Connect and communicate with your ideal target audience. 8 Of The Most Clever Brand Extension Examples It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. AJ graduated from Loyola Marymount University with a degree in entrepreneurship. The inevitable hiccups of his self-branding history are clearly behind him. Red Bull creates the best spectacles 4. The Top 7 Professional Athlete Branding Logos of All Time Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. Brand extensions can help to reinforce brand associations. Policy. In this article, well explain brand extension means, describe the different types that exist and go over a few real-world examples of good (and not-so-good) brand extensions. Antecedents of the attitude toward the athlete celebrities' human brand If you do, you run the risk of diluting the overall goal of becoming a recognised brand. 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. athlete brand extension examples. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. . 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. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. In certain industries, barriers to entry are high. Here are some reasons why you should consider brand extension as part of your marketing strategy. The technical storage or access that is used exclusively for statistical purposes. This increases their probability of success and helps them widen their customer base. 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. Especially those that have a wide base of appeal - beyond their local cities. While this brand extension could have been risky, the partnership was successful. Find us online at HollywoodBranded.com. Pink has always been a colour used in anything to do with Miami, the new Miami Vice jerseys for the Miami Heat utilise this colour and do it very well. Think of the Beats By Dre headphones. 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. Although synonymous with creating iconic animated movies and TV shows, Disney also offers products that help create a community around the brand. athlete brand extension examples - zoom-content.com Some good, some bad, but there is no one formula in creating a sports brand. GoPro makes the customer the hero of the story 5. The logo had began to look old and weathered, and the refreshed logo simplifies everything with a brand new, modern typeface, and the single star representing the European aspect. Logos and brand marks like this need to be flexible. 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. Combine that with his brilliant social media presence hes more than willing to engage with fans and have fun at his own expense and youve got a surprisingly consistent box office draw. 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. 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. Their has been plenty of controversial football club rebrands and branding recently, but I think the potential new logo for David Beckhams rumoured new Miami Club is a winner. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. Helps capitalize existing brand assets, #2. 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. Some good, some bad, but there is no one formula in creating a sports brand. Cadbury is known for making high-end chocolate and candy. Free and premium plans, Sales CRM software. Many fans consider themselves experts. Exactly what an effective logo design needs to be. The product in this type of extension would fall in the same category as the companys current offerings, making them easy to market to their existing clients. 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). Make a Athlete logo design online with BrandCrowd's logo maker. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. 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. 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. 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. The proposed Miami branding uses an uncommon pink and black colour palette that reminds me of the Italian team, Palermo. Hopefully in this post, weve given you some tips and inspiration of how you can execute a sports branding project effectively. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. It strategically considered its existing products and market needs before introducing new products and services. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Though endorsements from apparel companies were around long before her and her sister stormed Americas courts and hearts, Serena became the first to approach the endorsements as a way to make statements as opposed to just money. Team owners have began to invest in multiple teams. As a result, brand extension becomes inevitable. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. The stripped back logo gets straight to the point, shedding unnecessary bulk. Company Authority or Expertise Extension An extension of a firm's authority or firm's expertise relies on trust in a brand within an industry. Just be sure to consider all the possibilities before launching a brand extension. 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. Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. And New York FC get the backing and boost of a well established name in the sport. Do You Understand What Strategic Selling Means? Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. I think the role football plays in peoples daily lives has a massive cultural affect, and it was time that the Premier League updated its image. 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. Why? Which of these makes the sport marketplace unique compared with other industries? So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. The brand is synonymous with selling hot coffee of various kinds. 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. It was during this time that AJs love for marketing and working with brands really began to blossom. 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. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. There are countless examples of companies using a known brand to expand into new areas. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. Original Product: Athletic shoes. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. The brand extension strategy helps the company to extend and move the brand to another category. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. Lets be real. Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. 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. An example of a complementary product extension is Speedo, a well-known swimwear brand. While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also come with challenges. 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. Let us take a look at the different types of brand extension strategies. When creating sports brands, and any other brand for that matter, the logo mark will be used in many different places and ways, so keep that in the back of your mind. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, 'ddcfc5d2-30ac-4131-ab53-d588eabadd0e', {"useNewLoader":"true","region":"na1"}); Top brands: Nike, Coca-Cola, Nike, Upper Deck, McDonald's, Samsung, Microsoft. It is important that if you are thinking about rebranding that you dont throw away an already established brand without careful consideration. 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 began as an online book retailer in 1994 has transformed into a one-stop online shop. 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. For small to medium-sized brands, getting an athlete to promote your brand may be difficult due to the costs associated. This became a massive problem for the World Taekwondo Federation. At Canny, were big believers that your brand logo is rarely used just by itself. Throughout the years, countless brands have opted to extend their brands via art exhibitions in fine arts museums. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. 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. 1. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. Showcase your business and engage youraudience. Even though all proceeds from the special went to the Boys and Girls Club, the public was still annoyed. Especially if you have legions of loyal fans to try and appease. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. 17 Winning Examples of Sports Branding | Canny Sports Marketing: 14 Best Campaigns In The Fitness Industry - ReferralCandy 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. 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. Costa Coffee is a British coffeehouse chain with stores around the world. 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. Thats what makes Michelins brand extension so impressive. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Well, Tesla did it. In applying the schema to the athlete brand context, we consider athletic . 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. Rare Design seem to have a monopoly on rebranding NBA teams. 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. Throughout her career, Williams has focused the branding aspects of her life on the fashion industry. For instance, sports brands sell cricket bats and balls together as complementary goods. Wrestling was a product for teenagers and above. 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. 3 Brand Extension Strategy Examples - Insight To Action Or, activewear brands selling swimsuits with head caps, which results in a sales boost. The most notable of these instances would undoubtedly be his televised hour-long special, The Decision, which aired in July of 2010. What do tires and fine dining have in common? The marketing of sport products to the sport consumer. Williams, like LeBron, came into prominence as a teen. They are a true example of global branding in the sport industry and beyond. In complementary product extensions, brands add products that complement their existing range of products. Another way an established brand can extend itself is by creating complementary products for its main products. 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. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. The WWE (formerly WWF) had an interesting conundrum when it came to their branding way back at the turn of the century. Sports branding systems will be used in many different situations and the Team Canada identity does just that. athlete brand extension examples - saletell.com Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. New York City is renowned worldwide as a city, but not so much as a footballing city. In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. There was many critics of the rebranding effort, but much like the much talked about MLS rebrand, we really like it. The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. Updated: The Toronto Raptors branding in 1993 was no exception. You may unsubscribe from these communications at any time. This sort of branding strategy works both ways. Have I done enough research to know how a brand extension would affect my original brand? Reese's Puffs. 11 Brand Extension Examples for 2020: Dyson to Fender - BMB All-in-one Marketing, Sales, Support and CRM Software. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. Just turn to the . 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. Heres a close look at a few athletes who do the most to market themselves. It saves the trouble of spending money on branding and helps businesses grow their revenue further. 3. Where would we be without Google? Self-Branding: 3 Athletes With Real Marketing Game - Mainstreethost But as you know, thats not the be all and end all of brand identity. 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. Although Steinfeld is mainly known for her acting chops, her singing abilities bolster her esteem as a performer and stretch her brand to more audiences and fans. Now all the younger, tech savvy generation will only see this as, well you know what it means. All these different situations can determine the route you take when it comes to branding or rebranding. Typically, brand extension strategies are used by big and well-established organizations. So how did the franchise become popular today? Free and premium plans. Still, there have been instances of brands successfully branching out into completely different territories. Their sport is just the vehicle that drove them to become these money-making branding machines. Her performance was so good that it earned her a Golden Globe nomination for Best Actress. 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. 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. Sports doesnt discriminate on the basis of color, where someone's from or how much money they make. Releasing an item under a well-known company brand might allow the launch to receive support from existing loyal customers. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. 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. So with college teams, your brand messaging really comes into play. Athlete Logos | Athlete Logo Maker | BrandCrowd
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