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Gillettes extension into making shaving products alongside its safety razor blades was a smart move. Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. The logo has many different lock ups, making it versatile and flexible. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. 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. Here are five different extension strategies that could work for you. But one product line that isnt the best fit for its brand is an underarm deodorant spray. For example, Colgate, a toothpaste company, released toothbrushes as a new product. Just be sure to consider all the possibilities before launching a brand extension. The two thrust of sport marketing are. inferior oblique palsy vs brown syndrome; how to please your dom over text. 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. Well until this branding came around that is. 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. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Back in 1998, it might have seemed strange for a search engine to offer digital business tools, but as Google advanced, it made sense for the company to offer these products to its audience, too. LeBron James is arguably one of the most successful professional athletes and a large part of his success comes from his personal athlete branding. 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. Apples dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Other examples could include introducing new scents, sizes, and colors to a product line. 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. Then realised they were all by the same agency. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. (Still asking Jeeves, probably.) I Agree. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. Jeeps customers know the company as an outdoorsy and adventurous brand. Because without the fans, sport would be a pretty boring prospect. The partnership was a success because Food Network served a specific audience with what they needed. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. 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. The Food Network understood that its audiences interest in cooking extended beyond the desire to watch its shows, and that they would be potential customers for new products. Nike Brand Extension. 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. Have I done enough research to know how a brand extension would affect my original brand? Throughout her career, Williams has focused the branding aspects of her life on the fashion industry. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. For instance, sports brands sell cricket bats and balls together as complementary goods. athlete brand extension examples. Arnold Schwarzenegger Supplements 2. Pink has always been a colour used in anything to do with Miami, the new Miami Vice jerseys for the Miami Heat utilise this colour and do it very well. While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. James has begun the process of building his own entertainment empire, Spring Hill Productions (named after the housing project he lived in with his mother during grade school), that handles projects both for and about him. A complicated football crest can get lost in the masses. 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. 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. 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. This is a classic brand extension example where businesses leverage their brand awareness and authority to expand their clientele and open up new sales channels. Whereas with a professional sports team, fans tend to make up the target audience. They seem to utilise printing and creative flair to their fullest. Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. Mike is a former Inbound Marketing Specialist at Mainstreethost. Its that shes also just as accomplished as a singer. 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. The football teams are not the only sports that Red Bull have gotten themselves into. you will learn more about brand extension and see a few clever examples to learn how you can do it too. He and his ex-wife recently gave the University of Miami (his football and academic alma mater) the largest donation in school history and started his foundation for disadvantaged and terminally ill adolescents. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. The interesting thing about the whole rebrand, was what it allowed the company to do. Typically, organizations use celebrity endorsements or. The last thing he wanted was a Maple Leaf logo, which would be a pretty normal step if you were trying to connect with a Canadian city. 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. 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. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. Sports Marketing. 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. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. But times have changed, and in some sports (e.g football) money has been poured into the industry. 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. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. Read also: 15 Sales Prospecting Tools For a Tight Budget. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. His personality has been a constantly moving pendulum between brusque and affable; withdrawn and effusive. Williams, like LeBron, came into prominence as a teen. In her leisure time, you will find her binge-watching TV series or exploring new cafes in town. For instance, sports brands sell cricket bats and balls together as complementary goods. Some example of brand extension are: Apple: from personal computers into MP3 players. 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. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. Reese's Puffs. While this brand extension could have been risky, the partnership was successful. . It can also work to generate buzz or bring attention to a brand looking to reach new customers. Its hard to imagine someone shaving without using shaving cream, foam, or gel? However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand. (877).509.3570 EngageBay 2023. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the world. Or an established sporting body that needs to update your brand to move with technology and culture? Further, Armani also has its own floral creation and chocolate brand. Disney is an American mass media and multinational organization headquartered in California. Try it free! Let us know in the comment below. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. Aside from maintaining his on-court excellence, hes made quite a few savvy marketing moves to keep his brand in the good graces of the public. 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? Privacy 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. Customers commonly view brands as having identities using the same type of thinking that they use to think about people. It saves the trouble of spending money on branding and helps businesses grow their revenue further. The if its not broke, dont fix it mentality took hold. In our eyes this allows the logo to be used more effectively throughout all the different brand touch points. The North Face uses an editorial strategy to win over would-be explorers 6. LeBron James. 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. It all depends on the situation and what you are wanting to achieve with your brand. Free and premium plans, Operations software. Thats impressive by any standards. 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. 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. Try another search, and we'll give it our best shot. The technical storage or access that is used exclusively for statistical purposes. Required fields are marked *. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. Google Pixel. Attract more visitors with strategically targeted content. One of the biggest advantages of brand extension is that it helps businesses save costs. I think sports branding is very culturally influencing and influenced, meaning that it could be constantly changing, but all these brands have brought through the story of an area, its people and its progression as a city. 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. Her performance was so good that it earned her a Golden Globe nomination for Best Actress. A consistently winning team or athlete. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. 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. Toronto had recently been given a franchise and the task was now to brand it up. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. 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. Some good, some bad, but there is no one formula in creating a sports brand. Samsonite is known for making high-end luggage, suitcases, and business bags. It brings fresh, exciting colours into play with big bold text, reflecting the league itself, which boasts as being the most watched league in the world. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. Not every brand extension can be a hit. 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. Amazon Echo. So with college teams, your brand messaging really comes into play. I mean when have you ever seen a raptor in Toronto? athlete brand extension examples. The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. In the past, sports teams were always separate entities. On the flip side, a company can also exploit its brand and, in turn, ruin it. Like LeBron and Serena, Johnson has also been active as a philanthropist. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. Otherwise, you cant brush your teeth. If done right, it can propel a brand forward and help to expand the business. Athletes these days are making more money than many of the worlds longest-standing business executives. 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. The Star Wars brand extended into the toy market. It features two of the most iconic Japanese symbols, the rising sun and Mount Fuji. So, how has he pulled it off? The method involves many steps, including brand modifications, brand enhancement, and brand economics, to build the brand as a pinner in the relevant field. 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. Guinness World Record Book. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. Drive leads, sales, and conversions with a strong digital Googles brand extension journey naturally aligns with technological advances, but this makes Googles foray into other products so innovative. Companies with high levels of authority in their sector can leverage this authority to create new products. presence. 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. There are plenty of other ways to do this without having to shell out tens of millions of dollars. to our start your project page, Brand 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. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE [email protected] , +1. All these different situations can determine the route you take when it comes to branding or rebranding. Do You Understand What Strategic Selling Means? The marketing of sport products to the sport consumer. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. Have you ever wondered why someone like Lebron James only wears Nikes and how much he gets paid to wear them? 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 |. 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. 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. 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. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. Procter & Gamble (P&G), for example, does this well with the Pampers brand. 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. Starbucks: coffee-based beverages into energy drinks. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. Phrases become abbreviations like LOL and LMAO, and more importantly for the World Taekwondo Federation, WTF. 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. They have successfully launched brand products under their names. For example, a haircare brand that has shampoos might create a line extension for new products that are for colored hair, thinning hair, or curly hair. A great example of this is the new Barcelona simplified crest. The new brand messaging is focused on passion, the key moments in sport that thrill and change history. 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. Connect and communicate with your ideal target audience. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. In complementary product extensions, brands add products that complement their existing range of products. athlete brand extension examplesvenice beach boutiquesvenice beach boutiques Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. 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. See pricing, Marketing automation software. Lets be real. Ultimately, though, its her fashion industry foray that will really extend her career beyond her playing days. The majority of the athletes with a professional logo use it for different reasons, one of which is to extend their personal brand from a business POV. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. New York City is renowned worldwide as a city, but not so much as a footballing city. Setting up a brand structure and how the brand is used in different situations is great but be sure not to go too far! There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a companys goal. 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). 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. The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. George Foreman Grill 7. 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 fact, here at Hollywood branded, we can help you with that. 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. What benefit would a consumer derive from this new brand or product? Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. Where would we be without Google? 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. You may unsubscribe from these communications at any time. While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. 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. So how did the franchise become popular today? Especially if you have legions of loyal fans to try and appease. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. Thats not to say you shouldnt try and expand your brand if you have the opportunity. Are you a new sports team, looking to create a global brand? Your email address will not be published. Dyson: from vacuum cleaners into desk lamps. Subscribe to the Marketing Blog below. studio, network or celebrity. This clearly wasnt a one-off. Snickers Ice Cream Bars. For example, Johnson and Johnson, a company that sells pharmaceutical and consumer packaged products, extended its brand to sell goods that specifically cater to infants. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. It all depends on the situation and what you are wanting to achieve with your brand. As a standalone logo mark, I have to say I am not entirely sold on it. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. Adidas does killer collaborations 3. Today, however, Armani is not limited to apparel alone. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. In addition, key aspects to a successful brand extension are athlete prestige, distinctiveness and perceived fit of the athlete-product (Walsh and Williams 2017); in addition to an athlete's . Then, the iPod evolved into the iPhone to fulfill the market need for a reliable and functional smartphone. Imagine the pile of brand briefs the Red Bull marketing team have to put out daily! Moreover, the brand name Armani ensures the success of the products. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. Amazon now sells all kinds of products on its e-commerce platform and provides services such as cloud computing. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. 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. Releasing an item under a well-known company brand might allow the launch to receive support from existing loyal customers. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. 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. Updated: So, what happens when a brand dips its toes into a new product thats a leap from its initial offering? 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. Known as brand extension, it's the process of growing your brand to include new services or productsor stretch into a new industry. Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. 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.

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