Perceived values and points of differentiation

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

 

Powerade

Red Bull

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

 

Powerade

Red Bull

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