Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Other examples include adding new scents, colors, and sizes to a product line. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. 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. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. Fitbit got its customers competing with their friends 7. 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. All Rights Reserved. Brand Extension: Definition, How It Works, Example, and Criticism 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. So with college teams, your brand messaging really comes into play. In the world where digital media is king, brands are reviewing the application of their identity online. By using this site, you are agreeing to our Privacy Policy. Brand extensions can help to reinforce brand associations. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. As a result, they are able to create and invest in products and services that are diverse. Mailchimp: email marketing to Facebook ads. Your email address will not be published. They seem to utilise printing and creative flair to their fullest. The Impact of Athlete-Owned Brands Worldwide In parallel with Michael Jordan and the lasting legacy of his iconic Nike brand shoes, Serena Williams and Cristiano Ronaldo have also developed strong personal brands. Today, however, Armani is not limited to apparel alone. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. 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. And New York FC get the backing and boost of a well established name in the sport. With technology moving faster than ever, and with that, our speech and communication style is changing. An athletes brand is key for portraying best version of themself and establishing their identity as a leader. He and his ex-wife recently gave the University of Miami (his football and academic alma mater) the largest donation in school history and started his foundation for disadvantaged and terminally ill adolescents. All these different situations can determine the route you take when it comes to branding or rebranding. In reality, its a new term to the sports world, but not a new phenomenon. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. In certain industries, barriers to entry are high. Arm & Hammer produces a deodorizing cat litter under its brand. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. Known as Johnsons Baby, the brand sells baby wipes, baby powder, baby shampoo, hair oil, and so on. 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. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. With a brand lifestyle extension, companies aim to create a culture or community around their brand. (877).509.3570 EngageBay 2023. It brings fresh, exciting colours into play with big bold text, reflecting the league itself, which boasts as being the most watched league in the world. Still, there have been instances of brands successfully branching out into completely different territories. Wrestling was a product for teenagers and above. Especially those that have a wide base of appeal - beyond their local cities. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. While it originally started as an online book retailer, today, its operations have extended beyond it. Thats what makes Michelins brand extension so impressive. Although quite elusive, this lovely bearded man can be spotted in any country in the world at any point in time, having already visited over 25 countries by the ripe age of 22. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. GoPro makes the customer the hero of the story 5. Imagine the pile of brand briefs the Red Bull marketing team have to put out daily! Google Pixel. One of the biggest advantages of brand extension is that it helps businesses save costs. Required fields are marked *. 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 major key step is to identify the product categories and . The concepts of brand extensions were employed to develop the ideas of human brand extensions.,In total, 198 participants answered online survey . 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. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. The interesting thing about the whole rebrand, was what it allowed the company to do. A complicated football crest can get lost in the masses. Hence, people could now enjoy Mars in different ways, be it by eating chocolates, ice cream, or bread spreads. Its hard to imagine someone shaving without using shaving cream, foam, or gel? inferior oblique palsy vs brown syndrome; how to please your dom over text. The campaign is based very much around strong imagery with a considered and simple brand coupled with it. Nike tells the best stories 2. Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. Every season, more and more American college teams, whether that be in basketball or football, or just a whole college sports program are looking to rebrand and bring a fresh new look to their side. 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. Strong imagery is an important part of sport. 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. Logos and brand marks like this need to be flexible. Brands that use company authority extensions usually have a high level of authority in their field or industry. 17 Winning Examples of Sports Branding Sports branding is everywhere. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. 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. 10 czerwca 2022 2. Reese's Puffs. Amazon Echo. 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. As a standalone logo mark, I have to say I am not entirely sold on it. All-in-one Marketing, Sales, Support and CRM Software. So how did the franchise become popular today? athlete brand extension examples - kestonrocks.com Since the company was already involved in skincare products, launching a mens product category transformed Dove into a multi-billion dollar giant. Cadbury is known for making high-end chocolate and candy. It can also work to generate buzz or bring attention to a brand looking to reach new customers. You had characters like Stone Cold Steve Austin drinking beer, half naked women wrestling, and violence and swearing through the roof. Showcase your business and engage youraudience. While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. athlete brand extension examples. Do You Understand What Strategic Selling Means? To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. 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. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. 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. For example, Colgate, a toothpaste company, released toothbrushes as a new product. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. This sort of branding strategy works both ways. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. Colgate inexplicably began offering frozen dinners. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. 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. Team Canadas rebrand is something I will always go back to when it comes to sports branding. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Are there any sports branding projects you think weve missed? A consistently winning team or athlete. So, what happens when a brand dips its toes into a new product thats a leap from its initial offering? They are a true example of global branding in the sport industry and beyond. Example: Dettol - Dettol bath soap, Dettol sanitizer, Dettol shaving cream, Dettol liquid hand wash, Dettol liquid adhesive bandage, Dettol pain relief spray and Dettol antiseptic cream.