Red Bull has the highest market share of any energy drink in the world, with 6. Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daengwhich was first introduced and sold in Thailand by Chaleo Yoovidhya. In Thaidaeng means red, and a krating known in English as a gaur or Indian bison is a large species of wild bovine native to South Asia. Yoovidhya’s heirs own majority stakes in both brands, and they both use the same red bull on yellow sun logo while continuing to market the separate drinks to the respective Thai and Western markets. Red Bull is sold in a tall and slim blue-silver. Rather than following a traditional approach to mass marketing, Red Bull has generated awareness and created a ‘brand myth’ [10] [11] through proprietary extreme sport event series such as Red Bull Cliff Diving World SeriesRed Bull Air RaceRed Bull Crashed Ice and stand-out stunts such as the Stratos space diving project. Energy drinks have bee...