Skripsi

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

---

Penilaian

---

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

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2507004798	T179733	T1797332025	Central Library (REFERENS)	Available but not for loan - Not for Loan

Detail Information

Series Title

-

Call Number

T1797332025

Publisher

Indralaya : Prodi Ilmu Hubungan Internasional, Fakultas Ilmu Sosial dan Politik Universitas Sriwijaya., 2025

Collation

xi, 46 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

302.230 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Prodi Ilmu Hubungan Internasional
Media massa dan komunikasi visual

Specific Detail Info

-

Statement of Responsibility

MURZ

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment