Such brands enjoy a positive reputation and a significant market share. In the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. 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. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. The Toronto Raptors branding in 1993 was no exception. In reality, its a new term to the sports world, but not a new phenomenon. 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. 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. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. Learn how to build a brand for your business that stands out. Amazon Echo. To Extend or Not Extend a Human Brand: An Analysis of Perceived Fit and Wrestling was a product for teenagers and above. The This Girl Can campaign portrayed everyday women, not athletes, not only enjoying, but really succeeding with their individual goals, expelling the stigma. Further, Armani also has its own floral creation and chocolate brand. Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. Stretching a brand: 7 brand extension examples | Canto Reading about the US Open rebrand is really interesting. Thats impressive by any standards. Just be sure to consider all the possibilities before launching a brand extension. Williams, like LeBron, came into prominence as a teen. But as you know, thats not the be all and end all of brand identity. We use cookies to ensure that we give you the best experience on our website. Who would have thought a tequila line from an energy company would sell out within a few hours? Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. athlete brand extension examples - zoom-content.com I was in awe of Hailee Steinfelds performance after watching her in The Edge of Seventeen. Adidas does killer collaborations 3. Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. Other examples include adding new scents, colors, and sizes to a product line. 13 of the Most (& Least) Successful Brand Extensions to - HubSpot As a result, they are able to create and invest in products and services that are diverse. There are countless examples of companies using a known brand to expand into new areas. Read also: 9 Types Of Branding And What They Really Mean. While his acting tends to be a bit stiff by professional standards, hes good enough to pass. Some example of brand extension are: Apple: from personal computers into MP3 players. It Is Not What You Think. The majority of the athletes with a professional logo use it for different reasons, one of which is to extend their personal brand from a business POV. 1. Amazon now sells all kinds of products on its e-commerce platform and provides services such as cloud computing, online advertising, video, music streaming, and artificial intelligence. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. 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. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. In this blog, Hollywood Branded explores why brands choose to partner with athletes, the top 10 highest endorsed athletes in 2022, and the brands that pay them. Join Over 30,000+ Marketers Who Read Our Blog, The Top 10 Highest Endorsed Athletes And Their Brands, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas, , UGG, Tag Heuer, Intel Shields, Aston Martin, TAG Heuer, 110 Lomita Street El Segundo, CA 90245 - Warehousing + Deliveries, 305 Ave G, Redondo Beach, CA 90277 - Headquarters, Copyright 2016 Hollywood Branded Inc. | All Rights Reserved |. During the late 90s, the wrestlings Attitude Era was in full swing. Brand Extension Examples - Aartisto Web Media - Digital Branding June 14, 2021. Cadbury is known for making high-end chocolate and candy. Sports branding systems will be used in many different situations and the Team Canada identity does just that. Thats what makes Michelins brand extension so impressive. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Team owners have began to invest in multiple teams. athlete brand extension examples - ammcap.com Starbucks: coffee-based beverages into energy drinks. presence. 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. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. Another way an established brand can extend itself is by creating complementary products for its main products. Think of the Beats By Dre headphones. All-in-one Marketing, Sales, Support and CRM Software. Especially those that have a wide base of appeal - beyond their local cities. 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. The transition to WWE allowed them to drop this dirty stereotype and re-open the floodgates to a mass family market. Costa Coffee is a British coffeehouse chain with stores around the world. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. 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. athlete brand extension examples - zoom-content.com Drive leads, sales, and conversions with a strong digital 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. For small to medium-sized brands, getting an athlete to promote your brand may be difficult due to the costs associated. 11 Brand Extension Examples for 2020: Dyson to Fender - BMB Just be sure to consider all the possibilities before launching a brand extension. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. The interesting thing about the whole rebrand, was what it allowed the company to do. Reese's Cups, but cereal. Are you a new sports team, looking to create a global brand? 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. It features two of the most iconic Japanese symbols, the rising sun and Mount Fuji. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. This became a massive problem for the World Taekwondo Federation. It introduced a tequila line, and the company sold out its tequila within a few hours. If you do, you run the risk of diluting the overall goal of becoming a recognised brand. Fitbit got its customers competing with their friends 7. The inevitable hiccups of his self-branding history are clearly behind him. The company sells merchandise in the form of apparel, toys, and other accessories and is also known for its amusement parks around the world. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. He also recently starred in a premiere series on HBO, Ballers, that is returning for a second season in the coming months. A complicated football crest can get lost in the masses. Its brand extension into toothbrushes, on the other hand, was very successful. 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. Virgin Airlines. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. 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. While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. In our eyes this allows the logo to be used more effectively throughout all the different brand touch points. As a standalone logo mark, I have to say I am not entirely sold on it. 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. 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. Creating an elite brand can help you stand out and become memorable. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a companys goal. 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. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. 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. You may unsubscribe from these communications at any time. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. Now is your time to get ahead of the game. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. Moreover, the brand name Armani ensures the success of the products. Are you a new sports team, looking to create a global brand? But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. 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. Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. A consistently winning team or athlete. Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. This interest in fashion has expanded beyond mere endorsements as she now is the owner of her own fashion line. Snickers Ice Cream Bars. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. Even more so if you run a sportswear or fitness brand. And the application of the brand throughout the GB Basketball materials I really enjoy. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. This increases their probability of success and helps them widen their customer base. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! There are plenty of other ways to do this without having to shell out tens of millions of dollars. 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. 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. 1. 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. 9 Brand Extension Examples Done Right - wix.com
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