Saying you’d be given to portray Red Bull’s brand personality using only three characteristic traits. What would those be? In 1998, Hung To set up a wholly owned subsidiary called Dongguan Jia Duo Bao Drink & Food Co, Ltd (JDB), which carried on the production and sale of the herbal tea using the red can.

Red Bull's social media strategy is inspired by and in sync with the brand's motto - "Red Bull gives you wings".And what better way to look at the numbers than comparing them with those of the competitors’, to gain a deeper understanding of the social landscape, right? All in all, the numbers can indicate the more successful social media strategy only up to some extent. That's why we'll take our analysis further and run a performance comparison between Red Bull and Monster Energy for TikTok as well. Other energy drink companies have also been the target of lawsuits: In 2012, a class action lawsuit was filed against Monster Beverage Corporation for engaging in deceptive advertising and marketing to children. (That case is still in progress, but many of its claims were dismissed in 2016.)

Both the Beijing High Court (on 25 November 2019) and the SPC on appeal (on 21 December 2020) rejected Red Bull China's arguments and claims. The application was an attempt to restrain PepsiCo from using the tagline “STIMULATES MIND. ENERGIZES BODY.” in relation to Pepsi’s energy drink “STING”, which according to Red Bull was deceptively similar to their aforesaid trademarked tagline. Red Bull is in it to win it when it comes to getting the brand's targeted audience's attention by capitalizing on all the major video networks' viewership potential. With such a 360 video content strategy, Red Bull is sure to get on the radar of every platform's audience, gaining huge visibility. Furthermore, with regard to the assignment of a trademark contributing to the registered capital of a joint venture, an easily overlooked rule is that the assignor and the assignee (the joint venture company) must sign and file a joint application for approval of the transfer with the China National Intellectual Property Administration (CNIPA), and the trademark transfer is only complete when the CNIPA approves it. The signature of the assignment contract is insufficient.

Written by Misum Hossain, Founder, & Reshmi Hossain, IP & Commercial Law Specialist, of Lincoln Legal Chambers So, when Red Bull said it "gives you wings", what it basically meant was that it stimulates your nervous system, reduces drowsiness, and makes you feel so cool and active. Thus, you feel light and energetic. And it does, isn't it? Many even take it as a lite version of hard drinks! Gosh! So, now you know, it didn't literally give you wings'. Rather, it is a metaphor (a word that carries a different underlying meaning and not its literal interpretation).