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School of Marketing and International Business MARK 301 Marketing Communications 'Analysis of the brand 'Red Bull' and its marketing communications' Due: Friday March 28th Lecturer: Jayne Krisjanous Submitted by: Sebastian Roye Student Number: 300139713 Tutor: Will Eckford Tutorial: 5 Wednesday; 4.40pm-5.30pm Date of Submission: Friday March 28th Word Count: 2485 'Without the old high school teacher telling his students Red Bull is evil - probably even a drug - it wouldn't seem as interesting.' Red Bull founder Dietrich Mateschitz in 'Red Bull. The Anti-Brand Brand.' (Kumar, Linguri & Tavassoli, 2004) Introduction The majority of managers identified brand equity as a key asset for successful business performance. Through marketing communication strategies a company attempts to create, maintain and increase a sustainable competitive advantage on product attributes in the consumer's mind (Belch & Belch, 2007). Brand names like Coca-Cola, Apple, Red Bull and Microsoft are outstanding examples in achieving such a competitive advantage relative...

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