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Dej Joshsebak

This document contains a double-entry journal analyzing a study on the effects of the Red Bull brand on consumer performance. The study found that exposure to the Red Bull brand led to either considerably faster or slower race times compared to other brands. Red Bull was the only brand that showed a strong U-shaped effect, with it most commonly being participants' fastest or slowest car. This highlights that brand exposure can create double-edged outcomes for consumers, with both positive and negative effects coming from a single brand's identity associations.

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162 views2 pages

Dej Joshsebak

This document contains a double-entry journal analyzing a study on the effects of the Red Bull brand on consumer performance. The study found that exposure to the Red Bull brand led to either considerably faster or slower race times compared to other brands. Red Bull was the only brand that showed a strong U-shaped effect, with it most commonly being participants' fastest or slowest car. This highlights that brand exposure can create double-edged outcomes for consumers, with both positive and negative effects coming from a single brand's identity associations.

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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Josh Sebak

UWRT 1102-092
Debra Dagher
February 16, 2015

Double Entry Journal


Citation: Red Bull Gives You Wings for better or worse: A double-edged impact of brand
exposure on consumer performance

Source: Quote (Page# or Paragraph #)

Responses

The Red Bull brand, for example, has


cultivated a brand identity that resonates
with concepts of speed, energy, and
aggressive risk-taking. In addition to their
Gives You Wings slogan, Red Bull has
built their brand identity through
promotions such as sponsoring downhill
street luge contests, airplane races, and
creating full-contact ice-skating obstacle
courses known as Crashed Ice.

I believe that this is a major part of Red Bulls


marketing strategy. Having a strong brand
image allows them to focus less on hard
selling their products or discounting them,
giving them a greater profit margin.

The order in which the participants raced


the five stimulus cars was randomly
selected from a master list of
combinations, ensuring that each brand
would appear in each race position an
equal number of times and that no
consistent pattern would emerge of brands
appearing before or after each other
across all races.

I believe this helps ensure the validity of this


experiment.

There was a learning curve effect in race


performance, especially in the first two
races. Participants improved an average of
7 s from their first race to their fifth

How do this effect the overall authenticity of


the experiment? Does this mean the data is
somewhat skewed?

Consumers racing a car with a Red Bull


paint job performed either considerably
faster or slower than they did in other
branded cars.

I thought this was very interesting.

The double-edged effect of Red Bull in this


current study could be happening due to
different nodes in a brand's associative
network (Smith & Queller, 2004) serving
cross-purposes on a consumer goal, or one
aspect of brand identity working to varying
levels on different consumers.

This was somewhat confusing to me, I will


continue to read and look further into this
subject.

Red Bull was the only brand with a


significantly uneven race speed
distribution, showing a strong U-shaped
effect on race time; Red Bull was most
commonly a participant's fastest or
slowest car.

Part of Red Bulls marketing strategy is to


target the action sports industry. Action sports
are usually fast pace, high adrenaline, and
reckless events. Could this have caused the
participants of this experiment to have the
same all or nothing mentality that action
sports athletes have?

Overall, these results highlight the


importance of exploring the effects of
brand exposure on consumer behavior.
Brand exposure can create double-edged
outcomes on consumer performance, with
both positive and negative effects arising
from a single set of brand identity
associations.

How does this affect the overall consumer


market? Does this have an effect on the
market share of Red Bull or their sales
volume?

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