Men+Care was a simple brand extension that helped Dove become. Imagine the pile of brand briefs the Red Bull marketing team have to put out daily! 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. From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. For example, he partnered with McDonalds' recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. This increases their probability of success and helps them widen their customer base. It Is Not What You Think. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. Disney is an American mass media and multinational organization headquartered in California. Save my name, email, and website in this browser for the next time I comment. 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. Customer Base Extension Why? Using a painted basketball and what I imagine some DIY clothes, an identity was created. Fitbit got its customers competing with their friends 7. Reeses Puffs was my favorite cereal growing up, so I might be a little biased here. It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. Reese's Puffs. In her leisure time, you will find her binge-watching TV series or exploring new cafes in town. This branding shows how you can really push the boundaries and strive for something totally different than normal. 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. 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. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. Some example of brand extension are: Apple: from personal computers into MP3 players. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. Have you ever wondered why someone like Lebron James only wears Nikes and how much he gets paid to wear them? Awkward interviews, forcedly stoic body language it all amounted to a whole bunch of nothing in terms of brand building. New audience: Brand extensions can get your brand in front of new audiences, which will usually result in growing your overall customer base and increasing sales. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Sports branding systems will be used in many different situations and the Team Canada identity does just that. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup. Think of the Beats By Dre headphones. Or an established sporting body that needs to update your brand to move with technology and culture? For example, Nike, a sports brand, creates various equipment, wears, and other sport-related products that complement each other. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. One company that does brand extensions well is Apple. This sort of branding strategy works both ways. Strong imagery is an important part of sport. Although synonymous with creating iconic animated movies and TV shows, Disney also offers products that help create a community around the brand. (adsbygoogle = window.adsbygoogle || []).push({}); Top brands: Puma, Nike, Red Bull, RePlay Jeans, Diesel Fragrances, Qatar Airways, DAZN, Triller, Top brands: Tommy Hilfiger, Mercedes Benz, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas. Typically, brand extension strategies are used by big and well-established organizations. Today, Dettol has smartly extended its product line into handwash gel, bathing soap, hand sanitizer, liquid detergent, and floor cleaning liquid. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE 19801support@engagebay.com , +1. 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. A line extension is when a parent brand launches a new product line in a category already familiar with its customers. 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. 17 Winning Examples of Sports Branding Sports branding is everywhere. It has diversified into the beauty and hospitality industries and boasts a range of fragrances, makeup, and hotel and restaurant chains across the world. 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. Exactly what an effective logo design needs to be. With technology moving faster than ever, and with that, our speech and communication style is changing. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. While it originally started as an online book retailer, today, its operations have extended beyond it. Are you a new sports team, looking to create a global brand? While Samsonites outwear is more fashionable than Levis Tailored Classics, it still suffers from the same problem as Levis failed product line the brand extension doesnt align with Samsonites core identity. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. Attract more visitors with strategically targeted content. There are several types of brand extension strategies. 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. The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. 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. 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. 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. 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. Let us take a look at the different types of brand extension strategies. Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. Like LeBron and Serena, Johnson has also been active as a philanthropist. Typically, brand extensions are used by well-established organizations to launch a new product or product category for their customer base. Brands that use company authority extensions usually have a high level of authority in their field or industry. Like Michael Jordan and his famous Air Jordan shoes and sneakers, Venus Williams also built her sports apparel brand using her clever logo. And the application of the brand throughout the GB Basketball materials I really enjoy. Trying to connect with a new and younger audience will always help with this. Now is your time to get ahead of the game. 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. 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? This goes to show just how valuable an athlete's personal brand is. 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. 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. In the early days of cars, society perceived driving as a luxury. A consistently winning team or athlete. AJ graduated from Loyola Marymount University with a degree in entrepreneurship. Seriously, though! For instance, sports brands sell cricket bats and balls together as complementary goods. Other examples could include introducing new scents, sizes, and colors to a product line. Because without the fans, sport would be a pretty boring prospect. Sports Marketing. LeBron is a business-savvy icon and his brand is here to stay long after his playing days are behind him. In applying the schema to the athlete brand context, we consider athletic . Today, however, Armani is not limited to apparel alone. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. In complementary product extensions, brands add products that complement their existing range of products. Arnold Schwarzenegger Supplements 2. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. His recent role in the summer blockbuster Trainwreck was well received by critics and fans alike. But as you know, thats not the be all and end all of brand identity. Especially if you have legions of loyal fans to try and appease. Now all the younger, tech savvy generation will only see this as, well you know what it means. This, in turn can increase your chances of gaining new sponsorships or starting a business after retirement. Virtual reality options like lenses and fashion shows provide more of a secondhand experience for consumers, instead of the full experience of a luxury retail brand. The North Face uses an editorial strategy to win over would-be explorers 6. The project is complex with many assets, creating a brand identity that consistently spreads through every branded material from shades, to business cards, and team kits. 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. Try another search, and we'll give it our best shot. Benefits of Brand Extension For Your Business, #1. Then realised they were all by the same agency. However, the coffee brand decided to expand and diversify into energy drinks, milkshakes, and cold coffee. Have I done enough research to know how a brand extension would affect my original brand? This brand extension was a failure mainly because selling frozen food was in sharp contrast with Colgate's brand identity. Brand extension can be defined as the new source of ideas, accumulation of ideas, and generating new ways to establish a brand. Starbucks: coffee-based beverages into energy drinks. An example of a brand lifestyle extension is that of Tesla, an American automotive and clean energy company.