How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study

Detalhes bibliográficos
Autor(a) principal: Dias, Francisco Miguel Gonçalves Martins Carvalho
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164032
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
id RCAP_864e0946bcba89adaaf3522be1f4262a
oai_identifier_str oai:run.unl.pt:10362/164032
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case StudyBrand-Centric MarketingBrand PersonalityBrand AssociationsRed BullMarketing StrategyConsumer PerceptionsDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis research explores the dynamic interplay between brand-centric marketing, experiential marketing, and consumer engagement, drawing practical insights from a comprehensive case study of Red Bull. Grounded in a robust theoretical framework, the study investigates how successful brands prioritize brand association over tangible product features, shedding light on the strategic intricacies that underlie enduring consumer loyalty. The comprehensive analysis of customer interviews, utilizing Leximancer software, unveils the nuanced dimensions of Red Bull's marketing strategy. Participants consistently associate Red Bull with a spectrum of concepts, transcending the confines of a traditional energy drink. Emphasizing "energy," "campaigns," and a distinctive image, by customers, the study reveals Red Bull's successful differentiation from product-centric paradigms, aligning with theoretical perspectives on brand-centric marketing. Thematic exploration delves into the resonance of achievement, athlete endorsements, and emotional connections. Red Bull strategically transcends traditional marketing boundaries, focusing on creating memorable experiences that align with contemporary trends in experiential marketing. This aligns with the literature on consumer engagement, highlighting the multidimensional construct that influences perceptions of brand authenticity. The theoretical implications drawn from the literature review find resonance in Red Bull's practical application, emphasizing the evolving landscape of strategic marketing. As this research focuses on the Red Bull case study, it seeks to contribute to a deeper understanding of successful brand positioning, providing actionable insights for marketers in the modern era. Future research directions are also presented at the study's conclusion.Soares, Raquel Vanessa Reis Silva FerreiraRUNDias, Francisco Miguel Gonçalves Martins Carvalho2024-02-23T15:56:39Z2024-01-302024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164032TID:203527895enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:50:28Zoai:run.unl.pt:10362/164032Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:00.641649Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
title How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
spellingShingle How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
Dias, Francisco Miguel Gonçalves Martins Carvalho
Brand-Centric Marketing
Brand Personality
Brand Associations
Red Bull
Marketing Strategy
Consumer Perceptions
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
title_full How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
title_fullStr How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
title_full_unstemmed How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
title_sort How can the Placement be prioritized over the product in a Brand Marketing strategy? A Red Bull Case Study
author Dias, Francisco Miguel Gonçalves Martins Carvalho
author_facet Dias, Francisco Miguel Gonçalves Martins Carvalho
author_role author
dc.contributor.none.fl_str_mv Soares, Raquel Vanessa Reis Silva Ferreira
RUN
dc.contributor.author.fl_str_mv Dias, Francisco Miguel Gonçalves Martins Carvalho
dc.subject.por.fl_str_mv Brand-Centric Marketing
Brand Personality
Brand Associations
Red Bull
Marketing Strategy
Consumer Perceptions
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Brand-Centric Marketing
Brand Personality
Brand Associations
Red Bull
Marketing Strategy
Consumer Perceptions
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-23T15:56:39Z
2024-01-30
2024-01-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164032
TID:203527895
url http://hdl.handle.net/10362/164032
identifier_str_mv TID:203527895
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138176432865280

Registros relacionados