Art Exhibitions. 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. This is another project that has so many facets that the undertaking of something like could be a little daunting. A lot of existing fans felt a little betrayed by the lack of reflection. For example, he partnered with McDonalds' recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. Especially those that have a wide base of appeal - beyond their local cities. Gillettes extension into making shaving products alongside its safety razor blades was a smart move. 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). Just be sure to consider all the possibilities before launching a brand extension. 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. The technical storage or access that is used exclusively for anonymous statistical purposes. Thats not to say you shouldnt try and expand your brand if you have the opportunity. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. Reese's Cups, but cereal. The partnership was a success because Food Network served a specific audience with what they needed. Mailchimp: email marketing to Facebook ads. Customer Base Extension Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. 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. Despite the potential for failure, many household brand names continue to launch surprising new products and brand extensions, such as the KFC smartphone and even Netflix marijuana. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. athlete brand extension examples. Samsonite is known for making high-end luggage, suitcases, and business bags. Free and premium plans, Customer service software. 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. Connect and communicate with your ideal target audience. Topics In This Post: Self Branding Social Media Marketing Sports Marketing, Your email address will not be published. Policy. 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. With the US Opens new brand identity, it is instantly recognisable and consistent throughout its materials, making it an ace in my book. Mars is an American confectionery manufacturer specializing in chocolates, pet food, and other products. Your email address will not be published. The brand extension strategy helps the company to extend and move the brand to another category. Similar to the Manchester City and New York City FC situation, we have seen a massive increase in sports teams being sponsored, and then named after already established brands that are not in the sports sector. 1. The highest-paid athletes currently are: 1. Required fields are marked *. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. If you do, you run the risk of diluting the overall goal of becoming a recognised brand. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. 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. 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. . athlete brand extension examples. For example, Colgate, a toothpaste company, released toothbrushes as a new product. So, who makes this all possible? The football teams are not the only sports that Red Bull have gotten themselves into. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. Logos and brand marks like this need to be flexible. inferior oblique palsy vs brown syndrome; how to please your dom over text. Known as Johnsons Baby, the brand sells baby wipes, baby powder, baby shampoo, hair oil, and so on. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE 19801support@engagebay.com , +1. 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. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Starbucks: coffee-based beverages into energy drinks. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. The marketing of sport and non sport 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. Whereas with a professional sports team, fans tend to make up the target audience. Procter & Gamble (P&G), for example, does this well with the Pampers brand. 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. 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. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. With technology moving faster than ever, and with that, our speech and communication style is changing. Initially, the brand only catered as a skincare brand for men. Virtual reality options like lenses and fashion shows provide more of a secondhand experience for consumers, instead of the full experience of a luxury retail brand. Well, its the athletes. Amazon is an e-commerce retailer with headquarters in Seattle, USA. Brand extensions can help to reinforce brand associations. The problems and roadblocks the brand was having, was that it was a complicated brand and had difficulty with recognition and digital application. All-in-one Marketing, Sales, Support and CRM Software. The North Face uses an editorial strategy to win over would-be explorers 6. Using a painted basketball and what I imagine some DIY clothes, an identity was created. 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 . 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. Successful Brand Extension Examples. LeBron James is arguably one of the most successful professional athletes and a large part of his success comes from his personal athlete branding. Costa Coffee is a British coffeehouse chain with stores around the world. The stripped back logo gets straight to the point, shedding unnecessary bulk. Heres a close look at a few athletes who do the most to market themselves. In reality, its a new term to the sports world, but not a new phenomenon. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. 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. 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 strategy works best when the new product category is related to its parent category and is something consumers and customers want. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, 'ddcfc5d2-30ac-4131-ab53-d588eabadd0e', {"useNewLoader":"true","region":"na1"}); Top brands: Nike, Coca-Cola, Nike, Upper Deck, McDonald's, Samsung, Microsoft. Let us know in the comment below. In addition to the money, athletes are branding goldmines. Sports Marketing. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the world. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. 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. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. 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. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. With a line extension, brands don't have to create new categories. Setting up a brand structure and how the brand is used in different situations is great but be sure not to go too far! 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. What benefit would a consumer derive from this new brand or product? As a result, companies save money on promotion and advertising and the capital they would have required to start a new brand. kisha e shen palit en rochester. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. As athletes salaries and endorsement contracts skyrocket, so does their cultural relevance. And New York FC get the backing and boost of a well established name in the sport. The same athletes who have worked for their entire lives to bring us the sports drama that we as fans fall so deeply in love with. The company has invested in multiple sectors, including consultancy, automobiles, aviation, jewelry, apparel, hospitality, and so on. Typically, organizations use celebrity endorsements or. The potential logo has some really nice subtle touches, the Herons have interlocking legs which create a M and represents unity in the city and football itself. 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. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! Try another search, and we'll give it our best shot. Brands that use company authority extensions usually have a high level of authority in their field or industry. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. It saves the trouble of spending money on branding and helps businesses grow their revenue further. 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. Guinness World Record Book. Just like Gillettes razors and shaving products, Colgates toothpaste and toothbrush are complementary goods. Shes as charming on-screen as she is in interviews with the media, and for the most part, her roles have been well received. Here are five different extension strategies that could work for you. 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. Make a Athlete logo design online with BrandCrowd's logo maker. 2. Use tab to navigate through the menu items. Because without the fans, sport would be a pretty boring prospect. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Twelve, Reebok 2. Since the company was already involved in skincare products, launching a mens product category transformed Dove into a multi-billion dollar giant. 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. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. Strong imagery is an important part of sport. They have practically spread into every extreme sport thinkable and many other sports. Googles brand extension journey naturally aligns with technological advances, but this makes Googles foray into other products so innovative. Financial gain: Aside from creating new opportunities to earn more money, brands also tend to save money on marketing expenses and brand management with extensions. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. But as you know, thats not the be all and end all of brand identity. 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. Consumers trusted Levis to produce durable clothing that could endure the wrath of mother nature, but, for that very reason, they didn't trust them to deliver high-end tailored suits. 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. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. 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. 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. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. 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. 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. The brand became known for its stylish and quality over-ear headphones, so when the company released other products, like earbuds and speakers, customers trusted the brands expertise in the audio field enough to be confident in purchasing the new items. Especially if you have legions of loyal fans to try and appease. Save my name, email, and website in this browser for the next time I comment. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. 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. 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. 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. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn. 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. In our eyes this allows the logo to be used more effectively throughout all the different brand touch points. What do tires and fine dining have in common? An example of a complementary product extension is Speedo, a well-known swimwear brand. Thats impressive by any standards. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. 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. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. As digital music files went mainstream, people needed music devices to listen to them, hence the iPods invention. 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. Reese's Puffs. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. Sports branding is everywhere. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. 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. In the world where digital media is king, brands are reviewing the application of their identity online. Your email address will not be published. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. The technical storage or access that is used exclusively for statistical purposes. One company that does brand extensions well is Apple. 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. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. 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. 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. Virgin Airlines. An example of a complementary product extension is Speedo, a well-known swimwear brand. 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. For instance, Samsung has a huge brand name in the technology space that allows them to launch different products in related categories with a measure of success. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Even if consumers arent familiar with the new offering, theyll know and trust the brand name enough to try it. So Barcelona have simplified the crest, keeping key elements but ditching black lines and the FCB. He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. 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. However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand. While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also come with challenges. The most important advantage to brand extension is the ease of new products coming into the market.. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. The new Premier League branding was a much need update for a outdated brand. For instance, sports brands sell cricket bats and balls together as complementary goods. 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. Trying not to sound like an advert for another agency, but I like all of their rebrands. Many fans consider themselves experts. 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. 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. This also gave them an opportunity to update the imagery, they have updated but kept the kicking athlete, that was the T in WTF. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. Sports branding systems will be used in many different situations and the Team Canada identity does just that. 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. The Star Wars brand extended into the toy market. The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. 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. 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. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. Free and premium plans, Operations software. New Products: Clothing, equipment, and accessories for sports ranging from basketball to cricket. This marketing strategy lets you use your brand community and offer them new products even if they are not related to the original product of the parent company. Do You Understand What Strategic Selling Means? The brand has to push the heritage and culture of the tournament host but stay the course within the brand system of the Rugby World Cup. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation.