Inhaltsangabe oder Einleitung
“Brands occupy an increasingly prominent place in […] the cultural landscape” (Schroeder et al, 2006). This is why brands need more than just their products to create a costumer base, to establish a superior position in their specific market and keep this position long-term. Red Bull does that in various ways. The brand is connected to a range of different events, sports and music. These serve as advertising and communication channels for Red Bull as well as expands the idea of their products from just drinks to part of a cultural habit. “Red Bull gives you wings” (Red Bull, 2016) is what has been used as the slogan since its energy drinks have been introduced to the market in 1987 (see Red Bull, 2016). The aspect of reaching one’s highest potential is the core motivation for making connections with the previous mentioned areas.
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- Lioba Frings (Autor:in), 2015, Creating a Brand Culture and Brand Campaigning, München, GRIN Verlag, https://www.grin.com/document/511820
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