Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. 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. June 15, 2021, Published: While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. But what amazes me about Steinfeld isnt her acting prowess. 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. A line extension is a form of brand extension when a parent company or brand launches a new product line that is similar to or adjacent to the existing category of products. 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. Privacy 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. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. 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. 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. Reese's Puffs Cereal When something is impossible to ignore, it either succeeds dramatically or fails miserably - there is no middle ground. Which of these makes the sport marketplace unique compared with other industries? 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. Procter & Gamble (P&G), for example, does this well with the Pampers brand. Moreover, the brand name Armani ensures the success of the products. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. The brand became known for its stylish and quality over-ear headphones, so when the company released other products, like earbuds and speakers, customers trusted the brands expertise in the audio field enough to be confident in purchasing the new items. There are a lot of celebrities and personalities who created . 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. Red Bull creates the best spectacles 4. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. June 14, 2021. 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. The brand is synonymous with selling hot coffee of various kinds. 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. Read also: Multichannel Retailing: Everything You Need to Know. Featuring orange juice as its flagship product, Sunkists brand has associations with oranges, health, and energy. Many fans consider themselves experts. In addition to the money, athletes are branding goldmines. 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 search engine brand launched Gmail in 2004, paving the way for further brand extensions. Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. They have successfully launched brand products under their names. 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. 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. Costa Coffee is a British coffeehouse chain with stores around the world. Using a painted basketball and what I imagine some DIY clothes, an identity was created. 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. There is a ton of money in sports. Dyson: from vacuum cleaners into desk lamps. While Amazons expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. Typically, brand extensions are used by well-established organizations to launch a new product or product category for their customer base. 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. Needless to say, it failed. During the late 90s, the wrestlings Attitude Era was in full swing. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. 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. 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. The stripped back logo gets straight to the point, shedding unnecessary bulk. The company initially distributed a few thousand copies of the guide for free. In 2014, with the huge influx in HDTV, they modernised again and were left with the slick logo mark we now see across all WWE related productions. It strategically considered its existing products and market needs before introducing new products and services. Google Pixel. Do You Understand What Strategic Selling Means? Sport England created a campaign to get more women exercising and feeling great doing it. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. Benefits of Brand Extension For Your Business, #1. An owner desperate to stand out in both basketball circles but in a very ice hockey led culture. The above images and any images within this The technical storage or access that is used exclusively for statistical purposes. Customer Base Extension athlete brand extension examples. Successful Brand Extension Examples. Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. 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. Cadbury is known for making high-end chocolate and candy. Finding this story in your sports team branding can really cement the brand with the people who really matter in all of this, the fans. 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. 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. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. In applying the schema to the athlete brand context, we consider athletic . With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. As a result, brand extension becomes inevitable. Financial gain: Aside from creating new opportunities to earn more money, brands also tend to save money on marketing expenses and brand management with extensions. Updated: Original Product: Athletic shoes. Adidas does killer collaborations 3. Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. It can also work to generate buzz or bring attention to a brand looking to reach new customers. Couple this with big bold brand messaging, and the brand breaths a fresh life into a ever-growing sport in the UK. This goes to show just how valuable an athlete's personal brand is. Rather than going to market right away with a new product, focus first on your customers needs and your, After successfully marketing to women for decades, Dove decided to extend its brand to include men. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. Use tab to navigate through the menu items. With more and more competitors entering the market, brands need to find ways to ensure that consumers keep buying their products. Colgate inexplicably began offering frozen dinners. Toronto had recently been given a franchise and the task was now to brand it up. 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. 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. Your email address will not be published. by | Jun 10, 2022 | boxer rescue uk | how to install drone propellers | Jun 10, 2022 | boxer rescue uk | how to install drone propellers When the newly launched product category is related to the companys parent category, it helps brands earn greater profits, reduce costs involved in launching a new business, and meet customers needs. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. For example, Colgate, a toothpaste company, released toothbrushes as a new product. This clearly wasnt a one-off. Pokemon Toys 5. studio, network or celebrity. For example, a vertical brand extension - such as a brand line extension - is a relatively simple approach to selling into the same audience. 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. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. They are a true example of global branding in the sport industry and beyond. An example of a complementary product extension is Speedo, a well-known swimwear brand. Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. 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. Economies in promotion and advertising, 8 Amazing Brand Extension Examples To Learn From. For example, he partnered with McDonalds recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. 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. Amazon Echo. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. The company has invested in multiple sectors, including consultancy, automobiles, aviation, jewelry, apparel, hospitality, and so on. Harley Davidson T-Shirts 3. Examples include a sports equipment company adding another activity to their offerings or a razor company adding shaving creams. 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. It Is Not What You Think. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. Free and premium plans. Here are a few potential disadvantages of brand extensions: Loss of reliability: A brand extension can actually harm your brand reputation if the new offerings dont relate to or perform as well as existing offerings. It saves the trouble of spending money on branding and helps businesses grow their revenue further. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. The new brand messaging is focused on passion, the key moments in sport that thrill and change history. All-in-one Marketing, Sales, Support and CRM Software. Developing a new product in a market that isnt closely tied to your flagship product or core brand, like what Zippo did with its womens perfume, could cause some problems. Here are some of the best brand extension examples to get you inspired. Improved brand image: By leveraging a trusted brand name and persona, brands can improve perception and overall image to both existing and potential customers. However, the coffee brand decided to expand and diversify into energy drinks, milkshakes, and cold coffee. The campaign is based very much around strong imagery with a considered and simple brand coupled with it. inferior oblique palsy vs brown syndrome; how to please your dom over text. Browse thousands of Athlete logo designs. This strategy works best when the new product category is related to its parent category and is something consumers and customers want. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. 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. Art Exhibitions. 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. From early adulthood, Serena began dabbling in the entertainment industry, with credits on shows like Law and Order, ER, and The Bernie Mac Show throughout her twenties. You may unsubscribe from these communications at any time. Their sport is just the vehicle that drove them to become these money-making branding machines. 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. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. Thats what makes Michelins brand extension so impressive. Some good, some bad, but there is no one formula in creating a sports brand. While his acting tends to be a bit stiff by professional standards, hes good enough to pass. In an increasingly competitive world, brands can only survive if they offer something unique to their audience. Not every brand extension can be a hit. Although Star Wars was popular among adults when the movie was first released in 1977, many children didn't like it as much. Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. Brand trust: From the consumers perspective, theyre more likely to try a new product from a brand that they know and trust. 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. Customers commonly view brands as having identities using the same type of thinking that they use to think about people. And New York FC get the backing and boost of a well established name in the sport. 1. Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. We're committed to your privacy. Even though all these new products are different, the extension works because Apple didn't drift too far from its parent product category. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Other examples include adding new scents, colors, and sizes to a product line. presence. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Sometimes it is necessary, or something that is wanted, but its not a step to be taken lightly. The story of how the brand was created makes for a fascinating read. Setting up a brand structure and how the brand is used in different situations is great but be sure not to go too far! In the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. A nice lesson that being different can make the right kind of splash, but it has to be executed properly. Like the best pro athlete logos, LeBron's uses . 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. Attract more visitors with strategically targeted content. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '23435896-a095-4469-a18d-2e868644417e', {"useNewLoader":"true","region":"na1"}); Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. Twelve, Reebok 2. 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. 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. Food Network pivoted from entertainment to consumer goods when the network partnered with Kohls to create a cookware line. 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. Eurosport was, in our opinion, in major need of a refresh. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. carpenter v united states pdf; what 2 colonies bordered new york on the south 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. Just be sure to consider all the possibilities before launching a brand extension. Are you a new sports team, looking to create a global brand? 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. 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. These subtle touches can really add depth and story to a sports brand, this one especially links beautifully to the city and its values. Other examples could include introducing new scents, sizes, and colors to a product line. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '6a4929ae-0291-463f-9d81-42266aa121fb', {"useNewLoader":"true","region":"na1"}); Topics: The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. By entering tangential markets that can preserve their brands unique associations and perceived quality, companies can launch new products that consumers intuitively understand the benefits of, even though theyve never seen them on a shelf. Below are the top highest endorsed athletes as reported by Forbes. Just turn to the . This became a massive problem for the World Taekwondo Federation. Tide Stain Remover Pen 6. What benefit would a consumer derive from this new brand or product? 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. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. Gillette is a US-based brand that primarily sold only safety razors and shaving products for men. In the world where digital media is king, brands are reviewing the application of their identity online. Without question, it was the low point of his self-branding history. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. By using this site, you are agreeing to our Privacy Policy. 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. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. Guinness World Record Book. 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. Read world-renowned marketing content to help grow your audience, Read best practices and examples of how to sell smarter, Read expert tips on how to build a customer-first organization, Read tips and tutorials on how to build better websites, Get the latest business and tech news in five minutes or less, Learn everything you need to know about HubSpot and our products, Stay on top of the latest marketing trends and tips, Join us as we brainstorm new business ideas based on current market trends. The most important advantage to brand extension is the ease of new products coming into the market.. Because without the fans, sport would be a pretty boring prospect. 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. This strategy is known as customer base extension. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. 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. Typically, brand extension strategies are used by big and well-established organizations. This brand extension was a failure mainly because selling frozen food was in sharp contrast with Colgate's brand identity. If done right, it can propel a brand forward and help to expand the business. Subscribe to the Marketing Blog below. Williams, like LeBron, came into prominence as a teen. The Rugby World Cup is being held in Japan later this year, the tournament is the first to use the new branding of the board since their high profile rebrand. While his previous line of work was a stepping stone into C-list fame, it put his body at severe risk of injury and was never going to be a long-term career path. Complete Content Development Toolkit. Below we have picked out a few sports branding projects that we think are successful, along with trying to bring up some important aspects that need to be considered. 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. Naturally, that kind of unrelenting pressure results in growing pains from both personal and marketing standpoints. 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. 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? 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. (Still asking Jeeves, probably.) For example, Johnson and Johnson, a company that sells pharmaceutical and consumer packaged products, extended its brand to sell goods that specifically cater to infants. Brands realize how much sports fans love their sports heroes and are willing to put up a lot of money to get their brand in front of those cheering fans. 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. Reading about the US Open rebrand is really interesting. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. As a standalone logo mark, I have to say I am not entirely sold on it. With the US Opens new brand identity, it is instantly recognisable and consistent throughout its materials, making it an ace in my book. 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. 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. Although Apple started as a technology company that makes only computers (Macs), it soon extended its product line to include music players (iPods), mobile devices (iPhones), and tech accessories (Apple Watch and Earpods). 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. He also recently starred in a premiere series on HBO, Ballers, that is returning for a second season in the coming months. Reese's Cups, but cereal. Free and premium plans, Content management software. 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. 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. GoPro makes the customer the hero of the story 5. But one product line that isnt the best fit for its brand is an underarm deodorant spray. Helps capitalize existing brand assets, #2. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. And just like her venture into music, companies often extend their brand to develop new products in industries where they dont have any market share. 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. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. Free and premium plans, Operations software. Especially those that have a wide base of appeal - beyond their local cities. If you continue to use this site we will assume that you are happy with it. 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. Googles brand extension journey naturally aligns with technological advances, but this makes Googles foray into other products so innovative.
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