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How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
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Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Brand-Centric Marketing Brand Personality Brand Associations Red Bull Marketing Strategy Consumer Perceptions