There are several reasons that reinforce this assertion. For one, events like Bull Stratos or its sponsorship of the 2015 Milton Keynes Snozone (Noble, 2015, p
As Smith (2004) notes, the "complex" genius of a company like Red Bull is that it operates within a range of bounds that give expression to its overall character and aims. At the same time, its identity as an extreme-kind-of-beverage matches its sponsorship of events like Bull Stratos, so its appeal is linked to the concept, which helps to cement its brand and image in the minds of the young audience it targets -- a strategic step for any company looking to build a consumer base (Locke et al