Subscribe to the Marketing Blog below. 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. Who would have thought a tequila line from an energy company would sell out within a few hours? Further, Armani also has its own floral creation and chocolate brand. Here are some of the best brand extension examples to get you inspired. Required fields are marked *. Brand extensions can help to reinforce brand associations. athlete brand extension examples. Amazon is a great example of a brand with humble beginnings that expanded its offerings to become an industry giant. The proposed Miami branding uses an uncommon pink and black colour palette that reminds me of the Italian team, Palermo. His personality has been a constantly moving pendulum between brusque and affable; withdrawn and effusive. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. It all depends on the situation and what you are wanting to achieve with your brand. Some example of brand extension are: Apple: from personal computers into MP3 players. However, the coffee brand decided to expand and diversify into energy drinks, milkshakes, and cold coffee. We use cookies to ensure that we give you the best experience on our website. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. 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. Snickers Ice Cream Bars. The Star Wars brand extended into the toy market. 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. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. One of the biggest advantages of brand extension is that it helps businesses save costs. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Complete Content Development Toolkit. June 14, 2021. Showcase your business and engage youraudience. 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. Rare Design seem to have a monopoly on rebranding NBA teams. Below we have picked out a few sports branding projects that we think are successful, along with trying to bring up some important aspects that need to be considered. 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. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. As a result, they are able to create and invest in products and services that are diverse. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. to our start your project page, Brand Trying to connect with a new and younger audience will always help with this. See pricing, Marketing automation software. Red Bull have been one of these brands. To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. The list is long, the designs are memorable and clever. Negative impact on brand image: If a brand rolls out a subpar product or service compared to their original offering, it may negatively impact the core brands image. Toronto had recently been given a franchise and the task was now to brand it up. 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. 1. Even if consumers arent familiar with the new offering, theyll know and trust the brand name enough to try it. 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. Why? The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. Its hard to imagine someone shaving without using shaving cream, foam, or gel? James took a lot of heat for the move, as it came off as big-headed and insensitive to the fans he would be leaving behind. So, who makes this all possible? Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. Team owners have began to invest in multiple teams. Whereas with a professional sports team, fans tend to make up the target audience. Topics In This Post: Self Branding Social Media Marketing Sports Marketing, Your email address will not be published. After successfully marketing to women for decades, Dove decided to extend its brand to include men. The stripped back logo gets straight to the point, shedding unnecessary bulk. Dettol is a UK-based disinfectant and antiseptic soap brand popular in India. athlete brand extension examplesvenice beach boutiquesvenice beach boutiques The company initially distributed a few thousand copies of the guide for free. At Canny, were big believers that your brand logo is rarely used just by itself. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. Then realised they were all by the same agency. While tents, knives, bicycles, and other camping gear releases may be a far cry from cars, they are aligned with the companys projected lifestyle. Athletes and athlete-loving brands, you can now create your own athlete-inspired logos without a professional designer. This doesnt necessarily mean a new logo. He is, after all, the King. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. While it originally started as an online book retailer, today, its operations have extended beyond it. It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. Basketball is full of interesting rebranding projects. Typically, brand extension strategies are used by big and well-established organizations. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. 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. When you are trying to recruit the next best prospect, having a strong relatable message could be a deciding factor that brings a recruit to the college. 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. It introduced a tequila line, and the company sold out its tequila within a few hours. Privacy Initially, the brand only catered as a skincare brand for men. A daily dose of irreverent and informative takes on business & tech news, Turn marketing strategies into step-by-step processes designed for success, Explore what it takes to be a creative business owner or side-hustler, Listen to the world's most downloaded B2B sales podcast, Get productivity tips and business hacks to design your dream career, Free ebooks, tools, and templates to help you grow, Learn the latest business trends from leading experts with HubSpot Academy, All of HubSpot's marketing, sales CRM, customer service, CMS, and operations software on one platform. With a brand lifestyle extension, companies aim to create a culture or community around their brand. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. Wrestling was a product for teenagers and above. 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. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. The if its not broke, dont fix it mentality took hold. Your email address will not be published. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. 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. 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. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Art Exhibitions. Today, Michelin has sold millions of copies of its guides and is the de facto decider of the worlds best restaurants. 17 Winning Examples of Sports Branding Sports branding is everywhere. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. Logos and brand marks like this need to be flexible. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. Although synonymous with creating iconic animated movies and TV shows, Disney also offers products that help create a community around the brand. This clearly wasnt a one-off. In addition to the money, athletes are branding goldmines. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. For example, Colgate, a toothpaste company, released toothbrushes as a new product. Tata Group is a good example of an organization that applies for company authority extension. The technical storage or access that is used exclusively for statistical purposes. The new F1 logo is trying to connect with a new audience. But what amazes me about Steinfeld isnt her acting prowess. When it comes to branding, every detail matters. Especially those that have a wide base of appeal - beyond their local cities. Policy. Sports branding systems will be used in many different situations and the Team Canada identity does just that. Are you a new sports team, looking to create a global brand? Instead, it leveraged its brand name to make penetrating the market a success. 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. Benefits of Brand Extension For Your Business, #1. 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. is graham wardle still married to allison wardle; poorest city in north carolina; the coast neighborhood cambridge 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. inferior oblique palsy vs brown syndrome; how to please your dom over text. . This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. What benefit would a consumer derive from this new brand or product? Use tab to navigate through the menu items. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. Thats not to say you shouldnt try and expand your brand if you have the opportunity. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. The marketing of sport products to the sport consumer. Amazon now sells all kinds of products on its e-commerce platform and provides services such as cloud computing. wesleyan hockey coach athlete brand extension examples. 1. Heres a close look at a few athletes who do the most to market themselves. Does it make any logical sense to start marketing a new product to my customers? Otherwise, you cant brush your teeth. Such brands enjoy a positive reputation and a significant market share. Amazon is an e-commerce retailer with headquarters in Seattle, USA. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! With more and more competitors entering the market, brands need to find ways to ensure that consumers keep buying their products. But unlike the former example, you literally need a toothbrush to use toothpaste. Required fields are marked *. This branding shows how you can really push the boundaries and strive for something totally different than normal. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. But one product line that isnt the best fit for its brand is an underarm deodorant spray. It saves the trouble of spending money on branding and helps businesses grow their revenue further. Conor McGregor, MMA Fighter Endorsements: $180 million as of 2022 Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. For example, he partnered with McDonalds recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. 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. Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. They have successfully launched brand products under their names. Starbucks: coffee-based beverages into energy drinks. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. 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. 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. 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. Like LeBron and Serena, Johnson has also been active as a philanthropist. While this brand extension could have been risky, the partnership was successful. Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. There are plenty of other ways to do this without having to shell out tens of millions of dollars. Virgin Airlines. Sports Marketing. 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. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. The This Girl Can campaign portrayed everyday women, not athletes, not only enjoying, but really succeeding with their individual goals, expelling the stigma. Save my name, email, and website in this browser for the next time I comment. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. 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. 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. In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. Updated: Tide Stain Remover Pen 6. Successful Brand Extension Examples. To sell more tires, the Michelin brothers had to get more people on the road. The above images and any images within this 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. Men+Care was a simple brand extension that helped Dove become. 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. Examples include a sports equipment company adding another activity to their offerings or a razor company adding shaving creams. The WWE (formerly WWF) had an interesting conundrum when it came to their branding way back at the turn of the century. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. 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. 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. Adidas does killer collaborations 3. 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. Throughout her career, Williams has focused the branding aspects of her life on the fashion industry. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. 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. 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. 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. Make a Athlete logo design online with BrandCrowd's logo maker. With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. 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. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. It strategically considered its existing products and market needs before introducing new products and services. 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. 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). 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. LeBron James. 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. Needless to say, it failed. So examples like Disney and McDonalds happy meals were used as inspiration, and with the major success of Jurassic Park the raptor idea was born. Go While some of the more conservative members of the tennis elite found her unprecedentedly colorful outfits offensive there wasnt much they could say once her dominance and charm continued to steamroll the competition. 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. 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. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. 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. Nike tells the best stories 2. 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. Like the best pro athlete logos, LeBron's uses . The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '6a4929ae-0291-463f-9d81-42266aa121fb', {"useNewLoader":"true","region":"na1"}); Topics: As a standalone logo mark, I have to say I am not entirely sold on it. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. 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. This became a massive problem for the World Taekwondo Federation. All-in-one Marketing, Sales, Support and CRM Software. 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. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. All Rights Reserved. Samsonite is known for making high-end luggage, suitcases, and business bags. It was during this time that AJs love for marketing and working with brands really began to blossom. Not every brand extension can be a hit. Mars is an American confectionery manufacturer specializing in chocolates, pet food, and other products. 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. Colgate inexplicably began offering frozen dinners. . HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. A nice lesson that being different can make the right kind of splash, but it has to be executed properly. 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. Reese's Puffs. Connect and communicate with your ideal target audience. 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. 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. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you. 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. 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. As a result, brand extension becomes inevitable.
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