![]() ![]() That is why, thanks to weird business dealings, we can still have Gulf livery on racecars and co-branded watches like the newest iterations of the Monaco from TAG Heuer. Following its acquisition by Standard Oil and the new amalgamation that was rebranded as Chevron, the Gulf Oil brand slowly shifted into a “new economy” business that mostly focuses on intellectual property like its associated brands, product specifications, and scientific expertise. throughout the middle part of the last century. Gulf was a popular racing sponsor and a well-known brand for service stations around the U.S. Red Bull’s business model relies heavily on having a brand image that jumps out when you think of anything sports related, which is a huge portion of modern entertainment. If Red Bull stopped its sponsorships and media efforts and simply advertised its energy drink via commercials, billboards, and the odd promotion, it’s likely it would slowly fade into history as we focus on the next new thing. While it does create $7 billion in revenue from selling its drinks, and only a fraction of that from subsidiary Red Bull Media House GmbH, the efforts by Red Bull Media House are, at this point, possibly the largest reason Red Bull is holding on to its leading position in the industry it is just so dang visible. Many people – especially young people – now recognize Red Bull as a promotions and media company due to its broad sponsorship of events around the world. ![]() But the marketing and media creation behind the company have helped cement an arguably terrible-tasting caffeine bomb as the leader in energy drinks. that its popularity started to increase rapidly. The company has technically been selling energy drinks since the late 1980s, but it wasn’t until 1997 when it showed up in the U.S. Take Red Bull, the energy drink manufacturer turned de-facto sponsor of nearly every sporting event known to man: it has been described as a marketing company that also happens to sell energy drinks. What happens when the most valuable part of a company is its image? Of course this sounds like a question a marketing manager would pose as a way to sell his or her services, but honestly there have been times in history where what a company produces is nowhere near as valuable as its brand recognition. ![]()
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