Marketing

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…

August 2021

NiPay’s Pricing Conundrum – Compact Case Study

By Marco Bertini, Oded Koenigsberg

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 2020

Twisterden Pricing a go-to-market strategy – Compact Case

By Marco Bertini, Oded Koenigsberg

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 2020

Protean Electric: Innovation upon innovation

By David Arnold

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 Marketing Process – Background 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

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…

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…

January 2008

Silverglide Surgical Technologies (B)

By John Mullins

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…