Pick a brand. Evaluate how it leverages secondary brand association.

Can you think

of any ways that brand could more effectively leverage secondary brand
association?

Red Bull
 THE ANSWER
Meaning of Secondary Brand Association
Secondary association on the other hand is more of a branding-marketing function. It
transfers the qualities/equity of other entities to the brand in question. Consider a
commodity like salt. One can argue that iodized salt is iodized salt and while one can
double filter it and another triple filter it, the two salts cannot be too different. But
when one of them is Tata Salt and the other Dandi Namak one would tend to think of
the former as of better quality. This is a classic case of the secondary association:
Tata’s reputation of quality being transferred to the salt.

THE IMAGERY AND JUDGEMENTS & FEELINGS OF REDBULL

 CBBE MODEL OF REDBULL

COMPETITORS OF REDBULL

Article & Summary of responses: Theresa

https://gladyscarponcin7.wixsite.com/redbull-vs-monster/comparison
 POP & POD

Point of parity: -
 Associated to adrenaline and activities that need efforts
 brand ambassadors
 Ingredients
 Taste
 Community base
 Efficient Distribution channel

Point of differentiation: -
 Wider span of sponsoring
 Redbull sponsors extreme events
 Strong Social network
 Strong brand association as an experience taking and daring energy drink.
 Launches the varied range of limited-edition drinks like no other brand

THE SECONDARY BRAND ASSOCIATION OF THE REDBULL

 The Red Bull brand is all about energy and excitement, and they make great use of
brand association to reinforce that image. To do this they sponsor an enormous range
of sports, including mountain biking, BMX, motocross, windsurfing, snowboarding,
skateboarding, kayaking, rowing, wakeboarding, cliff-diving, parkour, surfing,
skating, freestyle motocross, rally, Formula 1 racing.
 Having started out as an energy drink, they have followed their slogan of “red bull
gives you wings” and have become associated with all things fast and dangerous,
rather than trying to extend their product range on the beverage market, their strategy
has revolved around the association between Red Bull and extreme sports
 Red Bull have managed to associate their drink by advertising and sponsorship of
these events to actually engineering vehicles, such as their championship winning F1
car, to take part in the competitions themselves
 This association that Red Bull carries with fast and furious events can be shown to
have an affect psychologically too.
  Brasel and Gips (2011) conducted a study where participants had to take part in a
virtual racing car game. They found that participants would drive faster and more
reckless when Red Bull’s logo was displayed on the cars. This can be used as
evidence that the association Red Bull are now seen as a brand of speed and
competition, which is extraordinary considering they primarily produce energy drinks.
  Not only does this association strengthen the brand through being associated with cool
and dangerous events such as sky-diving, mountain bike racing and skateboarding, it
creates a path for Red Bull to extend their brand and enter the market of extreme
sports with a highly credible reputation behind them.

The co-marketing of Redbull: - Red Bull & GoPro

THE STRATOS CAMPAIGN OF REDBULL

While GoPro has the tech to help athletes and adventurers film their stunts, Red Bull uses its
experience and reputation to run and sponsor events. So, it seems only natural that they
teamed up by using GoPros to film action sports at events run or sponsored by Red Bull.
 CELEBRITIES’ ENDORSEMENTS: -
 Max Verstappen | Formula 1.
 Kris Bryant | MLB.
 Dominic Thiem | ATP Tour.
 Beauden Barrett | Mitre 10 Cup.
 Paul Rabil | PLL.
 Breanna Stewart | WNBA.

MY ADD-ONS AS A SECONDARY BRAND ASSOCIATION.

 Today is the time of the Technology and the places can be defined by their prevailed
state of the technology. Like made in Germany or made in Japan will be perceived as
a high quality.
 Redbull makes brand association as extreme sports drink.
 Now They can go for the Technological advanced and extreme sports Drink. Suppose
if they advertise “Today we are presenting you all the formula based Triple Filtered
Taurine Engineered in Japan energy drink which will gives you wings to experience
the Very Extreme Sports with no health side effects.”
 As a Co-marketing they can go with NASA to create the Strong Brand Equity.
 If Redbull Wants to Carter the more Audience then they can take the elite athlete of
the specific Sports who have wider acceptance and followers to create the Better
Brand Equity which will help the Redbull to get the better Brand imagery & judgment
and Higher Brand Resonance.
 Example: - Redbull can go to the Virat Kohli If Company wants to carter the Indian
audience via cricket sports to be perceived and accepted in a better way by those
specific Audience.