The purpose of this thesis is to through brand communication and Red Bull’simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull. Throughanalyze of our empirical study we could draw general conclusions on Red Bull’sdemographic and attitudes the consumers have against the brand and theirproducts. From our results we could see how wide and impressive Red Bull’sbrand communication is, and how people who don’t even buy their products stillknow about them and see them as better than their competitors as well as theleading brand on the Swedish energy drink market. Through consistent brandcommunication and communication methods that support and strengthen eachother, Red Bull has managed to retain their position as leaders on the energydrink market in Sweden. Red Bull was the first brand on this market and can tothis very day benefit from the advantages of being first, and own a place inconsumer minds as “the original”, top-of-mind and even synonymous withenergy drinks. The company have adapted some changes in their product line,just like their competitors, but haven’t been affected more noticeably by thecompetition on the market.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-6089 |
| Date | January 2010 |
| Creators | Wallin, Lena, Gahm, Maria, Muqkurtaj, Armend |
| Publisher | Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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