21 Jun EVALUATE RED BULL�S MOVE INTO HERBAL TEAS, FAST-FOOD AND MAGAZINES.
Read the Red Bull case study document and complete case analysis report. The report should focus on the key branding issues and answer the assigned questions. the case analysis should be up to 1500 words in length. You must incorporate academic literature to support/justify your ideas. Unsubstantiated statements will not provide credibility to your discussion
Case Study: Red Bull
Questions:
1. Describe Red Bull�s sources of brand equity;
2. Analyse Red Bull�s marketing program in terms of how it contributes to the brand�s equity; and
3. Evaluate Red Bull�s move into herbal teas, fast-food and magazines. Does it make sense for the company to expand into these areas? What are the potential benefits and dangers?
Assignment Criteria
� Executive Summary
� Clear Identification and analysis of the relevant issues and concepts relating to the case
� Reference to the relevant branding theories
� Quality of the argument: Analysis is logical, consistent with the topic in the case and evidence in favour of the arguments
� Development of managerial recommendations and identification of marketing decisions illustrated by the case
Report Format including references, structure, clarity and grammar.
Note text matching software is used
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