Publicação
How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Soares, Raquel Vanessa Reis Silva Ferreira | |
| dc.contributor.author | Dias, Francisco Miguel Gonçalves Martins Carvalho | |
| dc.date.accessioned | 2024-02-23T15:56:39Z | |
| dc.date.available | 2024-02-23T15:56:39Z | |
| dc.date.issued | 2024-01-30 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | This research explores the dynamic interplay between brand-centric marketing, experiential marketing, and consumer engagement, drawing practical insights from a comprehensive case study of Red Bull. Grounded in a robust theoretical framework, the study investigates how successful brands prioritize brand association over tangible product features, shedding light on the strategic intricacies that underlie enduring consumer loyalty. The comprehensive analysis of customer interviews, utilizing Leximancer software, unveils the nuanced dimensions of Red Bull's marketing strategy. Participants consistently associate Red Bull with a spectrum of concepts, transcending the confines of a traditional energy drink. Emphasizing "energy," "campaigns," and a distinctive image, by customers, the study reveals Red Bull's successful differentiation from product-centric paradigms, aligning with theoretical perspectives on brand-centric marketing. Thematic exploration delves into the resonance of achievement, athlete endorsements, and emotional connections. Red Bull strategically transcends traditional marketing boundaries, focusing on creating memorable experiences that align with contemporary trends in experiential marketing. This aligns with the literature on consumer engagement, highlighting the multidimensional construct that influences perceptions of brand authenticity. The theoretical implications drawn from the literature review find resonance in Red Bull's practical application, emphasizing the evolving landscape of strategic marketing. As this research focuses on the Red Bull case study, it seeks to contribute to a deeper understanding of successful brand positioning, providing actionable insights for marketers in the modern era. Future research directions are also presented at the study's conclusion. | pt_PT |
| dc.identifier.tid | 203527895 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/164032 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Brand-Centric Marketing | pt_PT |
| dc.subject | Brand Personality | pt_PT |
| dc.subject | Brand Associations | pt_PT |
| dc.subject | Red Bull | pt_PT |
| dc.subject | Marketing Strategy | pt_PT |
| dc.subject | Consumer Perceptions | pt_PT |
| dc.title | How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |