B Finance：2022年度印度板球超级联赛品牌（IPL）品牌价值及强度评估报告（中译版）（30页）.pdf

1、IPL2022The annual report on the most valuable and strongest Indian Premier League brandsDecember 2022Brand Finance IPL 2Contents.2022 All rights reserved.Brand Finance Plc.About Brand Finance3Foreword7 David Haigh,Chairman&CEO,Brand FinanceExecutive Summary8Brand Value&Brand Strength Analysis10Metho

2、dology18Our Services25David Haigh Chairman&CEO,Brand FinanceBrand Finance Brand Finance IPL 3Foreword.What is the purpose of a strong brand:to attract customers,to build loyalty,to motivate staff?All true,but for a commercial brand at least,the first answer must always be to make money.Huge investme

3、nts are made in the design,launch,and ongoing promotion of brands.Given their potential financial value,this makes sense.Unfortunately,most organisations fail to go beyond that,missing huge opportunities to effectively make use of what are often their most important assets.Monitoring of brand perfor

4、mance should be the next step,but is often sporadic.Where it does take place,it frequently lacks financial rigour and is heavily reliant on qualitative measures,poorly understood by non-marketers.As a result,marketing teams struggle to communicate the value of their work and boards then underestimat

5、e the significance of their brands to the business.Sceptical finance teams,unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments.What marketing spend there is,can end up poorly directed as marketers are left to operate with insufficient financial guidance

6、 or accountability.The end result can be a slow but steady downward spiral of poor communication,wasted resources,and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and finance.Our teams have experience across a wide range of disciplines from market research and