QUESTION NO1:

Based on your understanding of the personality attributes influencing consumer behavior,

describe how consumers identify themselves with the brand personality of Red Bull? What goals
and values are the consumers of Red Bull trying to achieve?

ANSWER 01:
Red Bull is not just a product but it’s a brand, a personality. It is one of the few brands that has
been able to create a human personality associated with its name. Red bull serves to reflect
symbol of the self to the consumer. Red Bull Consumers use brands as medium to express their
self-identity. This identity can be either their actual identity or a preferred or ideal self which
they desire. As we can see the logo of Red Bull has two bulls facing each other ramming into
each other which portray energy and audacity. Which is what man wants to be, with full of
energy and manly.
Red Bull has created the sense of belonging between consumer and the brand. Red bull does not
bring the product to customers but brought customers to the product. They associate themselves
with experiences and events that are popular with their target customer and thereby created a
unique brand identity. Red Bull’s core values include people and creative ideas, expedition, and
adventures. Now, the consumers are familiar and consider themselves part of the brand. They
want to live an energized life, with lively culture which considers adventure as their main aspect
of life. Red Bull give them wings because these people believe they can fly.

QUESTION N0. 2:
Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that
Red Bull associates itself with, is there a single way to define the Red Bull lifestyle?

ANSWER 02:
Red Bull’s lifestyle is all about thrill. Why is it considered lifestyle brand? First of all, Red Bull
is an energy drink and first of its kind. Red Bull emphasize on audacity and adventures life. They
conducted 134 events up to date to engage its users. Red Bull Flag tag is one of their popular
annual events, and the participants live the brand’s slogan. They embrace people from the age of
18-35 and conduct events which are extreme, consist of sports, music and art. Red Bull offers a
lifestyle that many would like to have which is adventure. Adventure life is full of heroic moves
and experiences which is what exactly Red Bull is about. I said earlier Red Bull is not focusing
on its product but on its brand. People believe holding a Red Bull can itself would make
themselves feel dignified. It has been incorporated into their lifestyle just like owning a luxury
mobile or watch. Red Bull also started Media house in 2007 to offer its followers more options
to know and experience the Red-Bull lifestyle. The best word that suits red bull is content
marketing leader. They have transcended their energy drink product and became full-fledged
creator of its own brand experience.

QUESTION NO. 3:
Discuss the product complementarity of Red Bull’s energy drink and media house. Do you think
that Red Bull as a lifestyle brand is strong enough to venture into publishing extreme content?
What does this mean for its original product and the rising competition itis facing in different
global markets?

ANSWER 03:
As I have mentioned earlier, Red-Bull the brand has transcended its product when it came up
with the idea of having a media house to print, telecast its work through television, online and
feature films. I believe it’s enough because it has instilled its brand in everyone’s mind through
its extreme content. People no longer look at its energy drink, but at its brand. Red bull has
created efficient value chain through its brand. Red Bull differentiated itself from competitors
through its loyal customers. So, this does not get affected by the rising competition because they
have own loyal customers. Red Bull’s energy drink is not the competition here but its brand.