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R.PRADEEP

A STUDY ON THE BRAND EQUITY OF CHENNAI SUPER KINGS (CSK)

PURPOSE

This project concentrates on the importance of these dimensions (brand awareness,

brand loyalty, brand image and perceived quality) of customer-based brand equity
on consumer’s perceptions of a brand. This is based on the theory that all these
dimensions of customer based-brand equity will have influence on consumer’s
perceptions of brand. Brand equity is the value which the brand adds to the
product. Brand equity can be said to be any asset or liability connected to a brand
name that adds or subtract value to a product. This study is all about how brand
awareness, brand loyalty and brand image effects the brand equity of Chennai
Super Kings (CSK) in IPL.
STATEMENT OF THE PROBLEM

To identify whether CSK has gained or loosed its brand equity after its ban of 2
years.

SCOPE

To study about the brand awareness, brand image and brand attitude among the
people of india towards CSK. In this study we mainly focused on how the above
mentioned aspects would effect brand equity of CSK.

OBJECTIVES

 To find out the way of creating brand image

 To find out the effect of brand image
 To find whether brand equity leads to brand expansion
 To find whether brand loyalty matters brand equity
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RESEARCH TYPE

Questionnaire

 Hans H. Banz et al., (2005), EJM 39(5/6)

 Hans et al
 Hans H. Banz et al., (2008), JSM 22, 205-226

REVIEW OF LITERATURE

AUTHOR: DENNIS A PITTA AND LEA PERVEL KASTANIS

Brand equity is defined as the value a brand name adds to a product. If companies
understand brand equity then it will be very useful for brand extension of the product. Examples
like diet pepsi and diet coke are benefited from brand franchise of their parent products. Coco
cola introduced 6 extensions and captured a larger market share than the original brand. All these
extensions got a good image and ended in profits as there are no defects and their parent products
helped in creating a well established image. Thus brand extension created a synergy. There are
also problems during brand extensions if there is a mistake in it. Extensions such as the Cadillac
Cimarron serve as examples of the price of a mistake. They made an extension for those who
couldn’t afford luxury sized cadillacs by reducing its price. The consumers then thought that
people who can afford a Cadillac Cimarron too. So the extension was a failure because of its
price. They made an extension for those who couldny afford luxury sized cadillacs by reducing
its price. The consumers then thought that people who can afford a cheverolet too. So the
extension was a failure because of its price. The underlying basis of brand equity is consumer
memory. When the consumer thinks about a product or recognizes a problem, a spreading
activation process connects node to node and determines the extent of retrieval. Brand equity
represents a condition in which the consumer is familiar with the brand and recalls some
favourable story and unique brand associations.

RESEARCH DESIGN

Descriptive research design – because this study defines the characteristics of the population
about the brand CSK.
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VARIABLES FOR STUDY

 BRAND AWARENESS (BAW)

 PRODUCT RELATED BRAND ATTRIBUTE (PRBA)
 NON-PRODUCT RELATED BRAND ATTRIBUTE (NPRBA)
 BRAND BENEFITS (BB)
 BRAND ATTITUDE (BA)
 FAN LOYALTY (FL)

RESEARCH GAP

BRAND AWARNESS

i. I can recognize Chennai Super Kings (CSK) among other IPL teams
ii. I am familiar with CSK’s players, Management and coach

RESEARCH PROBLEM

 While comparing the last seasons of IPL CSK’s trustworthiness has decreased. To
increase the trustworthiness CSK must take necessary measures.
 Hereafter CSK shouldn’t involve in betting kind of activities in order to increase their
fans loyalty.
 CSK must maintain their consistency in order to increase their brand equity.
 As it is their comeback season CSK coming with a new and catchy theme song will be
very useful to increase their brand image.