IMPACT SCORES

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?

Data Interpretation

• 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