Ranked #1 in the World
By Sudio Sudarsan ’05, Thunderbird MBA
Most of the greatest sports brands today are American: Nike (sportswear), Super Bowl (sporting event), Tiger Woods (sports personality), ESPN (sports channel), and the New York Yankees (sports club). Yet at least one powerhouse sports brand from India has earned its place among the world’s best. The Chennai Super Kings have differentiated themselves in the upstart Indian Premier League (IPL) and become a cultural phenomenon. As a branding veteran who specializes in consumer insights and technology, I would give the Super Kings full marks in every facet of the complex branding process, especially the potential to build equity by capitalizing on the emotional relationship the club shares with fans who derive strength and a sense of identity from their affiliation with their team. Read my full article in the Huffington Post.
June 4th, 2012 at 6:36 pm
Coming from a diverse background of being a first generation Indian American, Technologist and fan of most American sports – I have reacquainted myself in a sport I grew up with through IPL and Chennai Super Kings. I was forwarded this article by a CSK fan friend, and when I saw this on HuffPo, drew me to comment on this.
First of all, I cannot believe the luck that CSK has on its side in getting a b-school professor to write this article. You have correctly pointed out through your academic and industry insights on how palpable the CSK franchise is within the fandom. I am sure that even they didn’t recognize this strength until you pointed it out!
Secondly, I see all things technology come together in all areas of marketing now than ever before. This is a truly unprecedented era of social media drivers creating the ripple and wave in the mindset of its consumers. It is high time team owners consider knowledge coming from branding pundits like you to build their franchise.
Last but not the least, your article’s popularity has produced an unexpected viewership and eyeballs perusing all things CSK than ever before – Hope the CSK management thanks you for this. Your ideation could do the fledgling sports branding world in Indian subcontinent mighty good. No one has attempted to take their analysis to this level, but you have. If I were any team owner in IPL, I would be talking to you. Good luck!
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As a branding veteran who specializes in consumer insights and technology, I would give the Super Kings full marks in every facet of the complex branding process, especially the potential to build equity by capitalizing on the emotional relationship the club shares
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