, Dana Rood - 500851363
CE2V1
CE6 Marketingcommunicatie en Advertising - Hans Cremer
20 Januari 2021
Red Bull gives you wiiings – Dana Rood
1
,Inhoudsopgave
Inleiding................................................................................................................................................... 4
Ontstaansgeschiedenis Red Bull...................................................................................................... 4
Missie en visie.................................................................................................................................. 5
Marketingstrategie .......................................................................................................................... 5
Marktsituatie ................................................................................................................................... 6
Hoofdstuk 1 De psychologie van Red Bull ............................................................................................. 9
1.1 Identificatie........................................................................................................................................ 9
1.1.1 Slogan ......................................................................................................................................... 9
1.1.2 Logo ............................................................................................................................................ 9
1.1.3 Design ......................................................................................................................................... 9
1.2 Differentiatie ................................................................................................................................... 10
1.2.1 Superieure waarde ................................................................................................................... 10
1.3 Mentaal construct ........................................................................................................................... 11
1.3.1 Extreme sporten ....................................................................................................................... 11
1.3.2 Manier van leven ...................................................................................................................... 11
1.3.3 Muziek ...................................................................................................................................... 11
1.4 Relationship partner ........................................................................................................................ 12
1.5 Drijvende kracht .............................................................................................................................. 12
1.5.1 Maatschappij ............................................................................................................................ 12
1.5.2 Binnen de organisatie ............................................................................................................... 13
Hoofdstuk 2 Brand equity .................................................................................................................... 14
2.1. Brand Awareness ............................................................................................................................ 14
2.1.1 Brand Recall .............................................................................................................................. 14
Top of mind awareness ................................................................................................................. 15
Klantloyaliteit ................................................................................................................................ 15
2.1.1 Brand Recognition .................................................................................................................... 16
2.2 Brand Image .................................................................................................................................... 17
2.2.1 Attributes.................................................................................................................................. 17
2.2.2 Attitudes ................................................................................................................................... 18
2.2.3 Benefits..................................................................................................................................... 19
2.2.4 Het Brand Key Model ............................................................................................................... 23
2.2.5 Golden circle van Simon Sinek ................................................................................................. 26
Hoofdstuk 3 Corporate Social Responsibility (CSR) ............................................................................. 28
3.1 People .......................................................................................................................................... 28
3.1.1 Amplifer-programma ............................................................................................................ 28
Red Bull gives you wiiings – Dana Rood
2
, 3.1.2 Amaphiko academy .............................................................................................................. 29
3.2 Planet........................................................................................................................................... 29
3.2.1 ECO-cooler ............................................................................................................................ 29
3.2.2 Hernieuwbare bronnen ........................................................................................................ 30
3.2.3 Productie en transport ......................................................................................................... 30
3.3 Profit ............................................................................................................................................ 31
3.3.1 Red Bull Wings for Life ......................................................................................................... 31
3.4 Ruimte voor verbetering ............................................................................................................. 32
3.5 Halo effect ................................................................................................................................... 32
Hoofdstuk 4 Customer Journey ............................................................................................................ 34
Hoofdstuk 5 Conclusie en aanbevelingen ............................................................................................ 36
Conclusie ........................................................................................................................................... 36
Aanbevelingen ................................................................................................................................... 37
Hoofdstuk 6 Bijlagen............................................................................................................................. 38
Bijlage 1 - Relationship partner ............................................................................................................ 38
4.1 Het brand relationship model ......................................................................................................... 38
4.1.1 Dimensies ................................................................................................................................. 38
4.1.2 Gedragingen ............................................................................................................................. 43
4.2 Brand Loyalty matrix ................................................................................................................... 45
Bijlage 2 - Viral video ............................................................................................................................ 46
5.1 Content piramide ........................................................................................................................ 46
Hygiëne content ............................................................................................................................ 46
Hub content ................................................................................................................................... 46
Hero content ................................................................................................................................. 47
5.2 The hero’s journey....................................................................................................................... 47
5.3 Valuable virality .......................................................................................................................... 48
Sharibility ....................................................................................................................................... 48
Brand related outcomes ................................................................................................................ 48
5.4 Drie typen advertenties ............................................................................................................... 48
Bijlage 3 - Interview .............................................................................................................................. 50
Wat viel op?................................................................................................................................... 50
Wat is blijven hangen? .................................................................................................................. 50
Wat vraag je je af? ......................................................................................................................... 50
Waardoor werd je verrast? ........................................................................................................... 51
Bibliografie ............................................................................................................................................ 52
Red Bull gives you wiiings – Dana Rood
3
CE2V1
CE6 Marketingcommunicatie en Advertising - Hans Cremer
20 Januari 2021
Red Bull gives you wiiings – Dana Rood
1
,Inhoudsopgave
Inleiding................................................................................................................................................... 4
Ontstaansgeschiedenis Red Bull...................................................................................................... 4
Missie en visie.................................................................................................................................. 5
Marketingstrategie .......................................................................................................................... 5
Marktsituatie ................................................................................................................................... 6
Hoofdstuk 1 De psychologie van Red Bull ............................................................................................. 9
1.1 Identificatie........................................................................................................................................ 9
1.1.1 Slogan ......................................................................................................................................... 9
1.1.2 Logo ............................................................................................................................................ 9
1.1.3 Design ......................................................................................................................................... 9
1.2 Differentiatie ................................................................................................................................... 10
1.2.1 Superieure waarde ................................................................................................................... 10
1.3 Mentaal construct ........................................................................................................................... 11
1.3.1 Extreme sporten ....................................................................................................................... 11
1.3.2 Manier van leven ...................................................................................................................... 11
1.3.3 Muziek ...................................................................................................................................... 11
1.4 Relationship partner ........................................................................................................................ 12
1.5 Drijvende kracht .............................................................................................................................. 12
1.5.1 Maatschappij ............................................................................................................................ 12
1.5.2 Binnen de organisatie ............................................................................................................... 13
Hoofdstuk 2 Brand equity .................................................................................................................... 14
2.1. Brand Awareness ............................................................................................................................ 14
2.1.1 Brand Recall .............................................................................................................................. 14
Top of mind awareness ................................................................................................................. 15
Klantloyaliteit ................................................................................................................................ 15
2.1.1 Brand Recognition .................................................................................................................... 16
2.2 Brand Image .................................................................................................................................... 17
2.2.1 Attributes.................................................................................................................................. 17
2.2.2 Attitudes ................................................................................................................................... 18
2.2.3 Benefits..................................................................................................................................... 19
2.2.4 Het Brand Key Model ............................................................................................................... 23
2.2.5 Golden circle van Simon Sinek ................................................................................................. 26
Hoofdstuk 3 Corporate Social Responsibility (CSR) ............................................................................. 28
3.1 People .......................................................................................................................................... 28
3.1.1 Amplifer-programma ............................................................................................................ 28
Red Bull gives you wiiings – Dana Rood
2
, 3.1.2 Amaphiko academy .............................................................................................................. 29
3.2 Planet........................................................................................................................................... 29
3.2.1 ECO-cooler ............................................................................................................................ 29
3.2.2 Hernieuwbare bronnen ........................................................................................................ 30
3.2.3 Productie en transport ......................................................................................................... 30
3.3 Profit ............................................................................................................................................ 31
3.3.1 Red Bull Wings for Life ......................................................................................................... 31
3.4 Ruimte voor verbetering ............................................................................................................. 32
3.5 Halo effect ................................................................................................................................... 32
Hoofdstuk 4 Customer Journey ............................................................................................................ 34
Hoofdstuk 5 Conclusie en aanbevelingen ............................................................................................ 36
Conclusie ........................................................................................................................................... 36
Aanbevelingen ................................................................................................................................... 37
Hoofdstuk 6 Bijlagen............................................................................................................................. 38
Bijlage 1 - Relationship partner ............................................................................................................ 38
4.1 Het brand relationship model ......................................................................................................... 38
4.1.1 Dimensies ................................................................................................................................. 38
4.1.2 Gedragingen ............................................................................................................................. 43
4.2 Brand Loyalty matrix ................................................................................................................... 45
Bijlage 2 - Viral video ............................................................................................................................ 46
5.1 Content piramide ........................................................................................................................ 46
Hygiëne content ............................................................................................................................ 46
Hub content ................................................................................................................................... 46
Hero content ................................................................................................................................. 47
5.2 The hero’s journey....................................................................................................................... 47
5.3 Valuable virality .......................................................................................................................... 48
Sharibility ....................................................................................................................................... 48
Brand related outcomes ................................................................................................................ 48
5.4 Drie typen advertenties ............................................................................................................... 48
Bijlage 3 - Interview .............................................................................................................................. 50
Wat viel op?................................................................................................................................... 50
Wat is blijven hangen? .................................................................................................................. 50
Wat vraag je je af? ......................................................................................................................... 50
Waardoor werd je verrast? ........................................................................................................... 51
Bibliografie ............................................................................................................................................ 52
Red Bull gives you wiiings – Dana Rood
3
