The MSD Dilemma

CSK is in a cleft between brand Dhoni and what's next

- Christina Moniz

Evaluating a brand's contributions to your company's bottom line and whether it will continue to deliver significant strategic value in the future isn't perfect science. Often, brand bosses face the tricky task of balancing hard-nosed financial wisdom with the merits of keeping fans happy. Toyota was lucky to have an Innova to step into the shoes of its hot-selling Qualis in 2005, but will Chennai Super Kings (CSK) be equally lucky?

The five-time IPL winner has had a rather rocky start to this IPL season with three consecutive losses and just one win. Adding to the club's woes is the uncertainty surrounding the team's star performer, Mahendra Singh Dhoni. Cricket commentators like Sanjay Manjrekar argue that Dhoni's presence among CSK's playing 11 is more for his brand value than cricketing competence.

They have a point. As per a report by Brand Finance, at $122 million, CSK is the IPL franchise with the highest brand value. Its player Dhoni picked up a whopping 42 brand endorsements last year, with a brand value of over $90 million. But is that enough reason for CSK to keep the 43-year-old on the field?

The club is faced with a unique conundrum in choosing between Dhoni the player and Dhoni the brand. Fans have taken to social media to voice their discontent at CSK for underutilizing its biggest star by playing him as low as number nine in the batting order against Royal Challengers Bangalore.