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…