Kolkata Knight Riders (KKR) clinched the championship at the finale of IPL 2012 played at the MA Chidambaram Stadium in Chennai. The defining moment was the Knight Riders team holding up the gold cup, but one could not miss the branding – the Nokia logo prominent on their T-shirts.
How will the KKR win help a brand like Nokia? Associating with a winning team definitely has a positive rub-off. Exchange4media explores...
Getting mileage out of a winning association
Santosh Desai, Managing Director and CEO, Future Brands said, “There’s visibility, momentum and excitement. After the event, there is automatic advantage for the brand, but the potential advantage needs to be harnessed and converted into a definite one.”
Gopinath Menon, Founder and CEO, Melon Media observed that net worth of KKR has gone up and anyone associated with it gets mileage too. But he was quick to point out that “in terms of exposure, it doesn’t mean much”. For all brands supporting KKR it works but that does not mean that other brands supporting other teams lose.
Nokia did get good mileage. “It was a good bet they played. KKR had done badly before but they kept the faith,” Desai noted.
Brands like Nokia have backed KKR through thick and thin and then reached the winning moment. That’s the charm of IPL. Now whether it was worth the price Nokia paid, the company would have done its own calculations, was Desai’s point of view.
Menon outlined the brand experience saying that it was almost 16 to 18 matches, each played during three hours of prime time.
Building future advantage
It was tough for KKR as the fans loyalty had not been built to the extent that it should have. “Now it is up to Nokia to invest and harness this new advantage they have. Nokia should take the responsibility to keep the KKR loyalty going for the rest of the year. Every successive year, the advantage should be built on,” Desai said.
“‘Till you get to the finals’, this is the mileage brands get,” Menon observed. He went on to say that now the finals are over, there is a doubt whether Nokia will get anything more. What is paramount here is that after the finals, people will remember the team and not the brand,” Desai cautioned.
“However, it does help in imagery and salience,” concluded Menon.