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A customer centric brand analysis of ipl using brand molecule tool

This paper through an explorative research and metaphorical use of a molecule, determines the various factors that exists in regards to the brand “IPL”. | A customer centric brand analysis of ipl using brand molecule tool International Journal of Management IJM Volume 7 Issue 5 July Aug 2016 pp.58 66 Article ID IJM_07_05_005 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 7 amp IType 5 Journal Impact Factor 2016 8.1920 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication A CUSTOMER CENTRIC BRAND ANALYSIS OF IPL USING BRAND MOLECULE TOOL Akans hu Verma Production amp Industrial IIT Delhi New Delhi India Ankit Mandawat Textile Technology IIT Delhi New Delhi India Rachit Kuchhal Textile Technology IIT Delhi New Delhi India Robin Jindal Production amp Industrial IIT Delhi New Delhi India ABSTRACT This paper through an explorative research and metaphorical use of a molecule determines the various factors that exists in regards to the brand IPL . The paper also compare the results with the dimensions which have already been used by practitioner led sources to measure the same construct. This analysis helps one to achieve greater insight into the branding process. According to American Appraisal report Clearing The Fence with Brand Value the brand value of IPL has been estimated to be US 3.2 billion in 2014. The league has been tipped to rival the likes of the English Premier League in the near future. Increasing internet as well as TV penetration and increasing per capita income of the large and cricket frenzy Indian population is likely to fuel the growth of IPL as a brand in the coming future. As a part of this paper we have developed an understanding of brand value of IPL using brand molecule tool. Various drivers of brand value such as management strength marquee players celebrity influence geographical location etc. has been studied in this report using the brand molecule tool. Key words Brand Brand Molecule Customer IPL Cite this Article Akanshu Verma Ankit Mandawat Rachit Kuchhal and Robin Jindal A Customer Centric Brand Analysis of IPL .