When the public deems a brand or company an expert in their industry, they might want to branch out into new offerings that still fall under their area of authority. Twelve, Reebok 2. 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. The above images and any images within this Try another search, and we'll give it our best shot. There is a ton of money in sports. The stripped back logo gets straight to the point, shedding unnecessary bulk. Failed brand extensions can also lead to brand dilution. 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. An owner desperate to stand out in both basketball circles but in a very ice hockey led culture. Here are five different extension strategies that could work for you. Well, Tesla did it. The if its not broke, dont fix it mentality took hold. He is, after all, the King. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. Their has been plenty of controversial football club rebrands and branding recently, but I think the potential new logo for David Beckhams rumoured new Miami Club is a winner. 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. 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. 6 Steps To Safeguard Celebrity Endorsement Partnerships, Agency Interview: Los Angeles Business Journal Celebrity Swag Bags, Cause-Related Marketing Campaigns Getting The Celebrity Treatment, 8 Steps To Inviting A Celebrity To Your Event And Saving Some Money In The Process. Mike is a former Inbound Marketing Specialist at Mainstreethost. A nice lesson that being different can make the right kind of splash, but it has to be executed properly. 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 |. Even though all proceeds from the special went to the Boys and Girls Club, the public was still annoyed. Strong imagery is an important part of sport. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Enough said. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. As a result, companies dont have to create a new product line and can expand their customer base by adding to their already existing product categories. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. Using a painted basketball and what I imagine some DIY clothes, an identity was created. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. Featuring orange juice as its flagship product, Sunkists brand has associations with oranges, health, and energy. 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. Who would have thought a tequila line from an energy company would sell out within a few hours? Below are the top highest endorsed athletes as reported by Forbes. 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. All-in-one Marketing, Sales, Support and CRM Software. All Rights Reserved. The campaign is based very much around strong imagery with a considered and simple brand coupled with it. In reality, its a new term to the sports world, but not a new phenomenon. But what amazes me about Steinfeld isnt her acting prowess. 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. (Still asking Jeeves, probably.) While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. 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. 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. And the application of the brand throughout the GB Basketball materials I really enjoy. 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. Throughout the years, countless brands have opted to extend their brands via art exhibitions in fine arts museums. 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. Think of the Beats By Dre headphones. 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. Nike tells the best stories 2. (877).509.3570 EngageBay 2023. Eurosport was, in our opinion, in major need of a refresh. For instance, sports brands sell cricket bats and balls together as complementary goods. Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. They have successfully launched brand products under their names. 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 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. 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. Sports are one of the worlds favorite pastimes. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. While this brand extension could have been risky, the partnership was successful. Do You Understand What Strategic Selling Means? Speedo sells swimsuits as well as complementary wear, including swimming goggles, swim caps, and bathing suits. With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. Reading about the US Open rebrand is really interesting. 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. Make a Athlete logo design online with BrandCrowd's logo maker. 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. It features two of the most iconic Japanese symbols, the rising sun and Mount Fuji. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. 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. 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). Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. For example, a vertical brand extension - such as a brand line extension - is a relatively simple approach to selling into the same audience. The new F1 logo is trying to connect with a new audience. Attract more visitors with strategically targeted content. He was so wary of backlash that he was apt to simply shut down his personality as a defense mechanism. Moreover, the brand name Armani ensures the success of the products. 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. Their sport is just the vehicle that drove them to become these money-making branding machines. Amazon Echo. The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. Known as brand extension, it's the process of growing your brand to include new services or productsor stretch into a new industry. Reese's Puffs. It strategically considered its existing products and market needs before introducing new products and services. Browse thousands of Athlete logo designs. Digital application for brands is now bigger than even and you will read about that later in this post with the FC Barcelona Crest redesign. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. It was during this time that AJs love for marketing and working with brands really began to blossom. Virgin Airlines. Especially if you have legions of loyal fans to try and appease. There are plenty of other ways to do this without having to shell out tens of millions of dollars. As a result, brand extension becomes inevitable. See pricing, Marketing automation software. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE 19801support@engagebay.com , +1. Some of the biggest brands in the world are standing in line to throw money at athletes in exchange for promotional commitments. Otherwise, you cant brush your teeth. Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. The highest-paid athletes currently are: 1. 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. 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. In the past, sports teams were always separate entities. In complementary product extensions, brands add products that complement their existing range of products. George Foreman Grill 7. Mailchimp: email marketing to Facebook ads. 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 . Armani is an Italian luxury fashion house that designs and retails haute couture, accessories, and home decor. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. Another way an established brand can extend itself is by creating complementary products for its main products. With technology showing no signs of slowing down, the influence on culture can only increase, so it is important that your brand isnt getting caught out or becoming connected with something you dont want it to. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. From something seemingly small like how you create a logo to something much more expansive like your overall aesthetic, each component shapes perception and expresses your brand message. Typically, organizations use celebrity endorsements or influencer marketing to promote their products. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. Further, Armani also has its own floral creation and chocolate brand. So unless it thinks its flagship products elegant traits can transfer to a completely unrelated product line, its venture into the clothing industry could diminish its brand equity. Are there any sports branding projects you think weve missed? Wrestling was a product for teenagers and above. 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. 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. 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. Or an established sporting body that needs to update your brand to move with technology and culture? 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. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. Like LeBron and Serena, Johnson has also been active as a philanthropist. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. Snickers Ice Cream Bars 4. Get your logo from the #1 Logo Maker. Apples dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. Successful Brand Extension Examples. As digital music files went mainstream, people needed music devices to listen to them, hence the iPods invention. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Today, however, Armani is not limited to apparel alone. Amazon is an e-commerce retailer with headquarters in Seattle, USA. 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. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. 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. Sports branding systems will be used in many different situations and the Team Canada identity does just that. A line extension is when a parent brand launches a new product line in a category already familiar with its customers. Its that shes also just as accomplished as a singer. . Your email address will not be published. A complicated football crest can get lost in the masses. 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). Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. By using this site, you are agreeing to our Privacy Policy. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. Some example of brand extension are: Apple: from personal computers into MP3 players. 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. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. To sell more tires, the Michelin brothers had to get more people on the road. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. 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. Which of these makes the sport marketplace unique compared with other industries? 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. 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. Gillettes extension into making shaving products alongside its safety razor blades was a smart move. Dettol is a UK-based disinfectant and antiseptic soap brand popular in India. 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. However, thats not to say that these brands cant get their product, message, or service intertwined in the world of sports. Save my name, email, and website in this browser for the next time I comment. Team Canadas rebrand is something I will always go back to when it comes to sports branding. 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. The story of how the brand was created makes for a fascinating read. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the world. The product in this type of extension would fall in the same category as the company's current offerings, making them easy to market to their existing clients. Try it free! He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. Naturally, that kind of unrelenting pressure results in growing pains from both personal and marketing standpoints. Whereas with a professional sports team, fans tend to make up the target audience. Trying to connect with a new and younger audience will always help with this. In this blog post, you will learn more about brand extension and see a few clever examples to learn how you can do it too. In the early days of cars, society perceived driving as a luxury. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. 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. Hence, people could now enjoy Mars in different ways, be it by eating chocolates, ice cream, or bread spreads. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. 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. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. One company that does brand extensions well is Apple. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. When Levis introduced Tailored Classics in the early 1980s, it already owned a large share of its target market, so it wanted to enter some new markets to sustain its high growth rate. Although Steinfeld is mainly known for her acting chops, her singing abilities bolster her esteem as a performer and stretch her brand to more audiences and fans. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels.
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