Proceeding of the Faculty of technical Sciences, Novi Sad

Industrial Engineering and Management

Vol. 41 No. 01 (2026): Proceedings of the Faculty of Technical Sciences

EVENT MARKETING IN THE FUNCTION OF BRAND POSITIONING: THE CASE OF RED BULL

  • Miljan Svorcan
DOI:
https://doi.org/10.24867/33GI01Svorcan
Submitted
January 8, 2026
Published
2026-03-09

Abstract

This paper examines the role of event marketing in the process of building and strengthening a brand, with a specific focus on the global Red Bull brand. The theoretical framework defines key branding concepts and outlines the characteristics of event marketing as a modern tool for market differentiation. Using a case study approach, the paper analyzes Red Bull’s practical applications for creating emotional connections with consumers, including proprietary events, sponsorships, and digital content distribution. The study demonstrates that event marketing functions as a strategic instrument that transcends promotional purposes and contributes directly to the long-term value of the brand.

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