Sach(in) Ka Saamna

I still remember the first cricket bat bought by me was a bat having a MRF logo on it. Any guesses as to why I went for tht bat and not any other bat..... The reason is that at that time SACHIN used to play with MRF bat. This is one such example which shows how blindly we Indians follow Sachin, I can quote hundreds of other examples which will prove the power of Brand Sachin and the day Sachin scored 200 in an ODI he got the status of GOD by us and brand Sachin became an undisputed champion.

So the question arises that how can one value a brand like Sachin??? Well in an interview Sachin himself mentioned that he should be valued in runs and not in rupees, thus setting up a perfect example of the fact that he is true to his profession. Because the more the runs scored by him the more space will be acquired by him in the hearts of people. Big brands like Adidas started with some small endorsements with him (during the earlier stages of Sachin's career) and have move on to create private labels with him. This evolution of his brand association in a way reflects the role played by him in the Indian team.

The list here mentions various record deals associated with Sachin.

In order to give a more appropriate view of the power of brand Sachin we would like to present you with the stats of Share of Voice (SOV) for some of the Indian players (Share of voice is the percentage of advertising of one brand in a particular category as compared to other brands in the same category).

Most of us will be startled to know that the SOV for the brand Sachin gone below 30% just once or twice in his whole career (Its just AWSUM, a boon for the companies who are associated with this brand). Tendulkar very rarely gets associated with a negative brand, instead he always gets associated with niche products and premium brands an that is the reason why he is not above Dhoni.

According to us Brand Sachin will become even more powerful in the coming days the reason being current form of Sachin and coming up of Cricket World Cup.

With this we will end this post. We will soon be coming out with more such analysis for our readers.
So Stay tuned......

Performance and Popularity may not go hand in hand

Now, popularity in IPL 2010 is guaranteed. You know that, or you should! What I am here to tell you, that it will be guaranteed even if the teams never perform. Why am I saying this? Because I have empirical proof for this.

 

 

The above table that you can see is the points table that was created at the end of the league stage of IPL 2010, after the coverage of IPL 2010 at All Padded Up.

 

Now, look at the following table:

 

 

This table was created at All Padded Up through a poll, a poll in which 973 votes were cast for the most favoured team as determined by the readers of All Padded Up. The readers were allowed more than one vote in the poll. This was done so that the choice of the readers, and the popularity of the teams is not confined. This is the reason that the % figures add more than 100%.

The poll was conducted during the league stage of IPL 2010. Thus, the two tables were being created at the same time.

Thus, while the first table was a measure of performance of teams in IPL 2010, the second table is a measure of popularity.

The following points are something that we note:

• Kolkata Knight Riders is the most popular team, inspite of the fact that they were placed 6th in the performance team. In fact, the votes cast for KKR (68%) is higher than the votes cast for all the four top teams combined (59% combined).
• Delhi Dare Devils (Placed 5th in Performance table) has got more votes, that is more popular that 3 of the four teams that made to the semi finals of IPL 2010. Only Mumbai Indians have got more votes, among the top 4 teams.
• Mumbai Indians, which were the runners up in IPL 2010, must have lost the IPL 2010, but they were clear winners in terms of popularity beating the winners (34% as against 10%)
• Kings XI Punjab show that performance still matters. They are the last team in the points table, and have also received only 2% votes. That is because their performance was horrible right at the start of IPL 2010.

Thus, we come to the conclusion that while popularity is not confined to performance of the teams, performance of the teams does act as a parameter.

We are in the process of determining our own methodology of rating teams and brands. Wait for it!

Brand of the Week - Season II

Brandistics is back with a bang - we had an exciting reporting of marketing in IPL season #3. And, now we have new segment of posts highlighting the some of the biggest brands in the world of sports. Yes, indeed they are legendary players of their games but at the same time have been legends for the marketers across the world.

In these posts we will take up each of these players (brands) weekly and update you about how these players developed as a brand and how the big brands (companies) developed brand associations with these legends creating some historic campaigns in the world of advertising and promotions. These posts will also throw light on the various markets these brand associations target on and how they are able to convert it into success. And, then we leave it on our readers to decide weather these players are Brand Ambassadors or Brands themselves !!

So, we start the journey with Brand of the week - Season II exclusively only on Brandistics.