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最有价值和实力最强的印度超级联赛品牌2022年度报告（英）

文化传媒2022-12-01品牌价值秋***

AI智能总结

The annual report on the most valuable and strongest Indian Premier League brands, IPL 2022, by Brand Finance, highlights the importance of a strong brand in attracting customers, building loyalty, and making money. The report provides a brand value and brand strength analysis, based on a methodology that includes financial data and customer feedback. The report also emphasizes the need for regular monitoring of brand performance and the use of financial measures to effectively communicate the value of a brand to the business and its stakeholders. The report concludes that a lack of financial guidance and accountability in marketing can lead to poor communication, wasted resources, and a negative impact on the brand's value.

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

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