KKR topped the list of brand value among all IPL teams.
Last year, Kolkata Knight Riders (KKR)
topped the list of Indian Premier League (IPL) brand value rankings. This year
has not been any different for them. The numbers rose in their favor. According
to a report published by the global corporate valuation, analytics, and
strategy firm Brand Finance, KKR is now valued at $58.6 million after the
recently concluded IPL, which is 23% more than their last year’s valuation.
IPL 10 winner Mumbai Indians is second in that list, with a
valuation of $54.1 million. Last year’s champion Sunrisers Hyderabad have
secured the third place with $46.5 million. Reports suggest that the fan appeal
of KKR’s megastar owner Shah Rukh Khan is the main reason behind their mammoth
brand value. Khan was able to establish much local and national sponsorship,
all by his connections and influence.
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Defining brand value, Ajion Francis, managing director of Brand
Finance India was quoted saying “The Company arrives at a brand value on the
hypothetical premise that a brand is an asset which can be transferred or lent
for a consideration, which can be called a royalty or a license fee. It is the
amount that such a transfer would command that determines the brand valueâ€.
 “To put it simply, the brand value is created on the basis
of how much of a franchise’s absolute revenue the brand hypothetically
contributes.†Francis quoted the same in a more simplified way.
Unfortunately, Royal Challengers Bangalore ranked the lowest in
terms of brand value. Inspite of their skipper Virat Kohli being one of the
young sporting icons in the country, his poor form as RCB’s poor run in the
season contributed towards the team’s dip in brand value.Â