Brand Etymology | Red Bull

We all love good stories, as they never cease to fascinate us and fuel our imagination. The trials and tribulations, the struggles and the drama, the colorful cast of characters, the highs and lows, and the happy ending… all make for a gripping plot and story. Sounds like a good Hollywood script… or the latest Reality TV show? Well, I’m actually talking about brands. As their journey of how they got here and all the behind-the-scenes boardroom drama are worthy of a good novel, reality TV show, or even a Hollywood summer blockbuster.

And their humble beginnings, starting with the origins of their brand name (etymology) is an excellent introduction and tidbits into the brand story.

Etymologythe study of the history of words, their origins, and how their form and meaning have changed over time (source: wikipedia).

Here’s a look at: RED BULL Energy Drink (country of origin: Thailand and Austria).

Kratingdaeng, the original Red Bull energy drink from Thailand

Kratingdaeng, the original Red Bull from Thailand.

Red Bull is the most popular energy drink in the world, with the biggest market share, selling around 3 billion cans annually. The company was founded under the brand name, Kratingdaeng (Daeng = Red, Krating = Bull in Thai) by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Together with his son, Chaleo owns a controlling 51% interest in the company; however, Mateschitz is responsible for the company’s operations through the Austrian company Red Bull GmbH.

Red Bull’s famous slogan is “it gives you wings” and the product is aggressively marketed through advertising, tournaments sponsorship (Red Bull Air RaceRed Bull Crashed Ice), sports team ownerships (Red Bull RacingRed Bull New York) and celebrity endorsements.

Launch of Red Bull Launch in France. Location: Paris, France April 1, 2008. (Photocredit: (c) Richard Walch/Red Bull Photofiles)

Sampling cars drive in circles around the Arc de Triomphe as Red Bull launches its energy drink in France on April 1, 2008 at Paris. (Photocredit: (c) Richard Walch/Red Bull Photofiles)

Red Bull Launch in France. Location: Paris, France April 1, 2008. (Photocredit: (c) Schaad/Red Bull Photofiles)

Inspiration: Global Giants, Serendip, Sweet Drinks

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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