... beverage is much more than a caffeine-loaded drink. Meanwhile, the brand has become a billion dollar trademark (Interbrand, 2008). This paper outlines the superior success story of the energy drink Red Bull and how it gained equity for its brand. An investigation of its marketing communications reveals how the Austrian company builds relationships with its audiences. First, a definition of brand, marketing communication and brand equity shall be given. Definitions A brand is a name, symbol or design which identifies the product or organisation as having a sustainable differential advantage (Belch et al., 2007). Buzzel, Gale and Sultan have proven how important differentiation is for companies like Red Bull. Their PIMS-study (Profit Impact of Market Strategies) shows that companies operating in no differentiation markets have the lowest Return on Investment, while companies with a high ROI operate exclusively in high differentiating markets, and are market leaders in their segment (Buzzel, Gale, & ...

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