The indistinguishable logo of Red Bull, the energy drink company that has seemingly taken over an entire sports industry. Red Bull has displayed through their incredible expansion in the extreme sports industry that they are capable of moving far beyond the energy drinks they are known so well for. They have pushed the envelope in terms of their brand identity, and have moved beyond simply sponsoring licensed teams and events. They have followed the paths of many others such as apparel brands Puma and Quicksilver who like Red Bull did not previously offer a sport product, and have attempted to develop their own brand identities around sport culture, rather than rely on associations with other sports organizations.
Red Bull has created various sub brands through which it has immersed its brand in extreme sport culture on an international scale. Their sub brands range from things like their multiple Red Bulls soccer teams which play on a professional level, and have a licensing agreement with Adidas who creates their team apparel, all the way to the Red Bull X Fighters who are an elite team of stunt pilots, to their world champion Formula 1 racing team. They have made merchandise and apparel available for each of these sub brands, which only account for a miniscule portion of the branding that Red Bull can lay claim to. One of these sub brands has made them a major creator of digital content. The Red Bull Media House. Red Bull has become one of the leading producers of extreme sports film and photography, all of which they have made available through this site. This site allows for consumers to not only purchase hard copies of their productions, but licensing agreements can also be made on the spot to allow you to share Red Bulls content via your own medium.
Red Bull has kicked off another incredibly successful year introducing some of its newest events such as the Word Series of Cliff Diving, while also bringing back some of their classics like the Red Bull Flugtag, and Red Bull Supernatural snowboarding competition. Each year these events make a return, they do so in spectacular fashion, expanding their size, locations, and reach all the while maintaining a highly interactive social media presence. Just a few portfolio examples of Red Bull applying itself in a creative way to continuously make their brand identity more synonymous with extreme sports culture. Red Bull has created countless new events and teams within the extreme sports genre and continues to pump out incredible content as well as athletes. They have even branded athlete development programs to improve their chances of sponsoring top athletes and gaining an advantage while they are still in the development process. Because Red Bull has been so successful in their branding they are also able to charge price premiums, knowing that consumers will pay more for products sporting their name and logo.
Red Bull has done what so many others have tried, they have molded the sport product in such a way to both increase their brand awareness significantly, but is remain synonymous to their overarching brand identity. They dismantled the consumer association with simply energy drinks and rebuilt it as something more than that. Rather than sponsor an event, Red Bull creates their own. Rather than sponsor a formula 1 racing team, Red Bull develops their own team (which also happens to be the #1 team in the world for the last 3 years). They continuously capitalize on every opportunity they can to create their OWN content and events. This is what separates them from their competitors and has made them so successful. Constantly promoting their brand values, using innovative and often inspirational techniques. Red Bull continuously looks for the opportunity to push human extremes and to inspire all those who come across one of their spectacular events.
It is resoundingly clear that the folks at Red Bull have created a product and brand identity that is tantamount to the extreme sports culture. Through their brand strategy, social media integration, event development, creation of licensable content, and ability to develop their own brands and teams, and media divisions for which they can license and sell content they have become one of the most prevalent and well-known brands in the last decade.