As previously highlighted, the Red Bull brand has been built on the basis of perse verance and masculinity, characteristics readily apparent in the brand's rashed I e event. Up until 2009, the sport was men only, reinforcing the ma culine image of the brand; however, the event's focus going forward has shifted, and organisers have extended their target market accordingly, inviting women to take part in the forth coming 2011 rashed Ice event. Perhaps the most revealing characteristic of Red Bull and its utilisation of the Crashed Ice event as a means of brand development, however, has been the relationship fostered between the event and spectators. It costs Red Bull hundreds of thousands of dollars to stage uch an event, and yet the live event is free of charge to pectator . For an event that generates live audiences ranging between 20,000 and 70,000 people, admissions revenues alone could cover the cost of staging the event; however, it is clear that, as with the many other facets of the Red Bull sporting empire, building a positive brand image i the most important a pect of any venture.
As previously highlighted, the Red Bull brand has been built on the basis of perse verance and masculinity, characteristics readily apparent in the brand's rashed I e event. Up until 2009, the sport was men only, reinforcing the ma culine image of the brand; however, the event's focus going forward has shifted, and organisers have extended their target market accordingly, inviting women to take part in the forth coming 2011 rashed Ice event. Perhaps the most revealing characteristic of Red Bull and its utilisation of the Crashed Ice event as a means of brand development, however, has been the relationship fostered between the event and spectators. It costs Red Bull hundreds of thousands of dollars to stage uch an event, and yet the live event is free of charge to pectator . For an event that generates live audiences ranging between 20,000 and 70,000 people, admissions revenues alone could cover the cost of staging the event; however, it is clear that, as with the many other facets of the Red Bull sporting empire, building a positive brand image i the most important a pect of any venture.
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