Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. All these different situations can determine the route you take when it comes to branding or rebranding. When it comes to branding, every detail matters. Go 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. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. So, what happens when a brand dips its toes into a new product thats a leap from its initial offering? It is important to have a strong brand message that will relate to your target audience, this is a pretty specific audience of possible recruits. Nike tells the best stories 2. 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. First, he has embraced his funny side. Moreover, the brand name Armani ensures the success of the products. 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. You may unsubscribe from these communications at any time. In our eyes this allows the logo to be used more effectively throughout all the different brand touch points. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. 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 . Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Economies in promotion and advertising, 8 Amazing Brand Extension Examples To Learn From. Armani is an Italian luxury fashion house that designs and retails haute couture, accessories, and home decor. Athletes and athlete-loving brands, you can now create your own athlete-inspired logos without a professional designer. 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. Connect and communicate with your ideal target audience. Disney is an example of a brand lifestyle extension since it attracts customers through its brand name to sell products that are unrelated to each other. This is a classic brand extension example where businesses leverage their brand awareness and authority to expand their clientele and open up new sales channels. From something seemingly small like how you create a logo to something much more expansive like your overall aesthetic, each component shapes perception and expresses your brand message. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! The product in this type of extension would fall in the same category as the company's current offerings, making them easy to market to their existing clients. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. In applying the schema to the athlete brand context, we consider athletic . 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. 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. 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. 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. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. Mars is an American confectionery manufacturer specializing in chocolates, pet food, and other products. Because without the fans, sport would be a pretty boring prospect. 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? Similar to the Manchester City and New York City FC situation, we have seen a massive increase in sports teams being sponsored, and then named after already established brands that are not in the sports sector. 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. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. It saves the trouble of spending money on branding and helps businesses grow their revenue further. Exactly what an effective logo design needs to be. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Depending on the type of customers you have and what you want to achieve as a brand, you need to decide which brand extension strategy is right for your company. The scratchy old WWF logo was updated, and the F was indeed dropped, leaving them with a new logo that carried the brand through to 2014. Her performance was so good that it earned her a Golden Globe nomination for Best Actress. Rare Design seem to have a monopoly on rebranding NBA teams. Well, Tesla did it. Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. Its brand extension into toothbrushes, on the other hand, was very successful. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. 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. 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. Amazon now sells all kinds of products on its e-commerce platform and provides services such as cloud computing. 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. As a result, brand extension becomes inevitable. The two thrust of sport marketing are. His personality has been a constantly moving pendulum between brusque and affable; withdrawn and effusive. There are a lot of celebrities and personalities who created . All Rights Reserved. An example of a brand lifestyle extension is that of Tesla, an American automotive and clean energy company. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. To sell more tires, the Michelin brothers had to get more people on the road. Now all the younger, tech savvy generation will only see this as, well you know what it means. 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. The Toronto Raptors branding in 1993 was no exception. Theres a long and storied legal battle between the WWF (the wrestling) and WWF (the wildlife people) around usage rights of the name and abbreviation. So, how has he pulled it off? It includes offering unique products or services, targeting the right audience, building a competitive and efficient business model, and creating a business logo or tagline that resonates with your brand. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. Hopefully in this post, weve given you some tips and inspiration of how you can execute a sports branding project effectively. Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. Callaway: from golf clubs into footwear, apparel and golf accessories. Entertaining and motivating original stories to help move your visions forward. A lot of existing fans felt a little betrayed by the lack of reflection. This marketing strategy lets you use your brand community and offer them new products even if they are not related to the original product of the parent company. Instead, they can expand their product line under the same brand name. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Organization 3. With action figures from characters in the movies, Star Wars was able to attract a new audience, build brand awareness and make a ton of sales in the process. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. Then realised they were all by the same agency. There are several types of brand extension strategies. Logos and brand marks like this need to be flexible. So how did the franchise become popular today? 8 Of The Most Clever Brand Extension Examples, Dove is a well-known hair and skincare brand, This is a classic brand extension example where businesses leverage their. 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. Credit Solution Experts Incorporated offers quality business credit building services, which includes an easy step-by-step system designed for helping clients build their business credit effortlessly. 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. Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. This helped it target customers who were always on the move and did not have the time to sit or wait in queues to get a fresh cup of coffee. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. 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. Conor McGregor, MMA Fighter Endorsements: $180 million as of 2022 Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. 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. Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. Similar to a line extension, a complementary product extension, also called a companion product extension, is when a brand releases a new product that complements its initial product. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. 1. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. Procter & Gamble (P&G), for example, does this well with the Pampers brand. While Samsonites outwear is more fashionable than Levis Tailored Classics, it still suffers from the same problem as Levis failed product line the brand extension doesnt align with Samsonites core identity. Let us know in the comment below. Williams, like LeBron, came into prominence as a teen. While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. Setting up a brand structure and how the brand is used in different situations is great but be sure not to go too far! Some good, some bad, but there is no one formula in creating a sports brand. Such brands enjoy a positive reputation and a significant market share. Even with his wrestling career now in the rearview mirror, hes still a giant of American pop culture so how has he done it? (877).509.3570 EngageBay 2023. Sports branding can be tricky to get right. Recognition seemed to be another problem for the old brand. He is, after all, the King. The rebrand of the World Taekwondo Federation is a perfect example of a rebrand that was forced by culture to change. Well until this branding came around that is. Rather than going to market right away with a new product, focus first on your customers needs and your brand identity. 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. Like LeBron and Serena, Johnson has also been active as a philanthropist. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn. Many companies use brand extensions because it allows them to leverage their parent brands brand awareness and authority to reach new demographics and open up new sales channels. To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. Sports branding is everywhere. This especially true for the golfers and tennis players who dont earn a salary and only make money through their actual sport by winning tournaments. What is a brand extension?When you have a successful product or service that, in turn, makes your brand name recognisable to a large customer base, you may w. The Manchester club builds their brand globally, including in the USA, by appealing to a closer to home subject. Strategy Made Simple, The The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. Heres a close look at a few athletes who do the most to market themselves. carpenter v united states pdf; what 2 colonies bordered new york on the south Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. Disney is an American mass media and multinational organization headquartered in California. kisha e shen palit en rochester. 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. George Foreman Grill 7. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. Starbucks: coffee-based beverages into energy drinks. Another way an established brand can extend itself is by creating complementary products for its main products. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '6a4929ae-0291-463f-9d81-42266aa121fb', {"useNewLoader":"true","region":"na1"}); Topics: An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. 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. And New York FC get the backing and boost of a well established name in the sport. Why? Your email address will not be published. It strategically considered its existing products and market needs before introducing new products and services. Google Pixel. However, thats not to say that these brands cant get their product, message, or service intertwined in the world of sports. Policy. to our start your project page, Brand AJ graduated from Loyola Marymount University with a degree in entrepreneurship. Creating an elite brand can help you stand out and become memorable. I was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. Initially, the brand only catered as a skincare brand for men. This also gave them an opportunity to update the imagery, they have updated but kept the kicking athlete, that was the T in WTF. The same athletes who have worked for their entire lives to bring us the sports drama that we as fans fall so deeply in love with. Free and premium plans, Sales CRM software. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. Jeeps customers know the company as an outdoorsy and adventurous brand. This, in turn can increase your chances of gaining new sponsorships or starting a business after retirement. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '814dd420-0d49-40e0-b59c-f01066e186c1', {"useNewLoader":"true","region":"na1"}); Brand extension is a marketing strategy that involves a company using its well-established brand name or image to introduce a new product or product categories to its customer base. Your email address will not be published. Free and premium plans, Customer service software. Original Product: Athletic shoes. Which of these makes the sport marketplace unique compared with other industries? While his acting tends to be a bit stiff by professional standards, hes good enough to pass. . While the advantages of brand extensions are worth the investment, if not done correctly, the extension can negatively affect your company. As a result, companies save money on promotion and advertising and the capital they would have required to start a new brand. Pokemon Toys 5. 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. Thats what makes Michelins brand extension so impressive. Typically, brand extension strategies are used by big and well-established organizations. Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. 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. This doesnt necessarily mean a new logo. 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. 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. Other examples could include introducing new scents, sizes, and colors to a product line. 3. In complementary product extensions, brands add products that complement their existing range of products. 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. (adsbygoogle = window.adsbygoogle || []).push({}); Top brands: Puma, Nike, Red Bull, RePlay Jeans, Diesel Fragrances, Qatar Airways, DAZN, Triller, Top brands: Tommy Hilfiger, Mercedes Benz, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas. Subscribe to the Marketing Blog below. Other examples include adding new scents, colors, and sizes to a product line. athlete brand extension examples. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. 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. 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. The new brand messaging is focused on passion, the key moments in sport that thrill and change history.
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