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. 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. Adidas does killer collaborations 3. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. Free and premium plans, Operations software. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. Updated: Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. Attempting to pull its own Michelin stunt, Colgate, known for its toothpaste, attempted to jump into a new industry in the 1980s: food. Shes as charming on-screen as she is in interviews with the media, and for the most part, her roles have been well received. Using a painted basketball and what I imagine some DIY clothes, an identity was created. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '5c1e2a81-e412-444a-b62b-eef1e8ef0f93', {"useNewLoader":"true","region":"na1"}); Top brands:Under Armour, UGG, Tag Heuer, Intel Shields, Aston Martin, TAG Heuer, Top brands: Nike, Coinbase, Alaska Airlines, Weedmaps, Gatorade, Sonic Drive-in, Beats Headphones, Note: This blog post has been updated as of January 24, 2022. Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? 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. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. 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. The brand is synonymous with selling hot coffee of various kinds. Sports Marketing. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). What benefit would a consumer derive from this new brand or product? 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. athlete brand extension examples. 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. presence. you will learn more about brand extension and see a few clever examples to learn how you can do it too. It was almost a necessity for Gillette to produce this complementary good for its flagship product. Since that time, though, LeBron has shown remarkable branding resilience and smarts (he has also since returned to his hometown Cavaliers, following four successful years with the Heat). Some famous examples of brand extensions include product launches by Amazon, Apple, and Starbucks. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. These brand extension examples show how well-established companies use it to target a wider demographic and can either be related to or different from the parent product category. Customer Base Extension For example, he partnered with McDonalds recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. Wrestling was a product for teenagers and above. 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. 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. Trying to connect with a new and younger audience will always help with this. I was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. Benefits of Brand Extension For Your Business, #1. A great example of this is the new Barcelona simplified crest. So, how has he pulled it off? A line extension is when a parent brand launches a new product line in a category already familiar with its customers. For example, he partnered with McDonalds' recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. Armani is an Italian luxury fashion house that designs and retails haute couture, accessories, and home decor. This became a massive problem for the World Taekwondo Federation. Thats what makes Michelins brand extension so impressive. 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. 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. 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. The method involves many steps, including brand modifications, brand enhancement, and brand economics, to build the brand as a pinner in the relevant field. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. 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. It is important that if you are thinking about rebranding that you dont throw away an already established brand without careful consideration. This doesnt necessarily mean a new logo. The company sells merchandise in the form of apparel, toys, and other accessories and is also known for its amusement parks around the world. 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. Required fields are marked *. 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. 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. 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. Here are a few examples of brands that have made brand extension mistakes and the lessons you can learn from them. 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. Do You Understand What Strategic Selling Means? Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. New York City is renowned worldwide as a city, but not so much as a footballing city. Logos and brand marks like this need to be flexible. The company has invested in multiple sectors, including consultancy, automobiles, aviation, jewelry, apparel, hospitality, and so on. As a standalone logo mark, I have to say I am not entirely sold on it. (Still asking Jeeves, probably.) The Food Network understood that its audiences interest in cooking extended beyond the desire to watch its shows, and that they would be potential customers for new products. With Manchester City getting a rebrand a few years ago, we also seen a very similar logo pop up for New York City Football Club. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. The North Face uses an editorial strategy to win over would-be explorers 6. Perhaps the only athlete on the planet who can match James for both athletic dominance and branding acumen is Serena Williams. 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. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. The major key step is to identify the product categories and . 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. The WWE (formerly WWF) had an interesting conundrum when it came to their branding way back at the turn of the century. Some of the biggest brands in the world are standing in line to throw money at athletes in exchange for promotional commitments. However, thats not to say that these brands cant get their product, message, or service intertwined in the world of sports. Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. This strategy is known as customer base extension. Factors such as high initial capital and regulations might make it difficult for someone to launch an enterprise in a field with such barriers. 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. 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. A complicated football crest can get lost in the masses. Toronto had recently been given a franchise and the task was now to brand it up. 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. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. (877).509.3570 EngageBay 2023. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. Like the best pro athlete logos, LeBron's uses . Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. Brands that use company authority extensions usually have a high level of authority in their field or industry. Dyson: from vacuum cleaners into desk lamps. Instead, they can expand their product line under the same brand name. With a line extension, brands don't have to create new categories. Seriously, though! It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. It introduced a tequila line, and the company sold out its tequila within a few hours. Brand trust: From the consumers perspective, theyre more likely to try a new product from a brand that they know and trust. 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. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. Fitbit got its customers competing with their friends 7. Here are some reasons why you should consider brand extension as part of your marketing strategy. Red Bull creates the best spectacles 4. Callaway: from golf clubs into footwear, apparel and golf accessories. The if its not broke, dont fix it mentality took hold. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. Sports branding systems will be used in many different situations and the Team Canada identity does just that. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. 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. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. A lot of existing fans felt a little betrayed by the lack of reflection. Heres a close look at a few athletes who do the most to market themselves. 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. 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. But unlike the former example, you literally need a toothbrush to use toothpaste. Read also: 15 Sales Prospecting Tools For a Tight Budget. Arm & Hammer produces a deodorizing cat litter under its brand. Not every brand extension can be a hit. Are there any sports branding projects you think weve missed? Aside from maintaining his on-court excellence, hes made quite a few savvy marketing moves to keep his brand in the good graces of the public. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. 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. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. Make a Athlete logo design online with BrandCrowd's logo maker. I mean when have you ever seen a raptor in Toronto? Get your logo from the #1 Logo Maker. Your email address will not be published. Which of these makes the sport marketplace unique compared with other industries? Once you answer those questions, then you can start thinking about effective ways to grow your brand. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. Snickers Ice Cream Bars 4. Williams, like LeBron, came into prominence as a teen. Well, Tesla did it. If you have an engaged following, existing customers won't find it unreasonable to buy similar products with the same brand name. Privacy By leveraging its expertise in small motors to enter the lawn mower market in 1978, it now boasts the seventh-largest slice of market share in the global lawn mower industry. It Is Not What You Think. The brand extension strategy helps the company to extend and move the brand to another category. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. Some good, some bad, but there is no one formula in creating a sports brand. 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. 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. Another way an established brand can extend itself is by creating complementary products for its main products. 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. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. A consistently winning team or athlete. Ultimately, though, its her fashion industry foray that will really extend her career beyond her playing days. Sports are one of the worlds favorite pastimes. 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. The proposed Miami branding uses an uncommon pink and black colour palette that reminds me of the Italian team, Palermo.
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