This paper provides a case analysis of energy
drinks manufacturer Red Bull as a leading
sport entrepreneurial brand, highlighting the
brand's emergence in sport through six key
strategies pursuing new methods of production,
new sources of supply, new products or services,
new markets, new forms of organisation and
utilising innovative marketing strategies,
philosophies or techniques. The case identifies
key concepts behind the growth and development
of the Red Bull brand, and highlights the
use of sport and innovative marketing and
branding strategies as integral steps in building
the company into one of the largest, most
diverse sports empires worldwide. Tlie paper
concludes by offering a number of implications
for Red Bull and other brands seeking to replicate
Red Bull's success, outlining a number of
strengths and potential shortcomings of the
brand's strategy
This paper provides a case analysis of energydrinks manufacturer Red Bull as a leadingsport entrepreneurial brand, highlighting thebrand's emergence in sport through six keystrategies pursuing new methods of production,new sources of supply, new products or services,new markets, new forms of organisation andutilising innovative marketing strategies,philosophies or techniques. The case identifieskey concepts behind the growth and developmentof the Red Bull brand, and highlights theuse of sport and innovative marketing andbranding strategies as integral steps in buildingthe company into one of the largest, mostdiverse sports empires worldwide. Tlie paperconcludes by offering a number of implicationsfor Red Bull and other brands seeking to replicateRed Bull's success, outlining a number ofstrengths and potential shortcomings of thebrand's strategy
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