Despite their poor cricket performance, the Kolkata Knight Riders have emerged as the strongest IPL brand. UK’s Intangible Business, a world leading brand valuation company, in collaboration with MTI Consulting, a fast growing international strategy consultancy, have just released the IPL Brand Value Scoreboard 2009 – a pioneering valuation aimed at measuring the strengths of the 8 IPL Franchises
The document outlines a marketing plan for an app called "IPL 2017 - The Game" that allows users to experience the Indian Premier League cricket tournament through an interactive game. The summary is:
1) IPL 2017 - The Game aims to capitalize on the popularity of cricket in India by allowing users to experience the IPL through an auction mode game and competing against friends.
2) The target market is sports enthusiasts and young people in India. The app will generate revenue through in-app purchases of features like challenging friends and unlocking players.
3) The marketing strategy involves free social media promotions, collaborations with YouTubers, and distributions through app stores to position the app as a fun
A Quantitative Digital Marketing Analysis of IPL 2017XOR Labs
This IPL saw more new brands come in like Parle, Vimal Pan Masala, and Polycab. Marketing communication of these brands
was focused on brand recall than sales as were the case with some of the Indian e-commerce startups last year. Freecharge,
the startup who topped the chart last year, simply decided to skip this year. Apart from Freecharge, start-ups like Flipkart, Ola, and Myntra, who were in Top 11 last year, were also not active.
Now, as the tournament is over, this is our 2nd annual IPL Digital Marketing Report to find how well the IPL sponsors and
advertisers supported their marketing campaigns on digital marketing channels.
The Indian Premier League (IPL) is the major cricket league in India with net profits of $71.5 million in 2012. While very popular in South Asia, the IPL faces challenges expanding globally. Issues include high franchise costs, security concerns that forced relocation, and match-fixing scandals. The IPL's strategic challenge is how to profitably grow within the global sports industry through markets like Pakistan, Bangladesh, Australia and England or by competing with soccer and football. Resolving financial, marketing and ethical issues will be key to tapping new markets and attracting top athletes.
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 AdvertisersXOR Labs
This document analyzes the social media strategies of 40 brands that sponsored or advertised for Season 4 of the Pro Kabaddi League in India. The key findings were:
- Facebook generated more user engagement than other platforms, though Twitter was used most for sharing content.
- Over half of advertisers did not focus on creating video content, with only 45% creating videos.
- State Bank of India performed best across engagement metrics by actively engaging with users and sharing content.
- Lesser known brands like TT Garments outperformed bigger brands like Airtel in social media performance.
How IPL6 Scored on Social Media with TwitterSimplify360
IPL6 has been a phenomenal success on social media with its integration strategy with Twitter enhancing the user engagement and delivering a social sporting experience to the viewers. The report looks into details of how Brands have leveraged the platforms to carry out their branding.
ICICI Bank wanted to shift perceptions of being too "aggressive" and instead be seen as "young" and "dynamic". A survey was conducted among 61 students to measure ICICI's brand image using the Young & Rubicam Brand Asset Valuator model. The survey found that about 50% have never used ICICI and 60% of non-users may consider it. ICICI scored higher on differentiation and relevance compared to other banks. It was also higher on knowledge but lower on esteem. Brand valuation methods found ICICI's brand value to be between Rs. 28,688 crore to Rs. 568,729 crore. The report recommends appointing Kapil Dev as brand ambassador to improve perceptions.
Three questions you need to ask about your brand (1)Sameer Mathur
This document discusses three key factors for effective brand positioning: frame of reference, points of parity, and points of difference. It provides examples of how brands like Flipkart, Micromax, and Dove have established their frame of reference and leveraged points of parity and difference. An effective brand position ensures internal consistency over time between these factors. Regular reassessment is also important as competitor offerings and consumer needs change.
The document outlines a marketing plan for an app called "IPL 2017 - The Game" that allows users to experience the Indian Premier League cricket tournament through an interactive game. The summary is:
1) IPL 2017 - The Game aims to capitalize on the popularity of cricket in India by allowing users to experience the IPL through an auction mode game and competing against friends.
2) The target market is sports enthusiasts and young people in India. The app will generate revenue through in-app purchases of features like challenging friends and unlocking players.
3) The marketing strategy involves free social media promotions, collaborations with YouTubers, and distributions through app stores to position the app as a fun
A Quantitative Digital Marketing Analysis of IPL 2017XOR Labs
This IPL saw more new brands come in like Parle, Vimal Pan Masala, and Polycab. Marketing communication of these brands
was focused on brand recall than sales as were the case with some of the Indian e-commerce startups last year. Freecharge,
the startup who topped the chart last year, simply decided to skip this year. Apart from Freecharge, start-ups like Flipkart, Ola, and Myntra, who were in Top 11 last year, were also not active.
Now, as the tournament is over, this is our 2nd annual IPL Digital Marketing Report to find how well the IPL sponsors and
advertisers supported their marketing campaigns on digital marketing channels.
The Indian Premier League (IPL) is the major cricket league in India with net profits of $71.5 million in 2012. While very popular in South Asia, the IPL faces challenges expanding globally. Issues include high franchise costs, security concerns that forced relocation, and match-fixing scandals. The IPL's strategic challenge is how to profitably grow within the global sports industry through markets like Pakistan, Bangladesh, Australia and England or by competing with soccer and football. Resolving financial, marketing and ethical issues will be key to tapping new markets and attracting top athletes.
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 AdvertisersXOR Labs
This document analyzes the social media strategies of 40 brands that sponsored or advertised for Season 4 of the Pro Kabaddi League in India. The key findings were:
- Facebook generated more user engagement than other platforms, though Twitter was used most for sharing content.
- Over half of advertisers did not focus on creating video content, with only 45% creating videos.
- State Bank of India performed best across engagement metrics by actively engaging with users and sharing content.
- Lesser known brands like TT Garments outperformed bigger brands like Airtel in social media performance.
How IPL6 Scored on Social Media with TwitterSimplify360
IPL6 has been a phenomenal success on social media with its integration strategy with Twitter enhancing the user engagement and delivering a social sporting experience to the viewers. The report looks into details of how Brands have leveraged the platforms to carry out their branding.
ICICI Bank wanted to shift perceptions of being too "aggressive" and instead be seen as "young" and "dynamic". A survey was conducted among 61 students to measure ICICI's brand image using the Young & Rubicam Brand Asset Valuator model. The survey found that about 50% have never used ICICI and 60% of non-users may consider it. ICICI scored higher on differentiation and relevance compared to other banks. It was also higher on knowledge but lower on esteem. Brand valuation methods found ICICI's brand value to be between Rs. 28,688 crore to Rs. 568,729 crore. The report recommends appointing Kapil Dev as brand ambassador to improve perceptions.
Three questions you need to ask about your brand (1)Sameer Mathur
This document discusses three key factors for effective brand positioning: frame of reference, points of parity, and points of difference. It provides examples of how brands like Flipkart, Micromax, and Dove have established their frame of reference and leveraged points of parity and difference. An effective brand position ensures internal consistency over time between these factors. Regular reassessment is also important as competitor offerings and consumer needs change.
Peter Harris presented on evaluating brand equity. The presentation covered:
1) The value contribution of brands and how intangible assets like brands are a key source of corporate value.
2) Different approaches to measuring brand equity, including brand valuation, brand asset valuing, and customer perception metrics.
3) The need for a better approach that links customer perceptions and market performance to financial value to assess return on marketing investment over time.
1. The document outlines a brand valuation methodology used to estimate the value of the HP, IBM, and Dell brands.
2. Financial reports were analyzed to forecast cash flows over 5 years and in perpetuity, brand strength and role in purchase decisions were surveyed.
3. IBM was valued highest at $39,980 million, followed by HP at $23,980 million, and Dell at $557 million based on discounting brand earnings using brand strength-adjusted discount rates derived from Interbrand's methodology.
This document outlines the steps to value a brand using the income-based approach. It discusses valuing a major Indonesian FMCG brand. It includes:
1. Calculating the Brand Value Added (BVA) Index through an online survey to measure brand attributes.
2. Determining the brand beta based on the BVA Index score.
3. Calculating the discount rate using the equity risk premium, specific market sector risk, and brand beta.
4. Forecasting cash flows from brand earnings over 5 years and calculating the present value of the cash flows and residual value to determine the overall brand value.
The brand was valued at 416 billion Indonesian rupiah.
The document provides an analysis of brand valuation for Cadbury Dairy Milk chocolate in India using the Interbrand methodology. It summarizes the brand equity analysis conducted in Phase 2 and then performs brand valuation in Phase 3. Key information used includes financial data from 2009-2011, assumed growth rates, and industry benchmarks. The analysis determines the Role of Brand Index and Brand Strength Score for Cadbury Dairy Milk and Cadbury 5 Star. It finds that Cadbury Dairy Milk has high brand strength and moderate role of brand, indicating potential to leverage the brand into new categories like cookies and cakes.
The document discusses brand valuation and provides information on:
1) What brand valuation is and why it is important as brands make up most of company value today rather than tangible assets.
2) The main methods for valuing brands including discounted cash flow, price premia, and book to market.
3) How brand valuation became more standardized over the last 30 years and is now accepted under IFRS accounting standards.
This document presents the results of a brand asset valuation project conducted on Airtel, a major telecommunications brand in India. The project utilized two research methodologies: 1) Brand Asset Valuation (BAV), which measures brand strength and stature across several dimensions, and 2) Zaltman Metaphor Elicitation Technique (ZMET), which uses qualitative interviews to understand the identity created by the brand in consumers' minds. BAV results showed Airtel has high differentiation but could improve on relevance, esteem and knowledge. ZMET revealed Airtel is seen as a youthful, energetic brand associated with trust and connectivity. The document contains sections on the research methodologies employed and analyses of the findings
Brand equity refers to consumers' favorable reactions to a brand, while brand value is the total financial worth of a brand, influenced by brand equity and other factors. To reinforce brand equity and financial value, brands must clearly communicate what products they offer, what core benefits and needs they satisfy, and how they make products superior through strong, favorable associations in consumers' minds. Remaining a brand leader requires constantly improving and innovating products, services, and marketing.
The document provides a summary of the brand valuation process for Colgate and Dabur oral care brands in India using the Interbrand valuation methodology. It analyzes the financial performance of the two companies, measures the role of branding index and brand strength scores through a consumer survey, and calculates the discounted cash flows to estimate the brand values. The valuation finds the brand value of Colgate to be Rs. 6088.29 crores and Dabur to be Rs. 678.21 crores for its oral care business in India. It recommends that Colgate continue its innovation strategy while Dabur needs to work on strengthening its brand connect.
Project Report on IPL - Indian Premier LeagueKaustubh Barve
Here are the key details about Chennai Super Kings:
- Based in Chennai, Tamil Nadu and plays at the M.A. Chidambaram Stadium
- Owned by India Cements who paid $91 million for the franchise rights
- Captained by Mahendra Singh Dhoni and coached by Stephen Fleming
- Most successful IPL team, winning the title in 2010 and 2011
- Reached the playoffs every season
- Leading run scorer is Suresh Raina and leading wicket taker is Ravichandran Ashwin
- Estimated brand value of $75.13 million, making them the most valuable IPL franchise
The Indian Premier League (IPL) is a professional Twenty20 cricket league in India contested annually by franchise teams representing Indian cities.
The title sponsor of IPL is Vivo Electronics, thus the league is officially known as the Vivo Indian Premier League.
The IPL is the most-attended cricket league in the world and ranks sixth among all sports leagues.
In 2010, the IPL became the first sporting event in the world to be broadcast live on YouTube.
The brand value of IPL was estimated to be US$3.2 billion in 2014. According to BCCI, the 2015 IPL season contributed ₹11.5 billion (US$182 million) to the GDP of Indian economy.
Until 2014, the top three teams in the tournament qualified for the Champions League Twenty20. However, the Champions League Twenty20 tournament was discontinued in 2015 and has been defunct since.
The document discusses various methods for valuing brands, including cost-based, income-based, and market-based methods. It also covers strategies for developing an effective brand, including defining the brand vision, positioning, and personality. Key aspects of an integrated branding and marketing strategy are outlined.
The document summarizes the history and marketing of Cadbury Dairy Milk chocolate bars in India. It discusses how the Mayans first drank chocolate, how Cadbury was founded in the UK in 1824 and expanded to India in 1948. It then analyzes Cadbury's marketing strategies in India, including segmentation targeting impulse buyers, distribution through distributors and retailers, prominent advertising campaigns featuring Amitabh Bachchan, and positioning of Dairy Milk as expressing love.
Cricket is a bat-and-ball game played between two teams of 11 players on a field with a 22-yard pitch at its center. One team bats, trying to score runs, while the other bowls and fields trying to get batsmen out. A run is scored by a batsman hitting the ball and running between the wickets. Teams switch between batting and fielding after an innings. Cricket originated in England in the 16th century and spread with the British Empire. It is now the second most popular sport globally and played in many former British colonies.
The document discusses the Indian Premier League (IPL), a professional Twenty20 cricket league in India. It describes how IPL was founded in 2008 as a sub-committee of the Board of Control for Cricket in India. The summary discusses some of IPL's promotional strategies, including selling merchandise through partnerships with retailers, online advertising deals, screening matches in cinema halls, and mobile marketing. It also outlines IPL's business model as a franchise system and some of its marketing strategies like creating online content and hiring international cheerleaders.
This document discusses measuring the brand equity of Indian Premier League (IPL) franchises. It outlines the methodology used, which involves scoring each franchise brand on various attributes of brand strength, determining a royalty rate, forecasting future sales, and discounting future cash flows to calculate brand value. The key franchises with the highest brand values are identified as Kolkata Knight Riders, Delhi Daredevils, and Chennai Super Kings. The franchises with the top brand strength scores are also listed.
The IPL Model: Sports Marketing and Product Placement Sponsorship inventionjournals
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. The infiltration of corporate sponsorship and advertising into organized sport like cricket has now opened up new gates for sports administration in India. In 2008, the Board of Control for Cricket in India (BCCI) launched the Indian Premier League (IPL) – a high octane, sporting extravaganza filled with glitter, glamour and entertainment quotient. The IPL has turned out to be a very successful advertising and branding platform for various brands. IPL, a multi-million-dollar business in India has created a fusion of commercial interest and political power. The league has become a mass sports property for major multinational brands. The main objective of this study is to find out the effectiveness of brand placement as a promotional tool. Understanding the nature and extent of incorporation of brand placement in sports tournaments like the IPL and studying the viability from advertiser’s point of view as a marketing tool
This document provides a literature review on branding in professional sports in India, focusing on the Indian Premier League (IPL). It discusses how branding plays an important role in the IPL and sports industry in India. A team contributes to a player's brand by giving them exposure and opportunities in international cricket. Players contribute to a team's brand through their performance and popularity, which helps promote the team. There are differences between new/rookie players and established players, such as brand identity, trust, and pressure to perform.
Effectiveness of TV advertising on major cricket events in IndiaGaurav Sharma
describes the current sponsorship scenario in india for cricket events, analyse the impact of advertising on sales/brand image and recommendation on whether advertising on cricket events or not
The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.
In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.
BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.
The presentation we presented is related to Consumer Behaviour aspects of the IPL.
Why the consumer watches, and what thrill the customer derives, is what we tried to explain through the presentation.
You can watch the IPL theme song as well from youtube.
Peter Harris presented on evaluating brand equity. The presentation covered:
1) The value contribution of brands and how intangible assets like brands are a key source of corporate value.
2) Different approaches to measuring brand equity, including brand valuation, brand asset valuing, and customer perception metrics.
3) The need for a better approach that links customer perceptions and market performance to financial value to assess return on marketing investment over time.
1. The document outlines a brand valuation methodology used to estimate the value of the HP, IBM, and Dell brands.
2. Financial reports were analyzed to forecast cash flows over 5 years and in perpetuity, brand strength and role in purchase decisions were surveyed.
3. IBM was valued highest at $39,980 million, followed by HP at $23,980 million, and Dell at $557 million based on discounting brand earnings using brand strength-adjusted discount rates derived from Interbrand's methodology.
This document outlines the steps to value a brand using the income-based approach. It discusses valuing a major Indonesian FMCG brand. It includes:
1. Calculating the Brand Value Added (BVA) Index through an online survey to measure brand attributes.
2. Determining the brand beta based on the BVA Index score.
3. Calculating the discount rate using the equity risk premium, specific market sector risk, and brand beta.
4. Forecasting cash flows from brand earnings over 5 years and calculating the present value of the cash flows and residual value to determine the overall brand value.
The brand was valued at 416 billion Indonesian rupiah.
The document provides an analysis of brand valuation for Cadbury Dairy Milk chocolate in India using the Interbrand methodology. It summarizes the brand equity analysis conducted in Phase 2 and then performs brand valuation in Phase 3. Key information used includes financial data from 2009-2011, assumed growth rates, and industry benchmarks. The analysis determines the Role of Brand Index and Brand Strength Score for Cadbury Dairy Milk and Cadbury 5 Star. It finds that Cadbury Dairy Milk has high brand strength and moderate role of brand, indicating potential to leverage the brand into new categories like cookies and cakes.
The document discusses brand valuation and provides information on:
1) What brand valuation is and why it is important as brands make up most of company value today rather than tangible assets.
2) The main methods for valuing brands including discounted cash flow, price premia, and book to market.
3) How brand valuation became more standardized over the last 30 years and is now accepted under IFRS accounting standards.
This document presents the results of a brand asset valuation project conducted on Airtel, a major telecommunications brand in India. The project utilized two research methodologies: 1) Brand Asset Valuation (BAV), which measures brand strength and stature across several dimensions, and 2) Zaltman Metaphor Elicitation Technique (ZMET), which uses qualitative interviews to understand the identity created by the brand in consumers' minds. BAV results showed Airtel has high differentiation but could improve on relevance, esteem and knowledge. ZMET revealed Airtel is seen as a youthful, energetic brand associated with trust and connectivity. The document contains sections on the research methodologies employed and analyses of the findings
Brand equity refers to consumers' favorable reactions to a brand, while brand value is the total financial worth of a brand, influenced by brand equity and other factors. To reinforce brand equity and financial value, brands must clearly communicate what products they offer, what core benefits and needs they satisfy, and how they make products superior through strong, favorable associations in consumers' minds. Remaining a brand leader requires constantly improving and innovating products, services, and marketing.
The document provides a summary of the brand valuation process for Colgate and Dabur oral care brands in India using the Interbrand valuation methodology. It analyzes the financial performance of the two companies, measures the role of branding index and brand strength scores through a consumer survey, and calculates the discounted cash flows to estimate the brand values. The valuation finds the brand value of Colgate to be Rs. 6088.29 crores and Dabur to be Rs. 678.21 crores for its oral care business in India. It recommends that Colgate continue its innovation strategy while Dabur needs to work on strengthening its brand connect.
Project Report on IPL - Indian Premier LeagueKaustubh Barve
Here are the key details about Chennai Super Kings:
- Based in Chennai, Tamil Nadu and plays at the M.A. Chidambaram Stadium
- Owned by India Cements who paid $91 million for the franchise rights
- Captained by Mahendra Singh Dhoni and coached by Stephen Fleming
- Most successful IPL team, winning the title in 2010 and 2011
- Reached the playoffs every season
- Leading run scorer is Suresh Raina and leading wicket taker is Ravichandran Ashwin
- Estimated brand value of $75.13 million, making them the most valuable IPL franchise
The Indian Premier League (IPL) is a professional Twenty20 cricket league in India contested annually by franchise teams representing Indian cities.
The title sponsor of IPL is Vivo Electronics, thus the league is officially known as the Vivo Indian Premier League.
The IPL is the most-attended cricket league in the world and ranks sixth among all sports leagues.
In 2010, the IPL became the first sporting event in the world to be broadcast live on YouTube.
The brand value of IPL was estimated to be US$3.2 billion in 2014. According to BCCI, the 2015 IPL season contributed ₹11.5 billion (US$182 million) to the GDP of Indian economy.
Until 2014, the top three teams in the tournament qualified for the Champions League Twenty20. However, the Champions League Twenty20 tournament was discontinued in 2015 and has been defunct since.
The document discusses various methods for valuing brands, including cost-based, income-based, and market-based methods. It also covers strategies for developing an effective brand, including defining the brand vision, positioning, and personality. Key aspects of an integrated branding and marketing strategy are outlined.
The document summarizes the history and marketing of Cadbury Dairy Milk chocolate bars in India. It discusses how the Mayans first drank chocolate, how Cadbury was founded in the UK in 1824 and expanded to India in 1948. It then analyzes Cadbury's marketing strategies in India, including segmentation targeting impulse buyers, distribution through distributors and retailers, prominent advertising campaigns featuring Amitabh Bachchan, and positioning of Dairy Milk as expressing love.
Cricket is a bat-and-ball game played between two teams of 11 players on a field with a 22-yard pitch at its center. One team bats, trying to score runs, while the other bowls and fields trying to get batsmen out. A run is scored by a batsman hitting the ball and running between the wickets. Teams switch between batting and fielding after an innings. Cricket originated in England in the 16th century and spread with the British Empire. It is now the second most popular sport globally and played in many former British colonies.
The document discusses the Indian Premier League (IPL), a professional Twenty20 cricket league in India. It describes how IPL was founded in 2008 as a sub-committee of the Board of Control for Cricket in India. The summary discusses some of IPL's promotional strategies, including selling merchandise through partnerships with retailers, online advertising deals, screening matches in cinema halls, and mobile marketing. It also outlines IPL's business model as a franchise system and some of its marketing strategies like creating online content and hiring international cheerleaders.
This document discusses measuring the brand equity of Indian Premier League (IPL) franchises. It outlines the methodology used, which involves scoring each franchise brand on various attributes of brand strength, determining a royalty rate, forecasting future sales, and discounting future cash flows to calculate brand value. The key franchises with the highest brand values are identified as Kolkata Knight Riders, Delhi Daredevils, and Chennai Super Kings. The franchises with the top brand strength scores are also listed.
The IPL Model: Sports Marketing and Product Placement Sponsorship inventionjournals
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. The infiltration of corporate sponsorship and advertising into organized sport like cricket has now opened up new gates for sports administration in India. In 2008, the Board of Control for Cricket in India (BCCI) launched the Indian Premier League (IPL) – a high octane, sporting extravaganza filled with glitter, glamour and entertainment quotient. The IPL has turned out to be a very successful advertising and branding platform for various brands. IPL, a multi-million-dollar business in India has created a fusion of commercial interest and political power. The league has become a mass sports property for major multinational brands. The main objective of this study is to find out the effectiveness of brand placement as a promotional tool. Understanding the nature and extent of incorporation of brand placement in sports tournaments like the IPL and studying the viability from advertiser’s point of view as a marketing tool
This document provides a literature review on branding in professional sports in India, focusing on the Indian Premier League (IPL). It discusses how branding plays an important role in the IPL and sports industry in India. A team contributes to a player's brand by giving them exposure and opportunities in international cricket. Players contribute to a team's brand through their performance and popularity, which helps promote the team. There are differences between new/rookie players and established players, such as brand identity, trust, and pressure to perform.
Effectiveness of TV advertising on major cricket events in IndiaGaurav Sharma
describes the current sponsorship scenario in india for cricket events, analyse the impact of advertising on sales/brand image and recommendation on whether advertising on cricket events or not
The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.
In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.
BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.
The presentation we presented is related to Consumer Behaviour aspects of the IPL.
Why the consumer watches, and what thrill the customer derives, is what we tried to explain through the presentation.
You can watch the IPL theme song as well from youtube.
The document discusses various aspects of the Indian Premier League (IPL), including its market entry strategies, objectives, and personal selling approach. Some key points:
1. IPL targets young Indian audiences and utilizes a Bollywood approach to gain fan following and curiosity.
2. It employs a business model of player auctions and adopted a schedule of matches after work hours and holidays to avoid rains.
3. Personal selling through celebrity owners and players helped popularize some teams more than others.
The document discusses the Indian Premier League (IPL), a professional Twenty20 cricket league in India. It summarizes that the IPL has been hugely successful commercially, with a brand value estimated at $3.03 billion in 2013. It attracts massive television viewership both within India and globally through broadcast syndication deals. The league provides new marketing opportunities for brands to partner with teams and players and connect with cricket's huge fan base in India.
Blue Ocean Strategy provides a systematic approach to creating new market space and making competition irrelevant. It was developed from Harvard Business Review articles and focuses on reconstructing market boundaries, focusing on the big picture, reaching beyond existing demand, and overcoming organizational hurdles. The document discusses how the Indian Premier League (IPL) used Blue Ocean Strategy principles to turn cricket into a new entertainment experience and create its own blue ocean, generating over $1 billion in revenue over 10 years through franchise bids, sponsorship, and broadcasting rights deals.
The pressure is on marketing to quantify the benefits of the huge spend including brand) it incurs. It\'s not particularly difficult, although it is a fair amount of work. This presentation shows you how! Let me know if you need help!
This document discusses a dissertation report submitted by Akram Khan analyzing the promotional strategies of the 2017 Indian Premier League (IPL). The report includes an introduction, research methodology, and chapters on the conceptual overview of IPL and IPL promotional strategies. The objective of the study was to analyze the effectiveness and factors influencing the promotional strategies of IPL 2017 in India and worldwide. The study utilized surveys and a literature review to understand the various online and offline promotional techniques used by IPL in 2017 including advertisements, brand endorsements, social media campaigns, and partnerships with other companies.
Manchester United Investor Presentation 2019Peter Wises
This presentation provides an overview of Manchester United plc for investors. It highlights that Manchester United has unsurpassed global commercial reach as the most popular football club in the world. It owns and controls its valuable brand. The presentation also notes that football and Premier League broadcasting rights are increasing in value significantly as sports content becomes more important. Finally, it summarizes Manchester United's business model, which includes revenue from broadcasting, matchdays, sponsorship, retail and digital media.
- The document discusses Barclays' sponsorship of the Premier League and how they refocused their efforts to better align with their brand vision of "helping people achieve their ambitions in the right way".
- They changed how sponsorship assets were distributed to reward true fans and bring them closer to players. Editorial content was optimized each week based on fan feedback.
- A large-scale experiment scientifically proved that fans give as much as players, which increased engagement and improved perceptions of trust and consideration for Barclays. The activation was deemed highly successful.
The document provides an overview of the 2018 Indian Premier League (IPL) season and brand valuation report by Duff & Phelps. Some key points:
- Star India acquired the IPL broadcast rights for $2.55 billion, putting IPL on par with major global leagues. Viewership increased under Star.
- Mumbai Indians topped the franchise brand value rankings for the third year at $113 million. The overall IPL ecosystem value grew to $6.3 billion.
- Chennai Super Kings, who returned after a two-year ban, won their third IPL title behind the leadership of MS Dhoni and a strategy focused on experienced players.
- The season saw the continued emergence of young
The Indian Premier League (IPL) is a professional Twenty20 cricket league started in 2008. It was created by the Board of Control for Cricket in India to boost the popularity of cricket's shortest format. The IPL is highly successful and lucrative, with an estimated brand value of $2.99 billion in 2013. Eight city-based franchises compete in an annual tournament held in April and May. The IPL has been very popular with fans and a financial success despite some controversies around gambling and match-fixing.
Brand valuation is a complex process with many paradoxes and uncertainties. While brands can account for a large portion of a company's market capitalization, traditional accounting rules do not reflect brand value on the balance sheet. A brand's value depends highly on the industry context and potential buyers. There are multiple approaches to valuing brands, including market, cost, and income, but each has limitations. Prophet's methodology uses financial modeling of brand contribution to economic profit combined with consumer research to determine a brand valuation.
This document provides an overview and analysis of the Pro Kabaddi League (PKL) in India. It discusses PKL's business model, marketing strategies used, and challenges faced in scaling the business. Some key points made include:
- PKL adopted a franchise model and used a 360-degree marketing campaign including outdoor promotions, digital strategies, and celebrity endorsements to promote the league and sport of kabaddi.
- While viewership has grown significantly, challenges remain in making the business profitable and reducing the large gap with more established leagues like IPL. Suggestions are made to expand engagement periods, increase monetization through online platforms, and broaden the league's reach.
- Porter's
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IPL Brand Valuation 2009 - MTI Consulting & Intangible Business
1. IPL BRAND VALUE SCOREBOARD 2009
Conceptualized, Researched and Developed by :
www.intangiblebusiness.com www.mtiworldwide.com
2. IPL BRAND VALUE SCOREBOARD 2009
1. INTRODUCTION
2. METHODOLOGY
3. KEY ISSUES
4. THE SCOREBOARD
5. THE TOP BRANDS
2 www.intangiblebusiness.com www.mtiworldwide.com
3. IPL BRAND VALUE SCOREBOARD 2009
1. INTRODUCTION
Twenty20 has taken the cricketing world by storm since its inception in 2003. It has quickly become a
permanent part of both the domestic and international cricket calendars and has reignited and attracted
wider interest in this most gentrified of sports. The BCCI‟s introduction of the Indian Premier League
with its $1 billion television deal and player auctions has generated a level of hype and razzmatazz
never seen before in the game of cricket that is akin to established football, basketball and baseball
franchises.
For the first time, Intangible Business, the leading international brand valuation specialist, and MTI
Consulting, the management consultancy and Intangible Business‟ partner in the Indian markets, have
carried out in-depth analysis into the values of these new brands.
Significant sums have been invested in acquiring the team franchises and the race is on to capture the
hearts and minds of cricket fans to develop a strong club culture modelled on the success of the world‟s
most popular sports brands. While the playing squads will change and the success of each team will
fluctuate over time, the brand is the constant that unites supporters and is ultimately responsible for
driving the long-term commercial sustainability and success of the IPL franchises. Which of the IPL
franchises will become Twenty20‟s equivalent of Manchester United, Real Madrid or LA Lakers?
In this first report on the value of the IPL franchise brands Intangible Business and MTI Consulting
identify the early pace setters and consider the attributes needed to develop a successful sports
franchise.
3 www.intangiblebusiness.com www.mtiworldwide.com
4. IPL BRAND VALUE SCOREBOARD 2009
2. METHODOLOGY
Brand values are a reflection of a brand‟s ability to generate future income. It is a forward looking study
that uses historic performance and future trends to predict future activity. 2008 publicly available sales
data was gathered for each franchise. To determine the strength of the brands, each brand was scored on
a series attributes that underpin the power and reach of the each brand. These attributes are a mixture of
hard measures and soft measures of brand strength sourced from publically available information and from
a qualitative panel of cricket fans from each test playing nation. Using this data, each brand was then
valued using the relief-from-royalty methodology.
DEFINITIONS AND COMPONENTS OF BRAND STRENGTH
HARD MEASURES
Heritage: largely irrelevant this year, but in future years, new teams will be added to the IPL
Popularity: consumer interest and behaviour; registered members, website visits, attendances and TV viewing figures
International salience: a measure of each team‟s relevance to an international audience
India salience: a measure of each teams relevance in its core market
Loyalty: demonstrates the ability of each brand to develop and sustain a lasting relationship with supporters
Price premium: the strength and appeal of the brand allows premium pricing
IPL record: success on the field of play facilitates the acquisition of new fans and retention of the existing fan base.
PANEL MEASURES
Owner equity: a measure of the impact the franchise owner(s) have on the brand
Awareness: a measure of how well-known each brand is.
Perception: reflection of the franchise image in the eyes of consumers.
4 www.intangiblebusiness.com www.mtiworldwide.com
5. IPL BRAND VALUE SCOREBOARD 2009
CALCULATING BRAND VALUE
Brand values are a reflection of a brand‟s ability to generate future income. So this is a forward looking
study that uses historic performance and future trends to predict future activity. The actual brand valuation
calculation is relatively straight forward. It attempts to derive the amount the brand owner would be willing
to pay for its brand if it did not already own it. This approach is called the relief from royalty methodology
as it calculates how much the brand owner is relieved from paying by virtue of owning the brand. The more
complicated parts are the components that contribute to the calculation. These three stages illustrate the
process, simply:
1. FORECAST SALES
Last years‟ historical sales data was gathered for each franchise brand. Despite their relatively short
existence we have assumed that the brands have indefinite lives in line with the lives of brands in more
established sport franchises such the English Premier League – 11 of the 12 original members of The
Football League formed in 1888 are still running. The compound annual growth rate (CAGR) is adjusted to
reflect the brand‟s long term ability for growth. This reflects more accurately a brand‟s growth prospects
based on its current and historical performance.
2. ROYALTY RATE
To determine the strength of the brands, each brand was scored on three measures of brand strength,
provided from qualitative panel data – owner equity, awareness and perception. Each brand was also
measured on hard data including heritage, popularity, salience, loyalty, price premium and IPL record. The
average of these two total scores (panel brand score and hard brand score) was then positioned between
a royalty rate range. This determines a unique royalty rate for each brand. The royalty rate appears to be a
simple percentage but in fact this hides the depth of understanding required to determine a rate that
reflects accurately the profit/cash flow generated by the brand alone – separate from other elements of
product delivery.
3. DISCOUNT RATE
Future sales are then multiplied by the royalty rate and reduced at the relevant tax rate. They are then
discounted to calculate the net present value of those future cash flows. The discount rate reflects the time
value and risk attached to those cash flows and for the purpose of this exercise a 14% discount rate has
been applied.
TESTING
Results are tested and verified by sense-checks, such as to comparable commercial transactions, and
referenced to proprietary information on the value of leading brands, which all share similar characteristics
of value cash flow generation. These valuations are based on an analysis of publicly available information
and do not necessary reflect true past or future performance.
5 www.intangiblebusiness.com www.mtiworldwide.com
6. IPL BRAND VALUE SCOREBOARD 2009
3. KEY ISSUES
TWENTY20 HERE TO STAY
Twenty20 cricket has made impressive strides since it was
first introduced by the ECB in 2003 to combat declining
interest in cricket. This short-form format with its faster paced
action has made cricket more appealing and accessible to
new and casual cricket fans. With matches lasting around 2.5
hours, more inline with other popular televised sports, the
format is better suited to both live and televised viewing.
Test cricket will always be considered as the ultimate test of
cricket technique and it is possible that Twenty20 is popular
because of its novelty, and its appeal may decline once the
gloss wears-off. However, we consider the Twenty20 format
offers the cricketing public something completely different
and is set to be a permanent fixture in the cricketing calendar
for the foreseeable future.
The BCCI should be commended for identifying the
commercial potential of the Twenty20 format and through the
IPL has made significant steps towards realising this
potential. It has not been plain sailing - politics and guarded
self-interest from some national cricket boards has diluted
some of the potential. In particular, the IPL could have been
more successful had it not been for the ECB‟s refusal to
release English players for the inaugural tournament and its
failed attempt to develop a rival competition with Allen
Stamford. While the ECB and other national cricket boards
are now supporting the IPL, which we consider to be good for
the expansion of cricket as a whole, it‟s only a matter of time
before politics and self-interest attempts to upset the apple
cart. In the medium-long term, it‟s almost certain that either
individually or collaboratively the other boards will attempt to
launch rival competitions that may either dilute the IPL or
replace it as the premier domestic Twenty20 competition.
Given the IPLs successful start, the size of the Indian market
and the passionate Indian cricket fans, rival competitions face
a near impossible challenge and national boards would be
better off supporting the IPL.
6 www.intangiblebusiness.com www.mtiworldwide.com
7. IPL BRAND VALUE SCOREBOARD 2009
GLOBAL APPEAL
It‟s well known that most Manchester United fans do not live
in Manchester, you can not build the world‟s most valuable
sports brand without extending beyond the local fan base. In
the same way, it is essential that the IPL and the franchises
develop a fan base than extends beyond their local region
and India itself. International sports fans have no affiliation to
the home cities of the IPL teams, therefore the involvement of
international star players will influence the level of support
and interest.
Contracting the right stars and leveraging their association
will be key to extending the reach of the reach of the IPL
franchises outside India. Shane Warne‟s contribution to the
Rajasthan Royals is applauded by the Australian public, while
Andrew Flintoff‟s and Kevin Pieterson‟s short stint with
Chennai and Bangalore respectively has increased interest in
Britain.
TOURNAMENT LOCATION
After the successful inaugural tournament, the temporary forced
relocation to South Africa hinders the ability of the IPL
franchises to continue their brand building momentum in their
core Indian market. Smaller stadiums and less partisan support
are likely to result in a decline in gate revenues and
merchandise income for each team in 2009.
However, this is a short-term blip that will soon be overcome
once the tournament returns to India and serves to develop
greater long-term interest in the IPL amongst South African
cricket fans.
7 www.intangiblebusiness.com www.mtiworldwide.com
8. IPL BRAND VALUE SCOREBOARD 2009
BUILDING A GLOBAL SPORTS FRANCHISE
Despite making an impressive start, the IPL franchise brands have still someway to go before they can
be considered alongside global brands like Manchester United and LA Lakers. We consider the
following factors as key building blocks towards developing a sustainable global sports brand:
LOCAL COMMUNITY MEDIA EXPOSURE
The franchises must build a solid base and ensure that they In the modern game, major clubs continually receive coverage
engage with their local communities. Fans in the local area in local, national and international press even during the closed
can easily travel to games, buy merchandise and take most season when they are not playing. The IPL season is short and
pride in the team‟s success. The local fan base is the most the franchises will have to work extra hard to stay top of mind
loyal and will continue to support the club even when it is less through the remaining 10 months of the year otherwise they
successful while international fans will be more fickle. With take two steps forward during the season and a step back
this in mind, teams with a large and affluent catchment area before the next season starts.
have more scope to develop lasting success.
SUCCESS
Though Manchester United does have a large local fan base, It‟s human nature to want to be associated with success. Those
technically Manchester is only the 7th biggest city in England teams that were able to dominate their competitions in the
with a population of 400,000 (though the surrounding area earlier years built a lasting legacy, for example the Green Bay
has a population of 2.3 million) and a large proportion of the Packers won the first two Super Bowls and Real Madrid won
local community feels alienated by Manchester United and the first five European cups. As the cheapest franchise,
prefer to support Manchester City. Consequently, there are Rajasthan Royals winning the first IPL trophy has endeared the
other factors that have contributed to the success of the franchise to many neutrals who love an underdog success
Manchester United brand. story, only time will tell if Rajasthan can build a lasting legacy.
GALACTICOS
While it‟s true to say that no player is ever greater than the
club, it is clear that certain players inspire supporters.
Regardless of club allegiance and nationality, sports fans will
pay to see those few sportsmen who are capable of
displaying extraordinary levels of talent. David Beckham
inspired many young footballers to support Manchester
United, however when Beckham was sold to Real Madrid
these young supporters stayed loyal to the club. Real Madrid
has built its brand by buying „Galacticos‟ (superstars) which
simply meant they bought the world-famous players
regardless of their suitability to the composition of the team.
These inspirational players not only help build the club brand
but can also add significant value to the bottom line; when
Real Madrid signed David Beckham from Manchester United
for £24 million the club sold over 1m David Beckham shirts,
representing 50% of all shirts sales. Chennai Super Kings‟
record contracts for the flamboyant Mahendra Singh Dhoni
($1.5 million) in 2008 and all-rounder Andrew Flintoff ($1.55
million) in 2009, is no guarantee of on the field success but
certainly positions the franchise as ambitious and a team
fans will pay to see.
8 www.intangiblebusiness.com www.mtiworldwide.com
9. IPL BRAND VALUE SCOREBOARD 2009
4. THE SCOREBOARD
THE BIGGEST BRAND VALUES
R A N K BRAND V A L U E
0 1 KOLKATA KNI GHT RI DERS $ 2 2 m
0 2 DELHI DAREDEVI LS $
# 1 9 m
0 3 CHENNAI SUPER KI NGS $ 1 8 m
0 4 MUMBAI I NDI ANS $ 1 7 m
0 5 KI NGS XI PUNJAB $ 1 5 m
0 6 ROYAL CHALLENGERS BANGALORE $ 1 4 m
0 7 HYDERABAD DECCAN CHARGERS $ 1 1 m
0 8 RAJASTHAN ROYALS $ 1 0 m
THE HIGHEST BRAND SCORES
B R A N D
R A N K BRAND S C O R E
0 1 DELHI DAREDEVI LS 5 5 %
0 2 KI NGS XI PUNJAB 5 4 %
0 3 CHENNAI SUPER KI NGS 5 3 %
0 4 KOLKATA KNI GHT RI DERS 5 2 %
0 5 MUMBAI I NDI ANS 5 1 %
0 6 ROYAL CHALLENGERS BANGALORE 5 0 %
0 7 RAJASTHAN ROYALS 4 7 %
0 8 HYDERABAD DECCAN CHARGERS 4 4 %
9 www.intangiblebusiness.com www.mtiworldwide.com
11. IPL BRAND VALUE SCOREBOARD 2009
5. THE TOP BRANDS
KOLKATA KNIGHT RIDERS, $22.3M
Kolkata Knight Riders is the franchise representing Kolkata
in the Indian Premier League. The team is owned by
Bollywood actor Shah Rukh Khan's Red Chillies
Entertainment for USD 75.09m.
In 2008, Kolkata Knight Riders far exceeded the expectation
of competitors and compatriots in terms of fan following and
the success of its brand and business. Shahrukh Khan, who
has emerged as a brand, is selling not only through
Bollywood movies but also through new endorsements.
Khan's popularity has helped in enhancing the brand image
of Kolkata Knight Riders, with many Kolkata-based brands
looking beyond Sourav Ganguly, tagged 'maharaja' of
Bengal, and pursuing the 'baadshah' Khan's endorsements
instead. The „Shahrukh Khan‟ brand and the in-stadium
marketing strategies of the team have influenced the team‟s
brand value resulting in higher income from gate receipts,
merchandising revenues and by attracting new team
sponsors.
The Knight Riders had a good start to the 2008 season but
the team failed to capitalize on this and went on to finish 6th
in the tournament. Financially, the Knight Riders were the
most successful franchise in the IPL, achieving a profit of
USD 2.6m, due in large part to Shah Rukh Khan‟s marketing
strategy. With the captaincy issue looming in the camp for
2009 and a few Australian players missing for the season,
the team‟s performance and player‟s sprit is questionable.
1. KOLKATA KNIGHT RIDERS, $22.3m
Key Players Brandon Mc Cullum, Ganguly, Chris Gayle, David Hussey, Ishant Sharma
Team Sponsors Nokia, Star Plus, Sprite, Reebok, Tag Heuer
Brand Ambassador -
Coach John Buchanan
Icon Player Sourav Ganguly
11 www.intangiblebusiness.com www.mtiworldwide.com
12. IPL BRAND VALUE SCOREBOARD 2009
DELHI DAREDEVILS, $18.7M
Delhi Daredevils, representing Delhi in IPL, is owned by the
GMR group. During the IPL franchise auctions, GMR group
acquired the rights of the Delhi team for USD 84m.
Delhi Daredevils were able to attract bigger sponsors this
year. Delhi Daredevils earned a good brand value score that
was depicted by higher income from gate receipts and
merchandising comparing to other teams.
A strong squad, popular brand ambassador and a well
known owner has helped Delhi Daredevils in creating a good
awareness and perception about the team.
The team enjoyed good results in 2008, winning seven
matches and being a semi finalist where the team lost to
Rajasthan Royals. Virender Sehwag is the skipper of the
side.
2. DELHI DAREDEVILS, $18.7m
Key Players Virender Sehwag, Gautham Gambir, Glenn McGrath, AB De Villiers, Paul Collingwood, Daniel Vettori
Team Sponsors Hero Honda, Kingfisher Airlines, Royal Challenge, Coca-Cola, and Adidas.
Brand Ambassador Bollywood star Akshay Kumar
Coach Former Australian first-class cricketer Greg Shipperd
Icon Player Virender Sehwag
12 www.intangiblebusiness.com www.mtiworldwide.com
13. IPL BRAND VALUE SCOREBOARD 2009
CHENNAI SUPER KINGS, $18.1M
Chennai Super Kings representing Chennai in the IPL is
owned by India Cements which acquired the franchise rights
by paying USD 91m. Though India Cements is a lesser
known group across the country, except for southern part of
India, India Cement has been able to create a strong brand
identity with this team.
The purchase of MS Dhoni, under whose captaincy India
won the world T20 championship, was the key factor in
creating a large awareness, a stronger perception and gave
great mileage for creating a strong brand for Chennai Super
Kings. Strong squad of players and popular artists like Tamil
film star Vijay and musician Shivamani have contributed to
creating a stronger brand value and robust income from gate
revenues and merchandising.
Being finalists of IPL 2008, the team had a good outing last
year winning eight out of 14 matches and was defeated by
Rajasthan Royals in the finals. The team is led by Indian
captain M S Dhoni who was purchased for USD 1.5m – the
highest in 2008. In 2009, Chennai Super Kings bought
international superstar Andrew Flintoff for USD1.55m which
made him the highest paid IPL player along with Kevin
Pietersen of Royal Challengers Bangalore.
3. CHENNAI SUPER KINGS, $18.1m
Key Players MS Dhoni, Mathew Hayden, Mike Hussey, Andrew Flintoff, Muttiah Muralidharan and Suresh Raina
Team Sponsors Aircel and Reebok.
Brand Ambassador Former captain of the Indian cricket team Krishnamachari Srikkanth and Tamil film star Vijay
Coach Former New Zealand captain Stephen Fleming
Icon Player None
13 www.intangiblebusiness.com www.mtiworldwide.com
14. IPL BRAND VALUE SCOREBOARD 2009
MUMBAI INDIANS, $16.9M
Mumbai Indians represents the city of Mumbai in the Indian
Premier League. Reliance Industries Limited (RIL), through
its subsidiary Reliance Retail Ltd, purchased the rights for
the Mumbai franchise of Indian Premier League for a total of
$111.9 million. The RIL bid has made Mumbai Indians the
most expensive franchise in the IPL.
The stars of Mumbai‟s foreign contingent have more players
from the Asian sub-continent and very few names from other
test nations. The team had less mileage outside India as it
had less or no players representing their nation other than
Sri Lanka and South Africa.
While the foreign players are a little lightweight, the Indians
in the Indians‟ side definitely pack a punch. Income from
gate receipts and merchandising were diluted due to Sachin
missing the initial few matches of the season.
However, the situation reversed on the return of the „Little
Master‟ and the Mumbai Indians were the most watched
team on television in the first edition of the IPL tournament
with 239m viewers. This pushes the team higher up the
brand strength rating, although it is counterbalanced by the
lack of an internationally relevant player profile.
4. MUMBAI INDIANS, $16.9m
Key Players Sachin Tendulkar, Jayasuriya, Harbhajan Singh, Zaheer Khan
Team Sponsors Idea cellular, Mastercard, Royal Stage, Kingfisher, Zandu Balm, Pepsi and Adidas
Brand Ambassador 2008 - Hrithik Roshan
Coach Lalchand Rajput
Icon Player Sachin Tendulkar
14 www.intangiblebusiness.com www.mtiworldwide.com
15. IPL BRAND VALUE SCOREBOARD 2009
KINGS XI PUNJAB, $15.1M
Kings IX Punjab is the team representing Mohali in the
Indian Premier League. The owners of the franchise include
Preity Zinta, Ness Wadia (Bombay Dyeing), Karan Paul
(Apeejay Surendera Group) and Mohit Burman (Dabur). The
group paid a total of $76 million to acquire the franchise, the
sixth most expensive team.
Having popular owners could not help the team in creating a
strong brand identity and the team failed to attract big
sponsors last year. This led to lower income and a smaller
ground and audience capacity affected the gate receipts for
Punjab which resulted in low rating in terms of brand value.
With a consistent performance throughout the season the
team was able to attract consistent audience numbers and
developed a loyal viewership.
With the IPL 2008 batting sensation Shaun Marsh (highest
run scorer with an average of 68.44) and Brett Lee missing
the major part of 2009 season the team will have a slight
disadvantage going into the tournament.
5. KINGS XI PUNJAB, $15.1m
Key Players Yuvraj, Sangakkara and Irfan Patan
Team Sponsors Emirates, Dabur, Reebok, Gulf Oil Corp. and netlink blue
Brand Ambassador Daler Mehndi bhangra/pop singer
Coach Tom Moody
Icon Player Yuvraj Singh
15 www.intangiblebusiness.com www.mtiworldwide.com
16. IPL BRAND VALUE SCOREBOARD 2009
ROYAL CHALLENGERS BANGALORE
, $13.9M
Royal Challengers Bangalore(RCB) is the team representing
the city of Bangalore in the Indian Premier League. The team
is owned by the liquor magnate Dr. Vijay Mallya, through his
flagship firm UB Group, having bought the rights for USD
111.6m.
Despite huge investment in buying the franchise it all went
wrong in the team selection, the team had more test players
than T20 players. Adding fuel to the fire, the Indian media
has also come up with similar interpretations, describing this
team as “Tests players wearing Twenty20 jerseys”. Critics
were proved to be right at the end of the tournament with the
team finishing 7th overall, which lead to complete
restructuring of the teams management committee. The then
CEO Charu Sharma and coach Venkatesh Prasad were
replaced by Brijesh Patel & South Africa‟s former coach Ray
Jennings respectively. In 2008, the RCB had a lot of glamour
associated with it as it had the cheerleaders from the
Washington Redskins as its own cheerleaders and the
glamour quotient was furthered by the presence of Katrina
Kaif as the brand ambassador. Despite high investment and
glamour, the RCB was lacking an eleven member squad that
can fit to T20 version, which resulted in lower income from
gate receipts and merchandising revenues eventually lead to
lower brand rating.
The 2008 IPL Season was not good for this team. The team
won only four matches, losing 10 matches and managed to
secure 7th position in the points table.
Zaheer Khan (highest wicket taker for RCB in 2008) was
swapped with Robin Uthappa of the Mumbai Indians. With
the inclusion of few big names in International cricket like
Kevin Pietersen and Jesse Ryder in 2009 and with few
veteran players like Dravid, Kallis and Kumble, the team is
expected to perform better this year.
6. ROYAL CHALLENGERS BANGALORE, $13.9m
Key Players Pietersen, Ryder, Kallis, Dravid and Kumble
Team Sponsors Royal Challenge, McDowells and Bagpiper
Brand Ambassador Bollywood actresses Katrina Kaif and Deepika Padukone
Coach South Africa‟s former coach Ray Jennings
Icon Player Rahul Dravid
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17. IPL BRAND VALUE SCOREBOARD 2009
HYDERABAD DECCAN CHARGERS, $11.3M
Deccan Chargers is the franchise team that is representing
Hyderabad in IPL. The team is owned by the media house
Deccan Chronicle and was acquired at a cost of USD 107m.
Despite having a strong team, Deccan Chargers have failed
to create a strong brand identity.
Absence of a popular brand ambassador, lower awareness
of Deccan Chronicle group and lesser marketing and
branding initiatives by the team owners has been key factors
in preventing Deccan Chargers building a popular brand.
Lower popularity has affected the brand value of the team
resulting in lower income from gate receipts, merchandising
revenues, and attracting new team sponsors.
After a below par performance in the IPL 2008 with only two
wins out of 14 matches, and ending up at the bottom of the
points table, the team has a new management, a new
coaching staff and a new captain this year. Adam Gilchrist
has replaced V V S Laxman as the captain of the team this
year so the outlook for next year looks more positive.
7. HYDERABAD DECCAN CHARGERS, $11.3m
Key Players Adam Gilchrist, Andrew Symonds, Herschelle Gibbs, Rohit Sharma, Chaminda Vaas
Team Sponsors Deccan Chronicle, Odyssey, Puma, Kingfisher, and McDowell‟s
Brand Ambassador Bollywood actress Hansika (in 2008)
Coach Former Australian batsman Darren Lehmen
Icon Player None
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18. IPL BRAND VALUE SCOREBOARD 2009
RAJASTHAN ROYALS, $10.1M
Rajasthan Royals, representing the state of Rajasthan in
IPL, was the least expensive franchise bought at USD 67m
by Emerging Media Group. Winning the tournament in IPL
2008 has helped Rajasthan Royals attract better sponsors
this year but the absence of star players, lesser known
owners and no brand ambassador last year have prevented
Rajasthan from creating a differentiated brand identity.
This year popular actress and Celebrity Big Brother winner
Shilpa Shetty joined the stakeholders list of the team. If
Shetty‟s popularity can be leveraged, this may provide a
good platform from which Rajasthan Royals can strengthen
its brand value.
Although it was the least fancied team in IPL 2008, the team
had an exceptional record of 11 wins and defeated Chennai
Super Kings in the Finals to be crowned as the first IPL
Champions. The team is led and coached by Shane Warne
whose own equity rubs off on the team.
8. RAJASTHAN ROYALS, $10.1m
Key Players Shane Warne, Shane Watson, Graeme Smith
Team Sponsors Kingfisher, Boost and Puma
Brand Ambassador Shilpa Shetty
Coach Shane Warne
Icon Player None
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19. Disclaimers
This is an entirely independent study undertaken and funded by MTI Consulting and Intangible Business Limited. The valuations and ratings are based on available information
and is intended to reflect the strength of the brand. It is NOT an endorsement of a sale / purchase price.
The use of logos (which is not the property of MTI & IBL) in this report is purely to illustrate the brands that have been valued and the tournament brand IPL .
Intangible Business MTI Consulting
Intangible Business was set up in 2001 to provide an MTI Consulting is a fast growing international management
independent approach to brand valuation, brand strategy and consultancy, with operations in Bahrain, Dubai, Malaysia,
brand development. As well as experts in brand valuation, India, Pakistan, Bangladesh, Sri Lanka, UK and 17
Intangible Business is now an internationally recognised Associates across Americas, Africa and Europe
leader in all IP valuation.
Since our inception in 1997, MTI has worked on 350 client-
Based in London, UK, Intangible Business has an specific projects in 40 countries across 5 continents, helping
international network of offices from which it provides brand our clients to Analyze > Strategize > Realize profitable
valuation related services for management, financial and business initiatives
litigation purposes. Global clients include Vodafone, L‟Oréal,
Laura Ashley, ebookers, Fortune Brands, P&G and Our core focus is on Strategy Consulting, which is augmented
WOOLMARK. with specialized solutions in Corporate Finance, Human
Resource Management, Marketing and Research & Analytics
Richard Yoxon Srikanth Nanjareddy
International Director Country Representitive
Intangible Business MTI Consulting
9 Maltings Place S 306A, Manipal Center
169 Tower Bridge Road Dickenson Road
London, SE1 3JB Bangalore 560 042
UK India
Tel: + 44 (0) 870 240 7386 Tel: (91) 80 4115 9050 / 1
Email id: richard.yoxon@intangiblebusiness.com Email Id: srikanth@mtiworldwide.com
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