Chennai Super Kings: Rebuilding a Tainted Brand

Chennai Super Kings: Rebuilding a TaintED BRAnd Below are the available bulk discount RAtes for each individual item when you purchase a certain amount Register as a Premium EDucator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount. Publication Date:March 08, 2018 Industry:SpoRTS Source:IMD Chennai Super Kings (CSK) […]

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Chennai Super Kings: Reing a Taint Bnd

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Publition Date:
March 08, 2018

Industry:
Sports

Source:
IMD

Chennai Super Kings (CSK) was the most successful team of Indian Premier League (IPL) till it was bann for two seasons (20162017) in 2015. The matchfixing and betting controversy and the resulting lawsuit in the Supreme Court erod the bnd value of CSK from US$72 million in 2014 to $67 million in 2015. Since the ban, key CSK players had mov to other IPL teams, with CSK ptain Mahend Singh Dhoni becoming the ptain of Rising Pune Supergiants, and key CSK players Suresh ina, R Ashwin, Dwayne Bvo and vind Jadeja joining Gujat Lions and Rising Pune Supergiants. Since the ban, newer sports leagues have also emerg and gain momentum beuse of the Indian viewers’ new and insatiable appetite for all sports nging from tditional kabi, wrestling, hockey and football to the newer badminton, tennis, ing, futsal and mix martial arts. With sports viewership spreading farther and wider than cricket, IPL is in for tough competition to gain and retain eyeballs. Under these circumstances, the return of CSK in 2018 is a challenge in itself. What sttegies should CSK management adopt to re the bnd? Should it hire more star players to jump start reing the bnd? What factors could jeopardize the successful relaunch of CSK? What actities should the team engage in to increase fan involvement? Learning objecte: 1. To under issues in the relaunch of a sports fnchise, and the associat ; 2. To under potential sttegies for reing a bnd in the sports industry; 3. To apply marketing tools and thinking to the sports industry; 4. Undering bnd equity concepts, such as Keller’s CustomerBas Bnd Equity model; 5. To under sports consumption and sports fan engagement.

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Chennai Super Kings: Reing a Taint Bnd


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