A Truly Global Brand
The “Red Bull Story” is a topic of study at numerous universities and of frequent discussion among academics. Various institutions regularly attempt to determine the monetary value of Red Bull. While that’s all very nice, Red Bull itself does not get involved in such speculation. What counts is what the consumer envisions about Red Bull when he holds a can in his hands.
And this, thanks to strong marketing efforts, sets Red Bull distinctly apart from all its competitors. “Often copied, never equaled” sums up the competitive situation.
Der Kunde sitzt weiterhin auf dem Fahrersitz
DEUTSCHER MARKETINGPREIS - 25 OCTOBER 2001
