Red Bull and customer acceptance

Let's have a look at the CBBE pyramid of Red Bull...

The salience of Red Bull is the energy drinks, the products.
 

The imaginary of Red Bull is extreme sports. They sponsor lots of extreme sports events in order to root in the customers mind  that they are associated with. And do not forget the bull itself, which is present as a symbol of fierce energy and strenght.
 

The main performance claimed by Red Bull is providing energy. The Red Bull drinks are full of cafeine, taurine and so on, in order to allow their drinkers accomplish exploits or stay awaked all night long.
 

The feelings that this brand evokes for the customers are fun, freedom and excitement with the large participation to extreme sports events. The fun feeling is conveyed by their ads or commercial for the consumers. It is also important to say that, among customers, some of them are aware of the part of danger that represents over-consumption. But it is not a deal-breaker.
 

The affective reactions of the consumers thinking about Red Bull convey a feeling of superiority. Red Bull helps you to surpass yourself with the promotion of extreme experiences. Indeed, in term of spontaneous notoriety they are top mind, their communication is the best one among other energy-drink brands.
 

Finally the resonance of Red Bull is composed by loyalty, attachment and engagement. As we said in a previous article Red Bull has a strong brand community and people are really fan of this brand.

Red Bull is definitely a lovemark and perfectly personnify the concept of "love beyond reason".

Source : http://www.marksherrington.com/downloads/Brand%20Planning%20eArticle.pdf
 

Louise