Monday, May 08, 2006

Performance make Brands

This world is really competitive and the one who can cross this clutter will be a big brand. Let us just look at India’s wicketkeeper-batsman Mahendra Singh Dhoni.

This 24 year lad has an average of 53 in 42 ODIs so far with highest score of 183 that too undefeated. He just debut 2 years back in a match with Bangladesh v India at Chittagong (MAA) - Dec 23, 2004.

So this all has made him a superstar, a brand who can endorse brands. There was an article in Delhi Times yesterday - http://timesofindia.indiatimes.com/articleshow/1519401.cms . If not 2 to 3 crore, this guy is getting 25 to 35 lacks. Thats not a bad start at all!!

We have seen Dhoni endorsing Reebok, Sonata watches, Mysore Sandal soap, Reliance Communication and the latest to join the Dhoni ‘brand wagon’ is the Chennai-based Sara Lee Household and Body Care, the Indian arm of $18bn Sara Lee. The company hopes to add shine to its brands such as Brylcreem and Kiwi.

Right from Farokh Engineer to Dhoni, Brylcreem has had the heritage of endorsements by eminent cricketers, says Sara Lee India managing director S Suresh.

Brand Personality: Brylcreem brand personality is confident, stylish, manly, youthful and contemporary and fits well with Dhoni’s image as a youth icon and innovative and confident player. Its a good synergy.

Sara Lee, with a brand portfolio of Kiwi, Brylcreem and Kiwi Kleen, expects to touch the Rs 100-crore turnover mark this year. The turnover of the company, following the July to June calendar, stood at around Rs 70 crore last year. Brylcreem and Kiwi brands contributed as much as 75% of the total turnover. Mr Suresh said India has been evolving as the global sourcing point for shoe care products. The first product, sourced out of India, is the instant shoeshine sponge, Kiwi Express.

To target the ‘gen next,’ Sara Lee has launched Brylcreem UV gel, which when used under psychedelic lights, will “make the hair glow.” In the Rs 150-crore household cleaning business, Kiwi Kleen brand is leveraging on Kiwi’s brand equity.

Sara lee has travelled a journey of Niche products and innovation than that of mass category.

Can you guys give more examples of people who have become celebrities/ brands via their performance? What were their Key success factors?

2 Comments:

Blogger Nikhil Narayanan said...

jus an addition to Dhoni's list-
NDTV..not a brand ambassador ..but on similar lines

May 09, 2006 6:22 PM  
Blogger Prashant Chauhan said...

yaa. quite true that performance make brands...want to illustrate the name of INTEL. when i was reading the autobiography of "Andrew Grove", the founder & ex-CEO of the company, he said that there are more than 180 components used by IBM or DELL in manufacturing the computer. But the computers are classified on the basis of part i manufacture...thats the strength of my brand..quite right..the first thing i look for in a lappie or in a computer is "intel inside".

May 10, 2006 5:03 PM  

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