How would you assess IPL’s progress as a platform — from Season 1 to Season 3?
I see IPL as one more opportunity to create new brands in the market . In 2008, nine new brands were launched – IPL plus the eight teams. IPL third edition is another interesting year. Year one saw support and following generated in India. In South Africa last year, we opened up an opportunity in the international markets not only for IPL but also for the franchisees. This year, there’s a certain amount of expectation as the event’s coming back home and we will add two new franchisees.
What’s the valuation of IPL as a brand property?
We don’t count our success merely in terms of valuation on paper. The way we like to look at it is whether we have been able to get more fans into the game? If I have to measure Indian cricket then I will first look at the performance of the Indian cricket team. Next, I will see if the game is attracting the next generation of followers? Is grass-root cricket healthy? Then there’s the whole issue of improving the stadium experience by working on accessibility , better infrastructure and services. At the end, a viable eco system has to be created.
Source : http://economictimes.indiatimes.com/Brand-Equity/IPL-as-an-opportunity-to-create-new-brands-in-market/articleshow/5609822.cms
I see IPL as one more opportunity to create new brands in the market . In 2008, nine new brands were launched – IPL plus the eight teams. IPL third edition is another interesting year. Year one saw support and following generated in India. In South Africa last year, we opened up an opportunity in the international markets not only for IPL but also for the franchisees. This year, there’s a certain amount of expectation as the event’s coming back home and we will add two new franchisees.
What’s the valuation of IPL as a brand property?
We don’t count our success merely in terms of valuation on paper. The way we like to look at it is whether we have been able to get more fans into the game? If I have to measure Indian cricket then I will first look at the performance of the Indian cricket team. Next, I will see if the game is attracting the next generation of followers? Is grass-root cricket healthy? Then there’s the whole issue of improving the stadium experience by working on accessibility , better infrastructure and services. At the end, a viable eco system has to be created.
Source : http://economictimes.indiatimes.com/Brand-Equity/IPL-as-an-opportunity-to-create-new-brands-in-market/articleshow/5609822.cms
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