Case Study 8: Kolkata Knight Riders: Developing a Brand Identity

Sanjit Kumar Roy () and Rajdeep Chakraborti
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Sanjit Kumar Roy: Coventry Business School, Coventry University
Rajdeep Chakraborti: IBS Hyderabad

A chapter in Marketing Cases from Emerging Markets, 2014, pp 67-80 from Springer

Abstract: Abstract In the fourth edition of the Indian Premier League (IPL), held in 2011, the Kolkata Knight Riders (KKR) decided to revamp the team by changing the entire set of players. Even, Sourav Ganguly, the team’s icon player for the first three editions of the IPL was dropped from the team. Instead, Gautam Gambhir (worth $2.4 million) was purchased by KKR to handle the responsibility of captaining the side in the absence of Ganguly.

Keywords: Music Video; Promotional Campaign; Brand Identity; Chief Operating Officer; Social Medium Marketing (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_11

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DOI: 10.1007/978-3-642-36861-5_11

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