“Brands occupy an increasingly prominent place in […] the cultural landscape” (Schroeder et al, 2006). This is why brands need more than just their products to create a costumer base, to establish a superior position in their specific market and keep this position long-term. Red Bull does that in various ways. The brand is connected to a range of different events, sports and music. These serve as advertising and communication channels for Red Bull as well as expands the idea of their products from just drinks to part of a cultural habit. “Red Bull gives you wings” (Red Bull, 2016) is what has been used as the slogan since its energy drinks have been introduced to the market in 1987 (see Red Bull, 2016). The aspect of reaching one’s highest potential is the core motivation for making connections with the previous mentioned areas.
Table of Contents
Part 1: Critique the Strategic and Tactical Approach Taken by Red Bull in Attempting to Create a Culture for its Brand
1 Introduction
2 The Red Bull Culture
2.1 Associations with Sports and Music
2.2 TV and The Red Bulletin
3 Conclusion
Part 2: Brand Campaign Proposal
Objectives & Core Topics
The paper examines how Red Bull strategically constructs a distinct brand culture by moving beyond product-centric marketing to align itself with active lifestyles, extreme sports, and music. It further proposes a new brand campaign aimed at engaging college students and young professionals to bridge the gap between elite athletics and everyday life.
- Analysis of brand identity and cultural meaning
- Role of media channels like "The Red Bulletin" and "Red Bull TV"
- Integration of sports and music in brand communication
- Proposal for a user-generated content campaign ("I can do both")
- Strategies for enhancing consumer-brand relationship and relatability
Excerpt from the Book
2 The Red Bull Culture
In comparison to other companies and brands Red Bull focuses remarkably little on its products on their website. Articles about topics such as the Dakar Rally, iconic musicians and mountain biking occupy the most of the homepage. What is connected to Red Bull is part of a culture they create by widening the brand identity. “Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to costumers from the organization members” (Aaker, 1996). That Red Bull’s core values are based on action and strength makes connections to various sports a necessity to present the customers a certain brand culture.
“Consumers are seen to construct and perform identities and self-concepts, trying out new roles and creating their identity within, and in collaboration with, brand culture” (Schroeder, 2006:1). By creating a brand culture the customer can identify himself better with Red Bull. The brand becomes part of their identity after it became part of a certain culture. Without being established within a cultural environment a brand cannot be part of the consumers’ identities, only “if brands exist as cultural, ideological, and political objects” (ibid.) this process of being adopted into an individual’s or a certain group’s identity is possible. “In conjunction with brand identity and brand image, brand culture provides the necessary cultural, historical and political grounding to understand brands in context” (ibid.). The process of becoming part of a cultural environment is based on the brand’s identity and image. “We live in a branded world: brands infuse culture with meaning” (ibid.) and established brands are not only part of cultures but define them.
Summary of Chapters
1 Introduction: Introduces the significance of brand culture in the modern landscape and outlines Red Bull's strategy of connecting its product to diverse cultural habits and activities.
2 The Red Bull Culture: Examines how Red Bull utilizes brand identity and cultural association rather than direct product promotion to foster consumer identification.
2.1 Associations with Sports and Music: Details how the brand leverages motorsports, cycling, and music through social media and professional teams to reinforce its brand promise.
2.2 TV and The Red Bulletin: Discusses the role of specialized media platforms in integrating the brand into a wide range of lifestyle and cultural topics.
3 Conclusion: Synthesizes how Red Bull’s multi-faceted approach to lifestyle marketing builds long-term brand loyalty and deepens the relationship between the consumer and the brand.
Part 2: Brand Campaign Proposal: Outlines a strategic campaign concept targeting students and professionals to expand brand relevance beyond extreme sports.
Keywords
Red Bull, Brand Culture, Brand Identity, Marketing Strategy, Lifestyle Marketing, Consumer Identity, Brand Loyalty, Media Strategy, The Red Bulletin, Red Bull TV, Brand Promise, Sports Marketing, User-Generated Content, Campaign Proposal, Cultural Landscape
Frequently Asked Questions
What is the core focus of this paper?
The paper evaluates how Red Bull effectively creates a brand culture by aligning itself with specific values and lifestyles, moving beyond traditional product marketing.
What are the primary thematic areas explored?
The main themes include brand identity, the role of cultural environments in consumer identification, and the tactical use of media channels to communicate brand values.
What is the primary objective of the proposed brand campaign?
The objective is to make the brand more relatable to students and young professionals by highlighting the "I can do both" philosophy, connecting academic/professional life with athletic aspirations.
Which scientific methodology is applied in this analysis?
The paper utilizes a qualitative analytical approach, applying theoretical concepts of brand culture and identity (drawing from authors like Aaker and Schroeder) to evaluate Red Bull's current marketing practices.
What does the main body of the text cover?
The main body critiques current Red Bull marketing strategies, analyzes their cultural footprint through media and sports, and proposes an actionable campaign to expand their target audience.
Which keywords best describe the paper's essence?
Key terms include Brand Culture, Brand Identity, Lifestyle Marketing, Consumer Engagement, and Tactical Marketing.
How does the proposed campaign address the criticism that Red Bull is only for extreme athletes?
The campaign focuses on amateur athletes who balance regular careers or studies, showing that the brand provides energy for "thinking and doing" in everyday life, not just for extreme activities.
Why is the "I can do both" slogan central to the proposal?
The slogan serves as a bridge, allowing the target audience to identify with the brand by recognizing their own multi-faceted lives as both productive students/professionals and active individuals.
What role does the voting process play in the proposed campaign?
The voting process is designed to turn the audience from passive viewers into active participants in the brand's culture, creating a stronger, more personal bond with the brand.
- Quote paper
- Lioba Frings (Author), 2015, Creating a Brand Culture and Brand Campaigning, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/511820
