Branding

Red Bull is well-known for energy drink. Red Bull is functional product that emphasizes to provide different benefit to customers. Company also built up red Bull as revolutionary product; Red Bull is not only providing basic usefulness but also increased capacity such as increased concentration, strength, detoxification, and stimulating digestion. In the same way Red Bull vitalizes both body and mind. Also Red Bull is lifestyle product; it has trendy and innovative drink that plays with customers’ lifestyle and Red Bull now becomes a new category of Soft drinks positioning. Other important Red Bull puts positioning as luxury product, premium price and premium profitability. Although Red Bull price is higher than Coca-Cola and Pepsi, but with quality of Red Bull, customers can accept it as well. Moreover Red Bull has caffeinated as a cup of coffee and original flavor that is a favorite for customers. It has built these things to satisfy customers’ needs. From these messages were built up as brand awareness of Red Bull.