Branding and Branding Management

According to AMA “A brand is a customer experience a represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme, brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relation to its use and through the influence of advertising, design, and media commentary.”

 “A brand often includes an explicit logo, fonts, color schemes, symbols, sounds which may be developed to represent implicit values, ideas, and even personality.”

The intense promotion of Red Bull has not only established the brand but also driven the growth of the market of energy drinks as a whole. Within its target group the brand awareness is significant.  
The brand equity has developed during a number of years and is very hard to copy. They have managed to build an authentic, credible and qualitative brand which consumers have been willing to pay a premium for. Their advertisement through extreme sport events and similar opportunities has through its unexpected and outstanding approach established the Red Bull brand awareness.  

Red Bull is a powerful global brand, and is THE largest selling energy drink in the world. Its logo of the two bulls locking horns is explicit and has a red color scheme to it on a blue and silver backdrop.

Major elements which a Brand should convey:-

Brand Equity: It is the added value endowed on products. It is reflected in the way consumers think, feel and act with respect to the brand, as well as in the prices, marker share and profitability the brand commands for the firm.

Brand Promise: Is the marketer’s vision of what brand must be and do for its consumers. What benefit it going to give to the customer so that they feel like associated with the brand. For Red Bull, its focus will be to provide their consumer with superior taste and energy. They associate this to their tag line of ‘red bull gives you wings!”

Brand Awareness: In the case of Red Bull, it is necessary to convey existing and prospective customers of its existence as the best-selling and most effective energy drink. This is done by Red Bull with the help of various services or promotional activities like sampling (red bull girls giving free samples) and sponsorship of events.

 Brand Attitude: A brand should follow the attitude of a problem solver or problem avoider. Red Bull has maintained its status among the consumer base by keeping their flavor unique.

 Brand Purchase Intention: Red Bull has an effective marketing policy that attracts new and keeps existing customers. For this they offer some things that are superior to any of the competitors, which are as follows:

·        Variety

·        Taste

·        Quality

·        Ingredients