mtv : building brand resonance

Building Brand

hailja

andeep

ourabh S

Resonance

IFMR

http://www.youtube.com/watch?v=182oUgBfoLE

Timeline

1981

1982

1985

1986-89

1994

1996

1997-2000

2001

2002

2005

Brand Associations Fun

Youthful

One stop shop for Music Reality shows

Cool people Creativity

Fashion trends

Interactive

Contest

Sources of Brand Equity Brand Awareness

• Popularity through new videos, stars, VMA

• I Want My MTV

Brand Image

• Hip

• Popular Culture

• Music

• Informational

Have they changed • Remaining relevant to Popular Culture

– In tune!!

– Fresh Programs

– Evolving Formats

– Informed, Aware & Concerned

Brand Resonance • Region Centric Approach • Appeal for All ages • Kinship (TRL) • Engagement through Interactive

programs, road shows, concerts • Exclusive Merchandising • Resonance through performance • The hunter becomes the Hunted

Positioning MTV • Hotspot of What's In! • News, Views, Music, & more.. Other Channels : Different focus • Nickelodeon for kids • Spike TV for males • VH1 for 18-24;bahind and beyond the

music

Future! • Era of YouTube - Video on Demand • Music on the go • Social networking is in How to win? • Leverage program formats • Innovative Content • Explore New Avenues • Convergence between online & offline

modes