Connect and communicate with your ideal target audience. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. Read world-renowned marketing content to help grow your audience, Read best practices and examples of how to sell smarter, Read expert tips on how to build a customer-first organization, Read tips and tutorials on how to build better websites, Get the latest business and tech news in five minutes or less, Learn everything you need to know about HubSpot and our products, Stay on top of the latest marketing trends and tips, Join us as we brainstorm new business ideas based on current market trends. The transition to WWE allowed them to drop this dirty stereotype and re-open the floodgates to a mass family market. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). New York City is renowned worldwide as a city, but not so much as a footballing city. 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. Well, its the athletes. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn. 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. 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. 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. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. The company sells merchandise in the form of apparel, toys, and other accessories and is also known for its amusement parks around the world. Or an established sporting body that needs to update your brand to move with technology and culture? The above images and any images within this There are plenty of other ways to do this without having to shell out tens of millions of dollars. The WWE (formerly WWF) had an interesting conundrum when it came to their branding way back at the turn of the century. Its that shes also just as accomplished as a singer. Red Bull creates the best spectacles 4. Red Bull have been one of these brands. Organization 3. Here are some reasons why you should consider brand extension as part of your marketing strategy. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. Here are a few potential disadvantages of brand extensions: Loss of reliability: A brand extension can actually harm your brand reputation if the new offerings dont relate to or perform as well as existing offerings. This strategy works best when the new product category is related to its parent category and is something consumers and customers want. Through an inspirational video or an emotional image, it attacks the senses and the passion of the consumer. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. 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. athlete brand extension examples - ammcap.com 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. Just be sure to consider all the possibilities before launching a brand extension. Brand extensions allow companies to leverage the success of their existing, Thats not to say you shouldnt try and expand your brand if you have the opportunity. Starbucks: coffee-based beverages into energy drinks. Amazon is an e-commerce retailer with headquarters in Seattle, USA. Brands that use company authority extensions usually have a high level of authority in their field or industry. 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. Amazon now sells all kinds of products on its e-commerce platform and provides services such as cloud computing, online advertising, video, music streaming, and artificial intelligence. 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. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. Featuring orange juice as its flagship product, Sunkists brand has associations with oranges, health, and energy. Especially those that have a wide base of appeal - beyond their local cities. The football teams are not the only sports that Red Bull have gotten themselves into. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. With the US Opens new brand identity, it is instantly recognisable and consistent throughout its materials, making it an ace in my book. He was so wary of backlash that he was apt to simply shut down his personality as a defense mechanism. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. Go Some example of brand extension are: Apple: from personal computers into MP3 players. It can also work to generate buzz or bring attention to a brand looking to reach new customers. One of the biggest advantages of brand extension is that it helps businesses save costs. The story of how the brand was created makes for a fascinating read. athlete brand extension examples - saletell.com Rare Design seem to have a monopoly on rebranding NBA teams. Athletes and athlete-loving brands, you can now create your own athlete-inspired logos without a professional designer. 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 . The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. George Foreman Grill 7. As athletes salaries and endorsement contracts skyrocket, so does their cultural relevance. Sports branding can be tricky to get right. This interest in fashion has expanded beyond mere endorsements as she now is the owner of her own fashion line. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. Now is your time to get ahead of the game. Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. 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. In certain industries, barriers to entry are high. When it started producing low-end food products, like instant mashed potatoes, its not surprising to learn that its association with the finest chocolates weakened. There are several types of brand extension strategies. Where would we be without Google? Colgate inexplicably began offering frozen dinners. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. As a result, they are able to create and invest in products and services that are diverse. The new F1 logo is trying to connect with a new audience. Exactly what an effective logo design needs to be. Perhaps the only athlete on the planet who can match James for both athletic dominance and branding acumen is Serena Williams. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. Apples dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. This goes to show just how valuable an athlete's personal brand is. Economies in promotion and advertising, 8 Amazing Brand Extension Examples To Learn From. 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. 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. An example of a complementary product extension is Speedo, a well-known swimwear brand. It introduced a tequila line, and the company sold out its tequila within a few hours. 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. Recognition seemed to be another problem for the old brand. This also gave them an opportunity to update the imagery, they have updated but kept the kicking athlete, that was the T in WTF. In 2014, with the huge influx in HDTV, they modernised again and were left with the slick logo mark we now see across all WWE related productions. Twelve, Reebok, Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. Are you a new sports team, looking to create a global brand? Other examples could include introducing new scents, sizes, and colors to a product line. GoPro makes the customer the hero of the story 5. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. athlete brand extension examples - zoom-content.com Updated: For instance, sports brands sell cricket bats and balls together as complementary goods. Think of the Beats By Dre headphones. Heres a close look at a few athletes who do the most to market themselves. The Impact of Athlete-Owned Brands Worldwide In parallel with Michael Jordan and the lasting legacy of his iconic Nike brand shoes, Serena Williams and Cristiano Ronaldo have also developed strong personal brands. 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. In reality, its a new term to the sports world, but not a new phenomenon. 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. Self-Branding: 3 Athletes With Real Marketing Game - Mainstreethost With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. 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. Disney is an example of a brand lifestyle extension since it attracts customers through its brand name to sell products that are unrelated to each other. 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. Harley Davidson T-Shirts 3. Brand extensions: what are they and 13 inspiring examples 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. Since that time, though, LeBron has shown remarkable branding resilience and smarts (he has also since returned to his hometown Cavaliers, following four successful years with the Heat). And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. Callaway: from golf clubs into footwear, apparel and golf accessories. In the world where digital media is king, brands are reviewing the application of their identity online. The Toronto Raptors branding in 1993 was no exception. All-in-one Marketing, Sales, Support and CRM Software. Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '5c1e2a81-e412-444a-b62b-eef1e8ef0f93', {"useNewLoader":"true","region":"na1"}); Top brands:Under Armour, UGG, Tag Heuer, Intel Shields, Aston Martin, TAG Heuer, Top brands: Nike, Coinbase, Alaska Airlines, Weedmaps, Gatorade, Sonic Drive-in, Beats Headphones, Note: This blog post has been updated as of January 24, 2022. The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. When it comes to branding, every detail matters. 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. These subtle touches can really add depth and story to a sports brand, this one especially links beautifully to the city and its values. A company can create a branding extension for itself by launching different product categories for a single demographic. But one product line that isnt the best fit for its brand is an underarm deodorant spray. All Rights Reserved. The problems and roadblocks the brand was having, was that it was a complicated brand and had difficulty with recognition and digital application. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. Today, Michelin has sold millions of copies of its guides and is the de facto decider of the worlds best restaurants. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. Athlete Logos | Athlete Logo Maker | BrandCrowd Free and premium plans. Are you a new sports team, looking to create a global brand? The Top 7 Professional Athlete Branding Logos of All Time 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. 2. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Post author: Post published: June 8, 2022 Post category: female personal trainers near me Post comments: pete quaife height pete quaife height Even with his wrestling career now in the rearview mirror, hes still a giant of American pop culture so how has he done it? He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. The technical storage or access that is used exclusively for statistical purposes. Attract more visitors with strategically targeted content. Interested in working with celebrities as part of your brand campaign, and want to know if the money you spend will actually lead to sales? His larger-than-life presence and natural charm have made him a magnet for box office success, and thats what will give his post-athletics career and personal brand real longevity. Not every brand extension can be a hit. Strategy Made Simple, The Typically, brand extension strategies are used by big and well-established organizations. Brand trust: From the consumers perspective, theyre more likely to try a new product from a brand that they know and trust. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. The Star Wars brand extended into the toy market. While it originally started as an online book retailer, today, its operations have extended beyond it. So whether youre a SaaS company or a consumer brand thinking about extending your product line, check out our list of the most and least successful brand extensions to help inspire your own. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. June 27, 2022; how to get infinite lingots in duolingo; chegg payment options; athlete brand extension examples . 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. Creating an elite brand can help you stand out and become memorable. Company Authority or Expertise Extension An extension of a firm's authority or firm's expertise relies on trust in a brand within an industry. 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. 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. As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. Not much. Another way an established brand can extend itself is by creating complementary products for its main products. 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. 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. The project is complex with many assets, creating a brand identity that consistently spreads through every branded material from shades, to business cards, and team kits. The company has invested in multiple sectors, including consultancy, automobiles, aviation, jewelry, apparel, hospitality, and so on. Stretching a brand: 7 brand extension examples | Canto The partnership was a success because Food Network served a specific audience with what they needed. 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. He also recently starred in a premiere series on HBO, Ballers, that is returning for a second season in the coming months. The stripped back logo gets straight to the point, shedding unnecessary bulk. 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. Find us online at HollywoodBranded.com. Thats impressive by any standards. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. 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. Its one of the few things in todays world that allows two people from completely different backgrounds to come together and share times of both happiness and sadness together. 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. 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. While his acting tends to be a bit stiff by professional standards, hes good enough to pass. Speedo sells swimsuits as well as complementary wear, including swimming goggles, swim caps, and bathing suits. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. Your email address will not be published. Trying not to sound like an advert for another agency, but I like all of their rebrands. The marketing of sport products to the sport consumer. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. Gillettes extension into making shaving products alongside its safety razor blades was a smart move. It was almost a necessity for Gillette to produce this complementary good for its flagship product. Disney is an American mass media and multinational organization headquartered in California. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! The Rugby World Cup is being held in Japan later this year, the tournament is the first to use the new branding of the board since their high profile rebrand. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Coming out with a line of cereal is risky, but Reese's apparently hit on a deep craving the masses had without even realizing it. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Now all the younger, tech savvy generation will only see this as, well you know what it means. Samsonite is known for making high-end luggage, suitcases, and business bags. Antecedents of the attitude toward the athlete celebrities' human brand 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. 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. Subscribe to the Marketing Blog below. Dyson: from vacuum cleaners into desk lamps. 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. . However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand.
athlete brand extension examples
