BUILDING BRAND ARCHITECTURE SAMPLE REPORT: COCA COLA VS. RED BULL
Introduction
This report builds and examines the brand architecture of two brands –Coca Cola and Red
Bull – in the cold beverages. The two brands are chosen as they compete in very similar
markets and yet have very different brand personalities. Coca and Red Bull are among the
most valuable brands in the personal cold beverages, and this report will bring out the stark
differences in the brand architectures of these two brands. The goal is to observe how
consumers can have vastly different perceptions of and relationships with very similar
products owing to the differences in brand architectures.
Brand Architecture
The first step is to develop brand pyramids for both brands.
Brand Architecture for Coca Cola
Brand Core/Essence – Joy and
happiness
Brand Personality – 10-25, Cheerful
Emotional Benefits – Feeling relaxing,
happiness, affection
Product Benefits : Sweet, Refreshing,
Relaxing, Fresh
Product Attribute : Soft drink, Handy
bottle, Aftertaste, Premium taste
Brand Architecture for RedBull
Brand Core/Essence – Adventure
Brand Personality – 17-25 , Free spirit
Emotional Benefits – Awake, Enjoy, Hardwork
Product Benefits : Energy, Explore
Product Attribute : Soft drink, Premium
Taste, Taste Different, Sleek
Brand comparison
As we can see both brands compete in very similar markets. They both give a lot of
thought into creating a quality product and maintaining a standard with the same.
However, the difference in the brand personalities appeal to very different target
audiences. Coca cola having an image like a happiness, joy because sharing the drink or
drink together with family, friends etc. On the other hand, Red Bull attracts its audience
with powerfull energy so the target is young people who need free spirit to explore and
adventure. While Coca Cola creates senses of joyful and happiness, Red Bull give the
feeling of free spirit to adventure.
Coca Cola tries to be family oriented as possible and Red bull stays relevant in the sporting
world. Red Bull has a high price due the high comparative quality. Coca Cola is target
every consumer so the prices in level which everyone can buy it. Due to differences in
pricing, Red Bull products are high margin products. On the other hand, Coca Cola relies
more the sales volume. Thus both brands serve the company’s goal of revenue share
through two different drivers.
Brand Value
According to The Most Valuable Brands by Forbes Coca cola is ranked 6th in 2020 with a
brand value of $64,4 Billion. However for an apples to apples comparison, we would require
the standalone brand value of Coca Cola. One way could be factoring the overall brand value
by the revenue shares of Coke from its parent company The Coca Cola company. That would
be too complex a task. On the other hand, Red Bull is ranked as the 69th most valuable brand
in the world by Forbes with a brand value of $11,1 Billion.
Source
https://www.forbes.com/powerful-brands/list/