An example of a brand lifestyle extension is that of Tesla, an American automotive and clean energy company. Exactly what an effective logo design needs to be. The Toronto Raptors branding in 1993 was no exception. Gillettes extension into making shaving products alongside its safety razor blades was a smart move. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. inferior oblique palsy vs brown syndrome; how to please your dom over text. From something seemingly small like how you, 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. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. GoPro makes the customer the hero of the story 5. A nice lesson that being different can make the right kind of splash, but it has to be executed properly. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. 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. Like LeBron and Serena, Johnson has also been active as a philanthropist. Especially if you have legions of loyal fans to try and appease. Sport England created a campaign to get more women exercising and feeling great doing it. Adidas does killer collaborations 3. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. 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. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. By entering tangential markets that can preserve their brands unique associations and perceived quality, companies can launch new products that consumers intuitively understand the benefits of, even though theyve never seen them on a shelf. Known as brand extension, it's the process of growing your brand to include new services or productsor stretch into a new industry. It all depends on the situation and what you are wanting to achieve with your brand. They are a true example of global branding in the sport industry and beyond. Mailchimp: email marketing to Facebook ads. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. 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). Creating an elite brand can help you stand out and become memorable. 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. The above images and any images within this All Rights Reserved. Something theyd been missing since the mid 90s. 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. Have you ever wondered why someone like Lebron James only wears Nikes and how much he gets paid to wear them? In the world where digital media is king, brands are reviewing the application of their identity online. They seem to utilise printing and creative flair to their fullest. Benefits of Brand Extension For Your Business, #1. While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also come with challenges. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). Why? 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. Original Product: Athletic shoes. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. In this article, well explain brand extension means, describe the different types that exist and go over a few real-world examples of good (and not-so-good) brand extensions. In applying the schema to the athlete brand context, we consider athletic . Who would have thought a tequila line from an energy company would sell out within a few hours? to our start your project page, Brand athlete brand extension examples. Another way an established brand can extend itself is by creating complementary products for its main products. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddbf2eb7-04e8-44b2-9e05-b21264e09b65', {"useNewLoader":"true","region":"na1"}); Get expert marketing tips straight to your inbox, and become a better marketer. In the pros, athlete content goals focus on creating a desirable personal brand and digital presence first, backed by social metrics such as followers or likes. Naturally, that kind of unrelenting pressure results in growing pains from both personal and marketing standpoints. 10 czerwca 2022 But times have changed, and in some sports (e.g football) money has been poured into the industry. His personality has been a constantly moving pendulum between brusque and affable; withdrawn and effusive. 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. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. This strategy is known as customer base extension. 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. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. 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. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn. This sort of branding strategy works both ways. One of the biggest advantages of brand extension is that it helps businesses save costs. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the world. 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. Considering that many people were interested in what it does, Food Network saw an opportunity to extend its brand by partnering with Kohl's Corporation to launch its kitchen and cookware products. is graham wardle still married to allison wardle; poorest city in north carolina; the coast neighborhood cambridge 1. 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. 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. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. If done right, it can propel a brand forward and help to expand the business. The WWE (formerly WWF) had an interesting conundrum when it came to their branding way back at the turn of the century. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. It was during this time that AJs love for marketing and working with brands really began to blossom. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. 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. The company sells merchandise in the form of apparel, toys, and other accessories and is also known for its amusement parks around the world. Required fields are marked *. It is important that if you are thinking about rebranding that you dont throw away an already established brand without careful consideration. 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. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. A line extension is a form of brand extension when a parent company or brand launches a new product line that is similar to or adjacent to the existing category of products. Let us know in the comment below. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. 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. The This Girl Can campaign portrayed everyday women, not athletes, not only enjoying, but really succeeding with their individual goals, expelling the stigma. Imagine the pile of brand briefs the Red Bull marketing team have to put out daily! This is not only a good branding strategy, because it gets your fingers in plenty of pies, but I think the football teams branding look great. Sports branding can be tricky to get right. Just turn to the . Does it make any logical sense to start marketing a new product to my customers? Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. Developing a new product in a market that isnt closely tied to your flagship product or core brand, like what Zippo did with its womens perfume, could cause some problems. In an ever growing need for all sports brands to become a globally recognised brand, this tactic seems to work, and has seen NYCFC fly high right out of the gate. Conor McGregor, MMA Fighter Endorsements: $180 million as of 2022 Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. The North Face uses an editorial strategy to win over would-be explorers 6. Although brand extensions have been a topic of extensive study in mainstream marketing (e.g., Aaker & Keller, 1990; Broniarczyk & Alba, 1994; Keller, 1998; Rangaswamy, Burke, & Oliva, 1993; Reddy, Holak, & Bhat, 1994), limited efforts to examine this practice in . 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. In the past, sports teams were always separate entities. Sports doesnt discriminate on the basis of color, where someone's from or how much money they make. 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. Wrestling was a product for teenagers and above. 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. 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. When the newly launched product category is related to the companys parent category, it helps brands earn greater profits, reduce costs involved in launching a new business, and meet customers needs. Moreover, the brand name Armani ensures the success of the products. 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. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. Though mainly known for the iconic Mars chocolate, the brand extended its line into ice cream bars and chocolate spreads with the same taste as the candy bars. While it originally started as an online book retailer, today, its operations have extended beyond it. 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. Typically, brand extension strategies are used by big and well-established organizations. Historically, the most successful brand extensions are the ones that closely tie to the companys core brand or flagship product, like Gerbers baby clothes and Doles frozen fruit bars. 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. Reading about the US Open rebrand is really interesting. Amazon Echo. In the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. The two thrust of sport marketing are. studio, network or celebrity. Required fields are marked *. This increases their probability of success and helps them widen their customer base. Mike is a former Inbound Marketing Specialist at Mainstreethost. Steinfeld has collaborated with some of the most famous musicians like Zedd, Florida Georgia Line, and Alesso to produce three hit songs that have all reached the Billboard Hot 100 record chart. Some good, some bad, but there is no one formula in creating a sports brand. The Manchester club builds their brand globally, including in the USA, by appealing to a closer to home subject. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. This helped it target customers who were always on the move and did not have the time to sit or wait in queues to get a fresh cup of coffee. Its brand extension into toothbrushes, on the other hand, was very successful. Samsonite is known for making high-end luggage, suitcases, and business bags. Colgate inexplicably began offering frozen dinners. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. These brand extension examples show how well-established companies use it to target a wider demographic and can either be related to or different from the parent product category. Typically, brand extensions are used by well-established organizations to launch a new product or product category for their customer base. Red Bull have been one of these brands. 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. 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. Thus, when they launch a new product category or extend an existing one, the new products will be received positively by the public, due to the brands reputation. Known as Johnsons Baby, the brand sells baby wipes, baby powder, baby shampoo, hair oil, and so on. What began as an online book retailer in 1994 has transformed into a one-stop online shop. As a result, brand extension becomes inevitable. 17 Winning Examples of Sports Branding Sports branding is everywhere. Cadbury is known for making high-end chocolate and candy. Are there any sports branding projects you think weve missed? This doesnt necessarily mean a new logo. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. An example of a complementary product extension is Speedo, a well-known swimwear brand. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. 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. So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. This branding shows how you can really push the boundaries and strive for something totally different than normal. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. Companies with high levels of authority in their sector can leverage this authority to create new products. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. 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. Celebrity Partnership, website are shown as examples of industry practice and are not endorsements by Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. The partnership was a success because Food Network served a specific audience with what they needed. 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. While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. 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. Art Exhibitions. The Michelin Guides. For more information, check out our, 13 of the Most (& Least) Successful Brand Extensions to Inspire Your Own, capture the second-biggest slice of the cold cereal market share, the third-largest slice of the oral care market, seventh-largest slice of market share in the global lawn mower industry. There are a lot of celebrities and personalities who created . Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. Factors such as high initial capital and regulations might make it difficult for someone to launch an enterprise in a field with such barriers. Just be sure to consider all the possibilities before launching a brand extension. Like the best pro athlete logos, LeBron's uses . Its not out of the question that someone buying Colgate toothpaste in a store would also pick up a new toothbrush from an oral hygiene brand theyre familiar with. And just like her venture into music, companies often extend their brand to develop new products in industries where they dont have any market share. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. best hunting game for oculus quest 2 athlete brand extension examples What is a brand extension?When you have a successful product or service that, in turn, makes your brand name recognisable to a large customer base, you may w. 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. Amazon is a great example of a brand with humble beginnings that expanded its offerings to become an industry giant. 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. 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. 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. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. Here are some reasons why you should consider brand extension as part of your marketing strategy. While this brand extension could have been risky, the partnership was successful. Complete Content Development Toolkit. This interest in fashion has expanded beyond mere endorsements as she now is the owner of her own fashion line. As athletes salaries and endorsement contracts skyrocket, so does their cultural relevance. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. 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. While his acting tends to be a bit stiff by professional standards, hes good enough to pass. With a line extension, brands don't have to create new categories. Even though Pillsbury is known for producing foodstuffs, its frozen microwave popcorn couldnt compete with Orville Redenbacher or General Mills Pop Secret because its product positioning of being frozen for freshness didnt offer enough value. If you do, you run the risk of diluting the overall goal of becoming a recognised brand. 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. 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. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. Create a logo in minutes & download instantly. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. Its that shes also just as accomplished as a singer. Brand extensions allow companies to leverage the success of their existing branding efforts to promote a new offering rather than build a brand from scratch. The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. 2. Here are some of the best brand extension examples to get you inspired. Attract more visitors with strategically targeted content. But one product line that isnt the best fit for its brand is an underarm deodorant spray. athlete brand extension examples. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. When it comes to branding, every detail matters. Red Bull creates the best spectacles 4. The interesting thing about the whole rebrand, was what it allowed the company to do. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. Rather than going to market right away with a new product, focus first on your customers needs and your brand identity. Well, Tesla did it. 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. Without question, it was the low point of his self-branding history.

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