IPL THE MOST VALUABLE FRANCHISE BRAND BUILDING GAME, BRANDING CRICKET – THE IPL WAY

Abstract

121 Cr. of Indian Population thrillingly waiting the gentleman game “cricket”. India has undergone a drastic change in last decade. The new format in the world of cricket i.e. 20-20 / T 20 has brought extensive changes in the game bringing in the constituent of provincial teams with a provision for international players bringing in the constituent of glocalization in cricket. The provincial teams have emerged as distinct brands using the various elements of branding i.e. specially sensory one and giving each team a distinct identity, ownership, promoting it a unique manner. This is a useful analogy as only a small proportion of an iceberg is visible above the surface. IPLs from 2008 to 2015, the franchises appear to have comprehended the gamut of the auction business and appear to have made smart bids, with a few exceptions.This paper attempts to explore the many creeds of franchising brand building and branding cricket in the Indian Premium League teams.