So, who makes this all possible? 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. The most important advantage to brand extension is the ease of new products coming into the market.. 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. The new Premier League branding was a much need update for a outdated brand. We're committed to your privacy. 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. 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. As a result, companies dont have to create a new product line and can expand their customer base by adding to their already existing product categories. But Gillette later introduced shaving products for women under the name Gillette Venus.. Even though Pillsbury is known for producing foodstuffs, its frozen microwave popcorn couldnt compete with Orville Redenbacher or General Mills Pop Secret because its product positioning of being frozen for freshness didnt offer enough value. New Products: Clothing, equipment, and accessories for sports ranging from basketball to cricket. Then realised they were all by the same agency. 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. Jeeps customers know the company as an outdoorsy and adventurous brand. So examples like Disney and McDonalds happy meals were used as inspiration, and with the major success of Jurassic Park the raptor idea was born. This increases their probability of success and helps them widen their customer base. 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. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. A complicated football crest can get lost in the masses. While it originally started as an online book retailer, today, its operations have extended beyond it. Your email address will not be published. Just like Gillettes razors and shaving products, Colgates toothpaste and toothbrush are complementary goods. The marketing of sport and non sport products. The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. Hondas line of lawnmowers might not elicit the most enjoyable memories of my childhood. 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. Mike is a former Inbound Marketing Specialist at Mainstreethost. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. 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. 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. 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. Read also: 9 Types Of Branding And What They Really Mean. Hopefully in this post, weve given you some tips and inspiration of how you can execute a sports branding project effectively. Required fields are marked *. 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. Factors such as high initial capital and regulations might make it difficult for someone to launch an enterprise in a field with such barriers. Still, its entrance and success in a saturated market speak volumes for a company primarily known for selling cars. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. Brands that use company authority extensions usually have a high level of authority in their field or industry. Complete Content Development Toolkit. best hunting game for oculus quest 2 athlete brand extension examples 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. Just turn to the . Brand extension is a marketing strategy wherein a company creates a new product category under its brand name. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. 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. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a companys goal. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. Strategy Made Simple, The 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. I mean when have you ever seen a raptor in Toronto? To reverse that trend, hes embraced endorsement opportunities that actually allow him to be himself. And when you read into why the colour was an obvious choice for the logo it all starts to make sense, from the pink sunrises to bold vibrancy of Miami. Read also: Multichannel Retailing: Everything You Need to Know. The major key step is to identify the product categories and . 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. Serena and Venus stormed the national consciousness together when they were 14 and 15, respectively, and never looked back. 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. In 2002, WWF (the wrestling) agreed to stop using the abbreviation, and launched a campaign called Get The F Out, officially declaring themselves as WWE (World Wrestling Entertainment.). Steinfeld has collaborated with some of the most famous musicians like Zedd, Florida Georgia Line, and Alesso to produce three hit songs that have all reached the Billboard Hot 100 record chart. 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. Expanding a brands current offerings to include new items that make sense with its existing products can improve your companys image in the eyes of its customers. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. When it comes to sports branding, there are plenty of things to be considered, and most importantly you must assess and identify your situation and what you want out of your sports branding or rebranding project. The common denominator between all of Virgins products was its portrayal of a lifestyle that interrupts the status quo. Although brands mainly extend their product line by adding new goods to the same category, some do so by targeting a specific demographic. In the early days of cars, society perceived driving as a luxury. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Its not out of the question that someone buying Colgate toothpaste in a store would also pick up a new toothbrush from an oral hygiene brand theyre familiar with. 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). Have I done enough research to know how a brand extension would affect my original brand? Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. As a result, they are able to create and invest in products and services that are diverse. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Ultimately, though, its her fashion industry foray that will really extend her career beyond her playing days. Economies in promotion and advertising, 8 Amazing Brand Extension Examples To Learn From. Examples include a sports equipment company adding another activity to their offerings or a razor company adding shaving creams. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. This became a massive problem for the World Taekwondo Federation. 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. 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. He's noticeable anytime he's in the press, but when you don't see a picture of him, you'll still be able to recognize his logo. website are shown as examples of industry practice and are not endorsements by As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. But unlike the former example, you literally need a toothbrush to use toothpaste. Some good, some bad, but there is no one formula in creating a sports brand. Today, however, Armani is not limited to apparel alone. Snickers Ice Cream Bars. With a brand lifestyle extension, companies aim to create a culture or community around their brand. The potential logo has some really nice subtle touches, the Herons have interlocking legs which create a M and represents unity in the city and football itself. An example of a complementary product extension is Speedo, a well-known swimwear brand. I love the basketball and with so many teams getting a rebrand recently I decided to find out who did what. After ditching football for a career as a popular pro wrestler, Johnson adopted the nickname The Rock and used an ironically self-serious demeanor along with pun-based catchphrases to transcend wrestling into the national consciousness. They are a true example of global branding in the sport industry and beyond. For example, a haircare brand that has shampoos might create a line extension for new products that are for colored hair, thinning hair, or curly hair. What do tires and fine dining have in common? 17 Winning Examples of Sports Branding Sports branding is everywhere. This goes to show just how valuable an athlete's personal brand is. 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. For example, a vertical brand extension - such as a brand line extension - is a relatively simple approach to selling into the same audience. Applying a product that shares an ingredient with heavy-duty cleaning supplies to such a sensitive part of the body doesnt jive well with consumers. . An athletes brand is key for portraying best version of themself and establishing their identity as a leader. When not jet setting to the next location, AJ can be found eating weird foods (most recently a scorpion in Thailand), watching Chelsea FC win the English Premier League or sitting down with a bucket of kale watching an overly cheesy romance film. June 15, 2021, Published: Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. Adidas does killer collaborations 3. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. Brand extensions can help to reinforce brand associations. This is another project that has so many facets that the undertaking of something like could be a little daunting. The technical storage or access that is used exclusively for anonymous statistical purposes. Brand extensions use the same brand to announce new products to clients, using the existing consumer base to secure a strong launch. The technical storage or access that is used exclusively for statistical purposes. Helps capitalize existing brand assets, #2. But the new US Open logo has been simplified, and with its bright blues and yellows will really stand out online. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. It can also work to generate buzz or bring attention to a brand looking to reach new customers. 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. Not much. So whether youre a SaaS company or a consumer brand thinking about extending your product line, check out our list of the most and least successful brand extensions to help inspire your own. As a standalone logo mark, I have to say I am not entirely sold on it. Colgate inexplicably began offering frozen dinners. Are there any sports branding projects you think weve missed? Reese's Puffs. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. the Otherwise, you cant brush your teeth. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. 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. Brand extension is an efficient marketing strategy, allowing companies to launch new products under the same brand name. Just be sure to consider all the possibilities before launching a brand extension. Thats impressive by any standards. The brand extension strategy helps the company to extend and move the brand to another category. This post will take a look at three different approaches to building that personal brand (good andbad), and see how these athletes have used them to transcend their playing fields. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. As a result, companies save money on promotion and advertising and the capital they would have required to start a new brand. Try another search, and we'll give it our best shot. 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. 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. 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. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. But what amazes me about Steinfeld isnt her acting prowess. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddbf2eb7-04e8-44b2-9e05-b21264e09b65', {"useNewLoader":"true","region":"na1"}); Get expert marketing tips straight to your inbox, and become a better marketer. 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. Eurosport was, in our opinion, in major need of a refresh. Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? Think of the Beats By Dre headphones. This partnership with Manchester City hopes to crack the US market and make New York City FC into a nationwide known club. Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. 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. Considering that many people were interested in what it does, Food Network saw an opportunity to extend its brand by partnering with Kohl's Corporation to launch its kitchen and cookware products. Showcase your business and engage youraudience. But one product line that isnt the best fit for its brand is an underarm deodorant spray. For more information, check out our, 13 of the Most (& Least) Successful Brand Extensions to Inspire Your Own, capture the second-biggest slice of the cold cereal market share, the third-largest slice of the oral care market, seventh-largest slice of market share in the global lawn mower industry. The method involves many steps, including brand modifications, brand enhancement, and brand economics, to build the brand as a pinner in the relevant field. Well, Tesla did it. Dyson: from vacuum cleaners into desk lamps. 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. They have successfully launched brand products under their names. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the world. 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. It strategically considered its existing products and market needs before introducing new products and services. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. Why? So, how has he pulled it off? 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. Lets be real. In addition, key aspects to a successful brand extension are athlete prestige, distinctiveness and perceived fit of the athlete-product (Walsh and Williams 2017); in addition to an athlete's . 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. 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. 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. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. Whereas with a professional sports team, fans tend to make up the target audience. Many companies use brand extensions because it allows them to leverage their parent brands brand awareness and authority to reach new demographics and open up new sales channels. June 14, 2021. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. So Barcelona have simplified the crest, keeping key elements but ditching black lines and the FCB. Coupling that with just the typography World Taewkondo and dropping federation takes away all links to WTF. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. Updated: Snickers Ice Cream Bars 4. 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. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. It makes for one of the best brand extension examples it has launched several disinfectant products within the same category. Initially, the brand only catered as a skincare brand for men. All Rights Reserved. Callaway: from golf clubs into footwear, apparel and golf accessories. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. Strong imagery is an important part of sport. Even more so if you run a sportswear or fitness brand. 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. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. Tata Group is a good example of an organization that applies for company authority extension. Other examples could include introducing new scents, sizes, and colors to a product line. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. Sports doesnt discriminate on the basis of color, where someone's from or how much money they make. Instead, it leveraged its brand name to make penetrating the market a success. When it comes to branding, every detail matters. 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. Twelve, Reebok 2. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. 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 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. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. 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. Creating an elite brand can help you stand out and become memorable. If you do, you run the risk of diluting the overall goal of becoming a recognised brand. Many fans consider themselves experts. 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. American college sports are becoming more and more popular and the money involved in these sports will only increase with that. Its one of the few things in todays world that allows two people from completely different backgrounds to come together and share times of both happiness and sadness together. 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.