athlete brand extension examples

Sports branding can be tricky to get right. Trying to connect with a new and younger audience will always help with this. This especially true for the golfers and tennis players who dont earn a salary and only make money through their actual sport by winning tournaments. For instance, sports brands sell cricket bats and balls together as complementary goods. They have practically spread into every extreme sport thinkable and many other sports. . Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. This is another project that has so many facets that the undertaking of something like could be a little daunting. Twelve, Reebok, Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. 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 extension strategy helps the company to extend and move the brand to another category. Original Product: Athletic shoes. So before you implement any extension strategy for your business, ensure it's in line with what your ideal consumer wants. Virgin Airlines. Read also: Multichannel Retailing: Everything You Need to Know. 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? 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. 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. 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). But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. Instead, it leveraged its brand name to make penetrating the market a success. athlete brand extension examples. Coming out with a line of cereal is risky, but Reese's apparently hit on a deep craving the masses had without even realizing it. 1. It Is Not What You Think. Competitive barriers: It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. Some example of brand extension are: Apple: from personal computers into MP3 players. Do You Understand What Strategic Selling Means? Still, there have been instances of brands successfully branching out into completely different territories. 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. 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. 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. June 14, 2021. The imagery in the This Girl Can branding and marketing campaign relates perfectly to the target audience. The type of brand extension you use should be based on what youre hoping to achieve, your current branding and your customers needs. Setting up a brand structure and how the brand is used in different situations is great but be sure not to go too far! Amazon is a great example of a brand with humble beginnings that expanded its offerings to become an industry giant. It introduced a tequila line, and the company sold out its tequila within a few hours. And the application of the brand throughout the GB Basketball materials I really enjoy. Jeeps customers know the company as an outdoorsy and adventurous brand. 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. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. This brand extension was a failure mainly because selling frozen food was in sharp contrast with Colgate's brand identity. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. Factors such as high initial capital and regulations might make it difficult for someone to launch an enterprise in a field with such barriers. athlete brand extension examplesgirondins bordeaux players. I think sports branding is very culturally influencing and influenced, meaning that it could be constantly changing, but all these brands have brought through the story of an area, its people and its progression as a city. 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. This clearly wasnt a one-off. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. While tents, knives, bicycles, and other camping gear releases may be a far cry from cars, they are aligned with the companys projected lifestyle. 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. In fact, here at Hollywood branded, we can help you with that. New Products: Clothing, equipment, and accessories for sports ranging from basketball to cricket. Disney is an American mass media and multinational organization headquartered in California. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. LeBron James. Brand extension helps businesses expand their clientele by introducing products and services that meet customers needs. Thats what makes Michelins brand extension so impressive. presence. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. Google Pixel. Speedo sells swimsuits as well as complementary wear, including swimming goggles, swim caps, and bathing suits. All Rights Reserved. Their logo was made up of the abbreviation WTF, so a change was desperately needed to avoid negative connotations from the younger generation. Companies with high levels of authority in their sector can leverage this authority to create new products. Does it make any logical sense to start marketing a new product to my customers? There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a companys goal. 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 . While this worked for some products, it didnt work for everythingVirgin Cola, for example, was a bust. Which of these makes the sport marketplace unique compared with other industries? Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? He selfied and smiled his way through the campaign - perfect for the ephemeral nature of the platform - and came off as genuinely enjoying himself. There is a ton of money in sports. Digital application for brands is now bigger than even and you will read about that later in this post with the FC Barcelona Crest redesign. Adidas does killer collaborations 3. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! Its brand extension into toothbrushes, on the other hand, was very successful. We adopt Keller's customer-based brand equity model (1993) here because the model highlights the multidimensional structure of brand associations. 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. Customers commonly view brands as having identities using the same type of thinking that they use to think about people. Men+Care was a simple brand extension that helped Dove become. By launching new products or services, brands can assure sales, without the need to invest in developing a new enterprise. The technical storage or access that is used exclusively for anonymous statistical purposes. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. Just like Gillettes razors and shaving products, Colgates toothpaste and toothbrush are complementary goods. Another way an established brand can extend itself is by creating complementary products for its main products. In fact, one visit to her websitereveals several aspectsmore commonly associated with corporations: documentation ofher minority ownership of an NFL franchise, a highly professional and consistent blog presence, and even an outline ofher many successful humanitarian pursuits. George Foreman Grill 7. But as you know, thats not the be all and end all of brand identity. After successfully marketing to women for decades, Dove decided to extend its brand to include men. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. Where would we be without Google? 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. Their sport is just the vehicle that drove them to become these money-making branding machines. Benefits of Brand Extension For Your Business, #1. 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. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. Recognition seemed to be another problem for the old brand. studio, network or celebrity. 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. Sport England created a campaign to get more women exercising and feeling great doing it. Strategy Made Simple, The A nice lesson that being different can make the right kind of splash, but it has to be executed properly. Amazon Echo. 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. Take Broadway Joe Namath, for instance, who built his image around fur coats and finger-wagging swagger. Read also: Understanding the 4 Key Steps to Brand Development: A Brief Guide. Pokemon Toys 5. Starbucks: coffee-based beverages into energy drinks. Successful Brand Extension Examples. Red Bull creates the best spectacles 4. Sports Marketing. Rare Design seem to have a monopoly on rebranding NBA teams. It is important that if you are thinking about rebranding that you dont throw away an already established brand without careful consideration. We're committed to your privacy. Ultimately, though, its her fashion industry foray that will really extend her career beyond her playing days. The partnership was a success because Food Network served a specific audience with what they needed. 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. On the flip side, a company can also exploit its brand and, in turn, ruin it. The if its not broke, dont fix it mentality took hold. Some good, some bad, but there is no one formula in creating a sports brand. website are shown as examples of industry practice and are not endorsements by A line extension is when a parent brand launches a new product line in a category already familiar with its customers. 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. The event served as a platform for him to announce his decision to leave his hometown Cleveland Cavaliers for the flashier Miami Heat. In the past, sports teams were always separate entities. Further, Armani also has its own floral creation and chocolate brand. Here are five different extension strategies that could work for you. As a result, they are able to create and invest in products and services that are diverse. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. Colgate inexplicably began offering frozen dinners. With a brand lifestyle extension, companies aim to create a culture or community around their brand. Otherwise, you cant brush your teeth. It can also work to generate buzz or bring attention to a brand looking to reach new customers. 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. For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. This is a form of line extension since Titan focused on extending its parent product category into other types of fashion accessories. James took a lot of heat for the move, as it came off as big-headed and insensitive to the fans he would be leaving behind. The Decision was really interesting from a PR perspective because it was clearly something he thought would endear him to a wider audience. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.

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