Kratingdaeng Case Analysis

Introduction:
Brand equity is a conceiving premium value for the brand through marketing strategies by providing a product to consumers. Moreover, Brand equity is considered as defensive and offensive types which should be: memorable, likable, recognizable, and transferable. In addition to, Brand equity measurement system is a set of processes to deliver accurate information about the brand in order to make tactical decisions on short run and strategic decisions on the long run through: brand audit, tracing studies, and brand equity management system. Furthermore, Brand audit is assessing position of the brand through suggesting ways to improve its leverage in form of: brand inventory and exploratory. Moreover, Brand inventory identifies how well the brand is marketed in updated profile. Brand exploratory is a research combines what customers think and feel about the brand.
Company Background:
Kratingdaeng is a drink presented by Chaleo yoovidhya in 1976 in Thailand that means ‘red gaur’. Its main element is Taurine that are used by laborers and drivers. DuetrichMateschitz travelled especially to Thailand to meet him in 1982 while working at Blendax.
Mateschitz and Yoovidhya together turned red bull in to a global brand and each one held 49 % share of the newly founded company. They gave chalerm who is Yoovidhya's son, the remaining 2 % but
This has created a certain image in the consumers’ mind. Furthermore, Red bull uses a twin red colored bull as its logo which refers to the strength and vigor of a bull being personified into a person full of energy. Moreover, due to the large scale sponsorships red bull proves to have brand image that is superior by using communications channels that a majority of young adults