Like the best pro athlete logos, LeBron's uses . GB Basketball has recently had a rebrand, and it is all about making your mark, literally! Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. Where would we be without Google? Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. 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. From early adulthood, Serena began dabbling in the entertainment industry, with credits on shows like Law and Order, ER, and The Bernie Mac Show throughout her twenties. Further, Armani also has its own floral creation and chocolate brand. The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. 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. It all depends on the situation and what you are wanting to achieve with your brand. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. Reese's Puffs. The transition to WWE allowed them to drop this dirty stereotype and re-open the floodgates to a mass family market. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. You may unsubscribe from these communications at any time. In her leisure time, you will find her binge-watching TV series or exploring new cafes in town. The concepts of brand extensions were employed to develop the ideas of human brand extensions.,In total, 198 participants answered online survey . 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. Without question, it was the low point of his self-branding history. Tata Group is a good example of an organization that applies for company authority extension. On the flip side, a company can also exploit its brand and, in turn, ruin it. 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. We read that their were many variations of the logo and branding, so with this slightly disjointed approach the brand didnt have a recognisable element that they could hook into to grow the brand further. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); We use cookies and similar technologies to ensure you get the best experience on our website. AJ graduated from Loyola Marymount University with a degree in entrepreneurship. With a line extension, brands don't have to create new categories. Free and premium plans, Customer service software. athlete brand extension examplesgirondins bordeaux players. The partnership was a success because Food Network served a specific audience with what they needed. So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. 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 was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. The two thrust of sport marketing are. Brand trust: From the consumers perspective, theyre more likely to try a new product from a brand that they know and trust. So with college teams, your brand messaging really comes into play. 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. In the past, sports teams were always separate entities. June 14, 2021. By using this site, you are agreeing to our Privacy Policy. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. 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 is a ton of money in sports. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Required fields are marked *. It features two of the most iconic Japanese symbols, the rising sun and Mount Fuji. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. Trying to connect with a new and younger audience will always help with this. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. It Is Not What You Think. Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. There are plenty of other ways to do this without having to shell out tens of millions of dollars. For example, a vertical brand extension - such as a brand line extension - is a relatively simple approach to selling into the same audience. Try another search, and we'll give it our best shot. 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. 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. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. George Foreman Grill 7. Helps capitalize existing brand assets, #2. To sell more tires, the Michelin brothers had to get more people on the road. 10 czerwca 2022 An example of a complementary product extension is Speedo, a well-known swimwear brand. Using a painted basketball and what I imagine some DIY clothes, an identity was created. 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.). While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. Instead, it leveraged its brand name to make penetrating the market a success. The model of athlete brand image is primarily based on Keller's (1993) classification of attribute dimensions (product related attributes and non-product related attributes). 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. best hunting game for oculus quest 2 athlete brand extension examples This branding shows how you can really push the boundaries and strive for something totally different than normal. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. The major key step is to identify the product categories and . They have successfully launched brand products under their names. 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. Some good, some bad, but there is no one formula in creating a sports brand. A company can create a branding extension for itself by launching different product categories for a single demographic. Team Canadas rebrand is something I will always go back to when it comes to sports branding. 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. Applying a product that shares an ingredient with heavy-duty cleaning supplies to such a sensitive part of the body doesnt jive well with consumers. Free and premium plans, Sales CRM software. Your email address will not be published. Then, the iPod evolved into the iPhone to fulfill the market need for a reliable and functional smartphone. 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. Callaway: from golf clubs into footwear, apparel and golf accessories. Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. 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. 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. Its that shes also just as accomplished as a singer. Just turn to the . While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. We're committed to your privacy. Examples include a sports equipment company adding another activity to their offerings or a razor company adding shaving creams. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. And because of its brand image, most consumers wouldn't mind using a new product, whether it's an air conditioner or a mobile phone. Thats what makes Michelins brand extension so impressive. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Many fans consider themselves experts. 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. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. Other examples could include introducing new scents, sizes, and colors to a product line. 2. 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. Sport England created a campaign to get more women exercising and feeling great doing it. However, Elon and Tesla are not the only ones to use a celebrity's lifestyle to extend an existing brand. In fact, here at Hollywood branded, we can help you with that. Not all the examples on this list are successful brand extensions; some show how brand extensions can go wrong so that you can avoid making the same mistakes. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. wesleyan hockey coach athlete brand extension examples. 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. It introduced a tequila line, and the company sold out its tequila within a few hours. Today, with some ad campaigns highlighting how kids can eat their favorite candy for breakfast, Reeses Puffs has helped General Mills, its conglomerate, capture the second-biggest slice of the cold cereal market share. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. He also recently starred in a premiere series on HBO, Ballers, that is returning for a second season in the coming months. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. So, what happens when a brand dips its toes into a new product thats a leap from its initial offering? But Gillette later introduced shaving products for women under the name Gillette Venus.. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. Today, Michelin has sold millions of copies of its guides and is the de facto decider of the worlds best restaurants. This sort of branding strategy works both ways. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. Subscribe to the Marketing Blog below. As athletes salaries and endorsement contracts skyrocket, so does their cultural relevance. 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. 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. While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also come with challenges. In an ever growing need for all sports brands to become a globally recognised brand, this tactic seems to work, and has seen NYCFC fly high right out of the gate. This increases their probability of success and helps them widen their customer base. So how did the franchise become popular today? Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. You had characters like Stone Cold Steve Austin drinking beer, half naked women wrestling, and violence and swearing through the roof. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. With a brand lifestyle extension, companies aim to create a culture or community around their brand. The highest-paid athletes currently are: 1. Once you answer those questions, then you can start thinking about effective ways to grow your brand. The technical storage or access that is used exclusively for anonymous statistical purposes. 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. The inevitable hiccups of his self-branding history are clearly behind him. Nike tells the best stories 2. For example, Colgate, a toothpaste company, released toothbrushes as a new product. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. Rare Design seem to have a monopoly on rebranding NBA teams. Below are the top highest endorsed athletes as reported by Forbes. An example of a complementary product extension is Speedo, a well-known swimwear brand. Companies with high levels of authority in their sector can leverage this authority to create new products. 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. 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.