DEFINING BRAND VALUE, ELEMENTS, ATTRIBUTES, AND IMPACT SCORES (CSK)
Plausible Marketing Question
I need one score which combines viewership appeal, popularity or following, and brand recall for each team. Which are the teams which have strong impact scores? Which teams should I choose for my IPL activities if I want to associate with a particular team?
- CSK dominates the IPL team scenario, followed by MI, KKR, SRH, and RCB.
- Viewership share is high for CSK, MI, and RCB – the three most-watched teams. This impacts their brand recall share positively.
- RCB, despite its poor season, seems a good bet for sponsors.
- CSK’s home appeal is a key strength, as is its national appeal.
- Both KKR and MI have good home loyalty, but MI surges ahead on the strength of its popularity across India.
Note: For KXIP, Delhi has been taken as a surrogate home city