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THE SCIENCE BEHIND GETTING THE RIGHT SPOT IS IT JUST ENOUGH? (KKR)
Plausible Marketing Question
Is it enough to have a prominent position on the player's jersey, or do I need to support my brand with advertising? What works better? What position on a player's jersey should I go for?
- The jersey positioning of Nokia worked well. The following facts might have favored the brand:
a. Well-known & popular brand.
b. Associated with KKR as principal sponsor between IPL 2008 and 2014 and again in 2018.
c. Ran marketing & promotional campaigns on various mediums, active participation on social media.
- The majority of KKR enthusiasts (64%) recall the brand that was positioned on the 'Front-Center' of the jersey (Nokia in this case) compared to those positioned elsewhere.
- It is interesting to note that the brand present on a non-prominent position of a jersey arm (Royal Stag) has higher recall (38%) as compared to the one present on the Prominent position (Exide).