Punch line: While it is too early to quantify the impact of Red Bull’s recent Stratos mission, that isn’t stopping valuations as high as $8 billion.
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Excerpted from brandchannel, “Now Red Bull Has Conquered Space, Can Brand Escape Tang’s Fate?”
Pretty much the entire planet now knows the name Felix Baumgartner, thanks to the 43-year-old Austrian skydiver’s record-breaking supersonic freefall, 24 miles out of the sky.
His main benefactor since 1988, Red Bull, deserves to milk the historic feat for all its worth for some time.
The … big question — besides “Is he single?” (no) and “What’s his next daredevil stunt?” (none) — is what all the publicity, social media buzz and press does for the value of the Red Bull brand, and how much all the brand awareness generated by the stunt will goose global sales.
While it’s too early to tell the impact on Red Bull’s financials, of course, it’s not stopping valuation guesstimates as high as £5bn ($8 billion).
While much hay was made of the brand’s “gives you wings” tagline, Baumgartner didn’t drink any Red Bull before his jump for medical, safety and “are you kidding?” reasons.
Edit by JDC
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