How Red Bull Creates Brand Buzz
Lessons to be drawn from the experience of Red Bull, which uses broad-based but consistent sponsorship to create buzz and reinforce its dominance on the energy drink market.
Author(s): David Aaker
Publisher: Harvard Business Review
Date of publication: 2012
Read this article on the publisher's website [Harvard Business Review]
Synopsis
This article is one of the sources used in Manageris’ synopses:
