At this level, I found that it would be relevant to
establish a list of values to which people associate each of our 2 brands.
Therefore, I realized a survey. Here are some interesting results, when it
comes to comparing some key attributes:
-
Extreme sports
People make automatic associations with Red Bull. It
is a core characteristic of the brand. As for Powerade, people seem a bit lost,
maybe because of a lack of awareness.
-
Innovation
In terms of innovation, the perception of Red Bull
and Powerade is patchy. For Powerade, it may refer in customer minds to the product's healthy benefits, whereas it could mean brand image for Red Bull.
-
Party VS Danger
Powerade |
Red Bull |
Waterade |
Red Bull |
Why choosing these 2 opposite characteristics?
Because Red Bull is clearly perceived as party-oriented and dangerous. Obviously,
the brand is still associated with hard-partying and binge-drinking. It suffers
a bad reputation from scientific studies about Red Bull consumption impacting
health. It is not the case for Powerade, which is better perceived.
-
Surpassing yourself and Exploit
Waterade |
Red Bull |
Waterade |
Red Bull |
It is commonly admitted that both brands help people
perform better. Surprizingly, when talking about Exploit, Red Bull is more
recognized. Actually, the healthy part is clearly obliviated. People use Red
Bull to stay awake and vivacious as long as possible. The sports meaning of
Exploit is less obvious when it comes to compare drinks that provide energy to
consumers.
-
Fun
Waterade |
Red Bull |
Red Bull clearly wins.
To resume...
Red Bull: Strong image, Well-known attributes, Party, Fun, Idealistic, ”Dream bigger”...and couldnt-give-a-damn attitude!
Powerade: Elitist, Serious, Rigorous, Healthy, “Listen
to your body”...and act responsibly!
Pierre