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Red Bull Case Study

What is the critical thinking issue raised by the case?

Summarize the different types of marketing communications that Red Bull uses. Are theses “traditional” or “non-traditional”?

What communication goal does each of Red Bull’s marketing communication tools accomplish? Are you familiar with any additional brand touch points that aren’t mentioned in the case?

What is the risk of sponsoring a special event such as Felix Baumgartner’s historic dive?

Red Bull and other energy drinks have generated negative publicity regarding possible health hazards. Discuss

What makes Red Bull, in professor Kumar’s words, an “anti-brand brand”?