There are many businesses in the world, all of which are motivated by the urge of satisfying their customers by what they sell, by presenting their brands in the best ways possible. On the same note, there are other several business producing almost a similar product with yet another company, meaning that as the competition on which business to sell more than the other gets stiff, each business desires to provide any possible attraction to capture a larger market share (Pun & White, 2005). Therefore, there are many brands in the market today, and as expected, each person has different taste on each brand, depending on what he or she finds interesting about it. By definition, a brand can be a name, a logo, a sentence, a symbol or word that a company uses to identify its products and to distinguish it from other companies probably making similar products, and it is protected by trademark. As stated earlier, there are many brands, but I am so passionate about Red Bull brand than any other brand in the whole world.
I am so passionate about Red Bull because of three things;
One, their slogan is not something one can easily ignore. Their slogan says “Red Bull gives you wings.” (Brasel & Gips, 2011) The slogan is naturally attractive and once a person reads that, he or she cannot ignore the urge to buy it and feel how the wings are given. The most important thing to note is that Red Bull is an energy drink, and therefore, many people who feel exhausted time and time again would love to have a taste of it, so as to “get the wings” to keep going. Besides, sportsmen and women have been given the privilege to renew their energy before and after the game, because Red Bull takes good care of them. On the same note, athletes can take as much Red Bull as they want, and this will help them by renewing their energy to run and compete with other runners. Therefore, I am so passionate about this energy drink because it displays its capability in the body even before one tastes it, and while drinking, a person can know what to expect. Again, the slogan is closely associated with marketing strategy-they attract a good number of customers just because of those words “gives you wings.” Therefore, the first approach especially by coaches and players is to buy as many Red Bull as possible to re-energize themselves anytime they want to.
Two, the manufacturers of Red Bull did not only consider making money through this energy drink, but also considered the health benefits to keep their consumers safe from diseases. Red Bull is believed to contain caffeine, and moderate intake of caffeine is healthy and safe to the body. Besides, caffeine has been associated to reduce some diseases particularly in adults such as cardiovascular disease, type 2- diabetes, in addition to Parkinson's disease. The combination of caffeine and sugar give the effect needed by the body, and to make it inter4estingm Red Bull have also manufactured a similar Red Bull which is sugar free. This means that people who are allergic to sugar, or those that do not consume sugar can also take the sugar-free Red Bull, which is believed to give life to the mind as well as the body and makes adults to go for a long time without getting tired (Candow et al., 2009). In addition to the health benefits, Red Bull boosts the reaction speed, as well as the level of performance, making it ideal to all the sportsmen and women. Again, the mental performance is boosted upon taking the Red Bull energy drink, and it is also associated with increased performance for driving, making it the best drink for drivers particularly long distance drivers. It also makes the muscles to endure for a long time and good for body health maintenance (Alford, Cox & Wescott, 2001).
Three, Red Bull is an ever active and innovative brand. After giving a good slogan with meaningful information on giving out wings, Red Bull ensures that it is ever active on displaying information related to its brand. Therefore, it organizes and supports various games with an aim of promoting its brand, together with bringing people together to celebrate their success as well as people’s talents (Drengner, Gaus & Jahn, 2008). Some of the games it organizes are;
The annual Flugtag
Music Academies and studios
Wakeboarding
Cliffdiving, and
Dj Events
Besides, it is interested in doing a research on providing a medicine for spinal cord injuries, based on Wings for life. This ensures that its not only meant to make profit by selling their brands, but also ensuring that people live a healthy and distinguished life.
The company is very much successful in building loyal relationship against different groups. This is because, the energy drink is meant for the people of all ages, races and regions, and takes care to people allergic to sugary products by producing a sugar-free Red Bull energy drink. Besides, its loyalty can be as a result of the following;
They recognize their brand via logo saturation
They engage consumers via heroicism and sportsmanship
They focus on brand recognition in one demographic area before focusing on another area
Shows videos that exploit bravely and athleticism to depict the need to drink Red Bull
Chief competitors of Red Bull are Monster and Rockstar. These competitors also offer energy drinks, but I prefer Red Bull because of the first information its can displays. There are two bulls drawn in the logo, and obviously, bull is associated with energy (Rogers, 2014). Besides, the slogan “gives you wings” also says so much about the drink, and portrays the magnitude of energy a person expects after drinking it, and those are the reasons I go for Red Bull over Rockstar and Monster.
References
Alford, C., Cox, H., & Wescott, R. (2001). The effects of red bull energy drink on human performance and mood. Amino acids, 21(2), 139-150.
Brasel, S. A., & Gips, J. (2011). Red Bull “Gives You Wings” for better or worse: A double-edged impact of brand exposure on consumer performance.Journal of Consumer Psychology, 21(1), 57-64.
Candow, D. G., Kleisinger, A. K., Grenier, S., & Dorsch, K. D. (2009). Effect of sugar-free Red Bull energy drink on high-intensity run time-to-exhaustion in young adults. The Journal of Strength & Conditioning Research, 23(4), 1271-1275.
Drengner, J., Gaus, H., & Jahn, S. (2008). Does flow influence the brand image in event marketing?. Journal of Advertising Research, 48(1), 138-147.
Pun, K. F., & White, A. S. (2005). A performance measurement paradigm for integrating strategy formulation: A review of systems and frameworks.International journal of management reviews, 7(1), 49-71.
Rogers, G. C. (2014). Red Bull–It Gives You Wings! An Examination of the Emotional Experiences That Drive the Brand for the Popular Energy Drink.Journal of Integrated Studies, 5(1).
