Concept Of Brand Image And Brand Equity For Red Bull

After three years of testing red bull launched in austria but the two businessmen had doubters.

Concept of brand image and brand equity for red bull. Positive brand image is exceeding the customers expectations. The red and blue colors of red bull colors are full of meaning. To sum up brand image is the customer s net extract from the brand. Red bull continues to effectively apply keller s concept of customer based brand equity cbbe.

Beyond the products consumers associate the brand with youth venture and liberty. Indeed red is the color of life and vitality but also passion and lust. According to keller 2008 p 53 brand equity is the strong favorable and unique brand associations in the memory of customers. Explain why red bull s global marketing activities are so heavily invested around extreme sports and events that are associated with excitement and movement.

The red bull has adopted the catchy phrases logos and sponsorship to get the highest brand equity. There are numerous brand equity sources for red bull. Here the salience of red bull is clearly associated with the blue and white can that contains energy drinks. And 2 brand image.

Key difference brand equity vs brand image the difference between brand equity and brand image lies in the broadness of each concept. Sources of brand equity for red bull. That is the depth and breadth of brand awareness. Its slogan is red bull gives you wings which is unique and attractive especially for youngsters.

The brand awareness source for red bull brand equity. Cbbe involves understanding the needs and wants of consumers and organizations and devising products and programs to satisfy them are at the heart of successful marketing keller 2013b. Positive brand image enhances the goodwill and brand value of an organization. Blue is the emblem of strength confidence and youth.

Brand image is the objective and mental feedback of the consumers when they purchase a product. The tonic was supposed to help keep drinkers awake and alert. How red bull got started. In fact through red bull s appealing catchphrase red bull offers you the wings the product is widely undisputed.

Explain the concept of brand image and brand equity for red bull. Once more red bull insists on its values and core ideology go strong. Red bull has emerged as the most acknowledged leader in the category of energy drinks. He goes on to identify p 54 two sources of brand equity.

Red bull has well defined tactics for both sources. When you ask people to talk about this particular brand they will first talk about the drink and right after about the catchphrase that is also well known by the public. Identify at least five examples of brand extensions and co brandings that disney has implemented besides disney parks.