STRATEGI RED BULL DI AMERIKA SERIKAT DALAM MEREPRESENTASIKAN BRAND MELALUI INVESTASI DI FORMULA 1

HANAN, MUHAMMAD THOMI and Tamsyah, Indra (2025) STRATEGI RED BULL DI AMERIKA SERIKAT DALAM MEREPRESENTASIKAN BRAND MELALUI INVESTASI DI FORMULA 1. Undergraduate thesis, Sriwijaya University.

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Abstract

As a multinational corporation, Red Bull has strategic interests in strengthening its global brand image through approaches that go beyond conventional promotion, utilizing prestigious sports platforms. Formula 1 has been chosen as the primary instrument to represent Red Bull’s core brand values, such as innovation, speed, courage, and a competitive spirit. The ownership of the Red Bull Racing team allows the company to control the visual narrative, values, and brand identity presented on the global stage, including in the United States, one of its key target markets. This study analyzes how Red Bull leverages Formula 1 using Hatch & Schultz’s corporate branding framework, which consists of strategic vision, organizational culture, and corporate images, to build a strong brand image. The findings reveal that Red Bull successfully aligns its strategic vision with an innovative organizational culture and a positively perceived public image, making Formula 1 an effective platform to enhance brand awareness, brand equity, and consumer loyalty in the United States. This image resonates with a modern, energetic, and competitive lifestyle. Keywords: Red Bull, Formula 1, Corporate Branding, United States

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Red Bull, Formula 1, Corporate Branding, Amerika Serikat
Subjects:	J Political Science > JZ International relations > JZ5-6530 International relations
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Muhammad Thomi Hanan
Date Deposited:	24 Jul 2025 02:42
Last Modified:	24 Jul 2025 02:42
URI:	http://repository.unsri.ac.id/id/eprint/179733

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