Consumer goods

September 2005

Red Bull: The anti-brand brand

By Nader Tavassoli, Nirmalya Kumar, Sophie Linguri

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

Brand Value and Valuation – Technical Note

By Nader Tavassoli

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

October 2020

The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?

By Nader Tavassoli

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

July 2020

Haier’s (2019) ecosystem revolution: From Rendanheyi 2.0 to Rendanheyi 3.0

By Michael Jacobides, Lisa Duke

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

July 2020

Haier’s Rendanheyi 2.0: An ecosystem revolution

By Michael Jacobides, Lisa Duke

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

November 2019

BanaPads: To grow or not to grow? That is the question

By Luisa Alemany, Nicholas Andreou, Alma Gutierrez

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

January 2005

Brahma versus Antarctica: Reversal of Fortune in Brazil’s Beer Market

By Donald Sull

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…

January 2016

Unilever Foundry

By Julian Birkinshaw, Shahnoor Meghani

In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing…