最有价值和实力最强的印度超级联赛品牌2022年度报告（英）

2022 IPL TheannualreportonthemostvaluableandstrongestIndianPremierLeaguebrands December2022 Contents. AboutBrandFinance3 Foreword7 DavidHaigh,Chairman&CEO,BrandFinance ExecutiveSummary8 BrandValue&BrandStrengthAnalysis10 Methodology18 OurServices25 ©2022Allrightsreserved.BrandFinancePlc. BrandFinanceIPL2022brandirectory.com/rankings/indian-premier-league2 Foreword. Whatisthepurposeofastrongbrand:toattractcustomers,tobuildloyalty,tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’. DavidHaighChairman&CEO,BrandFinance Hugeinvestmentsaremadeinthedesign,launch,andongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplace,itfrequentlylacksfinancialrigourandisheavilyreliantonqualitativemeasures,poorlyunderstoodbynon-marketers. Asaresult,marketingteamsstruggletocommunicatethevalueoftheirworkandboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,mayfailtoagreenecessaryinvestments.Whatmarketingspendthereis,canenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidance oraccountability.Theendresultcanbeaslowbutsteadydownwardspiralofpoorcommunication,wastedresources,andanegativeimpactonthebottomline. BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketresearchandvisualidentity,totaxandaccounting.Weunderstandtheimportanceofdesign,advertising,andmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline. Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketingandfinanceteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhattheydo,andboardscanusetheinformationtochartacoursethatmaximisesprofits.Withoutknowingtheprecise,financialvalueofanasset,howcanyouknowifyouaremaximisingyourreturns?Ifyouareintendingtolicenseabrand,howcanyouknowyouaregettingafairprice?Ifyouareintendingtosell,howdoyouknowwhattherighttimeis?Howdoyoudecidewhichbrandstodiscontinue,whether torebrandandhowtoarrangeyourbrandarchitecture?BrandFinancehasconductedthousandsofbrandandbrandedbusinessvaluationstohelpanswerthesequestions. BrandFinance’sresearchrevealedthecompellinglinkbetweenstrongbrandsandstockmarketperformance.Itwasfoundthatinvestinginhighly-brandedcompanieswouldleadtoareturnalmostdoublethatoftheaveragefortheS&P500asawhole. Acknowledgingandmanagingacompany’sintangibleassetstapsintothehiddenvaluethatlieswithinit.Thefollowingreportisafirststeptounderstandingmoreaboutbrands,howtovaluethemandhowtousethatinformationtobenefitthebusiness. TheteamandIlookforwardtocontinuingtheconversationwithyou. BrandFinanceBrandFinanceIPL2022 brandirectory.com/brandirectory.com/rankings/indian-premier-league3 ExecutiveSummary. IndianPremierLeaguecontinuesexcellentinningswithSystemValueup77%,Mumbai Indiansremain#1 +IPL’saggregatesystemvaluehasrisenby77%yearonyear,boostedbythenewmediarightsauctionandadditionoftwonewteams,reachingatotalbrandvalueofUS$8.4billion +MumbaiIndiansretainsitstoppositiondespite on-fieldperformance.MIisspreadingitswingsglobally, pavingwayforatrulyglobalT20franchisebrand +RoyalChallengersBangaloreprovestobethestrongestIPLbrandandgainstworankstobecomethe4thmostvaluableIPLbrand +FastestgrowingbrandvalueisRajasthanRoyals, up78% +KolkataKnightRidersandChennaiSuperKings arethe2ndand3rdmostvaluableIPLbrands +IPL2022winner,andnewbrand,GujaratTitans isalreadythe3rdstrongestIPLbrand BrandFinanceBrandFinanceIPL2022 brandirectory.com/brandirectory.com/rankings/indian-premier-league5 BrandValue& BrandStrengthAnalysis. Nowinits15thyear,theIndianPremierLeague(IPL)continuestoincreaseitssystemvaluesignificantly,withthetotalvalueoftheentireIPLsystembeingvaluedatUS$8.4billion.Thisisaconsequenceof twoimportantmilestones:Firstly,mediarightssoldforawhoppingUS$6.2billion(INR48,390crores)andsecondly,theauctionoftwonewfranchiseteamsraisingclosetoINR12,500crores(US$1.5billion)hasfurtherraisedtheprofileoftheIPL. Withthesharpincreaseindigitalviewershipandstreamingservicesduringthepandemic,theIPLhasbuiltavaluablebrandbasedonastrongconnectiontoitskeyconsumeraudiences.Therearesignsoffurtherprogresstocomeforsportsviewership,withtheIPLpartofthewiderglobaltransitiontoanewageofsportingeventtechnology. RoyalChallengersBangalore(brandvalueup34%toUS$68million)isthestrongestbrandintheIPLfranchiseecosystem. Thisisprimarilyduetoastrongfanbase,extensivefan-engagement,goodmerchandisepoliciesandapassionatefollowing. RoyalChallengersBangalorearecloselyfollowedbyMumbaiIndians(brandvalueup4%toUS$83million)andGujaratTitans(brandvalueUS$47million),whowerethe3rdstrongestbrandinitsdebutyear.ThebrandvalueofGujaratTitanswasboostedbyitscommendableon-fieldperformanceduringIPL