. He also recently starred in a premiere series on HBO, Ballers, that is returning for a second season in the coming months. The football teams are not the only sports that Red Bull have gotten themselves into. 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. An example of a complementary product extension is Speedo, a well-known swimwear brand. 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. 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. Entertaining and motivating original stories to help move your visions forward. Eurosport was, in our opinion, in major need of a refresh. Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. 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. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. 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 Products: Clothing, equipment, and accessories for sports ranging from basketball to cricket. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Well, its the athletes. Some example of brand extension are: Apple: from personal computers into MP3 players. Strong imagery is an important part of sport. the Starbucks: coffee-based beverages into energy drinks. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. 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. Following his four year stint in college, AJ went on to launch his own marketing agency whose focus was to help brands better engage with multicultural consumers. 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. Some famous examples of brand extensions include product launches by Amazon, Apple, and Starbucks. Well, Tesla did it. 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. Required fields are marked *. But what amazes me about Steinfeld isnt her acting prowess. Lets be real. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddbf2eb7-04e8-44b2-9e05-b21264e09b65', {"useNewLoader":"true","region":"na1"}); Get expert marketing tips straight to your inbox, and become a better marketer. In the world where digital media is king, brands are reviewing the application of their identity online. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. 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. It saves the trouble of spending money on branding and helps businesses grow their revenue further. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. Needless to say, it failed. With the US Opens new brand identity, it is instantly recognisable and consistent throughout its materials, making it an ace in my book. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. The two thrust of sport marketing are. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. We use cookies to ensure that we give you the best experience on our website. One of the biggest advantages of brand extension is that it helps businesses save costs. 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. 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. 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. 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. After ditching football for a career as a popular pro wrestler, Johnson adopted the nickname The Rock and used an ironically self-serious demeanor along with pun-based catchphrases to transcend wrestling into the national consciousness. 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. Costa Coffee is a British coffeehouse chain with stores around the world. Throughout the years, countless brands have opted to extend their brands via art exhibitions in fine arts museums. 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. Hence, people could now enjoy Mars in different ways, be it by eating chocolates, ice cream, or bread spreads. These are five different brand extension possibilities that you can consider: A line extension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. Required fields are marked *. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. A line extension is when a parent brand launches a new product line in a category already familiar with its customers. 1. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. The method involves many steps, including brand modifications, brand enhancement, and brand economics, to build the brand as a pinner in the relevant field. 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. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. 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. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. June 27, 2022; how to get infinite lingots in duolingo; chegg payment options; athlete brand extension examples . 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. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. A line extension is a form of brand extension when a parent company or brand launches a new product line that is similar to or adjacent to the existing category of products. Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. By using this site, you are agreeing to our Privacy Policy. It strategically considered its existing products and market needs before introducing new products and services. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. 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. So, how has he pulled it off? The new Premier League branding was a much need update for a outdated brand. To sell more tires, the Michelin brothers had to get more people on the road. 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). The North Face uses an editorial strategy to win over would-be explorers 6. This strategy is known as customer base extension. 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. Trying not to sound like an advert for another agency, but I like all of their rebrands. In the early days of cars, society perceived driving as a luxury. Now this isnt a totally new idea, to some extent the American main sports have been doing it for a while, the basketball and ice hockey have development leagues where most major league teams have a minor league team with similar branding. 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. athlete brand extension examples. 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. Twelve, Reebok 2. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. 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. Here are a few examples of brands that have made brand extension mistakes and the lessons you can learn from them. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Even with his wrestling career now in the rearview mirror, hes still a giant of American pop culture so how has he done it? Her experience was a bit different though, as she had a partner to help her through the madness her older sister. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. Virgin Airlines. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '6a4929ae-0291-463f-9d81-42266aa121fb', {"useNewLoader":"true","region":"na1"}); Topics: The company deftly handled a brand extension into sleek home products such as fans and humidifiers. Logos and brand marks like this need to be flexible. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. There is a ton of money in sports. But one product line that isnt the best fit for its brand is an underarm deodorant spray. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '23435896-a095-4469-a18d-2e868644417e', {"useNewLoader":"true","region":"na1"}); Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. 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. While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. I was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. It Is Not What You Think. As a result, they are able to create and invest in products and services that are diverse. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. The Toronto Raptors branding in 1993 was no exception. Whereas with a professional sports team, fans tend to make up the target audience. Your email address will not be published. The company initially distributed a few thousand copies of the guide for free. Cadbury is known for making high-end chocolate and candy. This brand extension was a failure mainly because selling frozen food was in sharp contrast with Colgate's brand identity. 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. 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. 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. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. 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. In 2002, WWF (the wrestling) agreed to stop using the abbreviation, and launched a campaign called Get The F Out, officially declaring themselves as WWE (World Wrestling Entertainment.). Their sport is just the vehicle that drove them to become these money-making branding machines. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Some of the biggest brands in the world are standing in line to throw money at athletes in exchange for promotional commitments. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. See pricing, Marketing automation software. Without question, it was the low point of his self-branding history. Try another search, and we'll give it our best shot. Learn how to build a brand for your business that stands out. While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. Typically, organizations use celebrity endorsements or. The company sells merchandise in the form of apparel, toys, and other accessories and is also known for its amusement parks around the world. 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. 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? Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. studio, network or celebrity. Which of these makes the sport marketplace unique compared with other industries? Your email address will not be published. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. An example of a complementary product extension is Speedo, a well-known swimwear brand. 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. Some good, some bad, but there is no one formula in creating a sports brand. The Manchester club builds their brand globally, including in the USA, by appealing to a closer to home subject. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. While the advantages of brand extensions are worth the investment, if not done correctly, the extension can negatively affect your company. They have practically spread into every extreme sport thinkable and many other sports. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. In addition to the money, athletes are branding goldmines. While tents, knives, bicycles, and other camping gear releases may be a far cry from cars, they are aligned with the companys projected lifestyle. The concepts of brand extensions were employed to develop the ideas of human brand extensions.,In total, 198 participants answered online survey . Reese's Puffs. The brand is synonymous with selling hot coffee of various kinds. The brand extension strategy helps the company to extend and move the brand to another category. 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. Free and premium plans, Sales CRM software. With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. Conor McGregor, MMA Fighter Endorsements: $180 million as of 2022 Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. Do You Understand What Strategic Selling Means? Williams, like LeBron, came into prominence as a teen. With more and more competitors entering the market, brands need to find ways to ensure that consumers keep buying their products. Shes as charming on-screen as she is in interviews with the media, and for the most part, her roles have been well received. Its that shes also just as accomplished as a singer. As a standalone logo mark, I have to say I am not entirely sold on it. The if its not broke, dont fix it mentality took hold. In certain industries, barriers to entry are high. 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. Organization 3. 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. 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. The list is long, the designs are memorable and clever. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. All-in-one Marketing, Sales, Support and CRM Software. 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. 17 Winning Examples of Sports Branding Sports branding is everywhere. During the late 90s, the wrestlings Attitude Era was in full swing. In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. Let us know in the comment below. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. This doesnt necessarily mean a new logo. Even if consumers arent familiar with the new offering, theyll know and trust the brand name enough to try it. The story of how the brand was created makes for a fascinating read. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. These subtle touches can really add depth and story to a sports brand, this one especially links beautifully to the city and its values. 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. 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. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. 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. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. 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. Known as brand extension, it's the process of growing your brand to include new services or productsor stretch into a new industry. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. 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. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. Use tab to navigate through the menu items. 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. Brand extensions can help to reinforce brand associations. Sports Marketing. As digital music files went mainstream, people needed music devices to listen to them, hence the iPods invention. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. Once you answer those questions, then you can start thinking about effective ways to grow your brand. website are shown as examples of industry practice and are not endorsements by This is another project that has so many facets that the undertaking of something like could be a little daunting. 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. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. With a line extension, brands don't have to create new categories. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The above images and any images within this Your email address will not be published. Just turn to the . It was during this time that AJs love for marketing and working with brands really began to blossom. Armani is an Italian luxury fashion house that designs and retails haute couture, accessories, and home decor. Typically, organizations use celebrity endorsements or influencer marketing to promote their products. It was almost a necessity for Gillette to produce this complementary good for its flagship product. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries.