Red Bull Brand Issues - Case Study Example

The responsibility for the success of the world's No. 1 energy drink is shared by the company's 7,758 employees around the world (compared to 6.900 in 2009). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria” (Red Bull, N.D., par. 3). The case study hereby aims to proffer issues pertinent to a comprehensive evaluation of the marketing program designed specifically to enhance the brand image of Red Bull and to maintain and sustain market leadership.

The case study was able to achieve its objective of exploring the comprehensive details of Red Bull’s branding strategies. The highlights of the discourse would reveal that through Red Bull’s strategy not to select a specific target market, it was able to design programs pertinent to product, packaging, place, price, and promotions that apply to a diverse clientele. The need to maintain and sustain marketing momentum through brand extension and awareness of competitors’ strategies, coupled with extending to non-drink markets have been positively instrumental in reviewing its positioning and acquisition of an innovatively different marketing focus. Finally, through point-of-purchase strategies, deemed to be the most effective for brand recognition and building brand equity, Red Bull continues to effectively establish global leadership in the energy drink market.