Imagine the pile of brand briefs the Red Bull marketing team have to put out daily! Read also: 9 Types Of Branding And What They Really Mean. The brand extension strategy helps the company to extend and move the brand to another category. Have you ever wondered why someone like Lebron James only wears Nikes and how much he gets paid to wear them? Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. New Products: Clothing, equipment, and accessories for sports ranging from basketball to cricket. 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. With action figures from characters in the movies, Star Wars was able to attract a new audience, build brand awareness and make a ton of sales in the process. Brand extension strategy examples like Apple, Starbucks and Google are: "Masters of brand extension because they are always moving into new businesses without changing their brand identity." Along with Apple, we'll explore two additional brand strategy extension examples, Corona and Sara Lee. Red Bull creates the best spectacles 4. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); We use cookies and similar technologies to ensure you get the best experience on our website. Lets be real. Virgin Airlines. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. Tide Stain Remover Pen 6. Other examples could include introducing new scents, sizes, and colors to a product line. New York City is renowned worldwide as a city, but not so much as a footballing city. These subtle touches can really add depth and story to a sports brand, this one especially links beautifully to the city and its values. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. Just turn to the . LeBron James. Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. Let us take a look at the different types of brand extension strategies. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. 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. Now is your time to get ahead of the game. Strategy Made Simple, The James has begun the process of building his own entertainment empire, Spring Hill Productions (named after the housing project he lived in with his mother during grade school), that handles projects both for and about him. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Then, the iPod evolved into the iPhone to fulfill the market need for a reliable and functional smartphone. 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. Pokemon Toys 5. 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. athlete brand extension examplesvenice beach boutiquesvenice beach boutiques A daily dose of irreverent and informative takes on business & tech news, Turn marketing strategies into step-by-step processes designed for success, Explore what it takes to be a creative business owner or side-hustler, Listen to the world's most downloaded B2B sales podcast, Get productivity tips and business hacks to design your dream career, Free ebooks, tools, and templates to help you grow, Learn the latest business trends from leading experts with HubSpot Academy, All of HubSpot's marketing, sales CRM, customer service, CMS, and operations software on one platform. By leveraging its expertise in small motors to enter the lawn mower market in 1978, it now boasts the seventh-largest slice of market share in the global lawn mower industry. While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. For instance, sports brands sell cricket bats and balls together as complementary goods. I Agree. Rather than going to market right away with a new product, focus first on your customers needs and your, After successfully marketing to women for decades, Dove decided to extend its brand to include men. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. Benefits of Brand Extension For Your Business, #1. A company can create a branding extension for itself by launching different product categories for a single demographic. Well, its the athletes. Just be sure to consider all the possibilities before launching a brand extension. Seriously, though! Amazon Echo. Like the best pro athlete logos, LeBron's uses . The inevitable hiccups of his self-branding history are clearly behind him. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. Although Apple started as a technology company that makes only computers (Macs), it soon extended its product line to include music players (iPods), mobile devices (iPhones), and tech accessories (Apple Watch and Earpods). While this brand extension could have been risky, the partnership was successful. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. Are there any sports branding projects you think weve missed? 3. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. He was so wary of backlash that he was apt to simply shut down his personality as a defense mechanism. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. Rare Design seem to have a monopoly on rebranding NBA teams. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. Typically, organizations use celebrity endorsements or influencer marketing to promote their products. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. Required fields are marked *. Fitbit got its customers competing with their friends 7. So Barcelona have simplified the crest, keeping key elements but ditching black lines and the FCB. Helps capitalize existing brand assets, #2. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. carpenter v united states pdf; what 2 colonies bordered new york on the south With the US Opens new brand identity, it is instantly recognisable and consistent throughout its materials, making it an ace in my book. Twelve, Reebok, Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. Below are the top highest endorsed athletes as reported by Forbes. This interest in fashion has expanded beyond mere endorsements as she now is the owner of her own fashion line. Twelve, Reebok 2. This goes to show just how valuable an athlete's personal brand is. They are a true example of global branding in the sport industry and beyond. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. Harley Davidson T-Shirts 3. The proposed Miami branding uses an uncommon pink and black colour palette that reminds me of the Italian team, Palermo. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. Here are some reasons why you should consider brand extension as part of your marketing strategy. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand. During certain stretches of his career, this learning curve has created antagonistic situations between him and team ownership, between him and the media, and even between him and his fans. Instead, it leveraged its brand name to make penetrating the market a success. Reese's Cups, but cereal. Although quite elusive, this lovely bearded man can be spotted in any country in the world at any point in time, having already visited over 25 countries by the ripe age of 22. While Serena has, over the years, established herself as the superior player, the fact that she had a partner to share the unique and bizarre experience of adolescent celebrity status has certainly helped her navigate the precarious waters of personal brand-building. 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. You had characters like Stone Cold Steve Austin drinking beer, half naked women wrestling, and violence and swearing through the roof. Drive leads, sales, and conversions with a strong digital 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. Brands realize how much sports fans love their sports heroes and are willing to put up a lot of money to get their brand in front of those cheering fans. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. Go Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. website are shown as examples of industry practice and are not endorsements by A nice lesson that being different can make the right kind of splash, but it has to be executed properly. With technology moving faster than ever, and with that, our speech and communication style is changing. But as you know, thats not the be all and end all of brand identity. I mean when have you ever seen a raptor in Toronto? 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. Or an established sporting body that needs to update your brand to move with technology and culture? These players appreciate the value of data to improve gameplay performance and content performance including what will help boost their profiles and potential for endorsements the most. But unlike, say the Tokyo Olympics, which has a fair amount of creative leash to run with, the Rugby World Cup has a particular style and when it comes to the logo a particular shape and system to keep to. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. Now this isnt a totally new idea, to some extent the American main sports have been doing it for a while, the basketball and ice hockey have development leagues where most major league teams have a minor league team with similar branding. 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. Once you answer those questions, then you can start thinking about effective ways to grow your brand. Samsonite is known for making high-end luggage, suitcases, and business bags. Virgin Atlantic began in the seventies as a record store and has grown to include several subsidiaries in travel, food, hospitality, consumer goods and more. What do tires and fine dining have in common? Amazon is an e-commerce retailer with headquarters in Seattle, USA. Subscribe to the Marketing Blog below. Cadbury is known for making high-end chocolate and candy. Many companies use brand extensions because it allows them to leverage their parent brands brand awareness and authority to reach new demographics and open up new sales channels. Apples dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Not all the examples on this list are successful brand extensions; some show how brand extensions can go wrong so that you can avoid making the same mistakes. Expanding a brands current offerings to include new items that make sense with its existing products can improve your companys image in the eyes of its customers. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. In reality, its a new term to the sports world, but not a new phenomenon. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. Reese's Puffs. The company has invested in multiple sectors, including consultancy, automobiles, aviation, jewelry, apparel, hospitality, and so on. Free and premium plans, Operations software. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Some say this is a bad thing, some say it isnt, but one thing that can be accepted is that branding these college teams is getting more and more important. There are countless examples of companies using a known brand to expand into new areas. With a line extension, brands don't have to create new categories. 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. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. Needless to say, it failed. Featuring orange juice as its flagship product, Sunkists brand has associations with oranges, health, and energy. Costa Coffee is a British coffeehouse chain with stores around the world. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. When you are trying to recruit the next best prospect, having a strong relatable message could be a deciding factor that brings a recruit to the college. We're committed to your privacy. Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. Although synonymous with creating iconic animated movies and TV shows, Disney also offers products that help create a community around the brand. Red Bull have been one of these brands. Without question, it was the low point of his self-branding history. Attempting to pull its own Michelin stunt, Colgate, known for its toothpaste, attempted to jump into a new industry in the 1980s: food. Here are a few examples of brands that have made brand extension mistakes and the lessons you can learn from them. A complicated football crest can get lost in the masses. Entertaining and motivating original stories to help move your visions forward. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. The website, marketing, and other brand elements are all consistent and exciting, following the Red Bull way, utilising the brand colour palette and the now iconic two bulls logo design. Snickers Ice Cream Bars. Arnold Schwarzenegger Supplements 2. There are a lot of celebrities and personalities who created . athlete brand extension examples. The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. Jeeps customers know the company as an outdoorsy and adventurous brand. It was almost a necessity for Gillette to produce this complementary good for its flagship product. We read that their were many variations of the logo and branding, so with this slightly disjointed approach the brand didnt have a recognisable element that they could hook into to grow the brand further. Join Over 30,000+ Marketers Who Read Our Blog, The Top 10 Highest Endorsed Athletes And Their Brands, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas, , UGG, Tag Heuer, Intel Shields, Aston Martin, TAG Heuer, 110 Lomita Street El Segundo, CA 90245 - Warehousing + Deliveries, 305 Ave G, Redondo Beach, CA 90277 - Headquarters, Copyright 2016 Hollywood Branded Inc. | All Rights Reserved |. Depending on the type of customers you have and what you want to achieve as a brand, you need to decide which brand extension strategy is right for your company. 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. When it comes to sports branding, there are plenty of things to be considered, and most importantly you must assess and identify your situation and what you want out of your sports branding or rebranding project. Men+Care was a simple brand extension that helped Dove become. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. Releasing an item under a well-known company brand might allow the launch to receive support from existing loyal customers. After ditching football for a career as a popular pro wrestler, Johnson adopted the nickname The Rock and used an ironically self-serious demeanor along with pun-based catchphrases to transcend wrestling into the national consciousness. Connect and communicate with your ideal target audience. The combination of brand trust and loyalty between the consumer and the parent company in addition to the convenience you provide by offering new products can really work to revive a brands image. As a result, companies save money on promotion and advertising and the capital they would have required to start a new brand. 154 Examples of Brand Attributes John Spacey, August 05, 2022 Brand attributes are words that describe the basic personality of a brand. Required fields are marked *. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. Your email address will not be published. (877).509.3570 EngageBay 2023. I think the role football plays in peoples daily lives has a massive cultural affect, and it was time that the Premier League updated its image. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). Free and premium plans. Finding this story in your sports team branding can really cement the brand with the people who really matter in all of this, the fans. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Further, Armani also has its own floral creation and chocolate brand. It includes offering unique products or services, targeting the right audience, building a competitive and efficient business model, and creating a business logo or tagline that resonates with your brand. He's noticeable anytime he's in the press, but when you don't see a picture of him, you'll still be able to recognize his logo. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE 19801support@engagebay.com , +1. In the world where digital media is king, brands are reviewing the application of their identity online. It is important to have a strong brand message that will relate to your target audience, this is a pretty specific audience of possible recruits. The new brand messaging is focused on passion, the key moments in sport that thrill and change history. 8 Of The Most Clever Brand Extension Examples, Dove is a well-known hair and skincare brand, This is a classic brand extension example where businesses leverage their. Improved brand image: By leveraging a trusted brand name and persona, brands can improve perception and overall image to both existing and potential customers. Rather than going to market right away with a new product, focus first on your customers needs and your brand identity. It features two of the most iconic Japanese symbols, the rising sun and Mount Fuji. The marketing of sport products to the sport consumer. (Still asking Jeeves, probably.) Nike Brand Extension. You may unsubscribe from these communications at any time. Successful Brand Extension Examples. Mars is an American confectionery manufacturer specializing in chocolates, pet food, and other products. They have successfully launched brand products under their names. This especially true for the golfers and tennis players who dont earn a salary and only make money through their actual sport by winning tournaments. The Toronto Raptors branding in 1993 was no exception. These are five different brand extension possibilities that you can consider: A line extension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. It strategically considered its existing products and market needs before introducing new products and services. Read also: 15 Sales Prospecting Tools For a Tight Budget. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. 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. is graham wardle still married to allison wardle; poorest city in north carolina; the coast neighborhood cambridge Sports are one of the worlds favorite pastimes. Original Product: Athletic shoes. Some famous examples of brand extensions include product launches by Amazon, Apple, and Starbucks. Why? Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. The partnership was a success because Food Network served a specific audience with what they needed. Especially those that have a wide base of appeal - beyond their local cities. But unlike the former example, you literally need a toothbrush to use toothpaste. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. We've also seen toothpaste companies use this type of extension for their original brand by adding toothbrushes and other oral care products as new categories. A line extension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. But with all the chocolate-flavored cereal around in the mid-90s, Reeses Peanut Butter Cups entrance into the cereal market was smart and natural. 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. Phrases become abbreviations like LOL and LMAO, and more importantly for the World Taekwondo Federation, WTF. Every season, more and more American college teams, whether that be in basketball or football, or just a whole college sports program are looking to rebrand and bring a fresh new look to their side. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. Let us know in the comment below. 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. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. The technical storage or access that is used exclusively for statistical purposes. But one product line that isnt the best fit for its brand is an underarm deodorant spray. 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. Otherwise, you cant brush your teeth. New audience: Brand extensions can get your brand in front of new audiences, which will usually result in growing your overall customer base and increasing sales. This strategy works best when the new product category is related to its parent category and is something consumers and customers want. Similar to a line extension, a complementary product extension, also called a companion product extension, is when a brand releases a new product that complements its initial product.
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