Brand knowledge differs from person to person, therefore there is no right or wrong.

So today we are going to explain you the brand knowledge model by keller with application
to red bull.

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So here is the model and basically everything you can see behind brand knowledge builds up
the information that flows into the general brand knowledge.

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but first of all what is brand knowledge?

Brand knowledge refers to a consumer’s understanding and recall of a brand and

its products.

It is typically concerned with the consumer’s ability to remember, say, or

associate a brand with the correct:

Brand Story and therefore knowing about the content Red Bull produces by
being subscribed to their Instagram channels according to personal preference ,
or by regularly looking at their videos on youtube. Their regular publicity stunts
and sport events also promote their customers to be aware and connect to the
brand.

Understanding red bulls Brand values is also important: they are people, ideas
and culture. This means that red bull is not only about the energy drink, but the
people behind it meaning different athletes and artists but also their community
living the red bull lifestyle by having adventures generating ideas for new stunts
and living red bulls general culture.

Being aware or able to recall some of Red Bulls partners also supports the
general knowledge about the brand. And there are lots of Companies that Red
Bull partnered up with for example with the Austrian motorcycle producer KTM
where they take part in the moto GP together or with Gopro providing the
necessary equipment to capture the amazing moments people can experience
with red bull.

Last but not least it is about knowing the actual Products of RedBull and
therefore knowing about the original red bull, but also about its sugar free
alternative and zero, the different flavored editons, their summer and winter
editions and the red bull organics line.
Customers who can recite this information are considered to have a high level of
brand knowledge.

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Next we have Brand awareness

Brand awareness is related to the strength of the brand node or trace in memory, as reflected
by consumers’ ability to recall or recognize the brand under different conditions.

It has both depth and breadth. The depth of brand awareness measures the likelihood that
consumers can recognize or recall the brand. The breadth of brand awareness measures the
variety of purchase and consumption situations in which the brand comes to mind.

In. terms of brand name awareness everybody in this room probably heard about red bull at
some point of his or her life. Even if somebody would just read the term red bull, without any
logo or design it would probably more likely get associated with the brand instead of a actual
red bull.

Also Red Bulls slogan Red Bull gives you wings is easy to recall and to some point anchored
in most customers minds. This was mainly done through the iconic cartoon advertisements
running on commercial tv.

Red Bull does not have one specific character that generates brand awareness, compared to
for example the Michelin man from Michelin, still they managed to have their cartoon
advertisements appear in a very similar style, making it easy to recognize the advertisement
from the start, that it belongs to red bull.

Lastly Red Bull´s Logo is unique and has never been changed over time, making it easy to
recall and recognize for a consumer. By constantly being exposed to their logo e.g. through
advertisements, their publicity and online content, the branding in super markets and the red
bull cars driving through bigger cities red bull´s logo leaves a huge trace in most peoples
mind.

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Brand recall is the consumers’ ability to retrieve the brand from memory when given the
product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.

To be able to recall a brand it is first important to be aware of the product, which red bull
managed great. and given a certain category it must be the first thing that comes to mind.
This is also called Top of mind awareness and indicates how impactful a marketing strategy
has been on the target audience. So it is important whenever somebody talks about a energy
drink, that red bull is the first thing that comes to mind. In terms of energy drinks red bull
definitely achieved this, because everywhere you go if you can get a energy drink it is going
to be red bull either at a super market, a gas station or a nightclub red bull is going to be
there and the first option to go with.

Also when you think about extreme sports and sponsors red bull is the first brand that
comes to mind and therefore red bull has an extremely high recall.

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Brand recognition is the consumers’ ability to confirm prior exposure to the brand when
given the brand as a cue. In other words, when they go to the store, will they be able to
recognize the brand as one to which they have already been exposed?

When you think about the last slide with brand recall the consumer had to recall the brand
by himself for a certain category e.g. energy drinks therefore it is also called unaided
brand recall.

Brand recognition can therefore also be called aided brand recall. As the brand and all its
brand elements like Name, Logo, Colors etc. are visible in this moment.

To make the recognition even easier for the customer different measures can be taken.

For example, like these pop-up product displays here. The big red bull cooler can and the
branded Red Bull race bike, but also the finishing arch make it even easier to associate the
branding and colors with red bull. Another situation where brand recognition takes place
would again be the red bull car when someone sees it driving through the city.

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Brand image is consumer perceptions of and preferences for a brand, measured by the
various types of brand associations held in memory. So the image of a brand differs from
person to person, because it is a mix of personal preference and people’s perception what
the brand can do for them, and what this means is going to be explained by lara now.