In certain industries, barriers to entry are high. The Toronto Raptors branding in 1993 was no exception. 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. LeBron James. Strong imagery is an important part of sport. This is not only a good branding strategy, because it gets your fingers in plenty of pies, but I think the football teams branding look great. 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. Like LeBron and Serena, Johnson has also been active as a philanthropist. A line extension is when a parent brand launches a new product line in a category already familiar with its customers. 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. 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. Basketball is full of interesting rebranding projects. In addition to the money, athletes are branding goldmines. Typically, organizations use celebrity endorsements or. Amazon is an e-commerce retailer with headquarters in Seattle, USA. Successful Brand Extension Examples. In the world where digital media is king, brands are reviewing the application of their identity online. Free and premium plans, Customer service software. best hunting game for oculus quest 2 athlete brand extension examples Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. 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. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. Trying not to sound like an advert for another agency, but I like all of their rebrands. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. Dettol is a UK-based disinfectant and antiseptic soap brand popular in India. Armani is an Italian luxury fashion house that designs and retails haute couture, accessories, and home decor. 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. All Rights Reserved. studio, network or celebrity. 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. Original Product: Athletic shoes. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. These players appreciate the value of data to improve gameplay performance and content performance including what will help boost their profiles and potential for endorsements the most. What do tires and fine dining have in common? As a result, brand extension becomes inevitable. athlete brand extension examplesvenice beach boutiquesvenice beach boutiques Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. Although brand extensions have been a topic of extensive study in mainstream marketing (e.g., Aaker & Keller, 1990; Broniarczyk & Alba, 1994; Keller, 1998; Rangaswamy, Burke, & Oliva, 1993; Reddy, Holak, & Bhat, 1994), limited efforts to examine this practice in . This also gave them an opportunity to update the imagery, they have updated but kept the kicking athlete, that was the T in WTF. Men+Care was a simple brand extension that helped Dove become. By entering tangential markets that can preserve their brands unique associations and perceived quality, companies can launch new products that consumers intuitively understand the benefits of, even though theyve never seen them on a shelf. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. In applying the schema to the athlete brand context, we consider athletic . 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. Use tab to navigate through the menu items. The logo has many different lock ups, making it versatile and flexible. 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. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. But Gillette later introduced shaving products for women under the name Gillette Venus.. The combination of brand trust and loyalty between the consumer and the parent company in addition to the convenience you provide by offering new products can really work to revive a brands image. Attract more visitors with strategically targeted content. Nike tells the best stories 2. There are several types of brand extension strategies. 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. 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. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. His larger-than-life presence and natural charm have made him a magnet for box office success, and thats what will give his post-athletics career and personal brand real longevity. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. 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. Well, its the athletes. Naturally, that kind of unrelenting pressure results in growing pains from both personal and marketing standpoints. This doesnt necessarily mean a new logo. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes. Reese's Puffs. Sports branding systems will be used in many different situations and the Team Canada identity does just that. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. The marketing of sport and non sport products. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. Brand extensions can help to reinforce brand associations. 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. It can also work to generate buzz or bring attention to a brand looking to reach new customers. In complementary product extensions, brands add products that complement their existing range of products. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Adidas does killer collaborations 3. For instance, sports brands sell cricket bats and balls together as complementary goods. And New York FC get the backing and boost of a well established name in the sport. Still, there have been instances of brands successfully branching out into completely different territories. Through an inspirational video or an emotional image, it attacks the senses and the passion of the consumer. The hope is that this updated brand can be easily reproduced with any change across all types of social media and other media, keeping a consistent visual style throughout its applications. But what amazes me about Steinfeld isnt her acting prowess. The if its not broke, dont fix it mentality took hold. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. 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. Sports branding is everywhere. They are a true example of global branding in the sport industry and beyond. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. 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. 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. Instead, they can expand their product line under the same brand name. Celebrity Partnership, While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. It was during this time that AJs love for marketing and working with brands really began to blossom. Drive leads, sales, and conversions with a strong digital Further, Armani also has its own floral creation and chocolate brand. 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. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. One of the biggest advantages of brand extension is that it helps businesses save costs. Even though all proceeds from the special went to the Boys and Girls Club, the public was still annoyed. While it originally started as an online book retailer, today, its operations have extended beyond it. Enough said. Disney is an American mass media and multinational organization headquartered in California. Here are some of the best brand extension examples to get you inspired. The brand has a more flexible logo (which mustve been a clever addition to the design brief) with the ability for application online and in digital and social channels using the monogram. The most important advantage to brand extension is the ease of new products coming into the market.. 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. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. So how did the franchise become popular today? Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. The marketing of sport products to the sport consumer. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. One company that does brand extensions well is Apple. website are shown as examples of industry practice and are not endorsements by (877).509.3570 EngageBay 2023. Try another search, and we'll give it our best shot. The above images and any images within this Does it make any logical sense to start marketing a new product to my customers? 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. Gillettes extension into making shaving products alongside its safety razor blades was a smart move. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Snickers Ice Cream Bars 4. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. 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? Helps capitalize existing brand assets, #2. The football teams are not the only sports that Red Bull have gotten themselves into. Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? 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. Get your logo from the #1 Logo Maker. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. So, who makes this all possible? All-in-one Marketing, Sales, Support and CRM Software. The mixture of the bright red and the multiple colours and shapes that represent the Olympic colours, work hand in hand to create a strong and hard hitting brand identity. 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. Dyson: from vacuum cleaners into desk lamps. 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. 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. 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. Free and premium plans, Content management software. 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 interesting thing about the whole rebrand, was what it allowed the company to do. As a result, they are able to create and invest in products and services that are diverse. Featuring orange juice as its flagship product, Sunkists brand has associations with oranges, health, and energy. Now all the younger, tech savvy generation will only see this as, well you know what it means. An example of a brand lifestyle extension is that of Tesla, an American automotive and clean energy company. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Harley Davidson T-Shirts 3. 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. 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. 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. In the early days of cars, society perceived driving as a luxury. . Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. Failed brand extensions can also lead to brand dilution. 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. athlete brand extension examples. Strategy Made Simple, The The highest-paid athletes currently are: 1. Go by | Jun 10, 2022 | boxer rescue uk | how to install drone propellers | Jun 10, 2022 | boxer rescue uk | how to install drone propellers Trying to connect with a new and younger audience will always help with this. At Canny, were big believers that your brand logo is rarely used just by itself. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. When it comes to branding, every detail matters. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. 154 Examples of Brand Attributes John Spacey, August 05, 2022 Brand attributes are words that describe the basic personality of a brand. Amazon Echo. 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. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Shes as charming on-screen as she is in interviews with the media, and for the most part, her roles have been well received. Logos and brand marks like this need to be flexible. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. 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. Virgin Atlantic began in the seventies as a record store and has grown to include several subsidiaries in travel, food, hospitality, consumer goods and more. They have practically spread into every extreme sport thinkable and many other sports. Instead, it leveraged its brand name to make penetrating the market a success. With technology showing no signs of slowing down, the influence on culture can only increase, so it is important that your brand isnt getting caught out or becoming connected with something you dont want it to. A great example of this is the new Barcelona simplified crest. Known as Johnsons Baby, the brand sells baby wipes, baby powder, baby shampoo, hair oil, and so on. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. 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. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. Whereas with a professional sports team, fans tend to make up the target audience. However, the coffee brand decided to expand and diversify into energy drinks, milkshakes, and cold coffee. Mike is a former Inbound Marketing Specialist at Mainstreethost. Your email address will not be published. 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. 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.