The Red Bull “Bring out your power” brand positioning The identified market for Red Bull comprises young males aged between seventeen to twenty-five years of age. This bracket is associated with vigour and enjoys watching and playing rugby. The game of rugby is highly physical with the teams strive to gain ground and the opponent territory and scoring by making tries. The adopted statement for the positioning is “Bring out your power” and therefore, the thought of Red Bull comes to their minds whenever it thinks about the game. The three-year enhancement programme will undergo implementation through the use radio and television campaigns where commercials will be run daily. Advertisement space will get application in the print media and popular online sites for the youth. Billboards and posters placed along avenues leading to schools and colleges (Amoako, 2012). The major factors of consideration for implementing brand strategy are the standard attributes of Red Bull against those of the competition. The marketers must also understand what consumers expect of the brand as well as their perceptions. It would also be inescapable to consider the price of Red Bull against that of similar products in the market. The benefits associated with using the positioning strategy is that it fixes the products into the consumers’ minds. The downside is that running the campaign for three years would cost the company a fortune in terms of related costs (Kotler, 1994). Brand development (brand extension) A company may increase the visibility of its products by using the launch of new or modified products into the market. The working of the strategy has base on transferring consumers’ interactions with the pre existing brand to the new one. The need to develop and stretch brands in this context has arisen from the fact that commodity markets. The perception held by the customers on the pre existing brand is the most significant determinant of whether the new brand will succeed in the market or not (Kotler, 1994). Red Bull is in the process of introducing a smaller can of the vitality drink into the UK market. The performance of the pre existing can size has been good, and the marketers intend to use this fact to promote the new introduction. The new product is therefore, marketed along the merits held by the older products with the slogan: Red Bull- equal power for smaller wallet. A greater part of the three years will be used preparing the ground for the launch. Before introducing the new Red Bull packaging to market, the marketers will first assess the current perception held by the customers on the pre existing strategies. This will enable them to gauge the level of the customers’ expectation of the new packaging. The parent brand must also be able to stand out in the market against the completion brands for the new packaging to have an impact in the market while most importantly, the parent brand must have a strong image in the targeted market segment (Amoako, 2012). The major advantage of using a brand extension strategy to market a new product is related to the fair costs of implementing the strategy relative to all the other strategies. However, the major challenge associated with brand extension is the risk of consumers’ inability to adjust their perceptions in line with the introduced packaging. This rigidity might negatively affect the performance of the new brand (Serrao & Botelho, 2008). Brand sponsorship Bra