Brand strategy

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…

September 2021

Treeapp: Plant a tree for free, every day

By Ioannis Ioannou

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 2021

Pharma UK: The Transdermal Technology – Compact Case

By Julian Birkinshaw

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…

June 2020

Zensar Technologies

By Julian Birkinshaw, Tanvi Deshpande

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 2013

Nokia Siemens Networks: Branding a Global Merger from the Inside Out

By Simona Botti, Nader Tavassoli, Gudrun Herrmann

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 2019

Brand Valuation: What, How and Why?

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 2019

Ferrari: Strategy in Transition

By Stefano Turconi

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…

May 2014

Vodafone Turkey (C)

By A. Gokhan Ay, Michael Jacobides, Tom Albrighton

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…

April 2014

Vodafone Turkey (B)

By A. Gokhan Ay, Michael Jacobides, Tom Albrighton

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…