Mtv : Building Brand Resonance
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Building Brand hailja andeep ourabh S Resonance IFMR
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This presentation was made by students of IFMR, Chennai for the Brand Management Paper taught by Mr. Balachandran
Transcript of Mtv : Building Brand Resonance
Building Brand
hailja
andeep
ourabh S
Resonance
IFMR
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
