Brand management, Product management, Marketing

Red Bull has multiple sources of brand equity that come from having a well-known and recognized brand with considerable recognition and recall (Holehonnur, Hopkins, Fine, 2009). Sources of this equity include the heavy investment in advertising content that has been created for television, print literature, radio advertisements, event marketing, and even sampling efforts for consumers to taste the product (Keller, 2008). Though it is not the advertising itself that contributes to the equity, it is the impact of this dedicated promotional activity that gives Red Bull much more brand loyalty and recognition. The presence of this energy drink in desired consumer markets has made Red Bull stand out over other energy drink marketers by appealing to their emotional and/or psychographic