1. Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull? What goals and values are the consumers of Red Bull trying to achieve?

2. Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that Red Bull associates itself with, is there a single way to define the Red Bull lifestyle?

3. Discuss the product complementarity of Red Bull’s energy drink and media house. Do you think that Red Bull as a lifestyle brand is strong enough to venture into publishing extreme content? What does this mean for its original product and the rising competition it is facing in different global markets?

This case highlights the popularity of Red Bull as a lifestyle brand. The brand’s promise to give customers “wings” brings together its fans by associating Red Bull with extreme experiences in sports, music, arts, and performance. The case highlights the role of brand personality, values and lifestyle in influencing consumer behavior.