Brand Extension Strategy of National Basketball Association Athletes

Abstract

The purpose of this paper is to propose primary branding strategies for professional players playing in the National Basketball Association (NBA) by exploring how NBA players can effectively build and enhance their personal brands, based on the Model of Athlete Brand Image (MABI). The concept of an athlete brand as the public image shaped by personal attributes and achievements is first introduced, and the MABI model, initially introduced by Arai et al.(2014), identifies three key dimensions for building a strong athlete brand in general: athletic performance, attractive appearance, and marketable lifestyle. Therefore, built on the model given, the paper divides the branding strategy for NBA players into 3 big dimensions— on-court performance, player differentiation and off-court behaviors. By building brand images systematically according to the respective dimensions proposed, NBA players can thus build well-grounded brands through the practice of excelling on the court, distinguishing themselves from peer players, and managing their off-court public image effectively. In addition, recommendations for future research on customizing brand extension strategies for NBA players thereafter are suggested.

Introduction

A brand typically involves distinguishing an individual or organization from the competition through unique identifiers like a name, appearance, or personality (Shank, 1999). Building on this, an athlete brand can be seen as the public image of an athlete that carries specific meaning and value, which they’ve created through the use of personal attributes such as their name and appearance. However, some held different opinions. Some people may view any well-known athlete as a brand because of all the marketing efforts made to achieve promotion, while others argue that an athlete becomes a brand once they’ve achieved notable recognition and financial success through endorsements. Overall, an athlete brand represents the symbolic identity and value an athlete establishes in the marketplace through their personal brand elements (Arai et al., 2014). 

The increasing involvement of athletes in social activities and businesses has led to their recognition as cultural symbols embodying personal and national pride, thereby giving rise to the concept of athlete brands (Gilchrist, 2005). This multifaceted identity extends beyond their sports performance, turning them into marketable commodities. Sport agencies, such as IMG, play a crucial role in managing these athlete brands to maximize earning potential and build strong personal images in a highly competitive industry. Successful branding benefits athletes by enhancing their market value, securing higher salaries, attracting endorsements, and fostering fan loyalty that persists through performance fluctuations. It also facilitates post-sports career opportunities by leveraging their established brand equity (Rein et al., 2006). Given the unpredictable nature of sports due to injuries and performance variability, athletes require robust branding strategies that go beyond win-loss records, focusing on creating a resilient brand identity to weather setbacks and maintain fan allegiance. Thus, effective branding approaches are of great importance for the longevity and success of athlete brands in the sports industry. 

The National Basketball Association (NBA), being one of the biggest sports leagues in the United States and arguably the most competitive basketball association in the entire world, has turned into a multi-billion basketball business filled with wonderful talents that by all means possess the potential to form successful and impactful brands (e.g., Michael Jordan, Kobe Bryant, Lebron James, etc.). The purpose of this paper, therefore, is to find out how an NBA player can build up his brand and so succeed in carrying out a brand extension thereafter.

How to build up an NBA athlete’s brand image

Athlete image management has traditionally been studied in the context of product endorsements, with athletes seen as extensions of the brands they represent. However, given their multifaceted and symbolic roles, athletes are now recognized as independent brands themselves, participating in what can be described as co-branding relationships (Arai et al., 2014). The question now is, how can an NBA player build up his brand image?

The Model of Athlete Brand Image (MABI) is a framework derived from Keller’s customer-based brand equity theory, tailored to athlete branding. (Arai et al., 2014; Keller, 1993) It outlines three primary dimensions crucial for cultivating brand equity: athletic performance, attractive appearance, and marketable lifestyle, further divided into 10 sub-dimensions. These dimensions facilitate a comprehensive assessment of an athlete’s brand, enabling sports agents and managers to devise or refine branding strategies. Therefore, the following strategies are suggested for an NBA player to build up his brand image, based on the MABI model.

Improve/Maintain High-Level of On-Court Athletic Performance

Before a player can build up and promote his brand, he needs to have a brand for himself, and athletic success is arguably the most effective way to create one’s brand image in the first place (Bauer et al, 2005). 

Athletic performance encompasses several different aspects for a player: athletic expertise, competition style, sportsmanship, and rivalry. (Arai et al., 2014) First of all, athletic expertise relates to an athlete’s achievements, skills, and proficiency in their sport, with success being a key factor in creating brand associations. In the case for NBA players, it may include the player’s basic stats per game, the skill set the player shows on court (e.g., dribbling, shooting, rebounding, guarding, etc.), and the awards (e.g., MVP, DPOY, All-NBA First Team, NBA champion, FMVP, etc.) the player achieves at the end of each season. However, it is worth noting that success is not solely based on consistent wins but can also stem from exceptional performances (e.g., consecutive games scoring 30+ in a row). Expertise is crucial for endorsers, as it enhances their credibility and recognition within the market.

Competition style involves the unique characteristics of an athlete’s performance during competitions, which can foster fan identification and loyalty if it’s distinctive and relatable (Trail et al., 2003). For instance, Kobe Bryant is well-known for his “Mamba Mentality” , showing his extreme focus on court and his fearlessness & resilience when confronting difficult opponents. Not only did this special mentality give Kobe credit as a player in the eyes of NBA fans, but notably it also added iconic elements to his signature shoes produced by Nike (i.e., ZK6, with its upper material deliberately designed to mimic mamba snake scale). 

Note. Picture of Nike Kobe 6 “Del Sol”. From “Nike Kobe 6 Protro “Del Sol” and “Think Pink” Rumored To Return In Early 2021,” by Elliot Santiago, Sneaker News, 2020, pp. 5-8. (https://sneakernews.com/2020/05/08/nike-kobe-6-protro-2021-release-info-2/)

Sportsmanship, characterized by fair play, integrity, and respect in the course of playing, is symbolic of an athlete’s trustworthy image and is vital for building consumer trust (Ohanian, 1990). Rivalry denotes the competitive relationship between athletes and can define an athlete’s identity by contrasting it with their opponents’, as seen in the iconic rivalry between Nadal and Federer (or Lebron James and Stephen Curry for example, in the case of the NBA), which enriches both athletes’ brands and guarantees games of high quality, attracting fans and on-court exposure (Arai et al., 2014).

An athlete’s athletic success has a direct positive relationship with the player’s exposure during games, without which it could make other marketing strategies meaningless (Hodge C. et al., 2015). During games, star players or the players making highlight moves on the court are usually the main focus of the cameras when streaming online, and that brings visibility for the player and even the sponsors behind.

As a result, for an athlete playing in a competitive sports league, outstanding athletic performance is the first key to build a strong brand, and by focusing on on-court performances in the aspects of athletic expertise, competition style, sportsmanship, and rivalry can the player attract public attention, thus building up brand awareness as the first step to build his brand image. 

Be “One of a Kind”

Once a player has raised brand awareness and gained attention for his on-court performance, the next step to enhance the brand image is to focus on differentiation (Hodge C. et al., 2015).

For many star players in the NBA, differentiation, the kind of ability for them to stand out among a sea of other basketball players, often allows their brand images to branch out more brand associations, showing their unique qualities in the game of basketball. 

In the NBA, one of the most common and most effective approaches to achieve differentiation is to create your own “signature move”. Like Michael Jordan’s magical layups/dunks in the air, Dirk Nowitzki’s fadeaway jumper, Hakeem Olajuwan’s footwork and Stephen Curry’s three pointer, these “signature moves” are tied closely to the player’s brand, and the moves often demonstrates the greatest strength the players have on court, thus forming firm and positive associations with the athlete brands and the brand images.

Note. Picture of Jordan Brand’s “Jumpman” logo compared to his dunks in the air. From “Air Jordan Jumpman Logo Design – History, Meaning and Evolution,” by Victoria Baymach, 2019, pp. 12-13. (https://turbologo.com/articles/air-jordan-jumpman-logo/)

Moreover, players can also manage to stand out from competitors through unique clothing or attractive appearance (Arai et al., 2014). Attractive appearance, in the context of athlete branding, encompasses an athlete’s physical aspects like physical attractiveness, symbolic personal style, and body fitness. These elements function as a trademark for the athlete’s brand, serving as recognizable and distinctive features that set them apart, thus achieving the goal of differentiation (Storie, 2008). Physical attractiveness, firstly, contributes to the athlete’s credibility, with research suggesting that attractive communicators are more effective in influencing beliefs (Ohanian, 1991). Symbols, like personal style and unique physical features, can express an athlete’s personality, akin to team logos and colors in team sports (Gladden & Funk, 2001; Ross et al., 2006). In addition, body fitness, also a key factor distinct to athlete branding, evaluates an athlete’s physical preparedness for their sport and is seen as a reflection of self-esteem and self-concept. It also impacts audience perception, especially in the case of athletes of opposite-sex (Daniels, 2009).

Pay Attention to Off-Court Behaviors

Off-court behaviors are just as important as on-court performances for an NBA player. In fact, it is these every-day details off the court that show the fans about the aspects of the player that are more down to earth, thus bringing fans closer and building stronger associations to the athlete brand. 

The key, to summarize in one sentence, is to cultivate a so-called marketable lifestyle. As the last dimension of the athlete brand image model, it encompasses athletes’ off-field characteristics and activities that contribute to their public image and brand value (Choi & Rifon, 2007). This concept acknowledges that modern sports celebrities derive their status not just from their athletic performance, but also from their distinctive lifestyle. Off-field behaviors can significantly shape consumer perceptions and the brand equity of athletes, as evidenced by incidents like Ja Morant’s misuse of guns during online streaming (Teresa M. Walker, AP News, 2023) which highlights the importance of visible lifestyle attributes over inner personality traits. 

An athlete’s marketable lifestyle includes three crucial components: life story, role model behavior, and relationship effort (Arai et al., 2014). First to start, an inspiring/special life story involves a compelling narrative about the athlete’s off-field life, often including aspects that resonate with personal values (Jowdy and Mcdonald, 2002). An engaging backstory, such as Lance Armstrong’s fight against cancer, or Giannis Antetokounmpo’s rags-to-riches journey can enhance the athlete’s brand by fostering emotional connections with consumers through narrative processing. Role model behavior, as a second dimension of an athlete’s lifestyle, pertains to the athlete’s ethical conduct outside the field that society deems worthy of emulation. It covers activities demonstrating social responsibility, adherence to norms, and virtuous behavior, distinguishing itself from on-field sportsmanship (Arai et al., 2014).

The last dimension of an athlete’s marketable lifestyle is relationship effort, which focuses on the athlete’s engagement with fans through various means, thus emphasizing direct interaction to fulfill fans’ need for connection (Thomson, 2006). Initiatives like maintaining blogs, using social media platforms like Twitter (e.g., Kevin Durant’s Twitter), or hosting chat rooms facilitate fan attachment and are recognized as vital in athlete and team branding strategies.

Conclusion

To sum it up, building up a robust brand image for an NBA player requires strategic planning and execution across various dimensions. The Model of Athlete Brand Image (MABI) underscores the importance of athletic performance, attractive appearance, and a marketable lifestyle in cultivating a strong brand. Based on the model, the paper proposes primary branding strategies for NBA players as follows. Firstly, a high level of on-court athletic performance is crucial, as it establishes the foundation for a player’s brand. Success in games, distinctive competition styles, and sportsmanship all contribute to brand development. Secondly, differentiation is essential for standing out. Players can achieve this through unique playing styles, signature moves, or distinctive personal styles and appearances. Physical attractiveness and symbolic personal styles also enhance an athlete’s brand. Lastly, off-court behaviors significantly impact brand perception. A marketable lifestyle, including an inspiring life story, role model behavior, and active fan engagement, contributes to a player’s brand value. Positive public interactions and social responsibility efforts help maintain a strong, relatable brand image. By integrating the approaches holistically, NBA players are able to transcend their athletic roles, transforming into influential and enduring personal brands that resonate with fans and sponsors alike.

As the strategies introduced above builds the foundation for an NBA player’s brand by enhancing one’s brand image and brand association, more specific and customized strategies on brand extension can be investigated. Looking ahead, empirical research on specific cases of different NBA players (e.g., the relationship between an NBA player’s on-court performance [shown by the player’s advanced statistics on court] and the popularity of player’s brand [shown by the player’s followers on social media], etc.) can further support and refine customized brand extension strategies for NBA players. Future studies could also investigate how specific elements of an athlete’s brand—such as signature moves or off-court behaviors—impact the success of brand extension products. Research could explore the effectiveness of different brand extension categories (e.g., sports apparel, fitness products, or media ventures) in leveraging an athlete’s existing brand equity to maximize profitability. Additionally, examining how variations in market demographics and regional fan preferences can influence brand extension success could provide valuable insights as well.

Moreover, understanding the role of digital platforms and social media in brand extension could also be another possible area of research. Analyzing how players’ online presence and interactions affect the launch and reception of new products might offer strategies for enhancing engagement and driving sales. Furthermore, longitudinal studies could track the long-term impact of brand extensions on athletes’ overall brand equity, helping to fine-tune strategies for sustainable success.

By addressing these research areas, future studies can provide practical insights for NBA players and their management teams, enabling them to create and launch brand extension products that are not only successful but also align closely with the established brand identity.

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