The document provides a summary of research conducted on the Red Bull energy drink brand. It includes an agenda, findings from secondary research on brand equity aspects of salience, performance, imagery, and judgment. It outlines a survey research design and results related to brand associations. It also summarizes research from a ZMET study, including design, results on loyalty, imagery, judgments, and mental maps. Key findings include high brand awareness, associations with caffeine and the "Gives You Wings" slogan, imagery of partying and extreme sports, and feelings of excitement, empowerment and community.

1. Alessandra Ferrazzi Angel Lee Allyson Lister Simon Montgomery Colin Percy Drew Schmidt Santiago Strasser

2. Agenda

3. Red Bull Milestones Timeline

4. Function of Secondary Research Used to support our idea of Red Bull Hits strongly on two aspects of the brand equity: Pyramid Salience & Imagery but could reach as high as Performance & Judgment Inexpensive Fast Credible sources

5. Findings from Secondary Research Salience Number 1 in the market Performance 40% drink energy drinks due to taste Many reviews also note bad taste of Red Bull Imagery “Extreme” and “Daring” Judgment/Feelings No explicit information in secondary research Resonance Lifestyle brand

6. Survey Research Design

7. Survey Research Design

8. Survey Results Salience 98% have heard of Red Bull before 10% associate Red Bull with energy drink category Performance 90% rated a “strong” or “fairly strong” association of caffeine with Red Bull 80% rated a “strong” or “fairly strong” association of “Gives You Wings” with Red Bull 4.2% thought of “expensive” when thinking of RedBull

9. Survey Results Imagery Red Bull and alcohol Vodka (8%), drinking (5%), Jaeger bombs (4%) Judgment Very Satisfied (13%) & Satisfied (35%) Neutral (41%) Feelings/Resonance No major findings from our survey

11. Sweet

12. Unhealthy

14. Jaeger bombs

15. Mixing with Alcohol

16. Party

18. Awakening

19. Crazy

22. Extravagant Lifestyle

23. Community:

24. Extreme Sports

25. Parties

26. High quality

27. Energetic

28. Credible

29. Forward thinking

30. Unhealthy

32. Confidence

33. Empowered

36. Mental alertness

37. Fastest reaction

38. Concentration

39. Cool/Fun

40. Energetic

41. Aspirational

44. Energetic

46. Red Bull’s Sources of Equity Salience, Unique & Positive Associations Salience – Deep salience for energy drink category with 98% brand awareness Imagery – Bar, studying, and extreme sports Performance – Functionally consistent Judgment–Red Bull #1 in favorability despite health issues Feeling – Excitement, community, power Resonance – Attachment, community, loyalty, self-image

47. Next Steps

48. Questions?