Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. And New York FC get the backing and boost of a well established name in the sport. A line extension is when a parent brand launches a new product line in a category already familiar with its customers. Mike is a former Inbound Marketing Specialist at Mainstreethost. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. This post will take a look at three different approaches to building that personal brand (good andbad), and see how these athletes have used them to transcend their playing fields. Required fields are marked *. Below are the top highest endorsed athletes as reported by Forbes. Here are some of the best brand extension examples to get you inspired. Who would have thought a tequila line from an energy company would sell out within a few hours? Today, however, Armani is not limited to apparel alone. When creating sports brands, and any other brand for that matter, the logo mark will be used in many different places and ways, so keep that in the back of your mind. The above images and any images within this All these different situations can determine the route you take when it comes to branding or rebranding. Since the company was already involved in skincare products, launching a mens product category transformed Dove into a multi-billion dollar giant. Attempting to pull its own Michelin stunt, Colgate, known for its toothpaste, attempted to jump into a new industry in the 1980s: food. One of the goals of brand extension is to reach new customers by launching a new product with the goal of increasing growth and profits for a company. The Food Network understood that its audiences interest in cooking extended beyond the desire to watch its shows, and that they would be potential customers for new products. Create a logo in minutes & download instantly. In reality, its a new term to the sports world, but not a new phenomenon. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. Then realised they were all by the same agency. As a result, companies save money on promotion and advertising and the capital they would have required to start a new brand. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. It is important that if you are thinking about rebranding that you dont throw away an already established brand without careful consideration. Athletes and athlete-loving brands, you can now create your own athlete-inspired logos without a professional designer. While some of the more conservative members of the tennis elite found her unprecedentedly colorful outfits offensive there wasnt much they could say once her dominance and charm continued to steamroll the competition. When not jet setting to the next location, AJ can be found eating weird foods (most recently a scorpion in Thailand), watching Chelsea FC win the English Premier League or sitting down with a bucket of kale watching an overly cheesy romance film. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? There are plenty of other ways to do this without having to shell out tens of millions of dollars. But one product line that isnt the best fit for its brand is an underarm deodorant spray. I was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. The Michelin Guides. Because without the fans, sport would be a pretty boring prospect. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. Callaway: from golf clubs into footwear, apparel and golf accessories. Example: Dettol - Dettol bath soap, Dettol sanitizer, Dettol shaving cream, Dettol liquid hand wash, Dettol liquid adhesive bandage, Dettol pain relief spray and Dettol antiseptic cream. The mixture of the bright red and the multiple colours and shapes that represent the Olympic colours, work hand in hand to create a strong and hard hitting brand identity. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Pink has always been a colour used in anything to do with Miami, the new Miami Vice jerseys for the Miami Heat utilise this colour and do it very well. In fact, one visit to her websitereveals several aspectsmore commonly associated with corporations: documentation ofher minority ownership of an NFL franchise, a highly professional and consistent blog presence, and even an outline ofher many successful humanitarian pursuits. The product in this type of extension would fall in the same category as the companys current offerings, making them easy to market to their existing clients. Dyson: from vacuum cleaners into desk lamps. Since customers already recognize the brand, companies wont need to spend extra money to cultivate brand awareness and can instead focus on promoting the new product itself. Virgin Airlines. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. With technology moving faster than ever, and with that, our speech and communication style is changing. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. Read also: Multichannel Retailing: Everything You Need to Know. Here are a few examples of brands that have made brand extension mistakes and the lessons you can learn from them. Just like Gillettes razors and shaving products, Colgates toothpaste and toothbrush are complementary goods. The method involves many steps, including brand modifications, brand enhancement, and brand economics, to build the brand as a pinner in the relevant field. In my opinion, Colgates decision to enter the toothbrush market was a necessity and one of its best moves, helping it secure the third-largest slice of the oral care market. For a brand that relies on the lifestyle and culture it promotes, a brand extension can take an unexpected turn in terms of the category of products it offers, so long as it still fits with the brands portrayed values or distinct way of living. studio, network or celebrity. The technical storage or access that is used exclusively for statistical purposes. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. The story of how the brand was created makes for a fascinating read. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. So, what happens when a brand dips its toes into a new product thats a leap from its initial offering? Pokemon Toys 5. With Manchester City getting a rebrand a few years ago, we also seen a very similar logo pop up for New York City Football Club. 154 Examples of Brand Attributes John Spacey, August 05, 2022 Brand attributes are words that describe the basic personality of a brand. Benefits of Brand Extension For Your Business, #1. If you continue to use this site we will assume that you are happy with it. Red Bull creates the best spectacles 4. From early adulthood, Serena began dabbling in the entertainment industry, with credits on shows like Law and Order, ER, and The Bernie Mac Show throughout her twenties. This is a classic brand extension example where businesses leverage their brand awareness and authority to expand their clientele and open up new sales channels. We use cookies to ensure that we give you the best experience on our website. The Toronto Raptors branding in 1993 was no exception. To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. One of these markets was mens suits, but since its brand was heavily associated with a casual, rugged, and outdoorsy lifestyle, Levis new product line conflicted with its core identity and failed to catch on. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. The personal care company created the Men+Care line and developed a marketing plan that was geared toward men while staying true to its body-positivity brand values. One company that does brand extensions well is Apple. Which of these makes the sport marketplace unique compared with other industries? The marketing of sport and non sport products. The This Girl Can campaign portrayed everyday women, not athletes, not only enjoying, but really succeeding with their individual goals, expelling the stigma. Typically, brand extension strategies are used by big and well-established organizations. Whereas with a professional sports team, fans tend to make up the target audience. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. By using this site, you are agreeing to our Privacy Policy. Starbucks: coffee-based beverages into energy drinks. athlete brand extension examples. It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. This became a massive problem for the World Taekwondo Federation. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. Virtual reality options like lenses and fashion shows provide more of a secondhand experience for consumers, instead of the full experience of a luxury retail brand. Wrestling was a product for teenagers and above. Even if consumers arent familiar with the new offering, theyll know and trust the brand name enough to try it. The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network. Fast scrolling thumbs on social media sites have an endless stream of information being thrown at them, so the ability to stand out and make these thumbs lift from the screen for a couple of second is vital. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. Combine that with his brilliant social media presence hes more than willing to engage with fans and have fun at his own expense and youve got a surprisingly consistent box office draw. An owner desperate to stand out in both basketball circles but in a very ice hockey led culture. Many fans consider themselves experts. Showcase your business and engage youraudience. Failed brand extensions can also lead to brand dilution. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. Procter & Gamble (P&G), for example, does this well with the Pampers brand. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '814dd420-0d49-40e0-b59c-f01066e186c1', {"useNewLoader":"true","region":"na1"}); Brand extension is a marketing strategy that involves a company using its well-established brand name or image to introduce a new product or product categories to its customer base. Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. First, he has embraced his funny side. Today, Michelin has sold millions of copies of its guides and is the de facto decider of the worlds best restaurants. (adsbygoogle = window.adsbygoogle || []).push({}); Top brands: Puma, Nike, Red Bull, RePlay Jeans, Diesel Fragrances, Qatar Airways, DAZN, Triller, Top brands: Tommy Hilfiger, Mercedes Benz, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas. For instance, Samsung has a huge brand name in the technology space that allows them to launch different products in related categories with a measure of success. In 2002, WWF (the wrestling) agreed to stop using the abbreviation, and launched a campaign called Get The F Out, officially declaring themselves as WWE (World Wrestling Entertainment.). The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. Negative impact on brand image: If a brand rolls out a subpar product or service compared to their original offering, it may negatively impact the core brands image. For example, he partnered with McDonalds' recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. Amazon is an e-commerce retailer with headquarters in Seattle, USA. Snickers Ice Cream Bars 4. Through an inspirational video or an emotional image, it attacks the senses and the passion of the consumer. For example, Colgate, a toothpaste company, released toothbrushes as a new product. The partnership was a success because Food Network served a specific audience with what they needed. Free and premium plans, Sales CRM software. Now all the younger, tech savvy generation will only see this as, well you know what it means. I mean when have you ever seen a raptor in Toronto? Its that shes also just as accomplished as a singer. Think of the Beats By Dre headphones. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. We're committed to your privacy. In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. Guinness World Record Book. Googles brand extension journey naturally aligns with technological advances, but this makes Googles foray into other products so innovative. In the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. Theres a long and storied legal battle between the WWF (the wrestling) and WWF (the wildlife people) around usage rights of the name and abbreviation. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Below we have picked out a few sports branding projects that we think are successful, along with trying to bring up some important aspects that need to be considered. The Manchester club builds their brand globally, including in the USA, by appealing to a closer to home subject. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. Sunkist produced vitamin C tablets that spawned an entire arm of business dedicated to vitamins and supplements to both bolster and leverage this association simultaneously. So with college teams, your brand messaging really comes into play. Creating an elite brand can help you stand out and become memorable. Arm & Hammer produces a deodorizing cat litter under its brand. Though endorsements from apparel companies were around long before her and her sister stormed Americas courts and hearts, Serena became the first to approach the endorsements as a way to make statements as opposed to just money. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Despite the potential for failure, many household brand names continue to launch surprising new products and brand extensions, such as the KFC smartphone and even Netflix marijuana. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. Ultimately, though, its her fashion industry foray that will really extend her career beyond her playing days. They have practically spread into every extreme sport thinkable and many other sports. Even with his wrestling career now in the rearview mirror, hes still a giant of American pop culture so how has he done it? They have all connected the branding back to their respective cities, whether that be connecting it to a piece of history from the area, or reconnecting a brand to a much evolved city. In the early days of cars, society perceived driving as a luxury. It saves the trouble of spending money on branding and helps businesses grow their revenue further. website are shown as examples of industry practice and are not endorsements by The two thrust of sport marketing are. Those that become aware of this reality early enough (and have the skill or people around them to pull it off) can use it to their self-branding advantage. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. There is a ton of money in sports. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Why? After successfully marketing to women for decades, Dove decided to extend its brand to include men. In the world where digital media is king, brands are reviewing the application of their identity online. wesleyan hockey coach athlete brand extension examples. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). While this brand extension could have been risky, the partnership was successful. The logo had began to look old and weathered, and the refreshed logo simplifies everything with a brand new, modern typeface, and the single star representing the European aspect. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. What do tires and fine dining have in common? Other examples could include introducing new scents, sizes, and colors to a product line. In fact, here at Hollywood branded, we can help you with that. Credit Solution Experts Incorporated offers quality business credit building services, which includes an easy step-by-step system designed for helping clients build their business credit effortlessly. This sort of branding strategy works both ways. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. Apples dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Or an established sporting body that needs to update your brand to move with technology and culture? While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also come with challenges. The new brand messaging is focused on passion, the key moments in sport that thrill and change history. Perhaps the only athlete on the planet who can match James for both athletic dominance and branding acumen is Serena Williams. The inevitable hiccups of his self-branding history are clearly behind him. Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. Nike Brand Extension. As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. The scratchy old WWF logo was updated, and the F was indeed dropped, leaving them with a new logo that carried the brand through to 2014. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. Free and premium plans, Customer service software. Let us know in the comment below. The Wix website builder offers a complete solution from enterprise-grade infrastructure and business features to advanced SEO and marketing toolsenabling anyone to create and grow online. With an almost gaming feel I think does this very well but it is important when rebranding, especially in sports, that you dont leave behind the loyal existing fans. athlete brand extension examples. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. In her leisure time, you will find her binge-watching TV series or exploring new cafes in town. Rare Design seem to have a monopoly on rebranding NBA teams. While his previous line of work was a stepping stone into C-list fame, it put his body at severe risk of injury and was never going to be a long-term career path. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. Its brand extension into toothbrushes, on the other hand, was very successful. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. Trying not to sound like an advert for another agency, but I like all of their rebrands. He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. In the age of reality television, celebrities from all walks (and all industries) are subjected to the Kardashian treatment, whether they like it or not. While Samsonites outwear is more fashionable than Levis Tailored Classics, it still suffers from the same problem as Levis failed product line the brand extension doesnt align with Samsonites core identity. 10 czerwca 2022 This strategy is known as customer base extension. As athletes salaries and endorsement contracts skyrocket, so does their cultural relevance. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. So Barcelona have simplified the crest, keeping key elements but ditching black lines and the FCB. Harley Davidson T-Shirts 3. But as you know, thats not the be all and end all of brand identity. Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. A nice lesson that being different can make the right kind of splash, but it has to be executed properly. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. Trying to connect with a new and younger audience will always help with this. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. He and his ex-wife recently gave the University of Miami (his football and academic alma mater) the largest donation in school history and started his foundation for disadvantaged and terminally ill adolescents. Free and premium plans, Operations software. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. 1. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. And when you read into why the colour was an obvious choice for the logo it all starts to make sense, from the pink sunrises to bold vibrancy of Miami. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. This strategy works best when the new product category is related to its parent category and is something consumers and customers want. Amazon Echo. There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a companys goal. Back in 1998, it might have seemed strange for a search engine to offer digital business tools, but as Google advanced, it made sense for the company to offer these products to its audience, too. There are countless examples of companies using a known brand to expand into new areas. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. Not much. In addition, key aspects to a successful brand extension are athlete prestige, distinctiveness and perceived fit of the athlete-product (Walsh and Williams 2017); in addition to an athlete's . Like LeBron and Serena, Johnson has also been active as a philanthropist. Using a painted basketball and what I imagine some DIY clothes, an identity was created. Another way an established brand can extend itself is by creating complementary products for its main products.
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