A Study On Building Red Bull Energy Drink Brand In China And Thailand

Brand represents the image of a product. It is a form of wholly advertising to buyers and endorses the product's value. Asian's brands are more and more important in the international market. One of the most debatable topics in marketing is how a product uses the brand power for its development.Having a strong and solid brand name from Thailand market, Red Bull attained a reputable name all over the world. More than 30 years of history, Red Bull is one of the comparatively long industries in both Thailand and the world's beverage history. The brand and product of Red Bull continuly develops itself all the time from the working class consumers to the middle class. From a bracer drink, Red Bull remodels its brand's image to the new age of energy drink. The new position suits for athletes, students, or people who work overtime. The market strategy changes from the words of mouth and the Lucky Draw to the combination of sport, music and CSR marketing. Therefore, Red Bull brand develops it self by using a pyramid shape, as same as Keller's CBBE model. Although the profits in Asian's countries are less than Europe, there is still a huge chance for improvement and development in Asia's market, especially in China.According to the results of this research, Thailand's Red Bull is still recognized by the consumers as "a strong and famous brand". Using variety new media and strong creativities' idea make Red Bull becomes a permanent well known product in this market. In China, Red Bull is also one of the top brands in this industry and a well known foreign product inside the country. The market is continually growing year by year and may grow faster after the Olympic game. The difference between China and Thailand is that in Thailand working class people are more vulnerable to fatigue and the market's grow is saturated market. However, Red bull is a dominant product that has a wider range of influence in both countries as the brand success on setting a model of how a company should progress in each local market. The development of this company is worth the research and could offer insights to today's brand marketing.