소개글
레드불 브랜드 관리(영문)에 대한 자료입니다.
본문내용
1. Describe Red Bull's sources of brand equity, Do these sources change depending on the market or country?
Red Bull is different from other soft drinks in the way that their main purpose of product isn't quenching thirst or taste itself. Therefore they make new category 'functional energy drink' and sources of brand equity focus on this functional factor.
(1) Price : Premium pricing strategy
The company set a price at least 10% greater than the most-expensive competitor in order to maintain a "best of class" positioning. It gives trust to customers.
-> Establishing a brand image : Trust, Different, Premium