Red Bull (A)
This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.
Collection: Darden University of Virginia (USA)
Ref: DARDEN-M-0663-E
Format: PDF
Number of pages: 12
Publication Date: Jan 13, 2003
Language: English
Review date: Apr 14, 2016
What material is included in this case:
Description
This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.
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Industry Setting: Food/Beverage
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"Red Bull (A)"
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