Building Brand Architecture Report: Coca Cola and Red bull

Introduction
This report builds and examines the brand architecture of two brands – Coca Cola and Red bull - in the
beverage market i.e. soft drink and Energy drink. The two brands are chosen as they compete in very
similar markets and yet have very different brand personalities. Coca Cola and Red bull are among the
most valuable brands in the beverage market, and this report will bring out the stark differences in the
brand architectures of these two brands. The goal is to observe how consumers can have vastly different
perceptions of and relationships with very similar products owing to the differences in brand
architectures.

Brand Architecture
The first step is to develop brand pyramids for both brands.

➢ Brand Architecture for Coca Cola

Brand Essence - Joy, Relationship

Brand Personality - Reliable

Emotional Benefits -
Happiness,love,sharing, caring

Product Benefits - Refreshments

Product attributes - Soft dink,

different taste, cola, iconic bottle.
 ➢ Brand Architecture for Red Bull

Brand Essence - Wings/Adventure

Brand Personality - Games/Free

spirit

Emotional Benefits -
Awake,Fun,Endurance

Product benifits - Energy

Product attributes -Sleek, taste

different, tall and narrow can

Brand Comparison
As we can see both brands compete in very similar markets. Also both brands put a focus on their
product taste and product quality. However, the differences in the brand personalities appeal to very
different target audiences in the same market. Coca-Cola’s target consumer audience is much more
broad and the company tries to appeal to every demographic. Coca-Cola tries to be as family-oriented as
possible.

On the other hand, Younger consumers have been the primary consumers due to their taste and image
characteristics. They often reach out to their audience during extreme sporting events. Red Bull stays
relevant in the sporting world by attending sporting events and advertising there.

Red Bull has a high price in its category due to its high comparative quality. The consumers are ready to
pay more for its high comparative quality.

Coca Cola's objective is to target every consumer of the country so Coca Cola has to set its prices at such
a level which no one can offer to its consumers. The drink also enjoys a high consumer loyalty. If we see
Red bull’s products are costlier than Coca Cola but Coca Cola’s sales volume is higher than the Red bull
because it targets everyone. So one company is focusing on product margins and another company
focusing on the sales quantity. Thus both brands serve the company’s goal of revenue share through
different drivers.
Brand Value
According to Forbes Coca Cola ranked 6th as the most valuable brand in its 2019 world’s most brand
rankings with the brand value of $ 59.2 B. Whereas Red Bull ranked 71 with brand value of $ 9.9 B.

But if we see the both company in beverage market Coca Cola ranked 1st and Red Bull stands at 3rd
number.

Each Brand Strength factor represents a potential lever of growth. A Brand Strength evaluation uncovers
the biggest brand opportunities and risks within their business. Coca Cola’s Innovation, Customers
response evaluation, building brand loyalty among many others helps to build the brand value.

The differentiation and brand positioning has proved successful as justified by worldwide expansion and
increased sales turnover over years for Red bull’s. Red Bull's unique and innovative products required a
unique communication and marketing strategy-and this is what Red Bull went for to increase their brand
value.

Sources Consulted
As referenced in the footnotes.

https://www.mydrinkbeverages.com/top-10-most-valuable-beverage-brands

https://www.forbes.com/powerful-brands/list/3/#tab:rank