deaths and a limited approach to other markets. The document concludes that Red Bull has created a very clear brand message through its intense focus on image and tying all messaging back to that image.

1. Red Bull : BRANDING
By Danielle Simpson
B00269344

2. • What makes their branding so different
• Examples of their methods
• Consequences of their branding methods
• Conclusion
In this presentation I am going to look at…

3. Why this topic?
Red Bull is one of the best examples I have seen of Branding!

4. Market
16-29 year old
Male
Red Bull
Product
Red Bull
Red Bull – Sugar Free
How
Use 20%-40% of their
profits on Marketing

5. How often have you seen a Red Bull commercial?
Billboard?
You Tube advert?

6. How often have you seen Red Bull do this?

7. is the event…not the sponsor!
is the show…not the commercial!
RED BULL

8. Example 1 : Red Bull X Fighters

9. More Extreme?

10. They are not done yet…
Red Bull Media House
Student Brand Ambassadors
Red Bull Promotional Vehicle Campaign

11. Consequences - Controversy
• Extreme sports deaths
• Limited product development
• Limited attempt to reach other markets

12. Conclusion
• Red Bull currently holds nearly 50% of the energy drink
market.
• They are a formidable rival
• By remaining so focused with their image they have a very
clear message.
• Although they are involved in many sports and media
production everything goes back to the same message.

13. References
Bendlova, S. (2014) Marketing Management & Strategy – Case Study: Red Bull [Online] Available:
(http://www.academia.edu/7971507/Marketing_Management_and_Strategy_-_Case_Study_Red_Bull [22
October 2014]
Levinson, J (2012). Guerilla Marketing. 4th ed. London: Piatkus.
O’Brien, J. (2012) How Red Bull Takes Content Marketing to the Extreme [Online] Available:
www.mashable.com/2012/12/19/red-bull-content-marketing/ [22 October 2014]
Red Bull Jobs (n.d.) Student Brand Manager – Marketing [Online] Available:
http://jobs.redbull.com/nz/ja/student-brand-manager-5056 [23 October 2014]

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FREE Red Bull
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