MTV: Building Brand Resonance Essay

1 What is the MTV soil image? How valuable are the MTV rat associations? What should its affectionateness values be?The MTV distinguish started out with a focus on the melody where it helped to launch the visual impact of bands by dint of medicinal drug icons. MTV is a youth oriented strike out, that started as a purely music video station, and has now involved into a pop-culture station with a mix of long-form programming, and videos. They created stars and termed late expressions like VJs and quickly differentiated their product from the competition. As a conduce of having a first-mover advantage they were the TV reassign to go to in rewrite to endorse your music. They managed to build up their brand and be a differentiate manoeuver for promotion where artists where demanding to perk up their own videos played on MTV. MTV body a strong brand within the youth segment notwithstanding indispensabilitys to constantly evolve in order to maintain their sic with new t rends and changes emerging.The brand associations are strong since they are attached to a certain target-group (youths) that is really desirable to reach for m any(prenominal) advertisers. The adolescence and early maturity that MTV reaches are important for establishing enduring preferences for a specific type of brand that might follow a person throughout his life. Viewed as very hip and now legion(predicate) teens look to the channel to view what is frequent and what the up and coming trends of today are. MTV has very strong brand attributes, with its viewers and even with people that do not view the channel as one they would frequently watch, whence giving the brand strong brand associations. MTV has core values of checkouting on top of music and cultural trends, as a result ensuring their referd growth of their audience MTV needs to collar relevant to stay on top.2 Describe the current sources of MTVs brand equity. How restrain they changed over time?MTV creates its brand equity through high level of awareness and brand associations its made with its targeted viewers. MTV did this by using VJs or video jockeys to bring the viewers along for the ride. VJs made its a much to a greater extent personal experience as if they were friends with the audience. The use of long-form programming has helped slip away viewers interested in the channel by keeping relevant in its programming, by moving away from its roots as a music only channel and giving viewers what they were interested at any point in time. There are multiple genres and cultures represented on MTV and the channel high ratings among its key teen demographic, especially females.The evolution of the channel has kept the brand equity. In 2010 the MTV logo changed and no longer contained the tag-line harmony Television to further emphasize their shift away from the pure music. By focusing more on programs that were culture evidences and not only music they entertain managed to maintain a st rong brand. Throughout their changes of focus MTV has managed to keep its core values intact. They are a channel for the younger genesis that constantly provokes and stays on the edge of new concepts. By having a brand aimed at pop culture they constantly have to re-invent themselves to stay current. One of the biggest challenges for MTV is managing growth because usually when things become too general it is no longer considered to be cool.3 What is the role of music within MTV? Do they need to put the M back in MTV?Music lifelessness plays a major part in MTVs image and brand associations. Music and pop culture have always been interconnected, as many view the music that they listen to be how they express who they are as an individual. By having the same segments of people liking the same types of music, you can put one across the cliques within these segments, and usually these are how social trends begin. Although on a television set station, music does not have the power to captivate viewers for prolong periods of time MTV found that long-form programming kept viewers tuned in on a regular basis, whereas music created grazing behaviors. Additionally, the channel viewers have changed therefore changing back to an all music channel I do not think would benefit the channel viewers need to stay tuned in order for MTV to remain profitable and they are doing a good job of keeping their brand equity and associations.4 handle the role the Internet in programming. How should MTV best integrate the Internet into the brand? How might engineering impact MTVs future?MTVs websites behave as an added channel to keep viewers engaged beyond only when watching the channel they can now watch TV episodes and have wallpapers etc. However, the internet could pose the problem as sites like YouTube, humans Star Hip Hop, and a collection of others give viewers rise to power to video on demand, (what they want to see and when they want to see it), as opposed to watching a channel and waiting to hopefully see a song or wait for a program to air. MTV should continue to use the Internet to its advantage by offering exclusive online clips, interviews, and MTV individualised gear.They should continue to create apps and use Twitter, Facebook, and Instagram to connect to viewers. The MTV website already offers a potpourri of experiences to visitors and its greatest pull is that the brand owns the market as the resource for popular music. Drawing on that, and localisation the synergetic aspect as a true storehouse for information is the most complementary stance MTVi (the interactive division of MTV) can take. With trendiness at its core, MTV will thrive as technology continues to change.5 How have MTVs babe networks affected the parent channels brand equity? What changes, if any, would you make in positioning of the sister networks in order to create the optimal brand portfolio?MTV has effectively apply its sister networks and parent channels to b oost brand equity. By playing more music clips and videos on the MTV2 and VH1 channels, it spreads the core values of the brand. MTV started and made its found by showing music videos, so having its sister channels show more videos it extends the brand image and values. MTV is a global brand and therefore reaches many different people from all around the world. This means that they have an extensive range of viewers that are from different places, cultures, nationalities, ethnicities, etc. MTVs global channels offer country specific programming to greet to the many different countries and cultural tastes. MTV is doing a good job of positioning itself and its sister channels for continued success in boosting brand equity.