Marketing Analysis: Red Bull Brand, STP, and Brand Extension
VerifiedAdded on 2022/12/29
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AI Summary
This report provides a comprehensive analysis of the Red Bull brand, examining its core marketing concepts. It begins by defining the concept of a brand according to Dave Aaker and brand extension according to Philip Kotler. The report then delves into the Kapferer's Brand Identity Prism model, illustrating how Red Bull's physical attributes, culture, personality, and consumer relationships contribute to its strong brand identity. Furthermore, the report outlines the STP (Segmentation, Targeting, and Positioning) model for a new Red Bull product (supplemental pills), detailing demographic, psychographic, and geographic considerations. It also covers the product's positioning, marketing strategies, and promotional activities using digital platforms and sponsorships. Finally, the report includes references to books, journals, and online sources used in the analysis.
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