Brand Australia takes a beating

Updated: 11 January 2008 15:35 IST

With the Australians worried that the reputation of the team is taking a beating, the images, which sell brands is being shattered too.

Brand Australia takes a beating
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Hyderabad, New Delhi:

With the Australians worried that the reputation of the team is taking a beating, the images, which sell brands is being shattered too.

Many of the Aussie brand ambassadors could soon feel the heat after the Sydney fiasco.

Their image is forcing those connected to Australian cricketers to examine their impact on Indian business.

Companies like Percept Talent Management promotes Michael Clarke. Clarke's role as fielder in the very controversial dismissal of Saurav Ganguly in the second innings has put him under the scanner.

"Who wants to associate with brands endorsed by unsporting athletes. That's an issue for sure. Brands want good leaders and people with a good image. Ricky is ruined for sure. Clarke also," said Shailendra Singh, CEO Percept Holdings.

While Clarke clearly has a reason to worry, Ricky Ponting can possibly breathe easier. Advertising major J W Thompson, which handles brands like ING Vysya Bank, says his brand value may not be permanently impaired.

"It's too early to say right now. If the issue dies down soon. Or the media doesn't play it up too much in the long run it make not affect them that much," said Elvis, Creative Director, JWT.

The world champions have won 16 Test matches in a row. But Indian corporate muscle may just be about to remind them that winning alone doesn't always contribute towards a fat pay check.

Topics : Cricket
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