to our start your project page, Brand Here are some reasons why you should consider brand extension as part of your marketing strategy. His personality has been a constantly moving pendulum between brusque and affable; withdrawn and effusive. 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. This interest in fashion has expanded beyond mere endorsements as she now is the owner of her own fashion line. Failed brand extensions can also lead to brand dilution. Brand extensions can help to reinforce brand associations. Through this, Gillette aimed to expand its customer base by targeting the female demographic and creating shaving products customized to their needs. The if its not broke, dont fix it mentality took hold. 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. 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. 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. Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. 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. This clearly wasnt a one-off. In this blog, Hollywood Branded explores why brands choose to partner with athletes, the top 10 highest endorsed athletes in 2022, and the brands that pay them. Unfortunately, not all people in that position have the foresight or the self-branding acumen to make that transition happen, but Johnson clearly did. athlete brand extension examplesvenice beach boutiquesvenice beach boutiques Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. . With Dysons branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. And because of its brand image, most consumers wouldn't mind using a new product, whether it's an air conditioner or a mobile phone. The new Premier League branding was a much need update for a outdated brand. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. In fact, his most recent release, San Andreas, wasthe highest-grossing film of the year to date when it came out in May. The brand is an example of company authority extension since it has invested in sectors unrelated to its parent product. 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. 6 Steps To Safeguard Celebrity Endorsement Partnerships, Agency Interview: Los Angeles Business Journal Celebrity Swag Bags, Cause-Related Marketing Campaigns Getting The Celebrity Treatment, 8 Steps To Inviting A Celebrity To Your Event And Saving Some Money In The Process. As a result, brand extension becomes inevitable. A lot of existing fans felt a little betrayed by the lack of reflection. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. 3. Using a painted basketball and what I imagine some DIY clothes, an identity was created. Instead, they can expand their product line under the same brand name. What do tires and fine dining have in common? 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.). 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. 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? Today, Michelin has sold millions of copies of its guides and is the de facto decider of the worlds best restaurants. 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. 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. In the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. GoPro makes the customer the hero of the story 5. Free and premium plans, Content management software. Have you ever wondered why someone like Lebron James only wears Nikes and how much he gets paid to wear them? 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. Otherwise, you cant brush your teeth. 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. Think of the Beats By Dre headphones. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. 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. A company can create a branding extension for itself by launching different product categories for a single demographic. 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. Early in his career, James often allowed the pressure of greatness to cast a pall on his media interactions. Athletes these days are making more money than many of the worlds longest-standing business executives. Wrestling was a product for teenagers and above. 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. Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space. 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. The highest-paid athletes currently are: 1. 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. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. They are a true example of global branding in the sport industry and beyond. Now is your time to get ahead of the game. LeBron James is arguably one of the most successful professional athletes and a large part of his success comes from his personal athlete branding. By using this site, you are agreeing to our Privacy Policy. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. Arm & Hammer produces a deodorizing cat litter under its brand. Factors such as high initial capital and regulations might make it difficult for someone to launch an enterprise in a field with such barriers. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. 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. Sport England created a campaign to get more women exercising and feeling great doing it. From posters, to merchandise, this hand made feel, this making your own mark approach sits beautifully with being all inclusive through sport. Googles brand extension journey naturally aligns with technological advances, but this makes Googles foray into other products so innovative. The list is long, the designs are memorable and clever. Or, how much Rolex had to pay Roger Federer to tell the world that theres no better watch for a man than a Rolex? The hope is that this updated brand can be easily reproduced with any change across all types of social media and other media, keeping a consistent visual style throughout its applications. This may sound surprising to some but several of these athletes make more money through their endorsements than they do from their salaries. We're committed to your privacy. Go Attempting to pull its own Michelin stunt, Colgate, known for its toothpaste, attempted to jump into a new industry in the 1980s: food. The old logo was in place for almost 25 years and has build up a considerable amount of brand equity. Some of the biggest brands in the world are standing in line to throw money at athletes in exchange for promotional commitments. Logos and brand marks like this need to be flexible. What benefit would a consumer derive from this new brand or product? 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. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. The above images and any images within this Athletes have always been iconic figures in American pop culture, and the personas they build for themselves live on long past their playing days. For example, he partnered with McDonalds recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. 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. But one product line that isnt the best fit for its brand is an underarm deodorant spray. Conor McGregor, MMA Fighter Endorsements: $180 million as of 2022 Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. The partnership was a success because Food Network served a specific audience with what they needed. The concepts of brand extensions were employed to develop the ideas of human brand extensions.,In total, 198 participants answered online survey . Dyson: from vacuum cleaners into desk lamps. Snickers Ice Cream Bars 4. 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. Williams, like LeBron, came into prominence as a teen. In her leisure time, you will find her binge-watching TV series or exploring new cafes in town. Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. For example, he partnered with McDonalds' recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. Free and premium plans, Customer service software. For small to medium-sized brands, getting an athlete to promote your brand may be difficult due to the costs associated. 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 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. Their seems to be a little bit of a stigma for everyday women exercising and feeling comfortable doing it. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. Well until this branding came around that is. The inevitable hiccups of his self-branding history are clearly behind him. Who would have thought a tequila line from an energy company would sell out within a few hours? Colgate inexplicably began offering frozen dinners. So how did the franchise become popular today? 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. Nikita is a content specialist who harbors a love for writing, oxford commas, and desserts. 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. 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. So with college teams, your brand messaging really comes into play. But Gillette later introduced shaving products for women under the name Gillette Venus.. Or an established sporting body that needs to update your brand to move with technology and culture? Make a Athlete logo design online with BrandCrowd's logo maker. Reese's Puffs. Below are the top highest endorsed athletes as reported by Forbes. But as you know, thats not the be all and end all of brand identity. While it originally started as an online book retailer, today, its operations have extended beyond it. 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. Back in 1998, it might have seemed strange for a search engine to offer digital business tools, but as Google advanced, it made sense for the company to offer these products to its audience, too. 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. We use cookies to ensure that we give you the best experience on our website. In this article, youll learn more about what a brand extension is and see examples of extension ideas that could inspire you. This goes to show just how valuable an athlete's personal brand is. 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. you will learn more about brand extension and see a few clever examples to learn how you can do it too. Like LeBron and Serena, Johnson has also been active as a philanthropist. Perhaps the only athlete on the planet who can match James for both athletic dominance and branding acumen is Serena Williams. 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.