I. RED BULL'S HISTORY.
C
orporate legend has it that in the early 1980s, while traveling to Asia on business, Austrian Dietrich Mateschiz came across some very popular "energy drinks". With his (self-describe) "uncanny instinct for successful product innovations", he schlepped a small sample of energy beverages back to Europe along with a big idea. Then with a clear vision and a lot of scientific know-how, Dietrich (and what was surely several unnamed food scientists) gave birth to the Red Bull Energy Drink.
In 1997, Red Bull sold one million cans, helped no doubt by its introduction to US consumers after a decade on European shelves. In 1998, Red Bull sales mutated to over 300 million cans and last year in what at first appears to be some kind of bookkeeping typo Red Bull reported world wide sales of one billion US$.
Indisputably, the dominant energy-drink brand, Red Bull has chosen to stick with its one product beverage line, avoiding branching out into similar areas such as energy bars or other sports-related products.
Red Bull was introduced to the Lebanese market in 2001. The mother company in Austria operates directly in Lebanon through a brand manager who reports to the regional manager of the Middle East and the Far East based in Dubai. Red Bull Lebanese brand manager is Mr. Elias Hankach. Red Bull is an energetic drink that has two brand lines: Red Bull original and Red Bull sugar free. The main ingredients of Red Bull are: Taurin, caffeine and a lot of vitamins. There is only one size of Red Bull can on the market that is produced in Austria, and the product is standardized world wide.
II. BRAND ELEMENTS.
1. Brand name: Red Bull is the br ...