Sabine Buchholz 
When a brand gets wings. Red Bull’s secret of marketing success [PDF ebook] 

Essay from the year 2005 in the subject Business economics — Offline Marketing and Online Marketing, grade: 1, 0, University of Southampton (University of Southampton — Centre for Language Study), course: Intermediate English for Business, language: English, abstract: The high energy drink Red Bull has been profitably sold since 1987. The company’s figures confirm its success around the world. Red Bull’s secret is an extraordinary marketing consisting mainly of the organisation of fun sport events to create a cool image and make teenagers loyal costumers. With this unique concept the enterprise will go on governing the growing energy drink branch.