Brand name extension insights from bieber and trump: Unterschied zwischen den Versionen

Version vom 8. Januar 2014, 01:57 Uhr

What do Justin Bieber and Donald Trump have in typical? Besides mops of hair! The two fellas (we can not truly contact 17 yr-outdated Bieber a gentleman however) are driving major model extensions - they're personal.nThe Donald's brand name may have started in true estate, with office properties and lodges littering numerous metropolitan areas. But the Trump title now appears on vodka, wellness merchandise, mattresses, household furniture, cuff links, shirts, ties, and even a seminar organization. Trump's most modern extension pursuit is golfing classes, as he is creating a billion dollar golf program in Scotland to add to the nine golf properties he already owns.nJustin Bieber's aspirations look to be just as formidable. He's released his personal line of headphones, nail polish, and even scented puppy tags (no, I'm not creating this up.) Recent rumors advise he is arranging to start his own retail shop as properly as a line of Snack Pak pudding cups.nOn a single stage you could lump Trump's and Bieber's brand extension pursuits collectively and chalk them up as the form of hubris and greed that seems to arrive with movie star territory. They are simply becoming a member of the ranks of other folks stars who have developed company empires by buying and selling off of their names.nBut there are crucial insights to be learned from them about manufacturer extensions. In fact it really is the variances among the two guys' techniques that is most revealing:nMotivations - Trump appears to be pursuing brand name extensions as an exploitation of his manufacturer, although Bieber's moves seem to much more of an expression of his.nIn a BusinessWeek write-up, Trump describes the achievement of his endeavors expressing, "[My] title is hotter than at any time...it is been hot as a pistol." The piece reports, "Following using a crack to greet Kate Gosselin, star of the onetime fact display Jon & Kate In addition eight, Trump claims: 'If Trump wasn't undertaking nicely, the stars don't arrive up and kiss my ass.'" Trump plainly recognizes the value of his name and he's employing it as leverage for enterprise bargains.nBieber, on the other hand, would seem to check out extensions as an expression of himself. In a online video introducing his new headphones, he clarifies their purple colour declaring, "It's my favourite shade. I just believe it signifies me the ideal." And the shades of his nail polish selection are reportedly motivated by his tunes: Me + Blue is dim blue and One Much less Lonely Woman is a girly lavender.nGuardrails - The principal judgment contact of any brand name extension is whether or not the new item or category is proper for the brand name. Successful brand supervisors utilize guardrails to delineate what is suitable and what is not.nIn Trump's situation, the guardrail he applies is brand name-dependent. In a 2006 blog submit, he wrote: "I've worked tough to make certain the Trump title is found only on buildings of the optimum caliber and goods of the best good quality. I won't even contemplate supplying my acceptance to anything until I know it really is the top of the line since when people see or hear Trump, they assume the best." To Trump, the high quality his brand name is linked with is the principal guardrail in which an extension must lie.nBieber's guardrail is admirer-dependent. His statement in an interview with Rolling Stone magazine - "I do not believe of myself as powerful. If everything, my fans are strong. It's all in their palms." - reads like an general philosophy as well as his strategy to model extensions.nWith teen girls and the merchandise they love as his information, choices about what is acceptable arrive effortlessly for him. That is why it does not look odd that a male movie star would develop a female product like nail polish. David Reeder of talent company Eco-friendly Gentle noticed in a Brandweek article that Bieber's extensions "make sense to his core viewers, so there's practically nothing totally off-manufacturer for him."nBusiness relationships - For Trump, brand extensions are a solo endeavor. Most of his discounts are acquisitions or development performs. It's the conventional actual estate approach - there is a customer and a seller, and following the transaction closes, there is a solitary proprietor. He might work with an additional entity to develop a item, as he did with Talbott Teas to create new tea blends or with PVH to develop his garments line, but the finish solution is often branded Trump.nBut Bieber is all about partnerships. It is an technique he initial used with his occupation. He began out by taking on Usher as a mentor and unveiled early hits with him and Ludacris. Much more not too long ago he's collaborated with musicians like Kanye West. His model extensions replicate a comparable collaborative method.nThe aforementioned headphones were created in partnership with Monster and Dr. Dre and are branded "Just Beats." The nail polish line is a consequence of a collaboration with Nicole by OPI and is named the 1 Significantly less Lonely Female selection. Bieber is talked about in marketing resources but his title doesn't appear on the merchandise.nThey're two totally different methods to brand extensions - neither is proper or mistaken - just different. Trump has taken the tact that most firms do with model extensions. Most firms seem to brand name extensions to leverage the worth of a brand name name in multiple categories, so they just take an technique that exploits the current manufacturer equity, employs the brand as the filter for decisions about appropriateness, and asserts the brand name in the stop solution.nBieber's approach is less conventional and not without having downsides. Enabling appropriateness selections to be pushed by your buyers vs. the manufacturer has the likely to take your brand name off course. And by undertaking co-brands or partnerships, your brand may derive much less benefit from the extensions. But the Bieber approach may resonate far more with your focus on viewers, as it conveys a lot more humility and flexibility.nI love how brand name insights can be derived from a 66 yr outdated company tycoon and a 17 yr old pop star alike!nother posts about manufacturer extensions:nnyard new dining places practice new company conceptsnnbrand name-constructing: yohn on riesnnunderwear that's exciting to wearnRead a lot more posts on Brand as Company Bites �nFar more from Brand name as Organization Bites:nbrand book bites from brand name creating in a electronic, social, cell age nnoperationalizing the tedxsandiego manufacturernnscott goodson on creativeness as a strategic gain