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.