Tuesday, 14 April 2009

Brand Sachin

While all the buzz is about cricket's young turks who slayed mighty Kiwis, it is the little master who still scores big. Not just on the field, but as a brand, too. While the numbers show Mahendra Singh Dhoni just a wee bit behind Sachin Tendulkar, in terms of his durability, experts say Sachin is way ahead.

Cricket sells and we all know that. And just like Team India, the star of cricket still remains a certain man called Sachin Tendulkar.

A few failures in the game may look awkward on the record books, but that's not what brands are about. Brands are about ownership of mindspace, and on that count, Brand Sachin is going strong.

According to Manish Porwal, CEO, Percept Talent Management, brand Sachin is leagues ahead of everyone else. "While they might seem close now, if I were to acquire brand Sachin, it would be worth at least five times Dhoni. A brand is always a long-term property," he says.

Sachin's brand value is no longer dictated by his run of good scores. The fact that he has had a good run in the recent tour of New Zeeland has, however, added to his value.

Ravi Krishnan, former managing director of IMG South Asia, one of the largest sports marketing firms, says: "Brand Sachin has always been strong, as he's almost become a legend of the game. He's emerged as someone on whom brands can bank upon irrespective of how he's performing. That's primarily because he's proven himself over a long period of time."

Cement manufacturer Jaypee Cement on Tuesday announced cricket sensation Sachin Tendulkar as its brand ambassador while launching its new brand campaign in Jaypee Business School, Noida.

“Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and ever lasting performance. These value have spurred both to set new benchmarks and made good the dreams and aspirations of all those who believe in Sachin and Jaypee Cement,” Jaypee Group Executive Chairman Mr Manoj Gaur said.

"Endulkar?" Certainly not. Brands are best crafted in the prime of their performance years. But well crafted brands endure.

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