The Impact of Brand Image on Red Bull’s Market Position in Hungary

Abstract

Red Bull is the market leading energy drink brand worldwide, except in Hungary. Market position is closely related to market share and is determined by various factors including brand image. Thus, the purpose of my thesis was to determine whether possible differences between the perceived brand image in consumers’ minds and the communicated brand identity could be the underlying reason behind the phenomenon of the company not being at the top of the market share ladder in Hungary, or to eliminate brand image from the possible list of factors that have led to the current situation.