By Chase Patton
Red Bull, through its brand name, logo, and slogan have successfully positioned themselves in their industry and have created a strong image for their brand. Red Bull has long been known for its famous “Red Bull gives you wings” slogan. The phrase offers a product that gives you “wings” or the energy needed to get through the day.(Bergstrom,2024) Rebull’s unique name and logo have long left them to be a recognizable part of culture. The Red Bull symbol is meant to represent work ethic, with the bull signifying strength, confidence, stability and stamina. (Rosie,2024)
Red Bull has successfully branded itself into one of the most popular energy drink brands in the world, with 12.670 billion cans sold in 2024.(Red Bull,N.D) Red Bull has become well known for its extreme sports sponsorships, celebrity endorsements, and creative advertisement methods. These advertisements are often concluded with the famous ” Red Bull Gives you Wiiings” slogan, and a shot of their logo, paired with their utilization of unique color schemes for different flavors, but also always having the logo present on cans has created a strong sense of brand recognition for consumers. The brand as a whole has become so recognizable to the consumer, that even those who are not energy drink consumers will be familiar with the name, logo, and slogan.
Importance of Differentiation
Differentiating your product from the competitors is essential to building a brand. Going up against energy drink giants such as Monster, Red Bull needs to set themselves apart from the competition. Points of Parity are characteristics that make a brand a member of a category. Red Bull falls under the category of an energy drink due to it’s caffeine content, and energy boosting ingredients. Red Bull has long been one of the most popular energy drinks in the world, and has made its mark by it’s involvement in extreme sports, such as their F1 team. Brands like monster have attempted to follow Red Bulls lead, such as becoming the official energy drink of the UFC. Red Bull has become a leader in innovation of product, and marketing in the energy drink industry.
Points of differentiation are factors that make a brand unique. Red Bull has long offered a variety of different sized cans, unique original flavors, and customized cans with the logo even carved out of the tab in their cans. Red Bull markets themselves to students, athletes, and all individuals as a substitute for traditional means of energy such as coffee. Red Bull’s unique marketing strategy with humourous animations has been a staple in their branding. Red Bull has been very successful in their attempts to set themselves apart from their competition and continue to be an industry leader
Sources
Bergstrom, B. (2024, October 30). Red Bull Marketing Strategy: The 9 Ways Red Bull changed the Marketing Game. CoSchedule Blog. https://coschedule.com/marketing-strategy/marketing-strategy-examples/red-bull-marketing-strategy
Rosie. (2024, June 11). The Red Bull logo and the history of the company. Hatchwise. https://www.hatchwise.com/resources/the-red-bull-logo-and-the-history-of-the-company#:~:text=If%20you%20didn’t%20know,a%20well%2Dchosen%20graphic%20design.
Red Bull Company: Giving wiiings to people & ideas. Red Bull Company: Giving Wiiings to People & Ideas. (n.d.). https://www.redbull.com/us-en/energydrink/company-profile
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