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

Sanjit Kumar Roy; Rajdeep Chakraborti

doi:10.1007/978-3-642-36861-5_11

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

Sanjit Kumar Roy, Rajdeep Chakraborti

Research output: Chapter in Book/Conference paper › Chapter › peer-review

Abstract

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 language	English
Title of host publication	Marketing Cases from Emerging Markets
Publisher	Springer-Verlag London Ltd.
Pages	67-80
Number of pages	14
Volume	9783642368615
ISBN (Electronic)	9783642368615
ISBN (Print)	3642368603, 9783642368608
DOIs	https://doi.org/10.1007/978-3-642-36861-5_11
Publication status	Published - 1 Dec 2014
Externally published	Yes

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10.1007/978-3-642-36861-5_11

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

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