Red Bull has created a unique position of being at the top of the world of extreme sports, they have made themselves ‘the ones to whom others turn for advice and information’ (AMA, 2017). They now informally influence the attitudes or behaviour of millions through the sponsoring, hosting and creating sporting events and athletes (Schiffman, O’Cass, Paladino & Carlson, 2014)
In the case of Cliff Diving, they are organisers of the worldwide recognised cliff diving world series, they are literally the leading opinion of the top competition in the sport (Red Bull Cliff Diving, 2018).
As well as events, Red Bull has also become the opinion leader in the world of extreme sports and regular sports through sponsoring top athletes in many different disciplines. Now with dozens of top sponsored athletes, the flow on effect is that it accesses the followers of everyone one of these athletes who, in turn, view Red Bull as a brand worthy of following (Red Bull, 2018).
Experiential consumption can be defined as ‘the experiences consumers have while using, consuming, and possessing market offerings’ (Lofman, 1991). Red Bull’s predominant way of creating positive experiences associated with their name is sporting events.
Red Bull has created an event named after the German word for ‘flying day’ which has since spread across the globe (Red Bull, 2018). A seemingly novel concept creates a party-like atmosphere and ultimately a positive opinion towards Red Bull who’s logo cannot be missed by anyone at the event.
Red Bull have also rejuvenated sports, including the oldest extreme sport in the world, cliff diving (Red Bull Cliff Diving, 2018). The world series travels to picturesque locations and draws in crowds that enjoy a day in the sun watching death-defying jumps (Red Bull Cliff Diving, 2018).
Red Bull has not stopped with just a few events to exploit the benefits of experiential consumption, they have over 60 sponsored sports all of which have multiple events across the globe each year (Red Bull, 2018). Everyone of one these events aim to create an enjoyable experience for the crowd.
Combined, these events have the potential to impact millions of consumers yearly and lead to their association of the good experience with the Red Bull brand (Red Bull, 2018).
Brand Personality & Image
The brand personality refers to ‘the psychological nature of a particular brand as intended by its sellers’, this is how Red Bull wants to appear in the mind of their market (AMA, 2017). The image refers to ‘the perception of a brand in the minds of people’ (AMA, 2017). ‘Red Bull’s dedication to its brand image is that its own website is dominated by the sports and events it runs, and information about its own products takes on an almost secondary role.’ (Marketline, 2012, p. 2)
The brand has taken full advantage of social media when creating a brand personality that embodies their extreme sports and trending that suits a modern, predominately-younger consumer (Sanchis-Roca, Canós-Cerdá & Maestro-Cano, 2016).
Red Bull has enhanced their brand personality through the sponsoring of top athletes (Red Bull, 2018). Through association, the face and actions of athletes such as Mick Fanning and Craig Lowndes wearing the Red Bull create their ‘intended image is without question’ (Red Bull, 2018. Marketline, 2012, p. 2).
Red Bull have a created such a strong brand that in some cases the name has overtaken the product with many people being “’passionate’ about the Red Bull brand.” (Schultz, 2014). This is largely due to their social media following that approaches 50million on Facebook and they have now amassed 2.15billion views on YouTube, all reinforcing the intended view of their brand to consumers (Facebook, 2018. YouTube, 2018).
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