Case study 8: Kolkata knight riders: Developing a brand identity

Sanjit Kumar Roy, Rajdeep Chakraborti

Research output: Chapter in Book/Conference paperChapterpeer-review


In the fourth edition of the Indian Premier League (IPL), held in 2011, the Kolkata Knight Riders (KKR) decided to revamp the team by changing the entire set of players. Even, Sourav Ganguly, the team's icon player for the first three editions of the IPL was dropped from the team. Instead, Gautam Gambhir (worth $2.4 million) was purchased by KKR to handle the responsibility of captaining the side in the absence of Ganguly.

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
PublisherSpringer-Verlag London Ltd.
Number of pages14
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608
Publication statusPublished - 1 Dec 2014
Externally publishedYes


Dive into the research topics of 'Case study 8: Kolkata knight riders: Developing a brand identity'. Together they form a unique fingerprint.

Cite this