Virat Kohli's brand valuation has reportedly taken a hit after his decision to step down as Indian team captain. He had relinquished the Indian T20I captaincy after the T20 World Cup last year and was removed as the ODI captain soon after.
Kohli then stepped down as India Test captain in 2022 after losing the Test series in South Africa. Kohli, who is plying his trade with the
According to a report filed by the Times of India, Kohli's brand valuation has shrunk from around $238 million in 2020 to $186 million in the next year (2021). However, despite his brand valuation plunging to $186 million, Kohli has managed to secure the top spot in the top celebrity endorser list.
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This is the fifth consecutive time Kohli has secured the numero uno position in India's top celebrity endorser list.
The report added that legendary Indian cricketer
“There were rumors that Dhoni quit the Indian Premier League (IPL). But he turned it around by taking Chennai Super Kings (CSK) to a win and transitioning to the role of a mentor for the national team. Dhoni has become a timeless brand similar to Sachin Tendulkar,” Aviral Jain, MD, Duff & Phelps (A Kroll Business) told TOI.
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“Brand value is directly proportional to eyeballs, focus and the chemistry the brand is able to create among its users and fans. More so in the case of a persona brand from the world of cricket,” said Harish Bijoor who is the founder of Harish Bijoor Consults.
“Kohli’s brand valuation is down. It is bound to be. He no longer sports the India captain’s cap. He no longer bears the RCB mantle, as well. New names occupy these positions today. As each of them deepens their brand valuation, Kohli will weaken his. It’s all part of the game. Part of the game is called branding!,” Bijoor added.
(Times of India inputs)
