{"id":652,"date":"2015-09-15T20:02:49","date_gmt":"2015-09-15T20:02:49","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=652"},"modified":"2024-05-15T14:51:49","modified_gmt":"2024-05-15T14:51:49","slug":"bbc-video-red-bull","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/bbc-video-red-bull\/","title":{"raw":"Video: Red Bull's Extreme Brand Alignment","rendered":"Video: Red Bull&#8217;s Extreme Brand Alignment"},"content":{"raw":"The energy drink\u00a0Red Bull\u00a0has developed a fun, edgy, maverick identity to match the young male adult segment it targets.\u00a0To stay\u00a0true to this brand identity, Red Bull's leadership decided not to go with business as usual and sponsor another sporting event like the Coca-Colas and Procter &amp; Gambles of the world.\u00a0Instead, they set out to\u00a0control the entire\u00a0brand experience in a different way by producing the events themselves\u2014and even by inventing a completely new sport!\r\n\r\nWatch the following\u00a0video to learn more about the extreme steps Red Bull has taken to invest its own money in the creation and ownership of sporting events and teams, all with the goal of building the brand's name, image, and dedicated following. For Red Bull, brand alignment is the name of the game.\r\n\r\n<center><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vo5c8_pk8L0?controls=0&amp;start=0&amp;end=265&amp;autoplay=0\" width=\"750\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>","rendered":"<p>The energy drink\u00a0Red Bull\u00a0has developed a fun, edgy, maverick identity to match the young male adult segment it targets.\u00a0To stay\u00a0true to this brand identity, Red Bull&#8217;s leadership decided not to go with business as usual and sponsor another sporting event like the Coca-Colas and Procter &amp; Gambles of the world.\u00a0Instead, they set out to\u00a0control the entire\u00a0brand experience in a different way by producing the events themselves\u2014and even by inventing a completely new sport!<\/p>\n<p>Watch the following\u00a0video to learn more about the extreme steps Red Bull has taken to invest its own money in the creation and ownership of sporting events and teams, all with the goal of building the brand&#8217;s name, image, and dedicated following. For Red Bull, brand alignment is the name of the game.<\/p>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vo5c8_pk8L0?controls=0&amp;start=0&amp;end=265&amp;autoplay=0\" width=\"750\" height=\"450\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-652\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Red Bull&#039;s Extreme Brand Alignment. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Red Bull. <strong>Provided by<\/strong>: Bloomberg. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=vo5c8_pk8L0\">https:\/\/www.youtube.com\/watch?v=vo5c8_pk8L0<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":20,"menu_order":13,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Red Bull\\'s Extreme Brand Alignment\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Red Bull\",\"author\":\"\",\"organization\":\"Bloomberg\",\"url\":\"https:\/\/www.youtube.com\/watch?v=vo5c8_pk8L0\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube License\"}]","CANDELA_OUTCOMES_GUID":"a8eeeb4a-cca8-4bc6-adb2-62711a245bef","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-652","chapter","type-chapter","status-publish","hentry"],"part":213,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":19,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/652\/revisions"}],"predecessor-version":[{"id":9652,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/652\/revisions\/9652"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/213"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/652\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=652"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=652"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=652"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}