Brand management
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 ā‚¬2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing tactics, decentralised distribution and sponsorship of extreme sports and pop culture ev...